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Marketing Research: Aaker, Kumar, Day and Leone Tenth Edition

This document discusses secondary sources of marketing data from Chapter 5 of the textbook Marketing Research by Aaker, Kumar, Day and Leone. It describes various internal and external sources of secondary data for businesses, including company records, published sources, databases, and more. It also covers limitations of secondary data and how businesses can use secondary data for applications like demand estimation, market monitoring, segmentation, and developing business intelligence systems.

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Nay Lin Aung
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173 views17 pages

Marketing Research: Aaker, Kumar, Day and Leone Tenth Edition

This document discusses secondary sources of marketing data from Chapter 5 of the textbook Marketing Research by Aaker, Kumar, Day and Leone. It describes various internal and external sources of secondary data for businesses, including company records, published sources, databases, and more. It also covers limitations of secondary data and how businesses can use secondary data for applications like demand estimation, market monitoring, segmentation, and developing business intelligence systems.

Uploaded by

Nay Lin Aung
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Marketing Research

Aaker, Kumar, Day and Leone


Tenth Edition
Instructor’s Presentation Slides
2

Chapter Five

Secondary Sources of
Marketing Data

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


3

Data Sources

Primary Data

Secondary Data

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


4

Sources of Secondary Data

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


5

Uses of Secondary Data


• May provide enough information to resolve the problem being investigated

• Can be a source of new ideas that can be explored later

• Acts as a prerequisite to collecting primary data and can help in designing


the primary data collection process

• Helps to define the problem and formulate hypotheses about its solution

• Helps in defining the population / sample / parameters of primary research

• Can serve as a reference base to compare validity of primary data

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


6

Benefits and Limitations of Secondary Data

Benefits Limitations
• Low cost • Collected for some other purpose
• Less effort • No control over data collection
• Less time • May not be accurate
• Sometimes more accurate • May not be in correct form
• Sometimes only way to • May be outdated
obtain data • May not meet data requirements
• Assumptions have to be made

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


7

Internal Sources of Secondary Data


Internal Records
• Accounting Data

• Sales Reports

• Inventory Management

• Customer Database

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


8

External Sources of Secondary Data

Published data
sources (e.g., Census, Computer retrievable
publications of Trade directories databases ("online"
various trade databases)
associations)

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


9

Classification of Computer-retrievable
Databases

Computer Retrievable Database

Based on the Method of Storage


Based on the Type of Information
and Retrieval of Information

On-line CD-ROM Floppy Disc


Source Reference
Databases Databases Databases

Direct from Direct from Indirect through


Internet
Vendors Producer Networks

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


10

Computer-Retrievable Methods
Advantages Limitations
• Scope of information available • Rely solely on the accuracy of the
• Speed of information access and abstract author
retrieval • Depend on the journal and article
• Commercially available search selection policy of the database
procedures provide considerable producer
flexibility and efficiency • Might miss important information,
or retrieve a lot of irrelevant data if
searching by “keyword”

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


11

NAICS Code
North American Industrial Classification System
• Developed to provide a consistent framework for the collection, analysis and
dissemination of industrial statistics
• Identified by a six-digit code
• Sixth digit identifies subdivisions of NAICS industries that accommodate user needs
in individual countries
• Has 20 broad sectors

NAICS level NAICS code Description


Sector 51 Information
Subsector 513 Broadcasting and telecommunications
Industry group 5133 Telecommunications
Industry 51332 Wireless telecommunications carriers
U.S. Industry 513321 Paging

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


12

Appraising Secondary Sources


Factors to Be Considered:
• Who has collected the data (did they have
adequate resources)?
• Why was the data collected (how interests of the
agency matches with ours)?
• How was the data collected (what is the quality
of data on-hand)?
• What data was collected (geographic and
demographic limitations)?
• When was the data collected (how old/obsolete
is the data)?
• Is there consistency?

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


13

Applications of Secondary Data

• Demand Estimation

• Monitoring the Environment

• Segmentation and Targeting

• Developing a Business
Intelligence System

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


14

Applications of Secondary Data (Contd.)


Demand Estimation
•Census data
•Standard Industrial Classification (SIC)
•Trade association data
•Experts and authorities

Monitoring the Environment


•Press releases
•Legislation and laws
•Industry news
•Business and practitioner literature, such as magazines

Segmentation and Targeting


•PRIZM
•CLUSTER PLUS
•ACORN
•DMI
•NAICS
•TIGER

Developing a Business Intelligence System


•Competitor’s annual reports
•Press releases

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


15

Sources of Secondary Data for International


Marketing Research

• United Nations • United Nations • Dun and


• World Bank yearbooks Bradstreet
• Business • U.S. publications
International Department of (e.g., Exporter's
Publications commerce guide)
• Euromonitor • The Economist • Price
(publication) Waterhouse
• World Casts
• Worldcasts publications

Economic Industry Background


Data Data Data

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


16

Problems Associated with Secondary Data in


International Research

• Data Accuracy

• Comparability of Data

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition


17
Applications of Secondary Data in
International Research
• Selecting countries or markets that merit in-depth
investigation

• Making an initial estimate of demand potential in one or more


countries using:
▫ Lead-lag Analysis
▫ Surrogate Indicators
▫ Cross-sectional Data / Barometric Procedures
▫ Econometric Forecasting Model

• Monitoring environmental changes

http://www.drvkumar.com/mr10/ Marketing Research 10th Edition

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