Download - Consumer Research - Secondary Data Sources
Consumer Behaviour
Bangor Transfer Abroad Programme
ConsumerConsumerResearch -Research -
Secondary Secondary DataDataSourcesSources
Consumer Behaviour
Bangor Transfer Abroad Programme
Generating DataGenerating DataData is generated in 2 basic ways:
Secondary data:Data already existing – may have been collected for other purposes
+ / -+ / -
Primary data:Original data – collected for a specific purpose
Consumer Behaviour
Bangor Transfer Abroad Programme
Consumer Behaviour
Bangor Transfer Abroad Programme
Secondary DataSecondary Data
Secondary data is information that has been previously gathered for some purpose other than the current research project
Example
Consumer Behaviour
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Uses of secondary dataUses of secondary data• Helps to clarify research requirements
• Answers some of the research needs
• Enables more insightful interpretation of primary data
• Provides comparative data
• Provides information that cannot be obtained through primary research
Consumer Behaviour
Bangor Transfer Abroad Programme
Benefits of secondary dataBenefits of secondary data
• Faster
• Less expensive to collect
• Internet can be used, increasing speed further
Consumer Behaviour
Bangor Transfer Abroad Programme
Limitations of secondary dataLimitations of secondary data• Availability
• Applicability
• Accuracy
• Comparability
Consumer Behaviour
Bangor Transfer Abroad Programme
Evaluation of secondary dataEvaluation of secondary data• Is relevant data available?• Is the cost of data acquisition acceptable?• Is the data in an appropriate format?• Does the data apply to the time period of interest?
If ‘Yes’, go to original source if possible –
• Is the data likely to be unbiased?• Can the accuracy of the data be verified?• Can it be obtained within the timescale of the project?
If ‘Yes’, then use the data
If ‘No’, then undertake primary research
Consumer Behaviour
Bangor Transfer Abroad Programme
Internal Secondary Research Internal Secondary Research SourcesSources
• Sales figures• Operational data – stock levels, etc.• Customer satisfaction results• Advertising spend• Customer complaints records• Effectiveness data from promotional campaigns• Marketing research reports from past studies
Consumer Behaviour
Bangor Transfer Abroad Programme
External Secondary Research External Secondary Research SourcesSources• Internet – single search engines, and multiple
search engines• Directories• Country information• Published marketing research reports• News sources• Newsgroups and discussion lists
Consumer Behaviour
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The management information The management information system (MIS)system (MIS)
“A system within an organisation that
supplies information and communication services and resources to meet organisation needs.”
(CIM)
Consumer Behaviour
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The marketing information The marketing information system (MkIS)system (MkIS)
“People, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers”
(Kotler et al)
Consumer Behaviour
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The structure of an The structure of an information systeminformation system
Technologyinfrastructure
• Hardware• Systems software• Applications software• Communications
Datainfrastructure
• Databases• Database management• Archiving
Personnel• Technology developers• Systems operators• Systems maintainers• Users• User support
Consumer Behaviour
Bangor Transfer Abroad Programme
The marketing information system The marketing information system (MkIS)(MkIS)
Marketingintelligenc
e
Marketingresearch
Internalrecords
Informationanalysis
Marketingenvironment
• Target markets• Marketing channels• Competitors• Publics• Macro-environment forces
Marketingmanagers• Analysis• Planning• Implementation• Organisation• Control
Developing information
Distributinginformation
Assessinginformation
needs
Marketing information system
Marketing decisions and communications