Marketing 441:Research Session

Shana Gass, MSLS

sgass@towson.edu

Reference Librarian

January 27, 2010

http://pages.towson.edu/sgass/courses

Primary vs. Secondary Data

• Primary Data:“new data gathered specifically for the project at hand”

• Secondary Data:“data…already gathered for some other purpose”

--Marketing, 13th ed., Etzel, Walker & Stanton

Secondary Data Issues

• Age• Geographical Scale• Definitions• Some data is elusive!!

Topics

• Company• Industry• Target Market• Promotion

Local Case: Your Restaurant

Going National?

Who’s the competition?

Available through Baltimore County Public Library or Enoch Pratt Free Library

Will also include estimated revenues for private companies

Google Maps: Nearby Restaurants

Social Media … Learning about Company, Competitors, and Customers

TRY IT !(competitors for bigger co’s)

• Use Library Database LexisNexis Academic to find Competitors for Darden Restaurants (owners of Olive Garden…)

• Hints– Start at http://cooklibrary.towson.edu/marketing– Click on Business (top of screen) before searching

To Summarize: Companies & Competitors

• Competitor list:– Directories (Reference USA database, Million Dollar

database)– Company Profiles (LexisNexis Academic & others)– Market Share sources

• Companies:– organizational web sites & (for public co’s) SEC filings– article searching

What about the Industry & Market?• Market Share sources• Trade associations• US Economic Census web site• Household Spending, Demographics USA (in

Reserves)• Industry Reports (Standard & Poor’s

NetAdvantage, Business Source Complete reports)

Market Shares

• Business Rankings Annual (annual book in Reference)

• Market Share Reporter (2-vol set in Reserves)

• RDS Business Suite, TableBase tab (research database)

• Articles on companies & industries from library databases.

• See: http://pages.towson.edu/sgass/guides/big4businessdatabases.pdf

Trade associations (AKA Industry Associations/organizations)

• Membership drawn from companies in the industry

• Local, state, national, international• Represent concerns of industry• Collect information on industry

TRY IT!Can you find Olive Garden’s market share using:

Market Share Reporter, Business Rankings Annual, RDS Business Suite (database), or another library database?

How about information more generally on US dining habits?

TRY IT!Can you locate a trade association relevant to the restaurant industry?

What info can you find?

Other Examples of Trade Associations

• Professional Chef’s Association• Green Restaurant Association• International Hotel & Restaurant Association• Food Industry Suppliers Association

US Economic Census

• Bureau of the Census• Every 5 years – latest is ‘07• Establishments, sales, payroll• Arranged by NAICS code• Read the definitions!

Tool for Industry Research:

North American Industry Classification System (NAICS). Available: http://www.census.gov/epcd/www/naics.html

72 Accommodation & Food Services

722 Food Services and Drinking Places

7221 Full-Service Restaurants

72211 Full-Service Restaurants

722110 Full-Service Restaurants

Examples of NAICS codes

Full “primary” NAICS code for sit-down (vs. fast food) restaurants

Accessing the US Economic Census• http://business.census.gov

• Also: – http://factfinder.census.gov

> Economic Census > Get Data

– http://www.census.gov/econ

Try It!

• Go to business.census.gov

• Can you find information on limited-service restaurants? (using the appropriate NAICS code?)

• Can you find information on limited-service restaurants within the state? How about Howard County?

Who are your customers?

Know Your Target Market: Secondary Data

• Demographics– Demographics example:

American Factfinder - US Census

• Psychographics– Psychographics example:

My Best Segments - Claritas PRIZM

Both of these links are on the Marketing Subject Gateway

Try It

• Using factfinder.census.gov, find some demographic information on Columbia, MD

• What is distinctive about Columbia in comparison to the US as a whole?

Try It

• Go to My Best Segments - Claritas PRIZM – link on Cook Library Marketing Subject Gateway

• What are some of the tapestry types represented in Columbia, MD? Zip code – 21046.

Market Research Sources• Mediamark – library database

Product user info, with demographics & media usage [geo > region]

• Simmons – CD-ROM @ libraryProduct user info, with demographics & psychographics [geo > state]

• SRDS Local Market Analyst -- library databaseDemographics and psychographics [geo > DMA]

SRDS

• Market > Learn Lifestyles & Demographics• Lifestyle > Learn where the markets are• Tables & mapping• http://www.srds.com• Password required – contact Shana at

sgass@towson.edu• Don’t leave this source until last moment – next

user can bump you!

Mediamark

• Register for free account using TU email address• How to get into Mediamark

Library website > Subject Gateways > Marketing > Mediamark

2. Click this button!

3. Accept Agreement.Choose a Report Volume (probably Fall Product 2008) by doubleclicking.Search by keyword or browse to find product.

1. Sign in with TU email & password for your account. Click on link in verification email to complete account.

Clue: Index. 100 = averageLook for numbers over 100 for your best customers!

Mediamark Tutorial

By Carrie Bertling, Towson U:http://pages.towson.edu/cbertlin/documents/mri_spring09.ppt

Simmons National Consumer Survey

CD-ROM at Cook Library Reference Desk

• Demographics

• Product Use

• Psychographics

• Make an appointment with Shana (sgass@towson.edu) to learn more about this powerful tool !!

Simmons Tutorial

By Van Houlson, U. of Minnesota:http://busref.lib.umn.edu/guides/Simmons.ppt

Researching Restaurants Using Cook Library Databases

• News – local, national, international for general or “trade” audiences

• Research – studies in academic AKA peer-reviewed AKA scholarly journals

• Case studies• Advice for practitioners• Opinion pieces

Some (Specialized) Journalsin the Library Databases

• Advertising Age• Nation’s Restaurant News• Journal of Foodservice• Restaurant Business• Restaurants and Institutions

Library Databases to Try

• Business Source Complete• Factiva• LexisNexis Academic• RDS Business Suite• Plus: Small Business Resource Center

• All available from Subject Gateway for Marketing• http://cooklibrary.towson.edu/marketing

• How is the recession affecting restaurants?

• Are some types of restaurants doing better than others?

• What are some recommended strategies for restaurants for marketing during the recession?Be ready to report your preliminary findings (with source)

Try It!

Secondary Data Books in the Library

• Following are some sample questions/tips for some of the secondary-data intensive BOOKS we have in Cook Library

• Most of these are in Reserve; others in Reference (use in library)

• Call numbers are on the Cook Library Guide to Marketing Secondary Data: http://pages.towson.edu/sgass/guides/mktg_secondary_data_sources.pdf

Best Customers(in reserves)

• Which target markets might be the best for Café de Paris?

• Any trends for this market worth noting?

• How much does the average household spend on the relevant service?

Household Spending(in reserves)

• What activity included in the book is the closest match for Café de Paris?

• Which age group spends the most on dining out – total?

• Which age group spends the most on dining out – on average?

Community Sourcebook of zipcode demographics

(in Reserves)• The zip code for Columbia, MD is 21046

• How does Columbia’s Spending Potential Index compare to other towns in MD?

• Spending Potential Index is explained on introductory page xvii)

Demographics USA(in Reserves)

• The zip code for Columbia, MD is 21046

• Find the Consumer Buying Power for Columbia with regard the relevant spending category for dining out.

• Consumer Buying Power is explained in section 1, page 10).

Community Sourcebook of Zip Code Demographics

(in reserves)• Find a zip code in Maryland which has a

particularly high “Spending Potential Index” for Dine Out/Carry Out.

• What is a Spending Potential Index? (explained on introductory page xvii)

American Women(in Reference)

• Let’s say Olive Garden wants to improve their marketing to women.

• What are some things they should keep in mind for marketing to this population?

Racial & Ethnic Diversity(in Reference)

• Let’s say Olive Garden wants to finetune their marketing to different ethnicities.

• What are some things they should keep in mind?

Millennials(in Reserves)

• Who are the Millennials? How is this label useful to marketers?

• Let’s say Café de Paris is going to target Millennials. What are some good things to know about them that might affect your marketing?

Baby Boom(in Reserves)

• What does “baby boom” mean? How is this label useful to marketers?

• Let’s say Café de Paris decides to target Baby Boomers. What are some good things to know about them that might affect your marketing?

SRDS Consumer Magazine Advertising Source

(in Reserves)

• Find the info for Self Magazine.• How much will it cost to run a 4-color 1-page

ad?• What is the total circulation? Which region has

the highest circulation?

SRDS Newspaper Advertising Source

(in Reserves)

• What is the cheapest ad I can buy in the Baltimore area?

• What’s the circulation?• When’s the deadline?

Questions?…feel free to contact me!

Shana Gass 410-704-2395 sgass@towson.edu

Or any reference librarian:

Visit – call – IM – email – TXT*Cook Library Web Site > Ask a Librarian

*New service! Dial 66746 + begin with askcookNormal txt rates apply!