marketing research 1. information that has already been collected for another purpose. marketing...
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Marketing Research 1
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Information that has already been collected for another purpose.
Marketing Research 2
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Internal◦ Collected within your firm◦ Sales, personnel turnover, profit record, etc.
External◦ Collected outside the firm◦ Three types
Published: For public use From gov’t, nonprofits, trade orgs, companies
Standardized/Syndicated Standardized reports Usually subscription basis
Databases Bank of information e.g. Proquest, LexisNexis,
Dialog Marketing Research 3
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Quick
Easy access
Free or relatively inexpensive
Avoid “reinventing the wheel”
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Not exactly what you need◦ e.g. income per household instead of per person
May be old◦ Takes time to get collected and posted
Difficult to assess quality◦ Poorly gathered research worse than none at all
Definitions/constructs may vary◦ E.g. categories of charitable donations
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Fact finding◦ Demographics, product use, trend analysis,
market tracking, environmental scanning Model building
◦ Relationships between variables◦ Market potential, sales forecasts
Data mining◦ Computer driven analysis of large databases
seeking meaningful patterns◦ Market basket analysis, sequence analysis
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What was the purpose of the study? Who collected the data? What data were collected? How? Does it fit with other findings?
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Two kinds:◦ Syndicated: all subscribers get same info
Pros: cheaper, quicker, higher quality than own
Cons: no control, no advantage, contracts
◦ Standardized services: researcher follows same process but data varies by firm
Pros: cheaper, quicker, higher quality than own, more custom than syndicated
Cons: can’t customize
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Assess consumer attitudes Define markets
◦ Geodemographics (geog + demog + psych)
◦ Grouping consumers (Goldfarb; VALS2)
Track market variables
◦ Store scanner data
◦ Home diaries, scanners
Monitor media use/effectiveness
◦ Nielsen, Arbitron, Roper Starch, Simmons
Single source data
◦ Media + purchasesMarketing Research 9
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SecondaryData.com LexisNexis:
◦ subscription-based
Proquest: access from library homepage ◦ variety of databases including ABI Inform
Statistics Canada:
◦ http://www.statcan.ca/
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Online forums, reviews, etc. People post reviews for others to see
◦ Amazon.com (or .ca)
◦ tripadvisor.com
A researcher can simply “tap into” that◦ e.g., Online restaurant reviews
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Marketing Research 12