secondary data in seafood marketing research

Secondary data in Seafood

Marketing

RESEARCH APPLICATIONS IN SEAFOOD MARKETING Zaragoza (Spain), 10-14 December 2012

Philippos Papageorgiou

Fisheries & Aquaculture Consultant

Lecture Structure

I. Identifying secondary sources

of market and marketing data

II. Evaluation of secondary data

III. Analysis & use of secondary data


Secondary data

What is it ?

Data and info collected for purposes other than addressing the issue in question.

Where can it be collected from ?

National / International Agency Databases

National / International Agency Surveys

Industry Media (newspapers, magazines, internet sites)

Public Studies, Surveys & Reports (Governmental Organisations

Foundations, Trade Associations, Companies)

Conference / Seminar papers, posters and presentations

Market (observations)

Standardized


Secondary data in Seafood Marketing


Pros and Cons on using secondary data ?

Overwhelming amount of info

Readily available / accessible

Free of charge

or

Relativelly Inexpenisve

General Info

Non up-to-date

Non compatible/ comparable

Non problem/issue specific

Secondary data




Qualitative Quantitative

Secondary data




‘’Need to Know’’ basis

S

Quantitative

Qualitative

Internal Primary Data

Internal Secondary

Data

External Primary Data

External Secondary

Data

Marketing Research

intelligence


Secondary data



Use of secondary data

To select countries or markets that show potential and are worth

further investigation.

To make an initial estimate of demand potential in a country or

market

To monitor changes ( => adjust marketing strategy)


Secondary data



Provide adequate info to resolve the marketing problem

Provide sufficient background info to better guide and focus primary

research

Provide new insights to the issue that will redifine the research

objectives

Provide methodology which usefull info for the planning phase of the

primary research (from the population to be sampled to the methodology to be deployed).

Serve as reference base against which primary data collected can be

compared for validity and accuracy.

Use of secondary data


Secondary data



1) Describe

What is going on.

2) Compare

Compare situtations (Habits, trends, perceptions, products, etc)

3) Diagnose

Analyse and understand a market situation

4) Predict

Forecast a situation


Secondary data




Secondary data



Quantitative

Quantitative & Qualitative

Secondary data in the seafood industry





5 Steps of Secondary data Research Process

• Locate potential sources of secondary data • Start with general issues and then proceed to specific ones • Start from the least costly and most readily available

i

• Deploy all available expertise - Evaluate • Combine disciplines and knowledge

ii

• Collect • Edit – prepare data to functional forms for further avalysis

iii

• Combine - Compare • Analyse data

iv

• Draw preliminary conclusions – form hypotheses for further tesing v



The 8 Steps of the Marketing Research Process

I • Define the problem

II • Identify sources of intelligence and types of info

III • Develop the optimum research approach & methodology

IV • Design the Questionnaire

V

• Determine sample plan and sample size

VI • Conduct the research and collect the data

VII • Analyze and interpret data

VIII • Draw conclusions / make recommendations





Examples of Secondary data in the seafood industry

Standardised Sources

Public Studies, Surveys & Reports

Industry Media

Conference / Seminar papers, posters and presentations

Market Observation



Government Census Reports

Births

Deaths

Level of Educational

Employment / Unemployment

Household income

Household expenditure

(Other)

By Age Groups / Regions / etc






Public Studies, Surveys &

Reports




Industry Media




Conference / Seminar papers,

posters and presentations




Market Observation

Product purchased / Purchaser Gender

Age

Marital Status

Financial Status

Related Products purchased

Decision-making type

Time (or day) patterns of pucrhases per

product type




Market Observation

Competition per product

No of products

Packaging

Labelling

Shelf place

Pricing strategy- Offers

Other…..



• Reputation of collecting/ reporting body

• Possible biases Who?


• Client , methodology,

• Issue addressed - questions chosen Why?

• Methodology, (questionnaire ), • Sample size & type, • Response rate

How?

• Aggregation / disaggregation levels

• (Age, income, education, geogr. coverage) What?

• Relevance and applicability When?

• Cross checking with other sources Consistency?

Evaluation of data & sources



Analysis & use of secondary data




-

200.000

400.000

600.000

800.000

1.000.000

1.200.000

1.400.000

1.600.000

1.800.000

2.000.000

1 2 3

App. Consumption 1.275.688 1.820.998 1.710.668

Me

tric

To

ns

36.6 kg/ capita/

year

Sou

rce:

FA

O F

ish

Sta

t J





Crust/ans & molluscs, prep. or

pres. 8%

Fish, dried, salted, or smoked

7%

Fish, fresh, chilled or frozen

48%

Fish, prepared or preserved

37%

Sou

rce:

FA

O F

ish

Sta

t J






New

Product B

0 €

3 mil €

-1 mil €




Primary research

On Secondary Research Books Steward D.W. & M. A. Kamins. 1993. Secondary Research: Information Sources and Methods (Applied

Social Research Methods). Sage Publications Patzer G.L. 1995 Using Secondary Data in Marketing Research: United States and Worldwide. Quorum

Books. http://www.ianswer4u.com/2012/05/secondary-market-research-advantages.html#axzz2DocY23qh http://prosandconsofsecondaryresearch.blogspot.gr/

Internel links http://www.ianswer4u.com/2012/05/secondary-market-research-advantages.html#axzz2DocY23qh http://prosandconsofsecondaryresearch.blogspot.gr/

Suggested reading




On Industry related issues MARKETING AND PRICE FORMATION OF FISHERIES AND AQUACULTURE PRODUCTS. European Parliament. Policy Department B: Structural and Cohesion Policies. Directorate General for Internal Policies of the Union. IP/B/PECH/IC/2007-039 25/08/2008 (http://www.europarl.europa.eu/document/activities/cont/200811/20081110ATT41677/20081110ATT41677EN.pdf)

EUROPEAN AQUACULTURE COMPETITIVENESS: LIMITATIONS AND POSSIBLE STRATEGIES. European Parliament. Policy Department B: Structural and Cohesion Policies. DIRECTORATE GENERAL FOR INTERNAL POLICIES. IP/B/PECH/IC/2008_177 (http://www.europarl.europa.eu/committees/en/studiesdownload.html?languageDocument=EN&file=29823)

SYNTHESIS OF MEDITERRANEAN MARINE FINFISH AQUACULTURE – A MARKETING AND PROMOTION STRATEGY. (Barazi-Yeroulanos, L. 2010). Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 88 Rome, FAO. 2010: 198p (http://www.fao.org/docrep/013/i1696e/i1696e00.htm)

FISH TRADE AMONG MEDITERRANEAN COUNTRIES: INTRAREGIONAL TRADE AND IMPORT–EXPORT WITH THE EUROPEAN UNION (Malvarosa, L. & De Young, C. 2010) . Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 86. Rome, FAO. 2010. 93p (http://www.fao.org/docrep/013/i1486e/i1486e00.htm)

MARKETING OF AQUACULTURED SEABASS AND SEABREAM FROM THE MEDITERREANEAN BASIN. (Monfort, M.C.2007) Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 82. Rome, FAO. 2007. 50p (http://www.fao.org/docrep/010/a0968e/a0968e00.htm)

Suggested reading




Governmental / Public Organisations FAO http://www.fao.org/fishery GFCM http://www.gfcm.org GLOBEFISH http://www.globefish.org

European Commission DGs Maritime Affairs and Fisheries http://ec.europa.eu/dgs/maritimeaffairs_fisheries/index_en.htm http://ec.europa.eu/fisheries/documentation/publications/pcp_en.pdf FAO Statistical Database http://www.fao.org/fishery/statistics/software/fishstatj/en

Industry Media http://www.intrafish.com http://www.seafoodsource.com http://www.seafoodbusiness.com http://www.undercurrentnews.com

Country facts https://www.cia.gov/library/publications/the-world-factbook/ http://www.indexmundi.com/ http://www.countryfacts.com/ http://www.infoplease.com/countries.html

Sources of secondary information




secondary data in seafood marketing research

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