Secondary Data Collecting Customer Data Electronic customer councils Customer usability labs

2. Value of Secondary Data Understand how secondary data fit into the marketing research process • Secondary Data • Collecting Customer Data • Electronic customer councils • Customer usability labs • E-mail comments • Chat sessions • Data used to make sound marketing decisions McGraw-Hill/Irwin

3. Nature and Scope of Secondary Data Understand how secondary data fit into the marketing research process • Types of Secondary Data • Secondary data • Internal secondary data • Customer knowledge information • External secondary data McGraw-Hill/Irwin

4. Role of Secondary Data in Marketing Research Understand how secondary data fit into the marketing research process • Change in the Role of Secondary Data • Traditional • Viewed as nonoriginal • Provided historical background • Viewed as filler, attachment, or appendix • Future • Applied more often to specific marketing problems • Cost-effectiveness of gathering secondary data • Redefined the role of secondary research analyst McGraw-Hill/Irwin

5. Role of Secondary Data in Marketing Research Explain how secondary data fit into the customer relationship management process • Secondary Data and Customer Relationship Management • Customer Relationship Management (CRM) • To learn more about customers’ needs and behaviors • To develop stronger relationships with customers • Uses combination of technology and human resourses McGraw-Hill/Irwin

6. Role of Secondary Data in Marketing Research Understand how secondary data fit into the marketing research process • Different Methods of Gathering Information • Customer Information—look at all the ways it comes into the company • Data--where and how stored and being used • Data—flow between operational and analytical systems • Analysts—searches data for customer info • Secondary data—nucleus for CRM process McGraw-Hill/Irwin

7. Role of Secondary Data in Marketing Research Know how to use and extract external secondary data • External Market Data • Trend analysis • Business and competitive intelligence • External Customer Data • Current customers • New customers • Need analysis • Customer knowledge • Information McGraw-Hill/Irwin

8. Know how to use and extract external secondary data Exhibit 3.9 McGraw-Hill/Irwin

9. Role of Secondary Data in Marketing Research Know how to use and extract external secondary data • Internal Support Data • Primary research support • Presentation support • Decision-making support • Society of Competitive Intelligence Professionals • Survey results from marketing research firms use of secondary research McGraw-Hill/Irwin

10. Use and Evaluation of Secondary Data Sources Demonstrate how secondary data can be used in problem solving • Primary Reason for Using Secondary Data • Saves time and money • General rule of thumb • Exhaust all potential sources of secondary data • Secondary data will become more accurate McGraw-Hill/Irwin

11. Use and Evaluation of Secondary Data Sources Demonstrate how secondary data can be used in problem solving • 6 Fundamental Principles for Developing Better Procedures to Evaluate Secondary Data Sources • Purpose • Accuracy • Consistency • Credibility • Methodology • Bias McGraw-Hill/Irwin

12. Traditional Internal Sources of Secondary Data List sources of traditional internal secondary data • Types of Internal Secondary • Sales invoices • Accounts receivable reports • Quarterly sales reports • Sales activity reports McGraw-Hill/Irwin

13. List sources of traditional internal secondary data Exhibit 3.2 McGraw-Hill/Irwin

14. Other Types Customer letters Customer comment cards Mail order forms Credit application Cash register receipts Salesperson expense report Employee exit interview Warranty cards Past marketing research studies Internet-provided information Traditional Internal Sources of Secondary Data List sources of traditional internal secondary data McGraw-Hill/Irwin

15. List sources of traditional internal secondary data Exhibit 3.2 McGraw-Hill/Irwin

16. Using and Extracting External Sources of Secondary Data List sources of traditional internal secondary data • Seeking Secondary Data Sources • Go-Cart Approach • Goals • Objectives • Characteristics • Activities • Reliability • Tabulation McGraw-Hill/Irwin

17. North American Industry Classification System (NAICS) Government Documents U S Census Data U S Census Reports U S Department of Commerce Data Additional Government Reports Aging America Economic Indicators Economic Report of the President Federal reserve Bulletin Statistics of Income Survey of Current Business Key Sources of External Secondary Data Identify sources of external secondary data McGraw-Hill/Irwin

18. Identify sources of external secondary data Exhibit 3.4 McGraw-Hill/Irwin

19. Identify sources of external secondary data Exhibit 3.5 McGraw-Hill/Irwin

20. Identify sources of external secondary data Exhibit 3.6 McGraw-Hill/Irwin

21. Secondary Sources of Business Information Directories Business Organizations, Agencies and Publication Directory of Corporate Affiliation Fortune Magazine Directory International Directory of Corporate Affiliations Million Dollar Directory F&S Index Standard & Poor’s Registry of Corps Thomas’ Register of American Mfg Marketing Economics Guide Business Index Business Periodical Index Key Sources of External Secondary Data Identify sources of external secondary data McGraw-Hill/Irwin

22. Key Sources of External Secondary Data Identify sources of external secondary data • ABI Inform Database • Sales and Marketing Management’s Survey of Buying Power • MSA, counties, cities, and states in US • Effective buying income (EBI) • Buying Power Index (BPI • Source Book of Demographics and Buying Power for Every Zip Code in the USA McGraw-Hill/Irwin

23. Key Sources of External Secondary Data Identify sources of external secondary data • Statistical Sources of Information • Merchandising: “Statistical and Marketing Report” • Standard and Poor’s Industrial Surveys • American Statistics Index • Statistical Reference Index • Federal Statistical Directory McGraw-Hill/Irwin

24. Key Sources of External Secondary Data Identify sources of external secondary data • Commercial Publication and Newspapers • Newspapers that are indexed • The New York Times • The Wall Street Journal • Christian Science Monitor • Los Angles Times • Chicago Tribune • Boston Globe • Atlanta Constitution • Business Periodical Index McGraw-Hill/Irwin

25. Syndicated Sources of Secondary Data Understand the availability and use of syndicated sources of secondary data • Characteristics of Syndicated Data Sources • Syndicated Data • organized by geographic region, sales territory, market segment, product class or brand McGraw-Hill/Irwin

26. Syndicated Sources of Secondary Data Understand the availability and use of syndicated sources of secondary data • Consumer Panels • Benefits • Lower cost than primary data collection methods • Rapid availability and timeliness • Accurate reporting • High level of specificity • Weakness • Sampling error • Turnover • Response bias McGraw-Hill/Irwin

27. Syndicated Sources of Secondary Data Understand the availability and use of syndicated sources of secondary data • Examples of Consumer Panel Data Sources • NPD Group • National Family Opinion (NFO) • Market Facts, Inc • The Bases Group • J. D. Power and Associates • Roper Starch Worldwide • Creative and Response Research Service • Chilton Research Service • Yankelovich Partners, Inc McGraw-Hill/Irwin

28. Syndicated Sources of Secondary Data Understand the availability and use of syndicated sources of secondary data • Examples of Media Panel Data Sources • Nelsen Media Research • Rating • Share • People meter • Primary purpose • Diary panels • Arbitron, Inc • Other Media Panels • Store audits McGraw-Hill/Irwin

29. Syndicated Sources of Secondary Data Understand the availability and use of syndicated sources of secondary data • Data Gathering in the Store Audit • Product/brand sales in relation to competition • Direct sales and inventory level at retail • Effectiveness of shelf space and POP displays • Sales at various price points and levels • Effectiveness of in-store promotion • Competitive marketing practices • Major providers of In-store Audit Services • AC Nielsen (Nielsen Retail Index) • Information Resources (Infoscan) McGraw-Hill/Irwin

30. The Internet as a Growing Source of Secondary Data Understand the changing focus of secondary data usage • Company Information Available on Web • To find companies URL • KnowThis http://www.knowthis.com/ • Business Intelligence Program (BIP) • Corporate Information • http://www.corporateinformation.com • Additional Use of the Internet • Track and monitor current alerts about competitors • Search engines—Google, Yahoo!, Excite, AltaVista McGraw-Hill/Irwin

31. Understand the changing focus of secondary data usage Exhibit 3.9 McGraw-Hill/Irwin

32. The Internet as a Growing Source of Secondary Data Understand the changing focus of secondary data usage • Future of Secondary Data Sources • Explosion of Information on the Net • Technology of Information Management • Interactive television and shopping • Two-way satellite communication • At-home on-demand shopping McGraw-Hill/Irwin

33. Summary • Value of Secondary Data • The Nature and Scope of Secondary Data • The Role of Secondary Data in Marketing Research • Use and Evaluation of Secondary Data Sources • Traditional Internal Sources of Secondary Data • Using and Extracting External Sources of Secondary Data • Key Sources of External Secondary Data • Syndicated Sources of Secondary Data • The Internet as a Growing Source of Secondary Data McGraw-Hill/Irwin