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Marketing Research

Marketing Research Where to Begin Ruth A. Pagell Marketing Research Blunders in Marketing David A. Ricks. (3 rd ed 2000) Failure to do research Failure to understand the results of the research Marketing Research Research Basics Company Basics Industry Basics News Basics

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Marketing Research

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  1. Marketing Research Where to Begin Ruth A. Pagell copyright Ruth A Pagell

  2. Marketing Research • Blunders in Marketing • David A. Ricks. (3rd ed 2000) • Failure to do research • Failure to understand the results of the research copyright Ruth A Pagell

  3. Marketing Research • Research Basics • Company Basics • Industry Basics • News Basics copyright Ruth A Pagell

  4. When to Use the Free Web Marketing Research • Basic company information - name, address, yellow pages • Annual reports for listed companies • Press releases • Today’s news • Selected national government data • Selected NGO reports and data • Import-Export partner identification • Contacts copyright Ruth A Pagell

  5. When to Use Library Databases Marketing Research • Depth and Breadth • Historical Data • Data Manipulation • Comparative Analysis • Sophisticated Search Strategy • Proprietary Information • Full Text/Images of Articles copyright Ruth A Pagell

  6. Marketing Research Type of SourceExamples Web Sites National Statistical Offices Commercial Online Factiva, GMID Contacts & Consultants Singapore EDB Associations Intl Mass Retail Association Books International Business Information: How To Find It, How To Use It copyright Ruth A Pagell

  7. Marketing Research Q: The Philadelphia based retailer, Urban Outfitters, has opened stores in the UK and Ireland. What are their other opportunities to expand abroad? A: Types of information needed • COMPANY • COUNTRY (Market) and TRADE (Supply chain) • INDUSTRY (Product or service) copyright Ruth A Pagell

  8. Marketing Research Information Triangle Country and Trade Information News Magazine Articles Research Reports Data Company Information Industry Information copyright Ruth A Pagell

  9. Marketing Research • Company Basics • Background – name, address, executives, legal status, • standard numbers • Lines of Business – industry, code • Financials – sales and income, balance sheet, market • performance • Executives – name, background • Employees – how many, locations • Competitors – who they are, company basics • Credit –payment history from commercial sources copyright Ruth A Pagell

  10. Marketing Research • Web Sites for Company Information • Company Home Pages – what they say about themselves • Yellow Pages – brief listing, verification of existence • Directories – basic information • Subscription Services –financials, credit, news history copyright Ruth A Pagell

  11. Marketing Research Company Webpage copyright Ruth A Pagell

  12. Marketing Research Company and Competitors Hoovers.com - Free site lists competitor names. Company reports in Business Source Premier*- Reports on companies, some containing SWOT analysis FactivaCompany Quick Search copyright Ruth A Pagell

  13. Marketing Research Company Suppliers on the web Europages - The European Business Directory includes 500,000 companies in 33 European countries in 25 languages Thomas Global Register - 600,000 industrial suppliers from over 25 countries; search in multiple languages Kompass- 1.8 million companies worldwide with 53000 products and services; searchable in 21 languages; free and fee Company - links in Key International Web Sites copyright Ruth A Pagell

  14. Marketing Research Company Financials Library Database: ISI Emerging Markets*-News, company, industry and macroeconomic information for emerging-market countries; includes local language publications. Websites Yahoo Finance – Basic fundamental and technical data Reuters – Register to access selected company information National Stock Exchanges – May include financials and company background information; select your exchange Financial Markets - links in Key Marketing… copyright Ruth A Pagell

  15. Marketing Research • Country Basics • Background • Economics, Trade and Risk, Foreign Exchange • Demographics • Social/Lifestyles/Culture • Technology and Infrastructure • Regulations, Intellectual Property copyright Ruth A Pagell

  16. National (by Country) IGO (Intl Governmental Organizations U.S. Government Non-profit organizations and research centers Academic institutions Factiva or Nexis (News) World Markets Research Centre Internet Securities Euromonitor GMID Marketing Research Free Web SitesCommercial Services copyright Ruth A Pagell

  17. Marketing Research National Country Web Sites Statistics and Publications • National Statistical Offices • Central Banks • Local Stock Exchanges Contacts and General Information • Chambers of Commerce • Embassies • Trade and Development Agencies copyright Ruth A Pagell

  18. Marketing Research Key International Organizations Web Sites • World Bank (World Development Indicators Online) • International Monetary Fund (International Financial Statistics) • United Nations (UN Comtrade system) • OECD (SourceOECD*) • European Union (EU) (Eurostat) • Links from Key International Web Sites copyright Ruth A Pagell

  19. Marketing Research Government Web Sites U.S. examples • International Trade Administration • Export.gov • Bureau of the Census • State Department – Office of Business & Commercial Affairs • FEDSTATS • CIA World Fact Book copyright Ruth A Pagell

  20. Marketing Research • Trade Web Sites • Trade Data • U.S. Trade (ITA and Census) • Tradestats Express • Non-U.S. Trade (UN and OECD) • Individual Company Transactions (PIERS from Journal of Commerce –fee-based system) • Coding of Trade Data • Trade Opportunities – Compilations in globalEdge copyright Ruth A Pagell

  21. Marketing Research Official Trade Mega-Sites • U.S. International Trade Administration Industries and sectors; Countries and Regions; Statistics USATrade Online – by product, by port • World Trade Organization • Documents and statistics • International Trade Center (UN) Statistics, codes, information UNCTAD Trains – by product, market and partner countries • Course Research Aid on International Trade copyright Ruth A Pagell

  22. Marketing Research • Industry Basics • Structure - Definition of the Industry/Sector • Market size, Growth Trends • Performance - Companies in Industry • Products • Suppliers • Customers • Distribution (Supply chain logistics) • Trends • Import/Export Activity • Legal/Regulatory issues • Standards • Technology • Other environmental factors copyright Ruth A Pagell

  23. Marketing Research Q: Typical Industry Questions The global industry What is the structure of the retail industry? Comparing industries across countries What are the fastest growing restaurant sectors in the EU? Asia? One industry- one country What is the outlook for the apparel industry in Germany? copyright Ruth A Pagell

  24. Marketing Research Industry Analysis - Coding Schemes • ISIC - International Standard Industrial Classification of all Company Activities (UN) • NACE - General Industrial Nomenclature of Company Activities (EU) • NAICS - North American Industrial Classification System - US, Mexico, Canada • SSIC – Singapore Standard Industrial Classification copyright Ruth A Pagell

  25. Marketing Research Singapore SSIC Wholesale and Retail Trade G Retail Trade 51 Retail in Stores 511 United States NAICS Retail Trade 44 Clothing and Clothing Accessories Stores 448 Clothing Stores 4481 Women's Clothing Stores 44812 Definition of an Industry copyright Ruth A Pagell

  26. Marketing Research Sources of Industry Information • Industry Analyses and Market Research Reports • Trade Associations & Trade Publications • General Press • Company sources • International agencies, NGOs, and local government sources • Books copyright Ruth A Pagell

  27. Marketing Research Aggregate Data by Industry and Country • International Yearbook of Industrial Statistics UNIDO limited free statistics from 1990 to 2002 • Industrial Structure Statistics - SourceOECD • Industry Statistical Yearbook and Panorama...- EU • Market Research Library – U.S. Commercial Service • Key International Websites for Business and Economics – by Industry or by Country copyright Ruth A Pagell

  28. Marketing Research Data Collection Issues • At what level of business activity is the data collected? Enterprise or establishment? • At what level of aggregation is the industry defined? One digit? Multi digit? • What is being measured? Value added?Sales? Volume? Production? copyright Ruth A Pagell

  29. Marketing Research Industry Information - Free Web Sites • Export.gov U.S. Export Portal – Industry andMarket Reports Trade Development Industry and Service sectors • Industry Linksin Key International Web Sites • EurostatIndustry, trade and services theme Panoramaof EU Business http://epp.eurostat.cec.eu.int/portal/page?_pageid=0,1136195,0_45572094&_dad=portal&_schema=PORTAL copyright Ruth A Pagell

  30. Marketing Research Industry Profiles - Library Databases • World Market Research Centre – selected industries • Industry profiles in Business Source Premier • Profiles of industries in Asian countries in ISI Emerging Markets copyright Ruth A Pagell

  31. Marketing Research News Source Basics Most current information – breaking news • Local perspective – news from the country of origin • Multinational perspective – same story across • many countries’ news sources • Contemporaneous perspective – read about event • at the time it happened copyright Ruth A Pagell

  32. Marketing Research Media News Web Sites BBC World - Service in over 40 languages; web broadcasts WorldNews Network- links to articles from multiple multiple sources in multiple languages Newslink - Connections to selected non-U.S. broadcast media, newspapers and magazines. News -links in Key International Web Sites copyright Ruth A Pagell

  33. Marketing Research News Sources – Library Databases FACTIVA - Dow Jones / Reuters content Nearly 9,000 publications in 22 languages ISI Emerging Markets Database - Covers over 50 countries; some information in local language LexisNexis - World news by region, some in local language copyright Ruth A Pagell

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