SECONDARY SOURCES

OF INFORMATION
MKTMGT 2101 GROUP 2
OVERVIEW

Primary Secondary
Sources Sources
data collected for the information that has been
researcher’s current research collected by persons or agencies
project. for purposes other than the
collected from a respondent solution of the marketing
by asking questions, by research problem at hand.
observing behavior or by collected from sources within the
examining the results of past researcher’s firm or from sources
behavior. outside the firm.
REASONS FOR OBTAINING
SECONDARY INFORMATION
As a general rule, no research project should be conducted without a search of
secondary information sources. This search should be conducted early in the
problem investigation stage and prior to any organized collection of
information from primary sources.
1
SECONDARY INFORMATION
MAY SOLVE THE PROBLEM
If adequate data are available from secondary sources, primary data
collection will not be required.

2 SECONDARY INFORMATION SEARCH

COSTS SUBSTANTIALLY LESS
A comprehensive search of secondary sources can almost always be made
in a fraction of the time and cost required for the collection of primary
information. Searching for secondary research helps you avoid duplicating
primary research and optimizes research expenditures by acquiring only
information that cannot be found elsewhere.
3SECONDARY INFORMATION HAS
IMPORTANT SUPPLEMENTARY USES
When secondary information cannot solve the research problem, it can provide
invaluable supplemental uses:
1. Defining the problem and formulating hypotheses about its solution. The analysis
of available secondary data will almost always provide a better understanding of the
problem and its context, and will frequently suggest solutions not considered previously.
2. Planning the collection of primary data. An examination of the methods and
techniques employed by other investigators in similar studies may be useful in planning
the present one. It may also be of value in establishing classifications that are
compatible with past studies so that trends may be more readily analyzed.
3. Defining the population and selecting the sample. Past information and samples
may help establish classifications for current primary information collection.
 TYPES OF
SECONDARY
INFORMATION
Internal Secondary Information
All companies collect information in the everyday course of conducting
business. Orders are received and filled, costs are recorded, warranty cards
are returned, salespeople’s reports are submitted, engineering reports are
made—all are collected for other purposes, but may be useful to the
researcher.
External Secondary Information
External secondary information is available in staggering assortments and
volumes. It also is applicable to all of the major types of marketing research
projects and is mainly concerned with the noncontrollable aspects of the
problem:
SOURCES OF EXTERNAL
SECONDARY DATA
The major original sources of external secondary information are:
1. Government (supranational, federal, state, and local)
2. Trade associations and trade press
3. Periodicals and professional journals
4. Institutions (e.g., universities)
5. Commercial services
 GOVERNMENT DATA SOURCES
The federal government is by far the largest single source of this type of data. Both
governmental and trade sources are so important that the experienced researcher will
be thoroughly familiar with them in his or her field of specialization. Periodicals and
research publications of universities and research institutes frequently provide valuable
information. Commercial services of many types are available that are highly useful for
specific research problems. Market performance studies on consumer products.
• Demographic reports (and maps)
Custom data sets and reports
Area segmentation Area-to-area correspondence files
Banking and realtor tract level data and maps
• Services
Geocoding (GPS) addresses
Custom-built databases
Normalized data for across census comparisons
PRIVATE DATA
SOURCES
Private organizations are another source of demographic information useful to
marketers. To illustrate, SRDS (www.srds.com/frontMatter/ips/lifestyle/index.html)
publishes The Lifestyle Market Analyst. This annual provides demographic and
lifestyle information for 210 Designated Market Areas (DMAs) in the United States.

• Demographic categories for each DMA: Start with a specific demographic

segment, such as dual- income households, and identify lifestyles and geographic
locations.
• Most popular lifestyles for each DMA: Specify a lifestyle and then identify what
other interests frequently appeal to those consumers and what demographic
information corresponds to that profile.
FIGURE 3.1 MAP OF A SELECTED LIFE
STYLE INCIDENCE ACROSS THE U.S.

Source:
http://www.srds.com/frontMatter/ios/lifestyle/images/LMAA overview-with-map.jpg
An extensive amount of information is available concerning advertising.

• Publishers Information Bureau provides a compilation of expenditures by medium for

each competitor. http://www.magazine.org/advertising/revenue/index.aspx
• Audit Bureau of Circulations provides data on the numbers of magazine copies sold
under specified conditions. http://www.accessabc.com/
• Standard Rate and Data Service provides complete information on the rates and
specifications for buying advertising space and time.
http://www.srds.com/portal/main?action=LinkHit& frameset=yes&link=ips
• Mediamark Research, Inc. publishes data on multiple major local media markets,
relating detailed media behavior to demographic characteristics of
readers/viewers/listeners. http://www.mediamark.com
• Arbitron Radio and Television Reports (http://www.arbitron.com/home/content.stm),
the Nielsen Radio-Television Index http://ca.acnielsen.com/products/product list.shtml,
Starch Advertising Readership Service http://www.starchresearch.com/services.html.
all measure of audience exposure to specific advertisements or programs.
 EXHIBIT 3.2 STARCH
READERSHIP REPORTS
The best way to create print ads for the future, and for the long term, is to get
feedback on a constant basis in order to find out what works and what doesn’t.

The Benefits of Starch Ad Readership:

1. In-Depth Analysis
2. Extra Questions
3. The Starch Ad Readership Program (Through-the-Book, Recognition Method)
Reports present data on:
Noted
Associated
Read Some
Read Most
INTERNET DATABASES
The Internet has become the staple of research and provides access to most
commercial electronic databases. Thousands of such databases are available
from numerous subscription systems, such as DIALOG (http://www.dialog.com),
LexisNexis (http://www.lexisnexis.com/), or Dow Jones News/Retrieval
(http://www.dowjones.com/Products_Services/ElectronicPublishing/Enterpris
eMedia.htm)
INTERNET DATABASES
In general, there are five categories of commercial databases:

1. Bibliographic databases that index publications

2. Financial databases with detailed information about companies
3. Statistical databases of demographic, econometric, and other numeric data
for forecasting and doing projections
4. Directories and encyclopedias offering factual information about people,
companies, and organizations
5. Full-text databases from which an entire document can be printed out
EXHIBIT 3.3 ATTAINING MARKET
KNOWLEDGE FROM ONLINE SOURCES
Elkind and Kassel (1995) provided essential guidelines for attaining market knowledge
from online sources:
Develop an online research plan
Clearly define your information needs, knowledge gaps, and issue to be resolved
Focus the search
Search across multiple sources
Integrate information from the multiple sources
Search for databases that contain analyses rather than limiting the search to just
data or information
Enhance the robustness of your data or information through multiple-source
validation
 SYNDICATED SERVICES
It refers to market research and data services provided by
specialized firms that collect, analyze, and distribute data
and insights related to consumer behavior, market trends,
and industry-specific information.
TYPE OF SYNDICATED SERVICES
Syndicated data may be obtained by personal interviews, direct
observation, self-reporting and observation, or use of certain types of
mechanical reporting or measuring devices. One of the most widely
used approaches is the continuous panel.
Continuous panels are commonly used for the following purposes:
1. Consumer Purchase Panels
2. Advertising Audience Panels
3. Dealer Panels
Such panels have been established by many different organizations already.
These types of panels furnish information on at regular intervals on continuing
purchases of the products covered.
CONSUMER PANELS
Also known as consumer purchasing panels or shopper panels are research
methodologies used in market research to gather detailed information
about the purchasing behavior and preferences of a group of consumers
over an extended period.

ADVERTISING AUDIENCE PANELS

Advertising audience panels are undoubtedly more widely publicized than other
panels. It is from these panels that television and radio program ratings are derived.

DEALER PANELS
Is a group of authorized dealers, distributors, or retailers who participate in
a research program or panel study to provide valuable insights into
the distribution and sales of products.