1 / 25

SECONDARY MARKET RESEARCH

Explore the advantages of secondary market research methods to gather valuable consumer information quickly and cost-effectively. Discover various sources and strategies for conducting efficient secondary research projects.

allegra
Download Presentation

SECONDARY MARKET RESEARCH

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. SECONDARY MARKET RESEARCH FINDING INFORMATION ABOUT CONSUMERS

  2. Market Research • Two types of market research • Secondary: Use of existing information compiled by someone else or generated from internal records (e.g., billing statements, shipping records) • Primary research: Research performed expressly to obtain information on customers and markets (e.g., surveys, experiments, focus groups) • Secondary sources may not have sufficiently current and/or specific information. However, when these sources are available: • Costs are usually much lower • Information can be accessed much quickly

  3. Some sources of secondary data: • Internal records/information system • Trade journals, magazines, and newspapers • Each industry usually has one or more trade journals—publications dealing with issues specific to this industry (e.g., Women’s Wear Daily, Air Cargo World, Ice Cream Reporter) • General business publications—e.g., Wall Street Journal, Business Week, Financial Times • General newspapers and magazines may address relevant issues • Reviews in consumer magazines of relevant product categories • Government documents • Compilations/reports (e.g., Economist Intelligence Unit reports on specific countries) • Other data bases (e.g., Hoover’s, Business & Company Resource Center)

  4. Logging into the Crocker Library Database System, Part 1

  5. Logging into the Crocker Library Database System, Part 2

  6. Logging into the Crocker Library Database System, Part 3

  7. Logging into the Crocker Library Database System, Part 4

  8. ABI/Inform: Periodical Search for Articles

  9. Boolean Logic

  10. AND: Both conditions have to be true ICE CREAM AND CARBOHYDRATE

  11. OR: One or both conditions must be true DESSERT OR SNACK

  12. AND NOT: The first but NOT the second condition must be true PRICING AND NOT FINANCE

  13. The Search Form Note: In specifying searches, less is often more. You should avoid extraneous words that may have synonyms.

  14. Other Search Types • Location (country or region) • Product name (but not company name) • NAICS code (see below) • Person name (e.g., the name of a company CEO)

  15. Search Results

  16. Listings

  17. Subject Terms

  18. “Snow Balling”: Using article records to find additional relevant articles

  19. Lexis-Nexis: Another Periodical Database

  20. Searching in Lexis-Nexis

  21. Specifying a Lexis-Nexis Search

  22. Google News

  23. Demographic and Statistical Information: Quick Reference • Statistical Abstracts of the United States http://www.census.gov/compendia/statab/

  24. Finding Books • The USC Libraries have the HOMER database of books • However, Amazon.com may provide a more useful list: • Collaborative filtering: Comparison to what others who bought particular books bought • Expanded search algorithms to identify related topics • In the second phase, HOMER can help retrieve those books we have in stock

  25. Closing Words • The only way to learn these searches is actual practice

More Related