mkt 450 secondary sources lars perner, ph.d., instructor 1 secondary market research finding...

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 1

SECONDARY MARKET RESEARCH

FINDING INFORMATION ABOUT CONSUMERS, FIRMS, INDUSTRIES, AND ENVIRONMENT

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 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

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 3

Primary Market Research

• Usually collected directly by the firm or outside market research firm

• Can be either exploratory (finding out issues to study in more detail) or focused on answer specific questions.

• Different research questions and needs call for different types of research methods

• Some are more direct (e.g., surveys) than others (e.g., experimentation)

MKT 450 SECONDARY SOURCES Lars Perner, Ph.D., Instructor 4

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)

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Logging into the Crocker Library Database System, Part 1

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Logging into the Crocker Library Database System, Part 2

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Logging into the Crocker Library Database System, Part 3

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Logging into the Crocker Library Database System, Part 4

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Industry Information: Business Insights: Essentials

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Industry Info on Business Insights: Essentials

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Industry Reports

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Firm Listings: Business Insights: Essentials

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McDonald’s

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Subsidiaries

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Profile: McDonald’s (U.S.)

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Related Industry Reports

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ABI/Inform: Periodical Search for Articles

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Boolean Logic

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AND: Both conditions have to be true

ICE CREAM AND CARBOHYDRATE

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OR: One or both conditions must be true

DESSERT OR SNACK

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AND NOT: The first but NOT the second condition must be true

PRICING AND NOT FINANCE

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The Search Form

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

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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)

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Search Results

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Subject Terms

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

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Lexis-Nexis Academic: Another Periodical Database

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Searching in Lexis-Nexis

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Specifying a Lexis-Nexis Search

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Google News

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PsychINFO: Searching Academic Social Science Journals

Access from USC’s main web site by clicking on “Academics” and then “USC Libraries.”

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PsychINFO, Part II

On the USC Library Homepage, click the “Databases” link.

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PsychINFO, Part III

On the “Databases” page, click on the “PsychINFO” link under “Quicklinks” on the right side of the screen.

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PsychINFO, Part IV

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WARC: Marketing Statistics, Trends, Research, and Case Studies

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MarketResearch.com: Reports on Industries and Substantive Topics

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MarketResearch.com: Part II

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Mintel: Market Share and Product Category Information

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e-Marketer: E-Commerce Studies, Statistics, and Case Studies

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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

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Currency of Information

• Information on some topics becomes obsolete more quickly than others—e.g.,– China, Russia, India, Thailand– Internet, IT– Oil, airlines (highly cyclical)

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Closing Words

• The only way to learn these searches is actual practice

• For many projects, you will need to search more broadly, possibly in related industries