Lecture Marketing research (12th edition) - Chapter 5: Secondary sources of marketing data. In this chapter, the following content will be discussed: Data sources, sources of secondary data, uses of secondary data, benefits and limitations of secondary data,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Five 2 Secondary Sources of Marketing Data Marketing Research 12th Edition Data Sources 3 Marketing Research 12th Edition Sources of Secondary Data 4 Uses of Secondary Data May provide enough information to resolve the problem being investigated Can be a valuable source of new ideas that can be explored later through primary research Acts as a prerequisite to collecting primary data and can help in designing the primary data collection process Helps to define the problem and formulate hypotheses about its solution Helps in defining the population / sample / parameters of primary research Can serve as a reference base to compare validity of primary data 5 Marketing Research 12th Edition Benefits and Limitations of Secondary Data Low cost Less effort Less time Sometimes more accurate Sometimes only way to obtain data Collected for some other purpose No control over data collection May | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Five 2 Secondary Sources of Marketing Data Marketing Research 12th Edition Data Sources 3 Marketing Research 12th Edition Sources of Secondary Data 4 Uses of Secondary Data May provide enough information to resolve the problem being investigated Can be a valuable source of new ideas that can be explored later through primary research Acts as a prerequisite to collecting primary data and can help in designing the primary data collection process Helps to define the problem and formulate hypotheses about its solution Helps in defining the population / sample / parameters of primary research Can serve as a reference base to compare validity of primary data 5 Marketing Research 12th Edition Benefits and Limitations of Secondary Data Low cost Less effort Less time Sometimes more accurate Sometimes only way to obtain data Collected for some other purpose No control over data collection May not be accurate May not be in correct form May be outdated May not meet data requirements Assumptions have to be made 6 Benefits Limitations Marketing Research 12th Edition In some cases secondary data can be more accurate than primary data. For example, if a company wants information on the sales, profits, and so forth, of other companies, it can get more reliable and accurate information from government-released sources, trade associations, or general business sources than from the companies themselves. Internal Sources of Secondary Data Internal Records Accounting Data Sales Reports Inventory Management Customer Database 7 Marketing Research 12th Edition External Sources of Secondary Data 8 Marketing Research 12th Edition Classification of Computer-retrievable Databases 9 Computer Retrievable Database Based on the Method of Storage and Retrieval of Information Based on the Type of Information Source Reference Direct from Vendors Indirect through Networks Direct from Producer .
