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SECONDARY MARKET RESEARCH

SECONDARY MARKET RESEARCH. FINDING INFORMATION ABOUT CONSUMERS. 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)

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SECONDARY MARKET RESEARCH

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  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

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