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MARK205 Introductory Marketing Research
Week 3

Today

Week 3

1. Secondary & Data

Secondary & Standardized Data

2. Standardized Marketing Data

plus

3. Discussion of Assessment 1

Discussion of Assessments 1 & 2

4. Discussion of Assessment 2

Chapter 4 of Aaker et al. (2007)
Assessment 2 Marking Guide & Rubric

The Research Process

Learning Objectives
• Outline the nature & various sources of secondary data
• Discuss the uses & evaluation of secondary data
• Spotlight on searching for journal articles
 Links in with Assessment 2

• Explain & discuss the nature & requirements of Assessments 1 & 2

1. Secondary Data

Internal Sources

Secondary Data

Source

• Data gathered for a study or purpose other than the immediate study at hand

Prior Company
Research
Company & Sales
Reports

Internal Secondary Data

• Collected / compiled by the individual organisation
External Secondary Data

What You Could Get

Accounts & Shipping
Records
Business Plans

• Collected / compiled by an outside party
Customer Feedback

Dr Julie Francis Autumn 2015

1

MARK205 Introductory Marketing Research
Week 3

1. Secondary Data

External Sources
Source

Applications
What You Could Get

Secondary Research Task

Support Primary Research

• Secondary Research Task

Innovations, trends, market reports

General Media
e.g., TV, magazines

Information about competitors, markets, & consumers

Academia
e.g. journal articles

Theories, findings, method idea, recommendations

Standardised Sources
e.g. consumer panel

Behavioural & demographic data (see next topic)

• Refine research problem
• Identify related theories
• Identify previous results

• Profile customers

• Clarify scope/boundaries

• Identify new segments

• Identify scales & variables

• Needs analysis

Industry…...

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