Consumer Behaviour Consumer Research Secondary Data Sources Bangor

Consumer Behaviour Consumer Research Secondary Data Sources Bangor Transfer Abroad Programme

Consumer Behaviour Generating Data is generated in 2 basic ways: Secondary data: Primary data: Data already existing – may have been collected for other purposes Original data – collected for a specific purpose +/- Bangor Transfer Abroad Programme

Consumer Behaviour Bangor Transfer Abroad Programme

Secondary Data Consumer Behaviour Secondary data is information that has been previously gathered for some purpose other than the current research project Bangor Transfer Abroad Programme

Example

Consumer Behaviour Uses of secondary data • Helps to clarify research requirements • Answers some of the research needs • Enables more insightful interpretation of primary data • Provides comparative data • Provides information that cannot be obtained through primary research Bangor Transfer Abroad Programme

Consumer Behaviour Benefits of secondary data • Faster • Less expensive to collect • Internet can be used, increasing speed further Bangor Transfer Abroad Programme

Consumer Behaviour Limitations of secondary data • Availability • Applicability • Accuracy • Comparability Bangor Transfer Abroad Programme

Consumer Behaviour Evaluation of secondary data • • Is relevant data available? Is the cost of data acquisition acceptable? Is the data in an appropriate format? Does the data apply to the time period of interest? If ‘Yes’, go to original source if possible – • • • Is the data likely to be unbiased? Can the accuracy of the data be verified? Can it be obtained within the timescale of the project? If ‘Yes’, then use the data If ‘No’, then undertake primary research Bangor Transfer Abroad Programme

Consumer Behaviour Internal Secondary Research Sources • • • Sales figures Operational data – stock levels, etc. Customer satisfaction results Advertising spend Customer complaints records Effectiveness data from promotional campaigns • Marketing research reports from past studies Bangor Transfer Abroad Programme

Consumer Behaviour External Secondary Research Sources • Internet – single search engines, and multiple search engines • Directories • Country information • Published marketing research reports • News sources • Newsgroups and discussion lists Bangor Transfer Abroad Programme

Consumer Behaviour The management information system (MIS) “A system within an organisation that supplies information and communication services and resources to meet organisation needs. ” (CIM) Bangor Transfer Abroad Programme

Consumer Behaviour The marketing information system (Mk. IS) “People, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers” (Kotler et al) Bangor Transfer Abroad Programme

Consumer Behaviour The structure of an information system Technology infrastructure • Hardware • Systems software • Applications software • Communications Data infrastructure • Databases • Database management • Archiving Personnel • Technology developers • Systems operators • Systems maintainers • User support Bangor Transfer Abroad Programme

Consumer Behaviour The marketing information system (Mk. IS) Marketing environment • Target markets • Marketing channels • Competitors • Publics • Macroenvironment forces Marketing information system Developing information Marketing intelligence Internal records Assessing information needs Marketing research Information analysis Distributing information Marketing managers • Analysis • Planning • Implementation • Organisation • Control Marketing decisions and communications Bangor Transfer Abroad Programme