Welcome to class of Secondary and Syndicated data

Welcome to class of Secondary and Syndicated data -Dr. Satyendra Singh

Data Sources 1. internal information 2. secondary information 3. primary information

Internal Data Sales Peoples’ Reports Executives’ Judgments Expense Records Extended Internal Information Market Intelligence Coupon Redemption Customer Complaints Warranty Cards and Repairs Customer Data Bases

Expense Data • advertising • media • campaign • time • promotions • salesmen • salaries • bonuses • expenses

Salesmen Reports • • • customer complaints/requests salesmen activity reports lost sales reports call reports activity reports

Use of Internal Data for Sales Management • setting sales quotas • measuring salesman performance • problems with shipment

Secondary Data • Library

Library Sources • • books - time disadvantage internet search engines statistical information government agencies international organizations other libraries databases

Library Sources (cont’d) • • • chamber of commerce Canadian Education Center company information personal networking newspaper indices – New York Times – Wall Street Journal

Library Sources (cont’d) • Syndicated data services (specialized) – – – – – Sales tracking grocery, A. C. Neilsen Efffectiveness of ad, Burke Marketing Research Magazine readership, Simmons Market Research Bureau TV viewing and radio listening, Arbitron Appliance purchasing, Trendex Automobile sales, F. W. Dodge Customer Satisfaction, J. D. Power Public opinion Market profile analysis, Dun & Bradstreet

Primary Sources • Observation – Audiometers (TV show rating) – Scanner tracking – Cashier training simulator – Service shopper visits – Traffic flow chart – Coupon redemption – – – Surveys Depth interviews Focus Groups Panel Experiments Test Markets