SECONDARY
MARKET
RESEARCH
FINDING INFORMATION
ABOUT CONSUMERS,
FIRMS, INDUSTRIES, AND
ENVIRONMENT
MKT 450
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Lars Perner, Ph.D., Instructor 1
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
MKT 450
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Lars Perner, Ph.D., Instructor 2
Primary Market Research
• Usually collected
• Different research
directly by the firm
questions and
or outside market
needs call for
research firm
different types of
research methods
• Can be either
exploratory
• Some are more
(finding out issues
direct (e.g.,
to study in more
surveys) than
detail) or focused
others (e.g.,
on answer specific
experimentation)
questions.
MKT 450
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Lars Perner, Ph.D., Instructor 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)
MKT 450
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Logging into the Crocker Library
Database System, Part 1
MKT 450
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Logging into the Crocker Library
Database System, Part 2
MKT 450
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Logging into the Crocker Library
Database System, Part 3
MKT 450
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Logging into the Crocker Library
Database System, Part 4
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Industry Information: Business
Insights: Essentials
MKT 450
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Industry Info on Business
Insights: Essentials
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Industry Reports
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Firm Listings: Business Insights:
Essentials
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McDonald’s
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Subsidiaries
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Profile: McDonald’s (U.S.)
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Related Industry Reports
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ABI/Inform: Periodical Search for
Articles
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Boolean Logic
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AND: Both conditions have to be
true
ICE CREAM
MKT 450
AND CARBOHYDRATE
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OR: One or both conditions must
be true
DESSERT
MKT 450
OR
SNACK
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AND NOT: The first but NOT the
second condition must be true
PRICING
MKT 450
AND NOT
FINANCE
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The Search Form
Note: In specifying searches, less is often more. You should
avoid extraneous words that may have synonyms.
MKT 450
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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)
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Search Results
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Subject Terms
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“Snow Balling:” Using article
records to find additional relevant
articles
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Lexis-Nexis Academic: Another
Periodical Database
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Searching in Lexis-Nexis
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Specifying a Lexis-Nexis Search
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Google News
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PsychINFO: Searching Academic
Social Science Journals
Access from USC’s main web site by clicking on “Academics” and
then “USC Libraries.”
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PsychINFO, Part II
On the USC Library Homepage, click the “Databases” link.
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PsychINFO, Part III
On the “Databases” page, click on the “PsychINFO” link under
“Quicklinks” on the right side of the screen.
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PsychINFO, Part IV
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WARC: Marketing Statistics, Trends,
Research, and Case Studies
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MarketResearch.com: Reports
on Industries and Substantive
Topics
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MarketResearch.com: Part II
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Mintel: Market Share and
Product Category Information
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e-Marketer: E-Commerce Studies,
Statistics, and Case Studies
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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
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Currency of Information
• Information on some topics
becomes obsolete more quickly
than others—e.g.,
– China, Russia, India, Thailand
– Internet, IT
– Oil, airlines (highly cyclical)
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Closing Words
• The only way to learn these searches is actual
practice
• For many projects, you will need to search more
broadly, possibly in related industries
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Lars Perner, Ph.D., Instructor 42