SECONDARY
MARKET
RESEARCH
FINDING INFORMATION
ABOUT CONSUMERS,
FIRMS, INDUSTRIES, AND
ENVIRONMENT
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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
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Lars Perner, Ph.D., Instructor 2
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)
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Lars Perner, Ph.D., Instructor 3
Logging into the Crocker Library
Database System, Part 1
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Lars Perner, Ph.D., Instructor 4
Logging into the Crocker Library
Database System, Part 2
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Lars Perner, Ph.D., Instructor 5
Logging into the Crocker Library
Database System, Part 3
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Lars Perner, Ph.D., Instructor 6
Logging into the Crocker Library
Database System, Part 4
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Lars Perner, Ph.D., Instructor 7
Industry Information: NAICS
codes
• Taxonomy of North
American industry structure
• Technically only for U.S.,
Canada, and Mexico but
used internationally
• Hierarchical structure—the
more digits, the more
specific the industry
• Each six digit code may still
cover a very wide range of
products/services
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Lars Perner, Ph.D., Instructor 8
Hierarchical Structure of NAICS
Codes
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Wide Span of Each NAICS Code
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Finding NAICS codes on the U.S.
Census Bureau Web Site
This site is usually the
first one that will show
up if you Google the
term “NAICS.”
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NAICS Search Results
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Industry Information: Business
Insights: Essentials
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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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Lars Perner, Ph.D., Instructor 20
ABI/Inform: Periodical Search for
Articles
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Lars Perner, Ph.D., Instructor 21
Boolean Logic
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AND: Both conditions have to be
true
ICE CREAM
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AND CARBOHYDRATE
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OR: One or both conditions must
be true
DESSERT
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OR
SNACK
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AND NOT: The first but NOT the
second condition must be true
PRICING
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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.
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Lars Perner, Ph.D., Instructor 26
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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Lars Perner, Ph.D., Instructor 31
Searching in Lexis-Nexis
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Specifying a Lexis-Nexis Search
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Google News
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WARC: Marketing Statistics, Trends,
Research, and Case Studies
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Lars Perner, Ph.D., Instructor 35
MarketResearch.com: Reports
on Industries and Substantive
Topics
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MarketResearch.com: Part II
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Lars Perner, Ph.D., Instructor 37
Mintel: Market Share and
Product Category Information
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Lars Perner, Ph.D., Instructor 38
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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Lars Perner, Ph.D., Instructor 40
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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Lars Perner, Ph.D., Instructor 41
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