Using External Secondary
Data
Chapter 7
Standardized Marketing Information
Services
• Commercial sources of secondary data
• The data are usually collected,
•
•
analyzed, and then sold to multiple
companies
Because the information is sold to
multiple companies, the data must be
“standardized”
Referred to as syndicated research
Use Standardized Marketing Information
Services to ...
1.Profile customers
2.Measure product sales and market
share
3.Measure advertising exposure and
effectiveness
Profiling Customers
• Industrial firms use NAICS codes for grouping
•
•
•
their customers into homogeneous groups
Dun & Bradstreet global commercial database
These records allow the Sales management to
Construct sales prospect files,
measure territory potentials
Advertising management to
Select potential customers by size and location,
analyze and select media to reach them
Market research professionals
Assess market potential by territory, make
comparative analysis of district and sales territories
•
•
•
•
GEODEMOGRAPHY refers to the availability of
demographic, consumer-behavior, and lifestyle data
by arbitrary geographic boundaries that are typically
small.
combine census data with their own survey data or
data from administrative records such as motor
vehicle registration or credit transactions
Mapping software (GIS) combines demographic data
with geographic information on maps
CLARITAS Prizm
Measuring Product Sales and Market Share
• (ONLINE) DIARY PANELS
•
•
A representative group of individuals or
households keeps track of purchases made or
products consumed over a given time period
The NPD Group's National Eating Trends® panel
NET's annual sample consists of 2,000
households containing approximately 5,200
individuals.
The panel is demographically and geographically
balanced to U.S. Census Bureau statistics each
year.
• STORE AUDITS (Nielsen Retail Index)
Field workers visit a select group of retail
stores at fixed intervals.
Sales are determined by subtracting
ending inventory from the total of
beginning inventory and incoming
merchandise
• SCANNERS
•
•
ACNielsen has been replacing its
audits with Scanners (SCANTRACK)
UPC codes 12 digit,
Thickness and distance between the
bars define numbers. First 6-digits
identify the manufacturer, next 5-digits
identify the product, 12th digit is a
”check” digit which protects against
transposition errors in manual data
entry
Single-source Data
IRI BehaviorScan and ACNielsen Homescan Service
Productpurchase
data
Advertising
exposure
data
Demographic
characteristics
Measuring Advertising Exposure and
Effectiveness
•
Television and Radio
Nielsen Media Research use Peoplemeters (20,000 HH)
and supplements this data with consumer diaries
telephone interviews and simple electronic meters
Nielsen breaks down these ratings by socioeconomic and
demographic characteristics
These breakdowns assist
The TV networks in selling advertising on particular
programs
The advertiser in choosing programs that reach households
with desired characteristics
Radio-listening statistics are gathered using diaries
(Arbitron)
• Print Media
Starch Ad Readership program measures
the reading of advertisements in magazines
and newspapers
• Multimedia Services
Simmons Market Research (National
Consumer Survey) uses a national
probability sample of 20,000 respondents.
It is a comprehensive data source of product
usage and media exposure
Homework
• Page 150
• Discussion Question 1( a through g)