Marketing 441:
Research Session
Shana Gass, MSLS
sgass@towson.edu
Reference Librarian
January 27, 2010
http://pages.towson.edu/sgass/courses
Primary vs. Secondary Data
• Primary Data:
“new data gathered specifically for the project
at hand”
• Secondary Data:
“data…already gathered for some other
purpose”
--Marketing, 13th ed., Etzel, Walker & Stanton
Secondary Data Issues
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Age
Geographical Scale
Definitions
Some data is elusive!!
Topics
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Company
Industry
Target Market
Promotion
Local Case:
Your Restaurant
Going National?
Who’s the competition?
Available through
Baltimore County
Public Library or
Enoch Pratt Free
Library
Will also include
estimated revenues
for private companies
Google Maps:
Nearby Restaurants
Social Media … Learning about
Company, Competitors, and Customers
TRY IT !
(competitors for bigger co’s)
• Use Library Database LexisNexis Academic to
find Competitors for Darden Restaurants
(owners of Olive Garden…)
• Hints
– Start at http://cooklibrary.towson.edu/marketing
– Click on Business (top of screen) before searching
To Summarize:
Companies & Competitors
• Competitor list:
– Directories (Reference USA database, Million Dollar
database)
– Company Profiles (LexisNexis Academic & others)
– Market Share sources
• Companies:
– organizational web sites & (for public co’s) SEC filings
– article searching
What about
the Industry & Market?
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Market Share sources
Trade associations
US Economic Census web site
Household Spending, Demographics USA (in
Reserves)
• Industry Reports (Standard & Poor’s
NetAdvantage, Business Source Complete
reports)
Market Shares
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Business Rankings Annual (annual book in Reference)
Market Share Reporter (2-vol set in Reserves)
RDS Business Suite, TableBase tab (research database)
Articles on companies & industries
from library databases.
• See: http://pages.towson.edu/sgass/guides/big4businessdatabases.pdf
Trade associations
(AKA Industry
Associations/organizations)
• Membership drawn from companies in the
industry
• Local, state, national, international
• Represent concerns of industry
• Collect information on industry
TRY IT!
Can you find Olive Garden’s market share
using:
Market Share Reporter, Business Rankings
Annual, RDS Business Suite (database), or
another library database?
How about information more generally on
US dining habits?
TRY IT!
Can you locate a trade association
relevant to the restaurant industry?
What info can you find?
Other Examples of Trade
Associations
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Professional Chef’s Association
Green Restaurant Association
International Hotel & Restaurant Association
Food Industry Suppliers Association
US Economic Census
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Bureau of the Census
Every 5 years – latest is ‘07
Establishments, sales, payroll
Arranged by NAICS code
Read the definitions!
Tool for Industry Research:
North American Industry Classification System (NAICS).
Available: http://www.census.gov/epcd/www/naics.html
Examples of NAICS codes
72
Accommodation & Food Services
722
Food Services and Drinking Places
7221
Full-Service Restaurants
72211
Full-Service Restaurants
722110 Full-Service Restaurants
Full “primary”
NAICS code for
sit-down (vs. fast
food) restaurants
Accessing the US Economic
Census
• http://business.census.gov
• Also:
– http://factfinder.census.gov
> Economic Census > Get Data
– http://www.census.gov/econ
Try It!
• Go to business.census.gov
• Can you find information on limited-service
restaurants? (using the appropriate NAICS
code?)
• Can you find information on limited-service
restaurants within the state? How about
Howard County?
Who are your
customers?
Know Your Target Market:
Secondary Data
• Demographics
– Demographics example:
American Factfinder - US Census
• Psychographics
– Psychographics example:
My Best Segments - Claritas PRIZM
Both of these links are on the Marketing
Subject Gateway
Try It
• Using factfinder.census.gov, find some
demographic information on Columbia, MD
• What is distinctive about Columbia in
comparison to the US as a whole?
Try It
• Go to My Best Segments - Claritas
PRIZM – link on Cook Library Marketing
Subject Gateway
• What are some of the tapestry types
represented in Columbia, MD?
Zip code – 21046.
Market Research Sources
• Mediamark – library database
Product user info, with demographics & media
usage [geo > region]
• Simmons – CD-ROM @ library
Product user info, with demographics &
psychographics [geo > state]
• SRDS Local Market Analyst -- library
database
Demographics and psychographics [geo >
DMA]
SRDS
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Market > Learn Lifestyles & Demographics
Lifestyle > Learn where the markets are
Tables & mapping
http://www.srds.com
Password required – contact Shana at
sgass@towson.edu
• Don’t leave this source until last moment – next
user can bump you!
Mediamark
• Register for free account using TU email address
• How to get into Mediamark
Library website > Subject Gateways > Marketing > Mediamark
1. Sign in with TU email
& password for your
account. Click on link in
verification email to
complete account.
2. Click this button!
3. Accept Agreement.
Choose a Report Volume (probably Fall
Product 2008) by doubleclicking.
Search by keyword or browse to find
product.
Clue: Index.
100 = average
Look for numbers over 100 for your
best customers!
Mediamark Tutorial
By Carrie Bertling, Towson U:
http://pages.towson.edu/cbertlin/documents/mri_spring09.ppt
Simmons National Consumer Survey
CD-ROM at Cook Library Reference Desk
•Demographics
•Product Use
•Psychographics
•Make an appointment with
Shana (sgass@towson.edu) to
learn more about this powerful
tool !!
Simmons Tutorial
By Van Houlson, U. of Minnesota:
http://busref.lib.umn.edu/guides/Simmons.ppt
Researching Restaurants Using
Cook Library Databases
• News – local, national, international for
general or “trade” audiences
• Research – studies in academic AKA
peer-reviewed AKA scholarly journals
• Case studies
• Advice for practitioners
• Opinion pieces
Some (Specialized) Journals
in the Library Databases
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Advertising Age
Nation’s Restaurant News
Journal of Foodservice
Restaurant Business
Restaurants and Institutions
Library Databases to Try
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Business Source Complete
Factiva
LexisNexis Academic
RDS Business Suite
Plus: Small Business Resource Center
• All available from Subject Gateway for Marketing
• http://cooklibrary.towson.edu/marketing
Try It!
• How is the recession affecting
restaurants?
• Are some types of restaurants doing
better than others?
• What are some recommended
strategies for restaurants for marketing
during the recession?
Be ready to report your
preliminary findings (with source)
Secondary Data Books
in the Library
• Following are some sample questions/tips for
some of the secondary-data intensive BOOKS
we have in Cook Library
• Most of these are in Reserve; others in
Reference (use in library)
• Call numbers are on the Cook Library Guide to
Marketing Secondary Data:
http://pages.towson.edu/sgass/guides/mktg_secondary_data_sources.pdf
Best Customers
(in reserves)
• Which target markets might be the best for
Café de Paris?
• Any trends for this market worth noting?
• How much does the average household spend
on the relevant service?
Household Spending
(in reserves)
• What activity included in the book is the
closest match for Café de Paris?
• Which age group spends the most on dining
out – total?
• Which age group spends the most on dining
out – on average?
Community Sourcebook of
zipcode demographics
(in Reserves)
• The zip code for Columbia, MD is 21046
• How does Columbia’s Spending Potential
Index compare to other towns in MD?
• Spending Potential Index is explained on
introductory page xvii)
Demographics USA
(in Reserves)
• The zip code for Columbia, MD is 21046
• Find the Consumer Buying Power for
Columbia with regard the relevant spending
category for dining out.
• Consumer Buying Power is explained in
section 1, page 10).
Community Sourcebook of
Zip Code Demographics
(in reserves)
• Find a zip code in Maryland which has a
particularly high “Spending Potential Index”
for Dine Out/Carry Out.
• What is a Spending Potential Index?
(explained on introductory page xvii)
American Women
(in Reference)
• Let’s say Olive Garden wants to improve their
marketing to women.
• What are some things they should keep in
mind for marketing to this population?
Racial & Ethnic Diversity
(in Reference)
• Let’s say Olive Garden wants to finetune their
marketing to different ethnicities.
• What are some things they should keep in
mind?
Millennials
(in Reserves)
• Who are the Millennials? How is this label
useful to marketers?
• Let’s say Café de Paris is going to target
Millennials. What are some good things to
know about them that might affect your
marketing?
Baby Boom
(in Reserves)
• What does “baby boom” mean? How is this
label useful to marketers?
• Let’s say Café de Paris decides to target Baby
Boomers. What are some good things to know
about them that might affect your marketing?
SRDS Consumer Magazine
Advertising Source
(in Reserves)
• Find the info for Self Magazine.
• How much will it cost to run a 4-color 1-page
ad?
• What is the total circulation? Which region
has the highest circulation?
SRDS Newspaper Advertising
Source
(in Reserves)
• What is the cheapest ad I can buy in the
Baltimore area?
• What’s the circulation?
• When’s the deadline?
Questions?
…feel free to contact me!
Shana Gass
410-704-2395
sgass@towson.edu
Or any reference librarian:
Visit – call – IM – email – TXT*
Cook Library Web Site > Ask a Librarian
*New service! Dial 66746 + begin with askcook
Normal txt rates apply!