-Customer Knowledge Information: Information from customers that is unsolicited and can be used for marketing purposes
Complaints and Returns
U.S. Census Data
J.D. Power & Associates
Sales and Marketing Management’s Survey of Buying Power
-Employment: By occupation, industry; unemployment
-Economic Data: Income, housing starts
-Competitive Characteristics: Wholesale/retail sales; number and types of retail competitors
-Supply/Distribution Characteristics: Facilities, cost, transportation infrastructure
-Government Regulations: Taxes, licensing, zoning
-International Considerations: Trade barriers, social customs, legal/political climate
-Major decision in Pullman effects buying decisions; Schweitzer to add up to 800 jobs for young parents
>Viewed as context for the primary data
>Not seen as that exciting or central
>60% of marketing research firms use secondary data, frequently to monitor competitive and business intelligence
>Viewed as critical (not just perfunctory)
>Very first and possibly only step needed, given large amounts of existing data
>Decisions must be made more quickly; Less time to collect primary data
>Secondary data also more cost efficient
>Also critical to customer relationship management
>A process of managing customer relationships based on the integration of customer information throughout the business enterprise in order to achieve maximum customer satisfaction and retention.
-Secondary research is widely available, it is critical to use
-Can be more cost effective
-CRM: Marketing is about establishing relationships and become a continuos decision set
-Can potentially provide much more data than one organization can collect
-Data may be dated
-Data may not fit researcher’s purpose
-Wrong unit of analysis (e.g., county level, but researcher needs city level data)
-Not as precise as needed (e.g., income in $10 increments, but needs $5k increments)
-Mismatch of needs
-Must evaluate quality
-Match the goals of your project
-Be accurate, current, and generalizable to your target
-Be consistent with other sources of secondary data
-Be from a credible source
-Use a sound methodology
-Be free from bias (hidden agendas)
-Effective buying income (EBI)
>Income – taxes
-Buying power index (BPI)
>Higher = more power
-Broken down by city, county
-Some local BPIs (2004)
>Pullman = .0103
>City of Spokane = .0694
>City of Seattle = .2565
-Through our consumer panel, retail sales tracking services, special reports, and custom research, we help our clients understand and profit from consumer and retail trends. Our data tells them who is buying, what, where, and why in local, national, and international markets.
-We study people. Specifically, why people make the decisions they do and how our clients can best influence those decisions.
-Experian Consumer Research conducts on-going consumer behavior studies to provide answers to the who, what, where, when, how, how often, and why questions. Through the data we collect from our various consumer behavior studies, we can give our clients up-to-date information on their target consumers including, what magazines they read, what television programs they watch, what products they buy, and even how they feel about certain issues. Our extensive consumer studies report over 60,000 data variables in over 8,000 product categories and 450 plus brands, major media usage behavior, and in-depth consumer behavior demographics to give our clients the ability to make the most of their marketing budget.
-We represent the voice of the customer by translating survey responses from consumers and businesses into studies and reports that companies worldwide use to improve their business. In fact, J.D. Power and Associates has developed and maintains one of the largest, most comprehensive historical customer satisfaction databases in existence, which includes feedback on the shopping, buying, and ownership experiences for a variety of products and services.
-Sales to consumers of fast-moving consumer packaged goods, gathered at the point of sale in retail stores of all types and sizes. These retail measurement services provide clients with essential facts on how their products are performing compared with their competitors, and on trends and changes in market conditions and sales results. They also provide critical information on the use of promotional activities at the retail level, such as special displays or pricing, and on distribution and stock conditions in retail stores.
-Purchases by consumers of packaged goods and other products, gathered through participating panels of consumer households and through customized studies. These consumer panel and customized research services provide a foundation for understanding and analyzing consumers’ motivations, attitudes, behavior, shopping patterns and demographic characteristics.
-Sales data based on checkout scanners (32,000 locations!).
-Collects data from all retail outlets within a chain (vs. a sample).
-Also has consumer panel (50,000!).
-5,000 homes have a “people meter” that records when a TV is on, what channel is on, how much time is spent on each channel, and who’s watching.
-Marketers able to use this information to target desired segments.
-Target your multicultural marketing efforts more precisely
-Choose the best partner for co-branding and promotional partnerships
-Identify what events and sponsorship opportunities match best with your customer’s interest
-Find out who’s buying your competitors’ products so you can compete more effectively and build your own brand loyalty
-Make better-informed channel decisions with information on retail and product consumption
-Improve your media strategy by identifying what media your target consumers use
-Links viewing w/income, lifestyles, shopping habbits
-For more than 25 years, MRI has been the dominant voice in media and consumer research in the United States. No other organization – not even the Census Bureau – knows more about American consumers.
-MRI’s Survey of the American Consumer™, used in most media and marketing plans in the country, is the primary source of audience data for the U.S. consumer magazine industry and the most comprehensive and reliable source of multi-media audience data available. The Survey’s multi-dimensional database provides marketers with a high resolution view of audiences of all major media, their demographics and lifestyles, actions and attitudes, product usage and brand loyalty.
-Used to increase ad’s ability to reach its target audience. (View the webcast)-
-Since 1994, Greenfield Online has been providing consumers, like you, with the ability to voice their opinions by participating in online research surveys and focus groups.
-5 million panel members
-Demographic data, brand awareness, consumer interest in products, new advertisement testing.
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