Consumer Behaviour

Bangor Transfer Abroad Programme

ConsumerConsumerResearch -Research -

Secondary Secondary DataDataSourcesSources

Consumer Behaviour

Bangor Transfer Abroad Programme

Generating DataGenerating DataData is generated in 2 basic ways:

Secondary data:Data already existing – may have been collected for other purposes

+ / -+ / -

Primary data:Original data – collected for a specific purpose

Consumer Behaviour

Bangor Transfer Abroad Programme

Consumer Behaviour

Bangor Transfer Abroad Programme

Secondary DataSecondary Data

Secondary data is information that has been previously gathered for some purpose other than the current research project

Example

Consumer Behaviour

Bangor Transfer Abroad Programme

Uses of secondary dataUses of secondary data• Helps to clarify research requirements

• Answers some of the research needs

• Enables more insightful interpretation of primary data

• Provides comparative data

• Provides information that cannot be obtained through primary research

Consumer Behaviour

Bangor Transfer Abroad Programme

Benefits of secondary dataBenefits of secondary data

• Faster

• Less expensive to collect

• Internet can be used, increasing speed further

Consumer Behaviour

Bangor Transfer Abroad Programme

Limitations of secondary dataLimitations of secondary data• Availability

• Applicability

• Accuracy

• Comparability

Consumer Behaviour

Bangor Transfer Abroad Programme

Evaluation of secondary dataEvaluation of secondary data• Is relevant data available?• Is the cost of data acquisition acceptable?• Is the data in an appropriate format?• Does the data apply to the time period of interest?

If ‘Yes’, go to original source if possible –

• Is the data likely to be unbiased?• Can the accuracy of the data be verified?• Can it be obtained within the timescale of the project?

If ‘Yes’, then use the data

If ‘No’, then undertake primary research

Consumer Behaviour

Bangor Transfer Abroad Programme

Internal Secondary Research Internal Secondary Research SourcesSources

• Sales figures• Operational data – stock levels, etc.• Customer satisfaction results• Advertising spend• Customer complaints records• Effectiveness data from promotional campaigns• Marketing research reports from past studies

Consumer Behaviour

Bangor Transfer Abroad Programme

External Secondary Research External Secondary Research SourcesSources• Internet – single search engines, and multiple

search engines• Directories• Country information• Published marketing research reports• News sources• Newsgroups and discussion lists

Consumer Behaviour

Bangor Transfer Abroad Programme

The management information The management information system (MIS)system (MIS)

“A system within an organisation that

supplies information and communication services and resources to meet organisation needs.”

(CIM)

Consumer Behaviour

Bangor Transfer Abroad Programme

The marketing information The marketing information system (MkIS)system (MkIS)

“People, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers”

(Kotler et al)

Consumer Behaviour

Bangor Transfer Abroad Programme

The structure of an The structure of an information systeminformation system

Technologyinfrastructure

• Hardware• Systems software• Applications software• Communications

Datainfrastructure

• Databases• Database management• Archiving

Personnel• Technology developers• Systems operators• Systems maintainers• Users• User support

Consumer Behaviour

Bangor Transfer Abroad Programme

The marketing information system The marketing information system (MkIS)(MkIS)

Marketingintelligenc

e

Marketingresearch

Internalrecords

Informationanalysis

Marketingenvironment

• Target markets• Marketing channels• Competitors• Publics• Macro-environment forces

Marketingmanagers• Analysis• Planning• Implementation• Organisation• Control

Developing information

Distributinginformation

Assessinginformation

needs

Marketing information system

Marketing decisions and communications