Basic Sources of Marketing Data – Census Data The demographic, economic, and social statistics contained in great detail in the census are key aspects of many marketing studies. For example: Company Y must decide where to locate a new shopping mall and which kinds of stores to install. These decisions will require (1) Census...
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Basic Sources of Marketing Data – Applications of Secondary Data: Identifying the Best Target Markets When Avis Rent-A-Car decided to sell its used cars directly to the public, rather than to dealers for resale, a survey of previous buyers of used Avis cars showed the best prospects were middle high-income families with college-aged children....
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Basic Sources of Marketing Data – Applications of Secondary Data: Estimating Demand in a Market Area Most marketing resources, but especially sales effort, service coverage, and communications activity, are allocated by geographic region or territory. The key to efficient allocation is knowledge of the potential of each geographic segment relative to other segments. Very...
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Basic Sources of Marketing Data – Summary The theme of this chapter is the wealth of data available to the marketing researchers. Many management problems can be resolved by recourse to the internal records of the firm or to secondary sources such as government statistics, trade association reports, periodicals, books, and private studies. With...
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Basic Sources of Marketing Data – Appendix The Census and Other Government Statistics Economic Census The Economic Censuses are conducted every five years in years ending in 2 and 7. Census of Agriculture Based on the organization of the 1978 census, five volumes are published: Volume 1: State and Country Data. Data are given...
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