Basic Sources of Marketing Data Many data sources were identified in the previous chapters. These are only suggestive of the vast array of possibilities that can literally submerge the manager and researcher in numbers. The real problem with this “data explosion” is not the quantity but the variability of the sources with respect to...
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Basic Sources of Marketing Data – Internal Records The internal records accounting and control systems provide the most basic data on marketing inputs and the resulting outcomes. The principal virtues of this data are ready availability, reasonable accessibility on a continuing basis, and relevance to the organization’s situation. Data on inputs—marketing effort expended—can range...
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Basic Sources of Marketing Data – Secondary Data Secondary data are by far the most popular source of marketing information. Not only are the data readily available, but they often are sufficient to answer the research question. For example: • A marketing manager studying development in the wine industry will use trade association data...
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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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