abhishreshthaa
Abhijeet S
External Sources of Secondary Data
Numerous sources external to the firm mav have data relevant to the firm's requirements. Seven general categories of external secondary information are described in the sections that follow:
(1) computerized databases,
(2) associations,
(3) government agencies,
(4) syndicated services,
(5) directories,
(6) other published sources, and
(7) external experts.
Databases
Associations
Government Agencies
(1) population, housing, and income;
(2) agricultural, industrial, and commercial product sales of manufacturers, wholesalers, retailers, and service organisations;
(3) financial and other characteristics of firms;
(4) employment; and
(5) miscellaneous reports.
Syndicated Services
A wide array of data on both consumer and industrial markets is collected and sold by commercial organizations.
Directories
Other Published Sources
There is a virtually endless array of periodicals, books, dissertations, special reports, newspapers, and the like that contain information relevant to marketing decisions.
External Experts
Numerous sources external to the firm mav have data relevant to the firm's requirements. Seven general categories of external secondary information are described in the sections that follow:
(1) computerized databases,
(2) associations,
(3) government agencies,
(4) syndicated services,
(5) directories,
(6) other published sources, and
(7) external experts.
Databases
- A computerized database is a collection of numeric data and/or information that is made computer-readable form for electronic distribution.
- There are than 3,500 databases available from over 550 on-line service enterprises.
- Those that are available that are useful in bibliographic search, site location, media planning, market planning, forecasting and for many other purposes of interest to marketing researchers.
Associations
- Associations frequently publish or maintain detailed information on industry sales, operating characteristics, growth patterns, and the like.
- Furthermore, they may conduct special studies of factors relevant to their industry. These materials may be published in the form of annual reports, as part of a regular trade journal, or as special reports.
- In some cases, they are available only on request from the association.
- Most libraries maintain reference works, such as the Encyclopedia of Associations that list the various associations and provide a statement of the scope of their activities
Government Agencies
- Federal, state, and local government agencies produce a massive amount of data that are of relevance to marketers.
- In this section, the nature of the data produced by the federal government is briefly described. However, the researcher should not overlook state and local government data.
- There are also a number of specialized analytic and research agencies, numerous administrative and regulatory agencies, and special committees and reports of the judicial and legislative branches of the government.
- These sources produce five broad types of data of interest to marketers.
(1) population, housing, and income;
(2) agricultural, industrial, and commercial product sales of manufacturers, wholesalers, retailers, and service organisations;
(3) financial and other characteristics of firms;
(4) employment; and
(5) miscellaneous reports.
Syndicated Services
A wide array of data on both consumer and industrial markets is collected and sold by commercial organizations.
Directories
- Any sound marketing strategy requires an understanding of existing and potential competitors and customers.
- Suppose you were asked to prepare a report on the forest products industry, to aid your organization in developing a sales and marketing approach to lumber manufacturers.
- A number of services and directories would prove useful.
- A general industry directory such as Thomas Register of American Manufacturers is a good starting place.
- This sixteen-volume, set lists manufacturers' products and services by product category.
- It provides the company name, address, telephone number, and an estimate of its asset size.
- It also contains an extensive trademark listing and samples of company catalogs.
Other Published Sources
There is a virtually endless array of periodicals, books, dissertations, special reports, newspapers, and the like that contain information relevant to marketing decisions.
External Experts
- External experts are individuals outside your organization whose job provides them with expertise on your industry or activity.
- State and government officials associated with the industry, trade association officials, editors and writers for trade and publications, financial analysts focusing on the industry, government and university researchers, and distributors often have expert knowledge relevant to marketing problems.