Free/cheap Relevant? Credible? Agenda-free?

Transcription

1 The Art of Part 2

2 Primary Secondary Internal External Public Commercial (syndicated/custom) Free Accessible Relevant May not exist Limited scope Free/cheap Relevant? Credible? Agenda-free? Relevant Credible Quantitative Conclusive Expensive

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4 Secondary Data Sources Internal: External: Sales invoices Customer databases Marketing activity Marketing Decision Support System Public domain - Government, media, databases, trade associations, trade journals, chambers of commerce etc. Syndicated research - designed to meet the needs of multiple customers Custom research - designed for one customer

5 Data Sources by Type Periodical databases ABI/Inform Global, Factiva, Euromonitor GMID, Business Source Premier Industry databases Standard & Poor s NetAdvantage and Hoover s Online Statistical information Statistical Universe, Statistical Abstract, and Tablebase databases U.S. Census Population Census (every 10 years) for people, and Economic Census (every 5 years) for businesses; organized by SIC or NAICS code for industry Public Company information 10K and 10Q filings in Thomson Research database Comparative information available on Factiva, Lexis/Nexis Business section and Business and Company Resource Center Private company info D&B $Million Database

6 Data Sources for Companies and Competitors REF USA One of the largest databases covering private companies and nonprofits in the U.S. Screen companies by size, sales, location (city, state or zip code), industry, and other variables. Map business locations and find competitors in the neighborhood. Mergent Horizon Public company profiles with links to key business relationships including customers, suppliers, partners and competitors. Detailed brand and product lists. Factiva Business descriptions and key financials of public companies. Harris New York Manufacturers Directory Over 19,000 manufacturers located in New York state are listed by city, by SIC code, and by product.

7 Data Sources for Products and Markets MarketResearch.com Market research reports from Simba, Kalorama, Packaged Facts, SBI, and others. Passport GMID Market research reports on major consumer, industrial and service markets in the U.S. Features market size data for more than 300 consumer products Radio Advertising Bureau (RAB) Instant Background reports focus on service industries and small business sectors with data on who buys, where they buy, and buying habits. Each report concludes with a forecast of business trends. (New users must register). Encyclopedia of Emerging Industries in Gale Virtual Reference Profiles of new or emerging industry sectors that offer new technologies or innovative products or services.

8 Data Sources for Customers and Demographics American FactFinder ( American Factfinder is your entry to U.S. Census Bureau data. Facts Sheets profile the population of states, counties, metropolitan areas, cities, and zip codes. Data Sets give detailed social, economic and demographic data or graphs. Use the American Community Survey to build Subject Tables of local demographics. Social Explorer Census data tables and maps going back to the first U.S. Census in 1790 and including the latest data from the American Community Surveys. Reports include age, sex, race, Hispanic origin, household relationship, place of birth, education, employment status, income, tenure, cost and value of housing, and other data. InfoShare Online Profiles of boroughs, neighborhoods and community districts in NYC with data from the 2000 Census. Build tables or compare data by census tract, zip code, police precincts and many other sub-borough areas.

9 Data Sources for Customers and Demographics (contd.) Community Sourcebook of Zip Code Demographics / County Demographics Area profiles of all counties and zip codes in the United States along with projections of population, household size and median household income. Income and spending potential for 20 product and service categories. New Strategist: Who s Buying Series Market share data and demographic profiles of the buyers of various products and services including groceries, travel, pets, entertainment, apparel, and others. Who s buying by age and by race and Hispanic origin. All data based on analysis of the Bureau of Labor Statistics Consumer Expenditure Survey. Lifestyle Market Analyst Descriptions of the top lifestyle audiences in Designated Market Areas (DMAs), a market area defined by television viewing patterns. Rankings of the DMAs for various lifestyles and consumer segments described by their lifestyle characteristics.

10 Data Sources for Market Share Tablebase Compilation of data from various sources. Select Market share as Concept term, and indicate Company or Industry Hoover s Company Reports, via Lexis/Nexis Business section Provides sales by product line (if available) Market Share Reporter or World Market Share Reporter Business and Company Resource Center Look under the Rankings tab Company and Brand section of Euromonitor s GMID

11 Syndicated Research (selected vendors) Product usage: Mediamark Reporter Inc. (mriplusonline.com) provides summary tables of key audience and product usage data from a national probability sample of 25,000+ households Retail sales: Nielsen (nielsen.com), SymphonyIRI ( provide a wide range of data solutions and services Advertising Research: Starch ( provides metrics for magazine ad readership Radio audience measurement: Arbitron (arbitron.com) measures network and local market radio audiences and provides mobile audience measurement and analytics Geodemographic analysis: Nielsen (MyBestSegments.com) classifies US households into segments based on geography and demographics