1. Marketing Information & Research AMA

2. What Is Marketing Research Source: Why We Buy. P Underhill. ?

15. How Could We Classify Marketing Research Information Limited Low; often already a sunk cost Provides greater breadth; obtained quickly; less targeted; may or may not be usable U.S. Census Data Secondary sources Greatest Moderate Moderate Limited Flexibility Highest expense Moderate expense Moderate expense Low expense; sunk cost Cost Specialized, private, proprietary More targeted; greater expense Systematic; access to public information; may require formal resources devoted to gathering Readily available; may not be in form Benefits & Challenges Test markets; surveys A.C. Nielsen IRI Arbitron Internet commun. Benchmarking Published information; War games; Key customers Order processing; sales orders, Point of purchase Examples Primary sources Syndicated sources Market Intelligence Internal Sources

21. Secondary Data Information collected for another purpose which already exists. External To The Firm Internal To The Firm Secondary Research Examples Sales information Financial statements Research reports Sales databases Customer letters Customer lists Sales/product mix U.S. Census Syndicated (IRI and A.C. Nielsen Trade Assoc. Govt. Agencies Academic Research Internet Mass Media Business/Trade Mags.

22. Types of Primary Research Developed specifically by you for your needs Primary Research Examples Quantitative Qualitative Ethnography Phenomenology Focus groups In-depth interviews Case Studies Experiments: Test markets Simulations Mechanical and electronic observation People meters Surveys and Questionnaires Mail surveys Personal interview Telephone, fax, e-mail, Web In-house, self-administered