Tack
the means to gather pertinent data directly from
EXHIBIT 10.4 Syndicated Data Providers and Some of
taker
Their Services
Name
Services Provided
nows
iption
m the
they
ut the
ss im-
Nielsen
(http://www.nielsen.com)
With its Market Measurement Services, the
company tracks the sales of consumer packaged
goods, gathered at the point of sale in retail
stores of all types and sizes.
InfoScan store tracking provides detailed
information about saies, share, distribution,
pricing, and promotion across a wide variety of
retail channels and accounts.
O can
IRI
(http://www.iriworldwide.com)
or to
IS are
ers in
J.D. Power and Associates
(http://www.jdpower.com)
Honi-
Widely known for its automotive ratings, it
produces quality and customer satisfaction
research for a variety of industries.
ance,
uture
Mediamark Research Inc.
(http://www.mediamark.com)
Supplies multimedia audience research
pertaining to media and marketing planning
for advertised brands.
ata
National Purchase
Diary Panel
(http://www.npd.com)
Based on detailed records consumers keep
about their purchases (i.e., a diary), it provides
information about product movement and
consumer behavior in a variety of industries.
y ac-
ensus
bout
NOP World
(http://www.nopworld.com)
The mkids US research study tracks mobile
telephone ownership and usage, brand affinities,
and entertainment habits of American youth
between 12 and 19 years
new
data
of age.
t.
quate
Research and Markets
(http://www.
researchandmarkets.com)
were
Promotes itself as a one-stop shop for market
research and data from most leading publishers,
consultants, and analysts.
The General Social Survey is one of the nation's
longest running surveys of social, cultural, and
political indicators.
on at
U.S.
cular
How-
Roper Center for Public
Opinion Research
(http://www.ropercenter.
uconn.edu)
V de-
Simmons Market
Research Bureau
(http://www.smrb.com)
Reports on the products American consumers
buy, the brands they prefer, and their lifestyles,
attitudes, and media preferences.
neur
the
arket
Yankelovich
(http://thefuturescompany.
com/new-us-monitor/)
The MONITOR tracks consumer attitudes,
values, and lifestyles shaping the American
marketplace.
must
7sive
So,
on-
secondary data were collected.
syndicated data Data
available for a fee from
commercial research
firms such as Information
Resources Inc. (IRI),
National Purchase Diary
Panel, and Nielsen.
ed
Despite the great deal of data
HAVE U
r-
id
VOTED
YET?
available on the Internet, easy ac-
cess does not ensure that the data
are trustworthy.
et
S.
Syndicated External Secondary Data
Although the secondary data described previously are either
free or inexpensively obtained, marketers can purchase exter-
nal secondary data called syndicated data, which are avail-
able for a fee from commercial research firms such as IRI, the
National Purchase Diary Panel, and Nielsen. Exhibit 10.4
contains information about various firms that provide syndi-
cated data.
CAP Photo/Cathleen Allison
talking to before they knock on their door.
Secondary data are useful to politicians so they know who they are
Consumer packaged-goods firms that sell to wholesalers
often lack the means to gather pertinent data directly from
EXHIBIT 10.4 Syndicated Data Providers and Some of
Their Services
Name
Services Provided
information. Before a local politician, canvasser, or poll taker
which houses are inhabited by retirees, who has a subscription
to the Wall Street Journal or New York Times, for whom the
residents said they voted in the last election, or whether they
served in the military. All these traits can give hints about the
Nielsen
(http://www.nielsen.com)
With its Market Measurement Services, the
company tracks the sales of consumer packaged
goods, gathered at the point of sale in retail
stores of all types and sizes.
InfoScan store tracking provides detailed
information about sales, share, distribution,
pricing, and promotion across a wide variety of
retail channels and accounts.
IRI
(http://www.iriworldwide.com)
voters
' likely concerns, which a good politician can address im-
mediately upon knocking on the door. Such research also can
dictate tactics for designing broader campaign materials or to
zero in on very specific issues. Social media campaigns are
a growing mechanism used to interact with potential voters in
a more timely manner than more traditional methods. Moni-
toring tweets after a major address by a candidate, for instance,
would provide instant feedback and direction for future
communications.
J.D. Power and Associates
(http://www.jdpower.com)
Widely known for its automotive ratings, it
produces quality and customer satisfaction
research for a variety of industries.
Supplies multimedia audience research
pertaining to media and marketing planning
for advertised brands.
Mediamark Research Inc.
(http://www.mediamark.com)
National Purchase
Diary Panel
(http://www.npd.com)
NOP World
(http://www.nopworld.com)
Inexpensive External Secondary Data
Some sources of external secondary data can be quickly ac-
cessed at a relatively low cost. The U.S. Bureau of the Census
(http://www.census.gov), for example, provides data about
businesses by county and zip code. If you wanted to open a new
location of a business you are already operating, these data
might help you determine the size of your potential market.
Often, however, inexpensive data sources are not adequate
to meet researchers' needs. Because the data initially were
acquired for some purpose other than the research question at
hand, they may not be completely relevant or timely. The U.S.
Census is a great source of demographic data about a particular
market area, and it can be easily accessed at a low cost. How-
ever, the data are collected only at the beginning of every de-
cade, so they quickly become outdated. If an entrepreneur
wanted to open a retail flooring store in 2016, for example, the
Based on detailed records consumers keep
about their purchases (i.e., a diary), it provides
information about product movement and
consumer behavior in a variety of industries.
The mKids US research study tracks mobile
telephone ownership and usage, brand affinities,
and entertainment habits of American youth
between 12 and 19 years of age.
Promotes itself as a one-stop shop for market
research and data from most leading publishers,
consultants, and analysts.
Research and Markets
(http://www.
researchandmarkets.com)
Roper Center for Public
Opinion Research
(http://www.ropercenter.
uconn.edu)
Simmons Market
Research Bureau
(http://www.smrb.com)
The General Social Survey is one of the nation's
longest running surveys of social, cultural, and
political indicators.
Reports on the products American consumers
buy, the brands they prefer, and their lifestyles,
attitudes, and media preferences.
data would already be six years old, and the housing market
likely would be stronger than it was in 2010. Researchers must
Yankelovich
(http://thefuturescompany.
com/new-us-monitor)
The MONITOR tracks consumer attitudes,
values, and lifestyles shaping the American
marketplace.
pay careful attention to how other sources of inexpensive
also
CHAPTER 101 Marketing Research 201
Purchase answer to see full
attachment