Primary and Secondary Marketing Research

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Primary and Secondary Marketing Research

The five-step scientific marketing research process includes defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, and finally solving the problem (Perreault, 1).

The first step is to define the problem. Once the problem is identified and defined, the next step is to analyze the situation. Part of this situation analysis involves gathering data. There are two kinds of marketing research data, primary and secondary. The situation analysis involves gathering secondary data, which is data that has already been gathered and published by a third party. Much of this data could be available internally within the data stores of the business, or it is available from outside sources such as government agencies, libraries, trade associations, or private research companies. One of the first places one should try and find secondary data from is over the Internet. Using the Internet is probably one of the least expensive ways of obtaining data, but it can also be the most time consuming.

My company, Escada, Inc. uses secondary data from both internal and external sources. We run reports each month that capture sales by region, by product, by customer, etc. We store these reports in order to have them available for future research. For instance, if we decided that we wanted to introduce a new product line within our line card, we could research our already available secondary data in order to understand what territories this product type best sells in. If our internal data does not tell enough of a story, we can look to outside sources for the secondary data. In our case, we might look at one of the IT industry information services such as IDC or Gartner. If I were planning to launch Centrino notebooks into Latin America and the Caribbean, I would need to gather data about the wireless infrastructure in the region prior to doing so. Yes Centrino notebooks have other features such as longer battery life, but the key selling point is the ability to use your notebook anywhere and be able to log on to the Internet without connecting a wire to it. Our marketing efforts would benefit highly if I could get statistics on the number of notebook users in the region, the number of wireless phone users, the growth of the wireless phone infrastructure, etc. Most importantly, I could gather data on which countries in the region are ahead of the others as far as wireless technology. Some of this data might be available through free channels such as the US government, trade organizations, etc. I have always found that the most accurate data comes from the sources that charge for the service.

Once I have gathered the secondary data and have finished my situation analysis, I should be able to start pinpointing areas where I need further detailed data. This leads to the next step, gathering problem specific data. This is where we gather our second type of data, which is actually called primary data. Primary data research is actually going a step further to find out what the customer feels about the product or service that you are trying to market. "There are two basic methods for obtaining information about customers questioning and observing" (Perreault, 1, p). The questions can be qualitative or quantitative in nature. Qualitative questions seek open-ended responses and are more geared towards getting the customers feelings or opinions. Quantitative research looks for structured responses that can be measured, such as yes or no responses or a., b., c., type answers. In the case of our Centrino notebooks, I would lean towards using more quantitative research in order to find out what processor speeds, hard drive sizes, memory sizes the customers preferred. I might do this by doing a survey questionnaire by phone or over the Internet. I would most likely try enticing them with eligibility for a prize if they participated in the questionnaire.

In the computer distribution business it is important to understand what type of products our customers will purchase. Having the wrong product in stock can become very costly. Predicting what they will purchase in order to have it available when they are ready to place their orders is the key to being successful. Using marketing research and gathering the proper data will help Escada to make the right decisions in the future.

References

Perreault, W. D., Jr. & McCarthy, E. J. (1). Basic marketing A global-managerial approach (1th ed.) [University of Phoenix Special Edition Series]. Burr Ridge, IL Irwin/McGraw-Hill.

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