Marketing 441:Research Session
Shana Gass, MSLS
Reference Librarian
January 27, 2010
http://pages.towson.edu/sgass/courses
Primary vs. Secondary Data
• Primary Data:“new data gathered specifically for the project at hand”
• Secondary Data:“data…already gathered for some other purpose”
--Marketing, 13th ed., Etzel, Walker & Stanton
Secondary Data Issues
• Age• Geographical Scale• Definitions• Some data is elusive!!
Topics
• Company• Industry• Target Market• Promotion
Local Case: Your Restaurant
Going National?
Who’s the competition?
Available through Baltimore County Public Library or Enoch Pratt Free Library
Will also include estimated revenues for private companies
Google Maps: Nearby Restaurants
Social Media … Learning about Company, Competitors, and Customers
TRY IT !(competitors for bigger co’s)
• Use Library Database LexisNexis Academic to find Competitors for Darden Restaurants (owners of Olive Garden…)
• Hints– Start at http://cooklibrary.towson.edu/marketing– Click on Business (top of screen) before searching
To Summarize: Companies & Competitors
• Competitor list:– Directories (Reference USA database, Million Dollar
database)– Company Profiles (LexisNexis Academic & others)– Market Share sources
• Companies:– organizational web sites & (for public co’s) SEC filings– article searching
What about the Industry & Market?• Market Share sources• Trade associations• US Economic Census web site• Household Spending, Demographics USA (in
Reserves)• Industry Reports (Standard & Poor’s
NetAdvantage, Business Source Complete reports)
Market Shares
• Business Rankings Annual (annual book in Reference)
• Market Share Reporter (2-vol set in Reserves)
• RDS Business Suite, TableBase tab (research database)
• Articles on companies & industries from library databases.
• See: http://pages.towson.edu/sgass/guides/big4businessdatabases.pdf
Trade associations (AKA Industry Associations/organizations)
• Membership drawn from companies in the industry
• Local, state, national, international• Represent concerns of industry• Collect information on industry
TRY IT!Can you find Olive Garden’s market share using:
Market Share Reporter, Business Rankings Annual, RDS Business Suite (database), or another library database?
How about information more generally on US dining habits?
TRY IT!Can you locate a trade association relevant to the restaurant industry?
What info can you find?
Other Examples of Trade Associations
• Professional Chef’s Association• Green Restaurant Association• International Hotel & Restaurant Association• Food Industry Suppliers Association
US Economic Census
• Bureau of the Census• Every 5 years – latest is ‘07• Establishments, sales, payroll• Arranged by NAICS code• Read the definitions!
Tool for Industry Research:
North American Industry Classification System (NAICS). Available: http://www.census.gov/epcd/www/naics.html
72 Accommodation & Food Services
722 Food Services and Drinking Places
7221 Full-Service Restaurants
72211 Full-Service Restaurants
722110 Full-Service Restaurants
Examples of NAICS codes
Full “primary” NAICS code for sit-down (vs. fast food) restaurants
Accessing the US Economic Census• http://business.census.gov
• Also: – http://factfinder.census.gov
> Economic Census > Get Data
– http://www.census.gov/econ
Try It!
• Go to business.census.gov
• Can you find information on limited-service restaurants? (using the appropriate NAICS code?)
• Can you find information on limited-service restaurants within the state? How about Howard County?
Who are your customers?
Know Your Target Market: Secondary Data
• Demographics– Demographics example:
American Factfinder - US Census
• Psychographics– Psychographics example:
My Best Segments - Claritas PRIZM
Both of these links are on the Marketing Subject Gateway
Try It
• Using factfinder.census.gov, find some demographic information on Columbia, MD
• What is distinctive about Columbia in comparison to the US as a whole?
Try It
• Go to My Best Segments - Claritas PRIZM – link on Cook Library Marketing Subject Gateway
• What are some of the tapestry types represented in Columbia, MD? Zip code – 21046.
Market Research Sources• Mediamark – library database
Product user info, with demographics & media usage [geo > region]
• Simmons – CD-ROM @ libraryProduct user info, with demographics & psychographics [geo > state]
• SRDS Local Market Analyst -- library databaseDemographics and psychographics [geo > DMA]
SRDS
• Market > Learn Lifestyles & Demographics• Lifestyle > Learn where the markets are• Tables & mapping• http://www.srds.com• Password required – contact Shana at
[email protected]• Don’t leave this source until last moment – next
user can bump you!
Mediamark
• Register for free account using TU email address• How to get into Mediamark
Library website > Subject Gateways > Marketing > Mediamark
2. Click this button!
3. Accept Agreement.Choose a Report Volume (probably Fall Product 2008) by doubleclicking.Search by keyword or browse to find product.
1. Sign in with TU email & password for your account. Click on link in verification email to complete account.
Clue: Index. 100 = averageLook for numbers over 100 for your best customers!
Mediamark Tutorial
By Carrie Bertling, Towson U:http://pages.towson.edu/cbertlin/documents/mri_spring09.ppt
Simmons National Consumer Survey
CD-ROM at Cook Library Reference Desk
• Demographics
• Product Use
• Psychographics
• Make an appointment with Shana ([email protected]) to learn more about this powerful tool !!
Simmons Tutorial
By Van Houlson, U. of Minnesota:http://busref.lib.umn.edu/guides/Simmons.ppt
Researching Restaurants Using Cook Library Databases
• News – local, national, international for general or “trade” audiences
• Research – studies in academic AKA peer-reviewed AKA scholarly journals
• Case studies• Advice for practitioners• Opinion pieces
Some (Specialized) Journalsin the Library Databases
• Advertising Age• Nation’s Restaurant News• Journal of Foodservice• Restaurant Business• Restaurants and Institutions
Library Databases to Try
• Business Source Complete• Factiva• LexisNexis Academic• RDS Business Suite• Plus: Small Business Resource Center
• All available from Subject Gateway for Marketing• http://cooklibrary.towson.edu/marketing
• How is the recession affecting restaurants?
• Are some types of restaurants doing better than others?
• What are some recommended strategies for restaurants for marketing during the recession?Be ready to report your preliminary findings (with source)
Try It!
Secondary Data Books in the Library
• Following are some sample questions/tips for some of the secondary-data intensive BOOKS we have in Cook Library
• Most of these are in Reserve; others in Reference (use in library)
• Call numbers are on the Cook Library Guide to Marketing Secondary Data: http://pages.towson.edu/sgass/guides/mktg_secondary_data_sources.pdf
Best Customers(in reserves)
• Which target markets might be the best for Café de Paris?
• Any trends for this market worth noting?
• How much does the average household spend on the relevant service?
Household Spending(in reserves)
• What activity included in the book is the closest match for Café de Paris?
• Which age group spends the most on dining out – total?
• Which age group spends the most on dining out – on average?
Community Sourcebook of zipcode demographics
(in Reserves)• The zip code for Columbia, MD is 21046
• How does Columbia’s Spending Potential Index compare to other towns in MD?
• Spending Potential Index is explained on introductory page xvii)
Demographics USA(in Reserves)
• The zip code for Columbia, MD is 21046
• Find the Consumer Buying Power for Columbia with regard the relevant spending category for dining out.
• Consumer Buying Power is explained in section 1, page 10).
Community Sourcebook of Zip Code Demographics
(in reserves)• Find a zip code in Maryland which has a
particularly high “Spending Potential Index” for Dine Out/Carry Out.
• What is a Spending Potential Index? (explained on introductory page xvii)
American Women(in Reference)
• Let’s say Olive Garden wants to improve their marketing to women.
• What are some things they should keep in mind for marketing to this population?
Racial & Ethnic Diversity(in Reference)
• Let’s say Olive Garden wants to finetune their marketing to different ethnicities.
• What are some things they should keep in mind?
Millennials(in Reserves)
• Who are the Millennials? How is this label useful to marketers?
• Let’s say Café de Paris is going to target Millennials. What are some good things to know about them that might affect your marketing?
Baby Boom(in Reserves)
• What does “baby boom” mean? How is this label useful to marketers?
• Let’s say Café de Paris decides to target Baby Boomers. What are some good things to know about them that might affect your marketing?
SRDS Consumer Magazine Advertising Source
(in Reserves)
• Find the info for Self Magazine.• How much will it cost to run a 4-color 1-page
ad?• What is the total circulation? Which region has
the highest circulation?
SRDS Newspaper Advertising Source
(in Reserves)
• What is the cheapest ad I can buy in the Baltimore area?
• What’s the circulation?• When’s the deadline?
Questions?…feel free to contact me!
Shana Gass 410-704-2395 [email protected]
Or any reference librarian:
Visit – call – IM – email – TXT*Cook Library Web Site > Ask a Librarian
*New service! Dial 66746 + begin with askcookNormal txt rates apply!