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Advertising Research
SECONDARY DATA: are already published data collected for purposes other than the specific research
needs at hand. Secondary data can be classified according to its sources.
SOURCES OF SECONDARY DATA
There are two sources including:
• Internal sources
• External sourcesINTERNAL DATA SOURCES: these data originated within the organization, collected for purposes
other than the research being conducted. All organizations collect internal data as part of their normal
operations; such as sales and cost data, sales reports, advertising and promotion activities, research and
development, and manufacturing reports.
EXTERNAL DATA SOURCES: these are data available outside the organization. They are available from
various sources, syndicated and others like libraries, government publication or consultants.
SYNDICATED SOURCES: are external data sources not available in a library, which are usually
standardized data, sold by consultants for a price, such organizations have profit orientation.
Syndicated data source can be classified as:
• Consumer Data: consisting of data collected on purchases by customers and the motive
behind such purchases.
• Retail Data: focus on the products sold through outlets and characteristics of such outlets
• wholesale Data: estimate on sales of a brand and its competitive brands in various markets.
Such data allow marketers to analyze trends in sales or package size and the impact of
promotions as well as competitive actions.
• Industrial Data: provide data that can be used to construct sales prospect lists, identify
sales territories, establish sales potentials and target promotional efforts.
• Advertising Evaluation Data: provide data on media that can assist advertisers in the
measurement of the effectiveness of promotion expenditures. They evaluate advertisement
in broadcast and print media.
• Media and Audience Data: the task of the media planner is to identify media that have
audience characteristics similar to those of the target market to be reached. The types of data
used in matching market and media typically include demographics, psychographics and
product usage rates. All data specializing in the provision of audience measurement for a
particular medium can be obtained from such sources. The media planners need data regarding
the advertising effects of competitors. It is important to know how much competitors are
spending, where they are spending their advertising funds and in what media mix.