Using Secondary Consumer Behavior Information for Business

How do I research my market without spending a lot of money?

Beginning market investigation with secondary research, existing information available through outside sources, is the most cost-effective approach to the research plan. If this research does not provide all the answers to the marketing challenges being faced, primary research can then be conducted.

Secondary research is available from government agencies like the U.S. Census Bureau, Department of Commerce and the County and City Data Book as well as industry associations and periodicals, business publications, newspapers and magazines.

Government Agencies

County and City Data Book is updated every three years and provides demographic data by geographic unit. This book is available in most libraries and can be used to gather information about each geographic market in which there is interest and potential.

For a national perspective, the Statistical Abstract of the U.S. provides summary data on demographic, economic and social aspects of America. Also available at most libraries, this report is updated annually.

U.S. Census Bureau data is also available in libraries or on line at http://www.census.gov .

Industry Associations and Periodicals

Every industry has at least one professional or trade association in which businesses can participate. Many of these associations conduct ongoing research into consumer buying patterns, identification of consumer demographic data, etc. For the physical fitness industry, as an example, the Sporting Goods Manufacturers Association publishes regular reports on the types of sports participation, ages and gender participation in specific sports, etc. Some of these reports are available only to members; some of them are free and some of the more detailed reports are available for a fee. All of this information is less expensive than doing primary research for any individual business.

One of the benefits of membership of most industry association(s), is subscription to the association periodical that highlights trends in that particular industry, consumer buying habits, etc.

Trade publications are published for specific industries and are also great sources of a variety of consumer information. Trade associations can assist in identifying appropriate publications and on line research can be helpful in locating pertinent information.

Business Periodicals and Books

• The Journal of Consumer Research is available in libraries and on line, http://www.wisc.edu/jcr , providing a variety of consumer information.
• Another good online resource is the American Marketing Association web site, www.marketingpower.com. Thousands of industry reports are available for a fee.
• Business magazines such as Business Week, Fortune, Forbes and Harvard Business Review can also be helpful. They cover general business trends nationally.
• Most metropolitan areas have a Business Journal specific to the area, such as the Los Angeles Business Journal, the Houston Business Journal, etc. These publications focus on business trends in the specific geographic region in which they’re located.

Newspapers

Newspapers published in major metropolitan areas all have a business section. This section is a good source for business trends in general and can also provide industry specific information. Newspaper marketing departments conduct research regularly and provide information on their subscribers. For a small fee, newspaper research departments can identify specific industry information collected from articles written during an identified time period.

Magazines

A variety of consumer magazines can be helpful to market research efforts. Magazine marketing and research departments consistently obtain information about their subscribers and make this information available to advertisers and others.

Analysis

When analyzing secondary research data, keep in mind the relationship between general categories and your specific product or service, geographic issues, target customer segments, general economic trends, etc. If the data collected doesn’t solve the original marketing problem, consider doing some primary research such as questionnaires or focus groups.