A Quick Snippet On Marketing Research

Secondary Research Examples

In 20 minutes or less

As You May Remember… During our last session, a team brainstormed a

number of research questions regarding the viability of marketing to the dental industry There were multiple research questions regarding

this notion

As we also talked about during our last session, secondary information is quick, inexpensive and may begin to answer a portion of our question

As an example… A quick scan of secondary information yielded the

following data The point: Instead of reading Google News, the

marketing force was used for good “Help you I will…” Yoda

Potential Sources of Info

A Broad Overview of The Healthcare Industry

A More Specific View (Dentists)The Start of A Profit and Loss Statement for the Industry

Revenues

Also, this information reflects that every industry has nuances. Here, we have one potential segmentation variable, generalist vs. specialists.

How much do they spend on services that we may want to sell them?

An Idea of Total Operating Expense

How much do they spend on services we may want to serve them?

An idea of office supplies purchased

Conclusion

Today’s data sources are immense Secondary data is truly an inexpensive

source that can be mined to help answer our question, guide us in developing other research questions, and shed light on a broader aspect(s) of our question (i.e. a gut check to determine if our research statement/purpose really what we are after)