Secondary Research: Competitive Strategies

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Secondary Research Competitive Strategies
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Categories of Secondary Research

• Target Audience Characteristics
• American Demographics
• Lifestyle Market Analyst
• Simmons Market Research Bureau (SMRB)
• Mediamark Research Inc. (MRI)
• Consumer Trends
• US Census Report
• American Demographics
• CQ Researcher
• Data Monitor

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Categories of Secondary Research

• Consumer Expenditures
• Information Resource Inc. (IRI)
• SAMI/Burke
• Consumer Attitudes
• Yankelovich Monitor
• Roper Reports
• Gallup Poll Monthly
• Public Opinion Quarterly

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Categories of Secondary Research

• Advertising Expenditures
• Leading National Advertisers (LNA)
• Advertising Age
• Adweek/Mediaweek
• Media Costs/Audience Measurement
• Standard Rate Data Service
• Neilsen/Arbitron/RADAR

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Web Source Caveats

• Just because its on the Web doesnt make it so
• Bibliographic references should be for the
  primary source, not the secondary (database)
  source