En vigtig skelnen i markedsanalysen og i indsamlingen af markedsinformation er mellem primære (primary) og sekundære (secondary) data / information. Sekundære data kaldes også for Desk Research.
Fokus i denne guide er på "sekundære data" - og mere specifikt på de eksterne informationskilder (External data sources).
"Secondary data is information that has been gathered by someone other than the researcher and/or for some other purpose than the project at hand” (Schmidt/Hollensen, s. 15)
Kilde: Aaker, Kumar and Day: Marketing Research (John Wiley, 1998) - her i en tillempet form fra Schmidt/Hollensen, fig.2.1, s. 22
Vurdér data bl.a. ved at svare på følgende 5 spørgsmål:
I forbindelse med indsamling af markedsinformation er det vigtigt at have kendskab til, hvilken type marked man undersøger:
Markedsinformation kan inddeles i fire kategorier.
The distinction between a multinational operation and a global operation.
Lowest level of international commitment – at this stage a company focuses on its home markets
International marketing programmes are designed independently to match the needs of each individual country
International marketing programmes are designed independently to match the needs of areas or regions (e.g. EU, ASEAN, NAFTA), emphasizing similarities that transcend national boundaries
The global marketing programmes are based on the perception that world markets are processing toward a converging commonality and that the “global marketing” approach represents the prevailing trend in conducting business
(Kilde: Bartlett, C. A., Ghoshal, S., & Beamish, P. W. (2008). Transnational management: text, cases, and readings in cross-border management. (5. ed.), p.60-63)
"Globalization represents the growing interdependence of national economies – involving consumers, producers, suppliers, and governments in different countries”
Citat fra Hollensen/Schmidt, p.10
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