Secondary data in seafood marketing research

Secondary data in Seafood
Marketing
RESEARCH APPLICATIONS IN SEAFOOD MARKETING
Zaragoza (Spain), 10-14 December 2012
Philippos Papageorgiou
Fisheries & Aquaculture Consultant

Lecture Structure
I. Identifying secondary sources
of market and marketing data
II. Evaluation of secondary data
III. Analysis & use of secondary data

Secondary data
What is it ?
Data and info collected for purposes other than addressing the
issue in question.
Where can it be collected from ?
 National / International Agency Databases
 National / International Agency Surveys
 Industry Media (newspapers, magazines, internet sites)
 Public Studies, Surveys & Reports (Governmental Organisations
Foundations, Trade Associations, Companies)
 Conference / Seminar papers, posters and presentations
 Market (observations)
Standardized
Secondary data in Seafood Marketing

Pros and Cons on using secondary data ?
Overwhelming amount of info
 Readily available / accessible
 Free of charge
or
 Relativelly Inexpenisve
 General Info
 Non up-to-date
 Non compatible/ comparable
 Non problem/issue specific
Secondary data
QualitativeQuantitative

Secondary data
‘’Need to Know’’ basis
S
Quantitative
Qualitative

Internal
Primary
Data
Internal
Secondary
Data
External
Primary
Data
External
Secondary
Data
Marketing
Research
intelligence
Secondary data

Use of secondary data
 To select countries or markets that show potential and are worth
further investigation.
 To make an initial estimate of demand potential in a country or
market
 To monitor changes ( => adjust marketing strategy)
Secondary data

 Provide adequate info to resolve the marketing problem
 Provide sufficient background info to better guide and focus primary
research
 Provide new insights to the issue that will redifine the research
objectives
 Provide methodology which usefull info for the planning phase of the
primary research (from the population to be sampled to the methodology to be deployed).
 Serve as reference base against which primary data collected can be
compared for validity and accuracy.
Use of secondary data
Secondary data

1) Describe
What is going on.
2) Compare
Compare situtations (Habits, trends, perceptions, products,
etc)
3) Diagnose
Analyse and understand a market situation
4) Predict
Forecast a situation
Secondary data

Secondary data

Quantitative
Quantitative & Qualitative
Secondary data in the seafood industry

5 Steps of Secondary data Research Process
• Locate potential sources of secondary data
• Start with general issues and then proceed to specific ones
• Start from the least costly and most readily available
i
• Deploy all available expertise - Evaluate
• Combine disciplines and knowledge
ii
• Collect
• Edit – prepare data to functional forms for further avalysis
iii
• Combine - Compare
• Analyse data
iv
• Draw preliminary conclusions – form hypotheses for further tesingv

The 8 Steps of the Marketing Research Process
I
• Define the problem
II
• Identify sources of intelligence and types of info
III
• Develop the optimum research approach & methodology
IV
• Design the Questionnaire
V • Determine sample plan and sample size
VI
• Conduct the research and collect the data
VII
• Analyze and interpret data
VIII
• Draw conclusions / make recommendations

Examples of Secondary data in the seafood industry
Standardised Sources
Public Studies, Surveys & Reports
Industry Media
Conference / Seminar papers, posters and presentations
Market Observation

Government Census Reports
 Births
 Deaths
 Level of Educational
 Employment / Unemployment
 Household income
 Household expenditure
 (Other)
By Age Groups / Regions / etc

Public Studies, Surveys &
Reports

Industry Media

Conference / Seminar papers,
posters and presentations

Market Observation
Product purchased / Purchaser
 Gender
 Age
 Marital Status
 Financial Status
 Related Products purchased
 Decision-making type
 Time (or day) patterns of pucrhases per
product type

Market Observation
Competition per product
 No of products
 Packaging
 Labelling
 Shelf place
 Pricing strategy- Offers
 Other…..

• Reputation of collecting/ reporting body
• Possible biasesWho?
• Client , methodology,
• Issue addressed - questions chosenWhy?
• Methodology, (questionnaire ),
• Sample size & type,
• Response rate
How?
• Aggregation / disaggregation levels
• (Age, income, education, geogr. coverage)
What?
• Relevance and applicabilityWhen?
• Cross checking with other sourcesConsistency?
Evaluation of data & sources

Analysis & use of secondary data

-
200.000
400.000
600.000
800.000
1.000.000
1.200.000
1.400.000
1.600.000
1.800.000
2.000.000
1 2 3
App. Consumption 1.275.688 1.820.998 1.710.668
MetricTons
36.6 kg/
capita/
year
Source:FAOFishStatJ

Crust/ans &
molluscs, prep. or
pres.
8%
Fish, dried,
salted, or smoked
7%
Fish, fresh, chilled
or frozen
48%
Fish, prepared or
preserved
37%
Source:FAOFishStatJ

New
Product B
0 €
3 mil €
-1 mil €
Primary research

On Secondary Research
Books
Steward D.W. & M. A. Kamins. 1993. Secondary Research: Information Sources and Methods (Applied
Social Research Methods). Sage Publications
Patzer G.L. 1995 Using Secondary Data in Marketing Research: United States and Worldwide. Quorum
Books.
http://www.ianswer4u.com/2012/05/secondary-market-research-advantages.html#axzz2DocY23qh
http://prosandconsofsecondaryresearch.blogspot.gr/
Internel links
http://www.ianswer4u.com/2012/05/secondary-market-research-advantages.html#axzz2DocY23qh
http://prosandconsofsecondaryresearch.blogspot.gr/
Suggested reading

On Industry related issues
MARKETING AND PRICE FORMATION OF FISHERIES AND AQUACULTURE PRODUCTS.
European Parliament. Policy Department B: Structural and Cohesion Policies. Directorate General for Internal
Policies of the Union. IP/B/PECH/IC/2007-039 25/08/2008
(http://www.europarl.europa.eu/document/activities/cont/200811/20081110ATT41677/20081110ATT41677EN.pdf)
EUROPEAN AQUACULTURE COMPETITIVENESS: LIMITATIONS AND POSSIBLE STRATEGIES. European Parliament.
Policy Department B: Structural and Cohesion Policies. DIRECTORATE GENERAL FOR INTERNAL POLICIES.
IP/B/PECH/IC/2008_177 (http://www.europarl.europa.eu/committees/en/studiesdownload.html?languageDocument=EN&file=29823)
SYNTHESIS OF MEDITERRANEAN MARINE FINFISH AQUACULTURE – A MARKETING AND PROMOTION STRATEGY.
(Barazi-Yeroulanos, L. 2010). Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 88
Rome, FAO. 2010: 198p (http://www.fao.org/docrep/013/i1696e/i1696e00.htm)
FISH TRADE AMONG MEDITERRANEAN COUNTRIES: INTRAREGIONAL TRADE AND IMPORT–EXPORT WITH THE
EUROPEAN UNION (Malvarosa, L. & De Young, C. 2010) . Studies and Reviews. General Fisheries Commission for
the Mediterranean. No. 86. Rome, FAO. 2010. 93p (http://www.fao.org/docrep/013/i1486e/i1486e00.htm)
MARKETING OF AQUACULTURED SEABASS AND SEABREAM FROM THE MEDITERREANEAN BASIN. (Monfort,
M.C.2007) Studies and Reviews. General Fisheries Commission for the Mediterranean. No. 82. Rome, FAO. 2007.
50p (http://www.fao.org/docrep/010/a0968e/a0968e00.htm)
Suggested reading

Governmental / Public Organisations
FAO http://www.fao.org/fishery
GFCM http://www.gfcm.org
GLOBEFISH http://www.globefish.org
European Commission DGs Maritime Affairs and Fisheries
http://ec.europa.eu/dgs/maritimeaffairs_fisheries/index_en.htm
http://ec.europa.eu/fisheries/documentation/publications/pcp_en.pdf
FAO Statistical Database http://www.fao.org/fishery/statistics/software/fishstatj/en
Industry Media
http://www.intrafish.com
http://www.seafoodsource.com
http://www.seafoodbusiness.com
http://www.undercurrentnews.com
Country facts
https://www.cia.gov/library/publications/the-world-factbook/
http://www.indexmundi.com/
http://www.countryfacts.com/
http://www.infoplease.com/countries.html
Sources of secondary information

Secondary data in seafood marketing research

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