Marketing
Charles Su
ShortAssignment1-SecondaryData1.docxMKTG 416 – Marketing Research
Secondary Data Short Assignment
Your task in this short assignment is to familiarize yourself with some of the secondary data available. When answering the questions below be sure to cite your data source (remember to always go back to the original source). Additionally, try to determine how current the data is.
1. Zip Code Demographic and Psychographic Profile
a. Look up your home zip code using the following tools (or others if necessary):
i. Claritas - https://claritas360.claritas.com/mybestsegments/#zipLookup
ii. CityData - http://www.city-data.com
iii. ZipWho - http://zipwho.com/
iv. Esri - https://www.esri.com/en-us/arcgis/products/tapestry-segmentation/zip-lookup
v. US Census - https://factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
b. Provide the full demographic information for your zip code. This should include all of the following items:
i. Population
ii. Median age
iii. Median income
iv. Consumer spend per household
v. Percentage of the population in your zip code that is married
vi. Percentage that is divorced
vii. Percentage that has children
viii. Percentage that is Hispanic/Latino
ix. Percentage that has a Bachelor’s Degree
c. Finally, examine the top 5 segments for your zip code on the Claritas web site. Do you feel that your household could be characterized by one of these segments? Why or why not? Provide the details of the segment that you think most closely resembles your household.
d. Provide one other interesting fact about your zip code.
2. Market Share
When trying to find market shares your best resource is either the library or searching within Google (i.e. – searching for “smart phone market share”).
a. Determine the market share distribution in the smart phone industry by operating system (e.g. Android, iOS, etc.) as well as by manufacturer (e.g. Samsung, Apple, etc.).
b. Determine the market share distribution in the tablet industry by operating system (e.g. Android, iOS, etc.) as well as by manufacturer (e.g. Samsung, Apple, etc.).
