The application of secondary data in marketing planning : the case of ethnic marketing in Australia

While the advantages of secondary data are well articulated in standard marketing research textbooks, there are still lots of companies not realizing the usefulness of secondary data in marketing planning. One of the examples is the sizable ethnic markets in Australia, which are currently largely untapped. For many marketers, the problem is in knowing where to start. Looking from the practitioner’s perspective, this paper demonstrates how to apply readily available secondary data in identifying the potential of the ethnic markets in Australia for selected goods and services. By showing where and how to start, we hope that more marketers in Australia will see the potential of ethnic marketing and in the long run ethnic marketing will be an integral part of any marketing campaign run by a company. Marketers should reassess the usefulness and importance of secondary data in facilitating their formulation of strategic marketing decisions in different marketing mix areas