Lecture Marketing research - Chapter 3: Secondary data and databases

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In this chapter you will: To understand how firms create an internal database, to learn about building a database from a Web site, to become familiar data mining, to understand the advantages and disadvantages of of using secondary data, to understand the role of the Internet in obtaining secondary data, to learn about types of information management systems.

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Nội dung Text: Lecture Marketing research - Chapter 3: Secondary data and databases

Learning Objectives Chapter Three Secondary Data & Databases Copyright © 2004 John Wiley & Sons, Inc.
Learning Objectives Learning Objectives 1. To understand how firms create an internal database. 2. To learn about building a database from a Web site. 3. To become familiar data mining. 4. To understand the advantages and disadvantages of of using secondary data. 5. To understand the role of the Internet in obtaining secondary data 6. To learn about types of information management systems.
Learning Objectives The Nature of Secondary To understand the advantages Data and disadvantages of secondary data. Secondary Data: Data that have previously been gathered and that might be relevant to the problem at hand. Primary Data: New data collected to solve a particular problem. Internal: Information originating within the company External: Outside sources of secondary information
Learning Objectives Secondary Data To understand the advantages and disadvantages of secondary data. Advantages of Secondary Data 1. Clarify the problem. 2. May provide a solution. 3. May provide primary data research method alternatives. 4. May alert the marketing researcher to potential problems or difficulties. 5. May provide necessary background information and build creativity
Learning Objectives To understand the advantages Secondary Data and disadvantages of secondary data. Limitations of Secondary Data • Lack of Availability • Lack of Relevance • Inaccuracy 1. Who gathered the data? 2. What was the purpose of the study? 3. What and when was the information collected? 4. How was the information collected 5. Is the information consistent with other information? • Insufficiency
Learning Objectives The Nature of Secondary To understand how firms create an Data internal database. Creating An Internal Database An Internal Database is a collection of related information developed from data already within the organization.
Learning Objectives The Nature of Secondary To become familiar with Data data mining. The Growing Importance of Internal Database Marketing • A large computerized file of customer and purchase patterns. Internal Databases as Collective Memory Banks Internal Databases Can Even Be Created From Conversations
Learning Objectives The Nature of Secondary To become familiar with Data data mining. Creating Databases From a Web Site -A Marketer’s Dream • Using Cookies Data Mining The use of statistical and other advanced software to discover non-obvious patterns hidden in a database.
Learning Objectives The Nature of Secondary To become familiar with Data data mining. Potential Uses of Data Mining in Marketing: •Customer acquisition •Customer retention •Customer abandonment •Market basket analysis
Learning Objectives Finding Federal Government To understand the role of the Internet Data on the Internet in obtaining secondary data. There are 70 federal agencies that publish data • Statistical Universe Go to www.cispubs.com • FEDSTATS Go to www.fedstats.com •Periodical, Newspaper and Book Databases ABI/Inform Global Lexis-Nexis Dow Jones Interactive Periodical Abstracts Electric Library Research II (PAR)
Learning Objectives Information Management To learn about types of information management systems • Information Management – Development of a system for capturing, processing, and storing data so that it can be readily found and retrieved when needed for management decision making • Geographic Information System (GIS) – Includes a demographic database, digitized maps, and software that enables the user to add corporate data to the mix • Decision Support Systems (DSS) – Designed to support the needs and styles of individual decision makers • Interactgive • Flexible • Discovery-oriented
Learning Objectives SUMMARY • The Nature of Secondary Data • Secondary Data • The New Age of Secondary Information: The Internet and the World Wide Web • Finding Federal Government Data on the Internet • Information Management
Learning Objectives The End Copyright © 2004, John Wiley & Sons, Inc