Lecture Marketing research - Chapter 3: Secondary data and databases

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.

Chapter Three Learning Objectives Secondary Data & Databases Copyright © 2004 John Wiley & Sons, Inc Learning Objectives Learning Objectives 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 The Nature of Secondary Data Learning Objectives To understand the advantages 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 Secondary Data Learning Objectives To understand the advantages and disadvantages of secondary data Advantages of Secondary Data Clarify the problem May provide a solution May provide primary data research method alternatives May alert the marketing researcher to potential problems or difficulties May provide necessary background information and build creativity Secondary Data Learning Objectives To understand the advantages and disadvantages of secondary data Limitations of Secondary Data • Lack of Availability • Lack of Relevance • Inaccuracy Who gathered the data? What was the purpose of the study? What and when was the information collected? How was the information collected Is the information consistent with other information? • Insufficiency Learning Objectives The Nature of Secondary Data To understand how firms create an 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 Data To become familiar with 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 Data To become familiar with 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 Data To become familiar with data mining Potential Uses of Data Mining in Marketing: •Customer acquisition •Customer retention •Customer abandonment •Market basket analysis Learning Objectives Finding Federal Government Data on the Internet To understand the role of the Internet in obtaining secondary data There are 70 federal agencies that publish data Go to www.cispubs.com • Statistical Universe • FEDSTATS Go to www.fedstats.com •Periodical, Newspaper and Book Databases ABI/Inform Global Lexis-Nexis Dow Jones Interactive Periodical Abstracts Research II (PAR) Electric Library 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 ... the advantages 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... External: Outside sources of secondary information Secondary Data Learning Objectives To understand the advantages and disadvantages of secondary data Advantages of Secondary Data Clarify the problem... Nature of Secondary Data To become familiar with data mining The Growing Importance of Internal Database Marketing • A large computerized file of customer and purchase patterns Internal Databases