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.

Data & Databases

Copyright © 2004 John Wiley & Sons, Inc.

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

The Nature of 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

Outside sources of secondary information

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

To understand the advantages and disadvantages of secondary data.

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

To understand the advantages and disadvantages of secondary data.

Secondary Data

Creating An Internal Database

An Internal Database is a collection of related information

developed from data already within the organization

The Nature of Secondary

Data To understand how firms create an internal database.

The Growing Importance of Internal Database

• A large computerized file of customer and purchase patterns

Internal Databases as Collective Memory Banks

Internal Databases Can Even Be Created From Conversations

To become familiar with data mining.

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

The Nature of Secondary

Data

To become familiar with data mining.

The Nature of Secondary

Data

•Customer acquisition

•Customer retention

•Customer abandonment

•Market basket analysis

There are 70 federal agencies that publish data

• Statistical Universe

• FEDSTATS

•Periodical, Newspaper and Book Databases

Finding Federal Government

Data on the Internet

ABI/Inform Global

Dow Jones Interactive

Electric Library

Lexis-Nexis Periodical Abstracts Research II (PAR)

To understand the role of the Internet

in obtaining secondary data.

Go to www.cispubs.com

Go to www.cispubs.com

Go to www.fedstats.com Go to www.fedstats.com

• 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

To learn about types of information management systems

Information Management

• The Nature of Secondary Data

• Finding Federal Government Data on the Internet

• Information Management

• Secondary Data

• The New Age of Secondary Information: The Internet and the World Wide Web

SUMMARY

The End

Copyright © 2004, John Wiley & Sons, Inc