Lecture Marketing research - Chapter 3: Secondary data and databases

Chapter Three

Learning Objectives

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.


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
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

Secondary Data

Learning Objectives
To understand the advantages
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
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