chapter four copyright © 2004 john wiley & sons, inc. secondary data & databases

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Copyright © 2004John Wiley & Sons, Inc.

SecondaryData &

Databases

John Wiley & Son, Inc 2

Learning Objective

1. To understand how to create an internal database.2. To learn about building a database from Web site

visitors.3. To Become familiar with data mining.4. To understand the advantages and disadvantages of

using secondary data.5. To understand the role of th Internet in obtaining

secondary data.6. To be come familiar with the types of databases

available on CD-ROM.7. To learn about types of information management

systems.

Learning Objectives


Learning ObjectiveThe Nature of Secondary Data

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




• Advantages of Secondary Data1. 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 credibility for the research report




• 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 collected5. Is the information consistent with other information?

– Insufficiency


Learning ObjectiveTo understand how firms create

an internal database.Internal Data Bases

• Internal Database– a collection of related information developed from

data already within the organization.

• Creating an Internal Database– Salesperson’ “call report”– Sales results– Customer preferences


Learning ObjectiveTo understand how firms create

an internal database.Internal Data Bases

• The Growing Importance of Internal Database Marketing – Database Marketing

• A large computerized file of customer and purchase patterns.

– Micromarketing• Database marketing can get a customized, individual

message to everyone simultaneously through direct mail


Learning ObjectiveTo learn about building a database

from Web site visitors.Internal Data Bases

• Creating Databases From a Web Site -A Marketer’s Dream– Customer’s link to an online store is a two-way

electronic link– Allows online merchant to gather information

about the customer• Cookies

– Text file place on a user’s computer in order to identify the user when there is a return visit to the Web site




• Data Mining– Neural network– Data mining

• The use of statistical and other advanced software to discover non-obvious patterns hidden in a database

– Potential Uses of Data Mining in Marketing:• Customer acquisition• Customer retention• Customer abandonment• Market basket analysis




• The Battle over Privacy– Privacy policies will be mandatory– Clear choice to “opt-in” or “opt-out”– Ability to correct sensitive information– Penalties for noncompliance.


Learning ObjectiveTo understand the role of the Internet in

obtaining secondary data.

• URLS (Uniform Reference Locator)– Address that identifies a particular location

• Search Engines– AltaVisa, Dogpile, and Google

• Sites of Interest to Marketing Researchers– See www.wiley.com/college/mcdaniel

• Periodical, Newspaper, and Book Databases

• Newsgroups– Function like bulletin boards for a particular topic or

interest

Finding Secondary Data on the Internet


Learning Objective

• There are 70 federal agencies that publish data– Statistical Universe or through LEXIS-NEXIS STATIS

• www.cispubs.com

– FEDSTATS• www.fedstats.gov

– White House Briefing Room• www.whitehouse.gov/WH/html/briefroom.html

– Economic issues• www.whitehouse/gov/fsbr/esbr.html

– Social issues• www.whitehouse.gov/fsbr/ssbr.html

Finding Secondary Data on the Internet

To understand the role of the Internet in obtaining secondary data.


Learning Objective

• Companies that off databases– Claritas International

• Compass/Agency

• Compass/Newspaper

– InfoUSA• See list of databases in Exhibit 4.1

Databases on CD-ROMTo become familiar with the types of

databases available on CD-ROM


Learning Objective

• Marketing Research Aggregators– Marketing Research Aggregator– Role of Aggregator Firms– Major Aggregators

• AllNetResearch.com

• Profound.com

• Bitpipe.com

• USADATA.com

• MarketResearch.com

Databases on CD-ROMTo become familiar with the types of

databases available on CD-ROM


Learning Objective

• 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• Easy to learn and use

To learn about types of information management systems

Information Management


Learning Objective

• The Nature of Secondary Data

• Internal Databases

• Finding Secondary Data on the Internet

• Databases on CD-ROM

• Information Management

SUMMARY

chapter four copyright © 2004 john wiley & sons, inc. secondary data & databases

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