secondary data and databases
DESCRIPTION
Chapter Three. Secondary Data and Databases. Chapter Three. Chapter Three Objectives. Chapter Three. Information. Secondary Data Data that have been previously gathered. Key Advantages:. Can help to clarify or refine the issue or problem; Might provide solution to research problem; - PowerPoint PPT PresentationTRANSCRIPT
Secondary Dataand Databases
Chapter Three
Chapter Three
Chapter Three ObjectivesChapter Three Objectives
To understand how firms create an internal database.
To learn about the advantages of creating a database from Web site visitors.
To become familiar with data mining.
To understand the advantages and disadvantages 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
• Can help to clarify or refine the issue or problem;
• Might provide solution to research problem;
• Might provide primary data research alternatives;
• Can alert the researcher to other problems;
• Provides background information enhancing research credibility.
Information
Secondary DataData that have been previously gathered
Chapter Three
• Might be outdated or questionable;
• Qualitative nature makes analyses difficult;
• Could be misapplied to your situation;
• Might be biased - intentionally or unintentionally;
• Lack of available data on your topic.
Secondary DataData that have been previously gathered
Chapter Three
Relevance:• Does the data measure what we think it measures?• Does it apply to the audience we think it applies to?
Timeliness:• Have we received it in time to make decisions/conclusions?• Are data out of date / when were the data collected?
Quality / Accuracy:• How were the data obtained - what methods were used?• Who collected the data – were there any biases?• Why and for what purpose was the data collected?
Completeness:• Is the whole story captured - are we parsing the data?• Is there a sufficient amount of data to tell the story?
Insufficiency:• Not enough good data exists to make a sound decision.
Relevance:• Does the data measure what we think it measures?• Does it apply to the audience we think it applies to?
Timeliness:• Have we received it in time to make decisions/conclusions?• Are data out of date / when were the data collected?
Quality / Accuracy:• How were the data obtained - what methods were used?• Who collected the data – were there any biases?• Why and for what purpose was the data collected?
Completeness:• Is the whole story captured - are we parsing the data?• Is there a sufficient amount of data to tell the story?
Insufficiency:• Not enough good data exists to make a sound decision.
Secondary DataData that have been previously gathered
Determining its Quality
&Application Limitations
Chapter Three
Primary DataNew data gathered to help solve the problem under investigation
• Gathered directly from customer or end user;• It can be expensive;• It is often time consuming;• It can be representative of the population;• Is generally for use related to research issue.• Key Methods:
• Surveys• Focus groups • Interviews• Observation Studies• Market Testing• Experiments
• Gathered directly from customer or end user;• It can be expensive;• It is often time consuming;• It can be representative of the population;• Is generally for use related to research issue.• Key Methods:
• Surveys• Focus groups • Interviews• Observation Studies• Market Testing• Experiments
Chapter Three
Database Marketing:• Marketing that relies on the creation of a large computerized file of customers’ and potential customers’ profiles and purchase patterns to create a target marketing mix.
Cookie:• A text file placed on a user’s computer in order to identify the user when the user revisits the Web site.
Internal Databases
“A collection of related information developed from
data within the organization.”
Chapter Three
• Creation of large - up to date - computerized file;• Can include current, past, or potential customers;• Might be focused on demographic, purchase behaviors;• A development of customer profiles results;• Should enable one to generated direct marketing mailers /e-mails
targeted at specific customers based on their buying behavior;• Can be used to collect customer information from your Web site;• Should be organized to enable you to search the database using queries;• Should be compatible with database software that will enhance analysis.
Some KeyFeatures:
Internal Databases
Chapter Three
Neural Network:• A computer program that mimics the processes of the human brain and thus is capable of learning from examples to find patterns in data.
Data Mining:• The use of statistical and other advanced software
to discover non-obvious patterns hidden in a database.
•Some Applications:• Customer acquisition• Customer retention• Customer abandonment• Market basket analysis
Internal Databases - Data MiningReading between the computer lines
Chapter Three
Battling Over Privacy
Gramm-Leach-Bliley Act
Health Insurance Portability and Accountable Act
Schumer-Nelson ID Theft Bill
Chapter Three
www.vnu.inc
imshealth.com
www.infores.com
www.westat.com
www.kantargroup.com
arbitron.com
www.nopworld.com
www.tns-global.com
www.nfow.com
synovate.com
www.ipsos-na.com
www.maritzresearch.com
idpa.com
npd.com
www.harrisinteractive.com
www.opinionresearch.com
www.crresearch.com
abtassociates.com
irwonline.com
www.wirthlin.com
marketstrategies.com
www.morpace.com
www.customerresearch.com
icrsurvey.com
www.burke.com
knowledgenetworks.com
walkerinfo.com
www.nationalresearch.com
liebermanresearch.com
vanderveer.com
Secondary Data on the Internet30 of the top marketing research firms. Click to go to respective site
Chapter Three
US Small Business Administration
US Bureau of Labor Statistics
US Federal Statistics
US Census Bureau
Data on the InternetSome Helpful Links
Some Links From Wiley
Chapter Three
45
MDSS Database Structure:
Manager
Environment
Modeling
DatabaseAnalysis
Display
Newsgroup:• An Internet site where people can read and post messages devoted to a specific topic.
Geographic Information Systems - GIS:• A computer-based system that uses secondary and/or primary data to generate maps that visually display various types of data geographically.
Decision Support Systems - DSS:• An interactive, personalized information management system designed to be initiated and controlled by individual decision makers.
• Key Components:• Interactive• Flexible• Discovery Oriented• Easy to Learn and Use
Information ManagementSome Other Tools
Chapter Three
Manager
Environment
Modeling
DatabaseAnalysis
Display
MDSS Database Structure
Chapter Three
Data MiningMarketing Decision Support SystemsPrimary Data/ResearchSecondary Data/ResearchThirty Largest MR Firms
Index
Index