TAILIEUCHUNG - 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. | Secondary Data & Databases Copyright © 2004 John Wiley & Sons, Inc. Chapter Three 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 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 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 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 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 Marketing A large computerized file of customer and purchase patterns. Internal Databases as Collective Memory Banks Internal Databases Can Even Be Created From Conversations

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