TAILIEUCHUNG - Lecture Marketing research (10th edition): Chapter 4 - McDaniel, Gates

Chapter 4 - Secondary data and databases. What are secondary data? What are their advantages and disadvantages? How is data mining used by managers to extract insights from databases? Most importantly, how do managers manage the huge flow of information they have available? You will learn the answers to these questions in chapter four. | 4-1 Chapter Four 4-2 Secondary Data vs. Primary Data Secondary Data: Data than have been previously gathered. Primary Data: New data gathered to help solve the problem under investigation. Key Terms & Definitions 4-3 Can help to clarify or refine the issue or problem Might provide a solution to a research problem Might provide primary data research alternatives Can alert the researcher to other problems Provides background information enhancing research credibility Usually less expensive and faster to gather Advantages of Secondary Data Key Terms & Definitions 4-4 Lack of Availability Might not be any available data on your topic Lack of Relevance Data might be outdated Inaccuracy Might be biased - intentionally or unintentionally Questionable source Insufficiency Not enough information exists Disadvantages of Secondary Data Key Terms & Definitions 4-5 Assessing Secondary Data Key Terms & Definitions Who gathered the data? What was the purpose of the study? What information .

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Nghiên cứu thị trường
• Secondary data
• Big data analytics
• Primary data
• Marketing environment
• Managing marketing research
• Research ethics
• Data collection
• Descriptive research
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing data
• Secondary sources
• Marketing mix measures