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SECONDARY- DATA

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Advantages of secondary data

Cost & time

Availability Limitations of secondary data

Relevance

accuracy

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Sources and types of secondary

data

Internal secondary data External sources

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External sources:

Government sources

Syndicated sourcesTrade associations

Miscellaneous factors

-Abstracts , directories andindexes

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Marketing Information System And

Marketing ResearchMkIS facilitates

Information collection

Storage manipulation

Dissemination in marketing, including customerservice and contacts

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MkISs gather ,organize , and report data to

help marketing managers meet such

objectives as:Managing the overall marketing processDirecting support of sales activities and sales personnel

Identifying new product or service opportunities early on

Establishing competitive prices without sacrificing profit

Controlling costs related to marketing activitiesAnalyzing marketing effectiveness

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Amity Business SchoolMR and INTERNET

Internet offers a wealth of resources and

services that can help marketing researchers

in their work

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Some useful internet services:

Access to library catalogs world wide

Transfer of data and files between computers

Communication between individuals and groups

Access to discussion groups and bulletin boards

Access to community information

Access to electronic books, journals, and databases

Access to statistical data and document files

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Internet can aid marketing researchers in

two fundamental ways:

By making secondary information widelyaccessible,

And by serving as a vehicle for collecting

primary research data that cannot be found

else where.

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Amity Business SchoolADVANTAGES OF INTERNET

Collects data fast and cost effective

It has no physical form and has fast

turnaround It has global reach

It is interactive

It is dynamic It simplifies navigation through very

large documents

It is multimedia friendly

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DIASDVANTAGESOF INTERNET

lack of security features:

Unreliability of information collected throughpersonal interviews and surveys.

Although voice and visual technologies aremaking it easier to talk to and see othersthrough the internet, these technologies arestill in their infancy.

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Amity Business SchoolDIASDVANTAGES

OFINTERNET

Absence of human element

potential overflow of customers on any

particular internet provider lack of organization

too much information to handle

uncertainty about information quality

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FUTURE OF MARKETING

RESEARCH ON THE INTERNET