learning objectives secondary data & databases copyright © 2004 john wiley & sons, inc....
TRANSCRIPT
Learning ObjectivesLearning Objectives
SecondaryData &
Databases
Copyright © 2004John Wiley & Sons, Inc.
Chapter
Three
Chapter
Three
Learning ObjectivesLearning Objectives
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.
Learning ObjectivesLearning Objectives
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.
Learning ObjectivesLearning Objectives
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
Learning ObjectivesLearning Objectives
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 collected
5. Is the information consistent with other information?
• Insufficiency
To understand the advantages and disadvantages of secondary data.
Secondary Data
Learning ObjectivesLearning Objectives
Creating An Internal DatabaseAn 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.
Learning ObjectivesLearning Objectives
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
To become familiar with data mining.
The Nature of Secondary Data
Learning ObjectivesLearning Objectives
To become familiar with data mining.
Creating Databases From a Web Site -A Marketer’s Dream
• Using Cookies
Data Mining
The use of statistical and other advanced software to discover non-obvious patterns hidden in a database.
The Nature of Secondary Data
Learning ObjectivesLearning Objectives
To become familiar with data mining.
The Nature of Secondary Data
Potential Uses of Data Mining in Marketing:
•Customer acquisition
•Customer retention
•Customer abandonment
•Market basket analysis
Learning ObjectivesLearning Objectives
There are 70 federal agencies that publish data
• Statistical Universe
• FEDSTATS
•Periodical, Newspaper and Book Databases
Finding Federal Government Data on the Internet
ABI/Inform Global
Dow Jones Interactive
Electric Library
Lexis-Nexis
Periodical Abstracts Research II (PAR)
To understand the role of the Internet in obtaining secondary data.
Go to www.cispubs.comGo to www.cispubs.com
Go to www.fedstats.com Go to www.fedstats.com
Learning ObjectivesLearning Objectives
• 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
To learn about types of information management systems
Information Management
Learning ObjectivesLearning Objectives
• The Nature of Secondary Data
• Finding Federal Government Data on the Internet
• Information Management
• Secondary Data
• The New Age of Secondary Information: The Internet and the World Wide Web
SUMMARY
Learning ObjectivesLearning Objectives
The End
Copyright © 2004, John Wiley & Sons, Inc