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Chapter Three
Secondary Data
and Databases
Chapter Three
Chapter 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
Secondary Data
Data that have been previously gathered
Information
• 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.
Chapter Three
Secondary Data
Data that have been previously gathered
• Might be outdated or questionable;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.
Chapter Three
Secondary Data
Data that have been previously gathered
Relevance:
• Does the data measure what we think it measures?
• Does it apply to the audience we think it applies to?
Determining
its Quality
&
Application
Limitations
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• Are data out of date / when were the data collected?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.
Chapter Three
Primary Data
New 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
Chapter Three
Internal Databases
“A collection of related
information developed from
data within the organization.”
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.
Chapter Three
Internal Databases
Some Key
Features:
• 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.
Chapter Three
Internal Databases - Data Mining
Reading between the computer lines
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
Chapter Three
Battling Over Privacy
Gramm-Leach-Bliley Act
Health Insurance Portability and Accountable Act
Schumer-Nelson ID Theft Bill
Chapter Three
Secondary Data on the Internet
30 of the top marketing research firms. Click to go to respective site
www.vnu.inc
www.ipsos-na.com
marketstrategies.com
imshealth.com
www.maritzresearch.com
www.morpace.com
www.infores.com
idpa.com
www.customerresearch.com
www.westat.com
npd.com
icrsurvey.com
www.kantargroup.com
www.harrisinteractive.com
www.burke.com
arbitron.com
www.opinionresearch.com
knowledgenetworks.com
www.nopworld.com
www.crresearch.com
walkerinfo.com
www.tns-global.com
abtassociates.com
liebermanresearch.com
www.nfow.com
synovate.com
irwonline.com
www.wirthlin.com
Chapter Three
www.nationalresearch.com
vanderveer.com
Data on the Internet
Some Helpful Links
Some Links From Wiley
US Federal Statistics
US Small Business Administration
US Bureau of Labor Statistics
US Census Bureau
Chapter Three
Information Management
Some Other Tools
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
MDSS Database Structure:
Manager
Modeling
Display
Analysis
Database
Environment
45
Chapter Three
MDSS Database Structure
Manager
Modeling
Display
Analysis
Database
Environment
Chapter Three
Index
Data Mining
Marketing Decision Support Systems
Primary Data/Research
Secondary Data/Research
Thirty Largest MR Firms
Index