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Chapter four
Learning Objectives
Secondary
Data &
Databases
Copyright © 2002
South-Western/Thomson Learning
Learning 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 become familiar with the types of databases
available on CD-ROM.
7. To learn about types of information management
systems.
Learning Objectives
The Nature of Secondary
Data
To understand how firms create an
internal database.
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.
Creating An Internal Database
An Internal Database is a collection of related information
developed from data already within the organization.
The Growing Importance of Internal Database
Marketing
Learning Objectives
The Nature of Secondary
Data
To become familiar with
data mining.
• Internal Databases Can Even Be Created From
Conversations
Creating Databases From a Web Site -A Marketer’s
Dream
• Using Cookies
Data Mining
The use of statistical and other advanced software to
discover nonobvious patterns hidden in a database.
Learning Objectives
The Nature of Secondary
Data
To become familiar with
data mining.
Potential Uses of Data mining in marketing:
•Customer acquisition
•Customer retention
•Customer abandonment
•Market basket analysis
The Battle over Privacy
1. Privacy policies will be mandatory
2. Clear choice to “opt-in” or “opt-out”
3. Ability to correct sensitive information
4. Penalties for noncompliance.
Learning Objectives
The Nature of Secondary
Data
To become familiar with
data mining.
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
Learning Objectives
Secondary Data
To understand the advantages and
disadvantages of secondary data.
Internal:
Information originating within the company
External:
Outside sources of secondary information.
Advantages of Secondary Data
1. Clarify the problem.
2. May provide a solution.
3. May provide primary data research method
alternatives.
Secondary Data
Learning Objectives
To understand the advantages and
disadvantages of secondary data.
4. May alert the marketing researcher to potential
problems or difficulties.
5. May provide necessary background information and
build creativity .
Limitations of Secondary Data
•
Lack of Availability
•
Lack of Relevance
•
Inaccuracy
1. Who gathered the data?
Secondary Data
Learning Objectives
To understand the advantages and
disadvantages of secondary data.
2. What was the purpose of the data?
3. What information was collected?
4. When was the information collected?
5. How was the information collected?
6. Is the information consistent with other information?
• Insufficient data
The New Age of Secondary
Information: The Internet and the
World Wide Web
Learning Objectives
To understand the role of the Internet
in obtaining secondary data.
Finding Secondary Data on the Internet
Search Engines
Directories
Academic and professional directories
Commercial portals
AOL Search
AltaVista
Go to AOL SEARCH
Go to AltaVista
The New Age of Secondary
Information: The Internet and the
World Wide Web
Learning Objectives
To understand the role of the Internet
in obtaining secondary data.
Ask Jeeves
Go to askjeeves
Direct Hit
Go to directhit
Excite
Go to excite
FAST Search
Go to alltheweb
Go/Infoseek
Go to Go
GoTo
Go to GoTo
Google
Go to google
HotBot
G0 to hotbot
The New Age of Secondary
Information: The Internet and the
World Wide Web
Learning Objectives
To understand the role of the Internet
in obtaining secondary data.
HotBot
Go to hotbot
IWON
Go to iwon
Inktomi
Go to inkktomi
LookSmart
Go to LookSmart
Lycos
Go to Lycos
MSN Search
Go to search MSN
Learning Objectives
Finding Federal Government
Data on the Internet
To understand the role of the Internet
in obtaining secondary data.
There are 70 federal agencies that publish data
Go to www.cispubs.com
• Statistical Universe
• FEDSTATS
Go to www.fedstats.com
•Periodical, Newspaper and Book Databases
ABI/Inform Global
Lexis-Nexis
Dow Jones Interactive
Periodical Abstracts
Research II (PAR)
Electric Library
Learning Objectives
Finding Federal Government
Data on the Internet
To understand the role of the Internet
in obtaining secondary data.
Internet Discussion Groups and Special Interest
Groups as Sources of Secondary Data
Newsgroups
•Connect to Internet
•Open newsreader program
•Search for topic
•Select the newsgroup
•Scan messages
Learning Objectives
Databases on CD-Rom
To understand the role of the Internet
in obtaining secondary data.
BusinessUSA: 10 million businesses
HouseholdsUSA: 100 million households
Physicians & Surgeons: 575,000 physicians
Big Businesses: 177,000 top firms
Manufacturers: 612,000 manufacturers
Small Business Owners: 4.5 million
Geographic Information Systems (GIS)
A demographic database, digitized maps,
a computer, and software to add
corporate data to the mix.
Learning Objectives
Databases on CD-Rom
To learn about types of information
management systems.
Information Management
A system for capturing, processing, and storing
information so that it can be readily found and retrieved.
Decision Support Systems (DSS)
1. Interactive
2. Flexible
3. Discovery orientated
4. Easy to learn and use
Learning Objectives
SUMMARY
• The Nature of Secondary Data
• Secondary Data
• The New Age of Secondary Information: The Internet and
the World Wide Web
• Finding Federal Government Data on the Internet
• Databases on CD-Rom
Learning Objectives
The End
Copyright © 2002 South-Western/Thomson Learning