Survey
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Chapter 4 Secondary Data, Published Secondary Data, Databases, Databases, The Internet, and Decision Support Systems the Internet, and Decision Support Systems Copyright © 2000 by John Wiley & Sons, Inc. Learning Objective CHAPTER four Chapter 4 Learning Objective Learning Objectives Published Secondary Data, Databases, The Internet, and Decision Systems 1. ToSupport understand how firms create an internal database. 2. To become familiar with the growing popularity of firms using their websites to build a database. 3. To learn about data mining. 4. To distinguish between primary and secondary data and understand the advantages and disadvantages of each. Chapter 4 Learning Objective Learning Objectives Published Secondary Data, Databases, The Internet, and Decision Systems 5. ToSupport understand the role of the Internet in obtaining secondary data. 6. To learn the nature of decision support systems. Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems THE NATURE OF SECONDARY DATA Learning Objective To understand how firms create an internal database. Secondary data: Information that has been gathered and only might be relevant to the problem at hand. Primary Data: Survey, observation, or experiment data collected to solve a particular problem. Creating An Internal Database a collection of related information Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems THE NATURE OF SECONDARY DATA Learning Objective To understand how firms create an internal database. 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 Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems THE NATURE OF SECONDARY DATA Learning Objective To become familiar with using Web sites to build a database. Web Site Databases - A Marketer’s Dream Web Retailing Web Advertising Using Cookies: A text file on a user’s computer in order to identify them when he or she revisits the Web site. Data Mining Statistical software to discover nonobvious patterns hidden in a database. Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems THE NATURE OF SECONDARY DATA Learning Objective To learn about data mining. Data mining uses in marketing: • Computer acquisition • Customer retention • Customer abandonment • Market basket analysis Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems PUBLISHED SECONDARY DATA Learning Objective To distinguish between primary and secondary data. Internal: annual reports, reports to stockholders, product testing results External: government, trade associations Advantages of Secondary Data 1. May help clarify or redefine the definition of the problem as part of the exploratory research process. 2. May provide a solution to the problem. 3. May provide primary data research method alternatives. Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems PUBLISHED SECONDARY DATA Learning Objective To distinguish between primary and secondary data. 4. May alert the marketing researcher to potential problems or difficulties. 5. May provide necessary background information and build creativity for the research report. Limitations of Secondary Data • Lack of Availability • Lack of Relevance • Inaccuracy Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems PUBLISHED SECONDARY DATA Learning Objective To distinguish between primary and secondary data. Guidelines for determining secondary data accuracy: 1. Who gathered the 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 Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems THE NEW AGE OF SECONDARY INFORRMATION: THE INTERNET AND WORLD WIDE WEB Learning Objective To understand the role of the Internet in obtaining secondary data. Finding Secondary Data on the Internet Search Engines • Use search engine • Enter search request • Click on “search” button • View list of sites that meets your criteria • Look at the number of sites listed Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems FINDING FEDERAL GOVERNMENT DATA ON THE INTERNET Learning Objective To understand the role of the Internet in obtaining secondary data. There are 70 federal agencies that publish data • Statistical Universe • FEDSTATS • White House Briefing Room Internet Discussion Groups and Special Interest Groups as Sources of Secondary Data Newsgroups: to focus on a particular topic Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems DATABASES ON CD-ROM Learning Objective 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. Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems DATABASES ON CD-ROM Learning Objective To learn the nature of decision support 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 Using DSS Figure 4.2 4 Chapter A Decision Support System Published Secondary Data, Databases, The Internet, and Decision Support Systems DATABASES ON CD-ROM Learning Objective Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems DATABASES ON CD-ROM Learning Objective To learn the nature of decision support systems. A Move Toward DSS 1. Substantial cost savings. 2. Understanding of the decision environment has increased. 3. Decision-making effectiveness is upgraded. 4. Information value is improved. Chapter 4 Published Secondary Data, Databases, The Internet, and Decision Support Systems Learning Objective The End Copyright © 2000 by John Wiley & Sons, Inc.