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Chapter Three
Learning Objectives
Secondary
Data &
Databases
Copyright © 2004
John Wiley & Sons, Inc.
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 learn about types of information management
systems.
Learning Objectives
The Nature of Secondary
Data
To understand the advantages and
disadvantages 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
Learning Objectives
Secondary Data
To understand the advantages and
disadvantages of secondary data.
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
Secondary Data
Learning Objectives
To understand the advantages and
disadvantages of secondary data.
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
Learning Objectives
The Nature of Secondary
Data
To understand how firms create an
internal database.
Creating An Internal Database
An Internal Database is a collection of related information
developed from data already within the organization.
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
The Nature of Secondary
Data
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.
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
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
Information Management
To learn about types of information
management systems
• 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
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
• Information Management
Learning Objectives
The End
Copyright © 2004, John Wiley & Sons, Inc