MARK 4441 - Chapter 4 Notes PDF

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MARK 4441Chapter 4 – Exploratory Research Design: Secondary DataPrimary Data - Data originated by the researcher for the specific purpose of addressing the research problem.Secondary Data - any data that have already been collected for purposes other than the problem athand.Uses of Secondary Data: ...

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MARK 4441 Chapter 4 – Exploratory Research Design: Secondary Data

Primary Data - Data originated by the researcher for the specific purpose of addressing the research problem.

Secondary Data - any data that have already been collected for purposes other than the problem at hand.

Uses of Secondary Data: 

Identify the problem

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Better define the problem

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Develop an approach to the problem

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Formulate an appropriate research design o

(for example, by identifying the key variables)

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Answer certain research questions and test some hypotheses

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Interpret primary data more insightfully

Criteria for Evaluating Secondary Data: 

Specifications: Methodology Used to Collect the Data

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Error: Accuracy of the Data

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Currency: When the Data Were Collected

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Objective(s): The Purpose for Which the Data Were Collected

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Nature: The Content of the Data

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Dependability: Overall, How Dependable Are the Data

Classification of Secondary Data: 

Internal Data - Data available within the organization for which the research is being conducted. o

Customer Databases - transfer raw sales information, such as that found on sales call reports or invoices, to a personal computer. Customer information also is obtained from other sources, such as warranty cards and loyalty programs.

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Data warehouses & Data mines - A data warehouse is a centralized database that captures information from various parts of an organization’s business processes, such as sales or customer relations, etc. Data mining involves the use of powerful computers with advanced statistical packages and other software to analyze large databases in order to discover hidden patterns in the data.

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CRM & Database Marketing - a decision support system (see Chapter 1) that is used for managing the interactions between an organization and its customers. Database marketing is the practice of using CRM databases to develop relationships and highly targeted marketing efforts with individuals and customer groups.

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Social Media

External Data - Data that originate external to the organization. o

Business/Non-Government - Business/nongovernment sources are used as a broad category and encompass nonprofit organizations (e.g., chambers of commerce), trade and professional organizations, commercial publishers, investment brokerage firms, and forprofit firms.

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Guides

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Indices

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Directories

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Statistical Data

Government - The data the government collects could not feasibly be collected by private industry. Its value ranges from use in developing sales forecasts and market potential estimates to simply locating specific retailers, wholesalers, or manufacturers. The breadth and accuracy of government sources make it a rich source of secondary data. 

Census Data

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Syndicated Services

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Social Media...