Secondary Data and Databases

1. Chapter Three Secondary Data and Databases Chapter Three

2. Chapter Three Objectives Chapter Three

3. Information Secondary Data Data that have been previously gathered Key Advantages: • 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

4. Secondary Data Data that have been previously gathered Key Disadvantages: • Might be outdated or questionable; • Qualitative nature makes analyses difficult; • Could be misapplied to your situation; • Might be biased - intentionally or unintentionally;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

5. 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? • 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 • Are data out of date / when were the data collected?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. Determining its Quality & Application Limitations Chapter Three

6. 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 Key Componets Chapter Three

7. 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

8. 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

9. 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

10. Battling Over Privacy Identity Theft The Federal Response Gramm-Leach-Bliley Act Health Insurance Portability and Accountable Act Schumer-Nelson ID Theft Bill Chapter Three

11. 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.morpace.com www.maritzresearch.com www.infores.com idpa.com www.customerresearch.com icrsurvey.com npd.com www.westat.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 www.nationalresearch.com irwonline.com synovate.com www.wirthlin.com vanderveer.com Chapter Three

12. Some Links From Wiley Data on the Internet Some Helpful Links US Federal Statistics US Small Business Administration US Bureau of Labor Statistics US Census Bureau Chapter Three

13. 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 Chapter Three

14. Manager Modeling Display Database Analysis Environment MDSS Database Structure Chapter Three

15. Index Data Mining Marketing Decision Support Systems Primary Data/Research Secondary Data/Research Thirty Largest MR Firms Index