1 / 13

Collecting Secondary Data from Inside & Outside the Organization

Collecting Secondary Data from Inside & Outside the Organization. Chapter 4, Student Edition. Learning Objectives. Explain the difference between primary and secondary data Cite two advantages offered by secondary data Explain the difference between internal and external secondary data

tobit
Download Presentation

Collecting Secondary Data from Inside & Outside the Organization

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Collecting Secondary Data from Inside & Outside the Organization Chapter 4, Student Edition MR/Brown & Suter

  2. Learning Objectives • Explain the difference between primary and secondary data • Cite two advantages offered by secondary data • Explain the difference between internal and external secondary data • Define what is meant by a decision support system (DSS) • List three common uses of the information supplied by standardized marketing information services MR/Brown & Suter

  3. Learning Objectives • Explain the difference between primary and secondary data • Cite two advantages offered by secondary data • Explain the difference between internal and external secondary data • Define what is meant by a decision support system (DSS) • List three common uses of the information supplied by standardized marketing information services MR/Brown & Suter

  4. Learning Objective 1 • Secondary Data • Information not gathered for the immediate study at hand but for some other purpose • Often give good background information and fill in some gaps in the researcher’s understanding • Primary Data • Information collected specifically for the investigation at hand • Very decision-focused and are tailored with a specific business issue in mind MR/Brown & Suter

  5. Learning Objectives • Explain the difference between primary and secondary data • Cite two advantages offered by secondary data • Explain the difference between internal and external secondary data • Define what is meant by a decision support system (DSS) • List three common uses of the information supplied by standardized marketing information services MR/Brown & Suter

  6. Learning Objective 2 • Advantages of Secondary Data • Time savings for the researcher • Money savings for the researcher MR/Brown & Suter

  7. Learning Objectives • Explain the difference between primary and secondary data • Cite two advantages offered by secondary data • Explain the difference between internal and external secondary data • Define what is meant by a decision support system (DSS) • List three common uses of the information supplied by standardized marketing information services MR/Brown & Suter

  8. Learning Objective 3 • Internal Data • Data that originate within the organization for which the research is being done • e.g., Decision Support System • External Data • Data that originate outside the organization for which the research is being done • e.g., Published reports Most studies should begin with a search for internal data MR/Brown & Suter

  9. Learning Objectives • Explain the difference between primary and secondary data • Cite two advantages offered by secondary data • Explain the difference between internal and external secondary data • Define what is meant by a decision support system (DSS) • List three common uses of the information supplied by standardized marketing information services MR/Brown & Suter

  10. Learning Objective 4 • Database + Analytical Models + Dialog System Database (Data System) Analytical Models (Model System) User Interface (Dialog System) Information MR/Brown & Suter

  11. Learning Objective 4 • A Decision Support System (DSS) is designed to help managers make better decisions • Good DSS provides • Standardized up-to-the-minute reports needed for day-to-day operations • Custom reports that can easily be produced by managers when needed • DSS increasingly include graphical interfaces and menu-driven procedures for ease of use MR/Brown & Suter

  12. Learning Objectives • Explain the difference between primary and secondary data • Cite two advantages offered by secondary data • Explain the difference between internal and external secondary data • Define what is meant by a decision support system (DSS) • List three common uses of the information supplied by standardized marketing information services MR/Brown & Suter

  13. External Secondary Data • Profiling Customers • Geodemographers combine census data with their own survey data or data they obtain from administrative records such as motor vehicle registrations or credit transactions • Measuring Product Sales and Market Share • NPD Group tracks a number of food-related trends • Measuring Advertising Exposure and Effectiveness • People meters have enhanced Nielsen’s famous television rating service MR/Brown & Suter

More Related