Transcript Chapter 4

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.