Transcript Marketing Research:The Impact of the Internet

Chapter Four
Secondary
Data &
Databases
Copyright © 2004
John Wiley & Sons, Inc.
Learning Objectives
Learning Objective
1. To understand how to create an internal database.
2. To learn about building a database from Web site
visitors.
3. To Become familiar with data mining.
4. To understand the advantages and disadvantages of
using secondary data.
5. To understand the role of th Internet in obtaining
secondary data.
6. To be come familiar with the types of databases
available on CD-ROM.
7. To learn about types of information management
systems.
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The Nature of
Secondary Data
Learning Objective
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
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The Nature of
Secondary Data
•
Learning Objective
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 credibility for the research report
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The Nature of
Secondary Data
•
Learning Objective
To understand the advantages and
disadvantages of secondary data.
Limitations of Secondary Data
–
–
–
Lack of Availability
Lack of Relevance
Inaccuracy
1.
2.
3.
4.
5.
–
Who gathered the data?
What was the purpose of the study?
What and when was the information collected?
How was the information collected
Is the information consistent with other information?
Insufficiency
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Learning Objective
Internal Data Bases
To understand how firms create
an internal database.
• Internal Database
– a collection of related information developed from
data already within the organization.
• Creating an Internal Database
– Salesperson’ “call report”
– Sales results
– Customer preferences
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Learning Objective
Internal Data Bases
To understand how firms create
an internal database.
• The Growing Importance of Internal Database
Marketing
– Database Marketing
• A large computerized file of customer and purchase
patterns.
– Micromarketing
• Database marketing can get a customized, individual
message to everyone simultaneously through direct
mail
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Learning Objective
Internal Data Bases
To learn about building a database
from Web site visitors.
• Creating Databases From a Web Site -A
Marketer’s Dream
– Customer’s link to an online store is a two-way
electronic link
– Allows online merchant to gather information
about the customer
• Cookies
– Text file place on a user’s computer in order to
identify the user when there is a return visit to the
Web site
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Learning Objective
Internal Data Bases
To learn about building a database
from Web site visitors.
• Data Mining
– Neural network
– Data mining
• The use of statistical and other advanced software to
discover non-obvious patterns hidden in a database
– Potential Uses of Data Mining in Marketing:
•
•
•
•
Customer acquisition
Customer retention
Customer abandonment
Market basket analysis
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Learning Objective
Internal Data Bases
To learn about building a database
from Web site visitors.
• The Battle over Privacy
–
–
–
–
Privacy policies will be mandatory
Clear choice to “opt-in” or “opt-out”
Ability to correct sensitive information
Penalties for noncompliance.
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Finding Secondary Data
on the Internet
Learning Objective
To understand the role of the Internet in
obtaining secondary data.
• URLS (Uniform Reference Locator)
– Address that identifies a particular location
• Search Engines
– AltaVisa, Dogpile, and Google
• Sites of Interest to Marketing Researchers
– See www.wiley.com/college/mcdaniel
• Periodical, Newspaper, and Book Databases
• Newsgroups
– Function like bulletin boards for a particular topic or
interest
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Finding Secondary 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 or through LEXIS-NEXIS STATIS
• www.cispubs.com
– FEDSTATS
• www.fedstats.gov
– White House Briefing Room
• www.whitehouse.gov/WH/html/briefroom.html
– Economic issues
• www.whitehouse/gov/fsbr/esbr.html
– Social issues
• www.whitehouse.gov/fsbr/ssbr.html
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Databases on CD-ROM
Learning Objective
To become familiar with the types of
databases available on CD-ROM
• Companies that off databases
– Claritas International
• Compass/Agency
• Compass/Newspaper
– InfoUSA
• See list of databases in Exhibit 4.1
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Databases on CD-ROM
Learning Objective
To become familiar with the types of
databases available on CD-ROM
• Marketing Research Aggregators
– Marketing Research Aggregator
– Role of Aggregator Firms
– Major Aggregators
•
•
•
•
•
AllNetResearch.com
Profound.com
Bitpipe.com
USADATA.com
MarketResearch.com
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Information Management
Learning Objective
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
Easy to learn and use
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SUMMARY
Learning Objective
• The Nature of Secondary Data
• Internal Databases
• Finding Secondary Data on the Internet
• Databases on CD-ROM
• Information Management
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Learning Objective
The End
Copyright © 2004, John Wiley & Sons, Inc
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Learning Objective
The End
Copyright © 2004, John Wiley & Sons, Inc
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