Secondary Data

1
Chapter Three
Secondary Data and Databases
Chapter Three
2
Chapter Three Objectives
Chapter Three
3
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• Might be outdated or questionable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• Are data out of date / when were the data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 users 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
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
MDSS Database Structure
Chapter Three
15
Index
Data Mining Marketing Decision Support
Systems Primary Data/Research Secondary
Data/Research Thirty Largest MR Firms
Index