marketing- secondary data
TRANSCRIPT
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 1/11
Marketing- Secondary Data, Databases,
The Internet, and Decision Support
Systems
Prof. Rushen Chahal
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 2/11
The Nature of Secondary DataThe Nature of Secondary Data
y Primary Data: new data that is gathered to helpsolve the problem at hand. Survey, observation, experiment data
Collected specifically for the current problemy Secondary Data: data that has been previously
gathered. Might be relevant to the current problem
Two sources: internal databases & externaldatabases
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 3/11
Advantages of Secondary DataAdvantages of Secondary Data
y Primary advantages:
Acquisition cost
Acquisition time
Convenience
y Additional advantages:
May help clarify or redefine the problem definition
May provide a solution to the problem
May aid in primary research design May provide background info. and foster creativity
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 4/11
Limitations of Secondary DataLimitations of Secondary Data
y Lack of availability
y Lack of relevance
y Inaccuracy
Who gathered the data?
What was the purpose of the study?
What information was collected?
When was the information collected?
How was the information obtained?
Is the information consistent with other information?y Insufficient Data
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 5/11
Secondary Data Sources:Secondary Data Sources:
Internal DatabasesInternal Databases
y What is a database?
y Internal database: a database developed from data withinan organization.
y Where does the data come from?
Sales Invoices
Salesperson·s Call Reports
Warranty Cards
Customer Registration/Sign-in
y Examples: Expedia.com
L.L. Bean.com
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 6/11
The Growing Importance of InternalThe Growing Importance of Internal
Database MarketingDatabase Marketing
y Database marketing: the creation of large computerized files of customers·and potential customers· profiles and purchasing patterns. Often calledmicromarketing.
y Internal database marketing enables firms to:
evaluate sales territories
identify most and least profitable customers
identify potential market segments
identify which products, services, and segments need the most marketingsupport
evaluate opportunities for offering new products or services
identify most and least profitable products and services
evaluate existing marketing programs
y Customer clubs
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 7/11
Data MiningData Miningy
The use of software to find patterns hidden in the database.y Benefits to marketers:
customer acquisition (2 steps)x discover attributes that predict customer responses to mktg.
programs
x use the attributes of existing customers to identify potentialcustomers
customer retention - target customers who are on theverge of switching to a competitor.
Customer abandonment
Market-based analysis
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 8/11
F
inding Secondary Data on the InternetF
inding Secondary Data on the Internet
yWeb browser
y
Uniform reference locator (URL)
y Search engines
y Pay for Play?
y
SeeLink from Course
Website
http://cas.uah.edu/wrenb/mkt343/links.htm
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 9/11
Secondary Data Sources:Secondary Data Sources:
External DatabasesExternal Databases
(seeAppendix 7A, p. 202)(seeAppendix 7A, p. 202)
y Industry Information
y Company Informationy Market and Consumer Information
y General Economic Information
y General Guides to Business Informationy Indexes
y Specialized Directories
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 10/11
Primary Sources of SecondaryPrimary Sources of Secondary
DataDataGeneral Information
y UAH Library ² www.uah.edu/library
y UAH Library Reference Desk ² David Moore
y Stat USA compendium ² www.stat-usa.gov
Industry Information
y Census of Retail Trade; Census of Wholesale Tradey Moody·s Industry Review
y Standard & Poor·s Industrial Surveys
y Standard Industrial Classification Manual
Company Informationy Hoover·s Handbook; Hoover·s Online
y Dunn & Bradstreet Million Dollar Directory
y Moody·s Manuals
y Standard & Poor·s Corporate Records
y
Thomas Register of A
merican Manufacturers
8/3/2019 Marketing- Secondary Data
http://slidepdf.com/reader/full/marketing-secondary-data 11/11
Primary Sources of SecondaryPrimary Sources of Secondary
DataDataMarket and Consumer Information
y U.S. Bureau of the Census
y Bureau of Labor Statistics
y County and City Databook (Census Bureau)
y
Demographics USA
Reference Book y Lifestyle MarketAnalyst
y Woods and Poole MSA Profile Reference Book
y MediaMark Reporter
y Sales and Marketing Management Survey of Buying Power
General Economic Information
y Survey of Current Business
y Federal Reserve Bulletin
y StatisticalAbstract of the U.S.