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Chapter 4-Secondary Data
Notes from Marketing Research Malhotra
33
Marketing
Undergraduate 4
09/19/2012

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Term
Primary Data
Definition

Data originiated by the researcher for the specific purpose of addressing the research problem

 

Can be time consuming because involves all 6 steps of marketing research

Term

Primary Data

 

-Collection purpose?

Collection process?

-Collection Cost?

Collection Time?

Definition

For the problem at hand

Very Involved

high

Long

Term

Secondary Data

 

-Collection purpose?

Collection process?

-Collection Cost?

Collection Time?

Definition

For other problems

rapid and easy

relatively low

short

Term
Secondary Data
Definition

data collected for some purpose other than the problem at hand

 

located quickly and inexpensively

Term
Advantages and Uses of Secondary Data
Definition

time and money can be saved! #cheapass

 

rare for secondary data to provide all answers to nonroutine research problem, analysis of secondary data should be first step towards solving a prob

 

 

Term
Secondary Data can help Researcher
Definition

 

 

  1. identify problem
  2. better understand and define problem
  3. develop an approach
  4. formulate an appropriate research design
  5. answer certain research questions and test some hypotheses
  6. interpret primary data with more insight

 

Term
Disadvantages of Secondary Data
Definition

objectives, nature and methods used to collect secondary data might not be compatible with the current situation

 

might be lacking in terms of accuracy, compatibility of units of measurementor time frame

Term
Criteria for Evaluating Secondary Data
Definition
  • Specifications: Methodology used to collect data
  • Error: Accuracy of Data
  • Currecy: When the data were collected
  • Objective: The purpose of the study
  • Nature: The content of the data
  • Dependability:how dependable are the data?
Term
Issues with Specifications/Methodology
Definition

Data collection method

response rate

quality of data

sampling technique

sample size

questionanaire design

fieldwork

data analysis

Term
Issues with Error/Accuracy
Definition
examine errors in approach, research design, sampling, data collection, data analysis, reporting
Term
Problems with Currency
Definition

time lag between collection and publication

frequency of updates

Term
Problems with objective
Definition

why were the data collected?

 

understanding origins helps understanding limitations and relevance

Term

Issues with Nature/content of the data

 

Definition

Definition of key variables

units of measurement

categories used

relationships examined

 

must be defined or defined in a manner consistent with researcher's definition to be useful

Term
Issues with Dependability
Definition

Expertise, credibility, reputation, and trusthworthiness of the source

 

Term
Classification of Secondary Data
Definition

Internal

 

External

Term
Types of Internal Data
Definition

Customer databases

Data warehousing/Data mining

CRM and database marketing

 

Socail media

Term
Types of External Data
Definition

Business/Non Government

Government

Syndicated Services

 

social media

Term
Psychographics
Definition
Quantified Psychological profiles of individuals
Term
elements of customer database
Definition

unique ID or match code

name and title of individual organization

mailing address

telephone numbers

email address

source of referral, inquiry or order

complete transaction history by date, frequency, purchase amts and products

credit history and rating score

demographic and psycyhographic data

organizational data for institutions

Term
Data warehouse
Definition
centralized database that consolidates company-wide data from a variety of operational systems
Term
data mining
Definition
technique involving the use of powerful computers and advanced statistical and other software to analyze large databases in order to discover hidden patterns in the data.
Term
Customer Relationship management system
Definition
decision support system that is used for managing the interactions between an organization and its customers
Term
Database Marketing
Definition
practice of using CRM databases to develop relationships and highly targeted marketing efforts with individuals and customer groups
Term

Process of data mining usually consists of 5 major components:

 

Definition
  • extract, transform, and load transaction data onto the data warehouse system
  • store and manage data in a multidimensional database system
  • provide data access to business analysts and IT
  • analyze the data by application software
  • Present the data in a useful format, like a graph or table to display patterns in the data

 

Term
sources of business and nongovernmental data
Definition

guides

indices

directories

statistical data

                                                                                                                                           

firmographics- biz equivalent of demographics (market share, corp locations, industry classification, employment size)

 

 

Term
Government Sources
Definition

Census

publications

 

 

READ about censusstuff page 138

Term
Merging internal and external secondary data is ____
Definition
GOOD!
Term
Geo-Demographic Coding
Definition
involves merging internal customer data with external geographic, demographic, and lifestyle data on the same customers
Term
Syndicated Services
Definition

information services offered by marketing research organizations that provide information from a common databse to firms taht subscribe to their services

 

 

Term
Geo-visual Databases
Definition

databases created by combining internal customer databases with geographic data, as form US census bureau, and makign use of appropriate computer mapping software.

 

ie- figure out where cable services are not available geographically

Term
Computer Mapping
Definition
Maps that solve marketing problems are called thematic maps. They combine geography with demographic information and a company's sales data or other proprietary information and are generated by a computer
Term
Sources of Secondary Data for International Marketing Research
Definition
  • Domestic organizations in the US
    • Government Sources
    • non government
  • International Organizations in the US
  • Organizations in foreign countries
    • governments
    • trade associations
    • international organizations
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