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Marketing Chapter 4
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20
Marketing
Undergraduate 3
09/27/2010

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Term
Primary Data
Definition
Data collected to address a specific marketing research problem; can be expensive and time-consuming
Term
Secondary Data
Definition
Data that as already been collected for purposes other than the problem at hand; quick and inexpensive relative to primary
Term
Uses of secondary data
Definition
Help identify, understand, and define the problem; develop and approach; answer some research questions; estimate demand; monitor the environment; help with segmenting and targeting
Term
Disadvantages of Secondary Data
Definition
Might lack accuracy, compatibility with present situation, different time frames
Term
Criteria for Evaluating Secondary Data
Definition
Specifications: methodology used to collect data
Error: Accuracy of the data; try to determine accuracy by comparing multiple sources of data
Currency: when the data was collected
Objective: the purpose of the study
Nature: content of the data
Dependable: how trustworthy is the source
Term
Classification of Secondary data
Definition
Internal vs. External
Internal: data available within an organization that is doing the research
External: data from sources outside the organization
Term
Internal Secondary Data
Definition
most data requires further processing for it to make sense; data typically generated as part of doing business;

Customer databases: contains demographic and psychographic information about customers
Data mining:using software to analyze large databases in order to discover hidden patterns
Customer relationship management systems (CRM): used to manage interactions between a company and its customers
Term
External Secondary Data: Published Sources
Definition
Classified as general business data or government data
Term
General business data
Definition
Any information from books, journals, magazines, reports, etc.
Guides: provide paths to other secondary sources so you consult guides first
Indexes and Bibliographies: research sources organized alphabetically
Directories: brief descriptions of companies, organizations, or individuals (addresses of a company or job title of a person)
Term
Advantages of Secondary Data
Definition
Are “cost-friendly”, convenient, and easily accessible
May aid in designing the method for primary research
May provide necessary background
May signal potential problems
May actually answer your research questions!
Term
Government data
Definition
Census data; NAICS; different statistics; information about companies
Term
External Sources
Definition
Published Materials, Computerized Databases, Syndicated Services
Term
External Computerized Databases
Definition
Online, Internet, Offline;
Electronic is better than printed sources because: Current information, Faster data search, Low Cost, Convenience
Term
Online databases
Definition
provide direct, interactive access to data stored remotely on a main frame computer that requires the internet to access; easily updated so data is very current
Term
Internet databases
Definition
information sources available on the web that are found through search engines
Term
Offline databases
Definition
distributed on CD-ROM, (Ex. US Census data is available on CD for people to download to their computers into whatever form they want)
Term
Database Types (5)
Definition
Bibliographic: indexes of studies and reports published in journals, magazines, and newspapers(provides citations and abstracts NOT the actual article)
Numeric: contain numerical and statistical information
Full-text: contains the complete document
Directory: provide info on individuals, companies, and services (Ex. YellowPages)
Special-Purpose: more focused in their scope, possibly on a specific industry
Term
Geo-demographic coding
Definition
merging internal customer data with external geographic, demographic, and lifestyle data on the same customers
Term
Geo-visual databases
Definition
combines internal customer databases with geographic data and uses computer mapping software to create maps
Term
Buyer power index
Definition
analyzes a markets ability to buy based on effective buying income, population, and retail sales; divides the demographics by age, race, city, country, and state; done by the Survey of Buying Power that helps analyze US markets
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