Secondary Data & Databases Chapter Three Copyright © 2004 John Wiley & Sons, Inc.

Learning Objectives 1. To understand how firms create an internal database. 2. To learn about building a database from a Web site. 3. To become familiar data mining. 4. To understand the advantages and disadvantages of of using secondary data. 5. To understand the role of the Internet in obtaining secondary data 6. To learn about types of information management systems.

The Nature of Secondary Data 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

Advantages of Secondary Data 1. Clarify the problem. 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 creativity

Limitations of Secondary Data To understand the advantages and disadvantages of secondary data. Secondary Data Limitations of Secondary Data Lack of Availability Lack of Relevance Inaccuracy 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

The Nature of Secondary Data To understand how firms create an internal database. Creating An Internal Database An Internal Database is a collection of related information developed from data already within the organization.

The Nature of Secondary Data To become familiar with data mining. The Growing Importance of Internal Database Marketing A large computerized file of customer and purchase patterns. Internal Databases as Collective Memory Banks Internal Databases Can Even Be Created From Conversations

The Nature of Secondary Data To become familiar with data mining. Creating Databases From a Web Site -A Marketer’s Dream Using Cookies Data Mining The use of statistical and other advanced software to discover non-obvious patterns hidden in a database.

The Nature of Secondary Data To become familiar with data mining. Potential Uses of Data Mining in Marketing: Customer acquisition Customer retention Customer abandonment Market basket analysis

There are 70 federal agencies that publish data Statistical Universe Finding Federal Government Data on the Internet To understand the role of the Internet in obtaining secondary data. There are 70 federal agencies that publish data Statistical Universe FEDSTATS Periodical, Newspaper and Book Databases Go to www.cispubs.com Go to www.fedstats.com ABI/Inform Global Dow Jones Interactive Electric Library Lexis-Nexis Periodical Abstracts Research II (PAR)

Information Management 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

SUMMARY The Nature of Secondary Data Secondary Data The New Age of Secondary Information: The Internet and the World Wide Web Finding Federal Government Data on the Internet Information Management

The End Copyright © 2004, John Wiley & Sons, Inc