Welcome to class of An Overview of Data Sources - Dr. Satyendra Singh

Data Sources 1. internal information 2. secondary information 3. primary information

Sales Peoples’ Reports Extended Internal Information Executives’ Judgments Expense Records Customer Complaints Warranty Cards and Repairs Customer Data Bases Coupon Redemption Market Intelligence Internal Data

Expense Data advertising media campaign time promotions salesmen salaries bonuses expenses

Salesmen Reports customer complaints/requests salesmen activity reports lost sales reports call reports activity reports

Use of Internal Data for Sales Management setting sales quotas measuring salesman performance problems with shipment

Secondary Data Library

Library Sources books - time disadvantage internet search engines statistical information government agencies international organizations other libraries databases

Library Sources (cont’d) chamber of commerce Canadian Education Center company information personal networking newspaper indices –New York Times –Wall Street Journal

Library Sources (cont’d) Syndicated data services (specialized) –Sales tracking grocery, A. C. Neilsen –Efffectiveness of ad, Burke Marketing Research –Magazine readership, Simmons Market Research Bureau –TV viewing and radio listening, Arbitron –Appliance purchasing, Trendex –Automobile sales, F. W. Dodge –Customer Satisfaction, J. D. Power –Public opinion –Market profile analysis, Dun & Bradstreet

Primary Sources Observation –Audiometers (TV show rating) –Scanner tracking –Cashier training simulator –Service shopper visits –Traffic flow chart –Coupon redemption –Surveys –Depth interviews –Focus Groups –Panel –Experiments –Test Markets