2.04 Information Gathering

Sources of Internal Sport/Event Records Tickets sold Merchandise sold Invoices Purchase orders Technology

Data Mining From Technology Clickstream data:provide information about what web sites are accessed, thereby telling e-marketers what advertisements viewers have seen via cookies Direct delivery: writing viewers' own Internet service provider systems, which require knowledge of multiple computer language systems Text Files: use of word-processing programs and are stored on computer networks, hard drives, and/or software Internet Service Providers (ISP): enables visitors to access the World Wide Web directory or to use a search engine to find company information.

Pros/Cons of Internal Source Data Pros No cost Easily available Relevant Cons Limited scope

Secondary Data statistical material which is not originated an entity but obtained from another organization's records

Reasons to Use External Data Obtain greater breadth of information Answers questions internal data may not Industry Competition Market

Sources of External data Government sources Journals/periodicals Commercial data Demographic reports