1. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Collecting Secondary Data from Inside & Outside the Organization Chapter 4, Student Edition MR/Brown & Suter 1

2. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter2 1. Explain the difference between primary and secondary data 2. Cite two advantages offered by secondary data 3. Explain the difference between internal and external secondary data 4. Define what is meant by a decision support system (DSS) 5. List three common uses of the information supplied by standardized marketing information services

3. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter3 1. Explain the difference between primary and secondary data 2. Cite two advantages offered by secondary data 3. Explain the difference between internal and external secondary data 4. Define what is meant by a decision support system (DSS) 5. List three common uses of the information supplied by standardized marketing information services

4. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 1 MR/Brown & Suter4  Secondary Data  Information not gathered for the immediate study at hand but for some other purpose  Often give good background information and fill in some gaps in the researcher’s understanding  Primary Data  Information collected specifically for the investigation at hand  Very decision-focused and are tailored with a specific business issue in mind

5. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter5 1. Explain the difference between primary and secondary data 2. Cite two advantages offered by secondary data 3. Explain the difference between internal and external secondary data 4. Define what is meant by a decision support system (DSS) 5. List three common uses of the information supplied by standardized marketing information services

6. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 2 MR/Brown & Suter6  Advantages of Secondary Data  Time savings for the researcher  Money savings for the researcher

7. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter7 1. Explain the difference between primary and secondary data 2. Cite two advantages offered by secondary data 3. Explain the difference between internal and external secondary data 4. Define what is meant by a decision support system (DSS) 5. List three common uses of the information supplied by standardized marketing information services

8. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 3 MR/Brown & Suter8  Internal Data  Data that originate within the organization for which the research is being done  e.g., Decision Support System  External Data  Data that originate outside the organization for which the research is being done  e.g., Published reports Most studies should begin with a search for internal data

9. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter9 1. Explain the difference between primary and secondary data 2. Cite two advantages offered by secondary data 3. Explain the difference between internal and external secondary data 4. Define what is meant by a decision support system (DSS) 5. List three common uses of the information supplied by standardized marketing information services

10. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter10  Database + Analytical Models + Dialog System Database (Data System) Database (Data System) Analytical Models (Model System) Analytical Models (Model System) User Interface (Dialog System) User Interface (Dialog System) Information

11. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objective 4 MR/Brown & Suter11  A Decision Support System (DSS) is designed to help managers make better decisions  Good DSS provides  Standardized up-to-the-minute reports needed for day-to-day operations  Custom reports that can easily be produced by managers when needed  DSS increasingly include graphical interfaces and menu- driven procedures for ease of use

12. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. Learning Objectives MR/Brown & Suter12 1. Explain the difference between primary and secondary data 2. Cite two advantages offered by secondary data 3. Explain the difference between internal and external secondary data 4. Define what is meant by a decision support system (DSS) 5. List three common uses of the information supplied by standardized marketing information services

13. © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. External Secondary Data MR/Brown & Suter13  Profiling Customers  Geodemographers combine census data with their own survey data or data they obtain from administrative records such as motor vehicle registrations or credit transactions  Measuring Product Sales and Market Share  NPD Group tracks a number of food-related trends  Measuring Advertising Exposure and Effectiveness  People meters have enhanced Nielsen’s famous television rating service