Data originiated by the researcher for the specific purpose of addressing the research problem

Can be time consuming because involves all 6 steps of marketing research

Primary Data

-Collection purpose?

Collection process?

-Collection Cost?

Collection Time?

For the problem at hand

Very Involved

high

Long

Secondary Data

-Collection purpose?

Collection process?

-Collection Cost?

Collection Time?

For other problems

rapid and easy

relatively low

short

data collected for some purpose other than the problem at hand

located quickly and inexpensively

time and money can be saved! #cheapass

rare for secondary data to provide all answers to nonroutine research problem, analysis of secondary data should be first step towards solving a prob

1. identify problem
2. better understand and define problem
3. develop an approach
4. formulate an appropriate research design
5. answer certain research questions and test some hypotheses
6. interpret primary data with more insight

objectives, nature and methods used to collect secondary data might not be compatible with the current situation

might be lacking in terms of accuracy, compatibility of units of measurementor time frame

• Specifications: Methodology used to collect data
• Error: Accuracy of Data
• Currecy: When the data were collected
• Objective: The purpose of the study
• Nature: The content of the data
• Dependability:how dependable are the data?

Data collection method

response rate

quality of data

sampling technique

sample size

questionanaire design

fieldwork

data analysis

time lag between collection and publication

frequency of updates

why were the data collected?

understanding origins helps understanding limitations and relevance

Issues with Nature/content of the data

Definition of key variables

units of measurement

categories used

relationships examined

must be defined or defined in a manner consistent with researcher's definition to be useful

Expertise, credibility, reputation, and trusthworthiness of the source

Internal

External

Customer databases

Data warehousing/Data mining

CRM and database marketing

Socail media

Business/Non Government

Government

Syndicated Services

social media

unique ID or match code

name and title of individual organization

mailing address

telephone numbers

email address

source of referral, inquiry or order

complete transaction history by date, frequency, purchase amts and products

credit history and rating score

demographic and psycyhographic data

organizational data for institutions

Process of data mining usually consists of 5 major components:

• extract, transform, and load transaction data onto the data warehouse system
• store and manage data in a multidimensional database system
• provide data access to business analysts and IT
• analyze the data by application software
• Present the data in a useful format, like a graph or table to display patterns in the data

guides

indices

directories

statistical data

firmographics- biz equivalent of demographics (market share, corp locations, industry classification, employment size)

Census

publications

READ about censusstuff page 138

information services offered by marketing research organizations that provide information from a common databse to firms taht subscribe to their services

databases created by combining internal customer databases with geographic data, as form US census bureau, and makign use of appropriate computer mapping software.

ie- figure out where cable services are not available geographically

• Domestic organizations in the US
• Government Sources
• non government
• International Organizations in the US
• Organizations in foreign countries
• governments
• trade associations
• international organizations