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Definition
| Data collected to address a specific marketing research problem; can be expensive and time-consuming |
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Term
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Definition
| Data that as already been collected for purposes other than the problem at hand; quick and inexpensive relative to primary |
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Definition
| Help identify, understand, and define the problem; develop and approach; answer some research questions; estimate demand; monitor the environment; help with segmenting and targeting |
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| Disadvantages of Secondary Data |
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Definition
| Might lack accuracy, compatibility with present situation, different time frames |
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Term
| Criteria for Evaluating Secondary Data |
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Definition
Specifications: methodology used to collect data
Error: Accuracy of the data; try to determine accuracy by comparing multiple sources of data
Currency: when the data was collected
Objective: the purpose of the study
Nature: content of the data
Dependable: how trustworthy is the source |
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| Classification of Secondary data |
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Definition
Internal vs. External
Internal: data available within an organization that is doing the research
External: data from sources outside the organization |
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Term
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Definition
most data requires further processing for it to make sense; data typically generated as part of doing business;
Customer databases: contains demographic and psychographic information about customers
Data mining:using software to analyze large databases in order to discover hidden patterns
Customer relationship management systems (CRM): used to manage interactions between a company and its customers |
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Term
| External Secondary Data: Published Sources |
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Definition
| Classified as general business data or government data |
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Term
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Definition
Any information from books, journals, magazines, reports, etc.
Guides: provide paths to other secondary sources so you consult guides first
Indexes and Bibliographies: research sources organized alphabetically
Directories: brief descriptions of companies, organizations, or individuals (addresses of a company or job title of a person) |
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Term
| Advantages of Secondary Data |
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Definition
Are “cost-friendly”, convenient, and easily accessible
May aid in designing the method for primary research
May provide necessary background
May signal potential problems
May actually answer your research questions! |
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Term
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Definition
| Census data; NAICS; different statistics; information about companies |
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Term
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Definition
| Published Materials, Computerized Databases, Syndicated Services |
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Term
| External Computerized Databases |
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Definition
Online, Internet, Offline;
Electronic is better than printed sources because: Current information, Faster data search, Low Cost, Convenience |
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Term
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Definition
| provide direct, interactive access to data stored remotely on a main frame computer that requires the internet to access; easily updated so data is very current |
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Definition
| information sources available on the web that are found through search engines |
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Term
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Definition
| distributed on CD-ROM, (Ex. US Census data is available on CD for people to download to their computers into whatever form they want) |
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Term
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Definition
Bibliographic: indexes of studies and reports published in journals, magazines, and newspapers(provides citations and abstracts NOT the actual article)
Numeric: contain numerical and statistical information
Full-text: contains the complete document
Directory: provide info on individuals, companies, and services (Ex. YellowPages)
Special-Purpose: more focused in their scope, possibly on a specific industry |
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Term
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Definition
| merging internal customer data with external geographic, demographic, and lifestyle data on the same customers |
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Term
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Definition
| combines internal customer databases with geographic data and uses computer mapping software to create maps |
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Term
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Definition
| analyzes a markets ability to buy based on effective buying income, population, and retail sales; divides the demographics by age, race, city, country, and state; done by the Survey of Buying Power that helps analyze US markets |
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