5 Information - Primary Questioning Data SECONDARY INTERNAL DATA Accounting Data Financial Data Sales Data SECONDARY EXTERNAL DATA Census Data

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CHAPTER 5 MARKETING INFORMATION
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MARKETING INFORMATION Definition and Use of Information Data Bases in Marketing Data Mining Types of Data
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DEFINITION OF INFORMATION Information is data that is judged useful by a decision maker
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THE “ME” INFORMATION AGE “I can now work and communicate from anywhere to anywhere with anything at any time” Cell phones E-mails Internet
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USE OF INFORMATION Information is power Information is not neutral Information can be used strategically
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STRATEGIC INFORMATION Far better an approximate answer to the right question, which is often vague, than an exact answer to the wrong question.
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DATA BASES IN MARKETING Scanning Data Customer Data
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SCANNING DATA WalMart Randall’s Catalina Coupons
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CUSTOMER DATA BASES Health Valley Foods Barchetti Shops Bella Wedding Pictures
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DATA MINING WalMart Amazon.com Richmond Police
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TYPES OF DATA Secondary Internal Data Secondary External Data Primary Observation Data
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Unformatted text preview: Primary Questioning Data SECONDARY INTERNAL DATA Accounting Data Financial Data Sales Data SECONDARY EXTERNAL DATA Census Data Libraries Courthouses PRIMARY OBSERVATION DATA Retail price shopping Satellite images Fisher - Price Toys PRIMARY QUESTIONING DATA Personal interviews Telephone interviews Self-questionnaires Focus Group Interviews FOCUS GROUP INTERVIEWS Interviewing 8 - 12 people in a group Advantages Inexpensive Fast to collect data Disadvantages May not represent target market Cannot measure sampling error PICK THE BEST LETTER TO E-MAIL TO YOUR CUSTOMERS Send out 5 different versions of a letter to 1000 different people on your e-mail list. Collect the different returns for each version. Select the letter with the highest returns, and send out to total e-mail list....
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This note was uploaded on 02/16/2009 for the course BUSINES 3336 taught by Professor Cox during the Spring '09 term at Houston Baptist.

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5 Information - Primary Questioning Data SECONDARY INTERNAL DATA Accounting Data Financial Data Sales Data SECONDARY EXTERNAL DATA Census Data

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