Chapter6 - Using Secondary Data and Online Information...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Using Secondary Data and Online Information Databases Google Search Tips In Search of the Truth
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Ch 6 2 Primary Versus Secondary Data Primary data: information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.
Background image of page 2
Ch 6 3 Uses of Secondary Data Secondary data has many uses in marketing research and sometimes the entire research project may depend on the use of secondary data. Applications include economic-trend forecasting, corporate intelligence, international data, public opinion, and historical data. See www.secondarydata.com. http://secondarydata.com/
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Ch 6 4 Classification of Secondary Data Internal secondary data are data that have been collected within the firm such as sales records, purchase requisitions, and invoices. Internal secondary data is used for database marketing.
Background image of page 4
Ch 6 5 Classification of Secondary Data Database marketing is the process of building, maintaining customer (internal) databases and other (internal) databases for the purpose of contacting, transacting, and building relationships. CRM and DATA Mining Ethical Issue? How much information should companies have about consumers?
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
6 Internal Databases Database refers to a collection of data and information describing items of interest. Vehicle Registration Database Record: is a unit of information in a database. SS#XXX YY ZZZZ
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 04/14/2009 for the course MKT 232 taught by Professor Staff during the Spring '08 term at Illinois State.

Page1 / 27

Chapter6 - Using Secondary Data and Online Information...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online