AKP-MKTG3710-Ch6-7-8

AKP-MKTG3710-Ch6-7-8 - ExploratoryResearch MKTG3710...

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Exploratory Research MKTG 3710 Audhesh Paswan
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Chapter 6 Secondary Data and Online  Information Databases MKTG 3710 Audhesh Paswan
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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
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Classification of Secondary Data Internal secondary data: data that have been collected within the firm Internal databases: databases (collection of data and information describing items of interest) consisting of information gathered by a company typically during the normal course of business transactions External secondary data:  data obtained from outside  the firm: Published Syndicated Services Data External Databases
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Classification of External Secondary Data…cont. Published: sources of information prepared for public distribution and found in libraries or a variety of other entities Syndicated Services Data: data provided by firms that collect data in a standard format and make them available to subscribing firms External Databases:  databases provided by outside firms;  many are now available online (online information  databases) Bibliographic databases. . citations by subject,  i.e. ABI  Inform, EBSCOhost, Science Direct etc. Numeric or statistical databases,  2000 Census Directory or list databases Comprehensive databases,  Contain all of the above,  i.e.Lexis-Nexis
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Dis/Advantages   of Secondary Data Advantages: Obtained quickly Inexpensive Usually available Enhances existing primary data Disadvantages: Mismatch of the units of measurement ( Drinking Places”) Differing classification definitions  ( ) Timeliness of secondary data Lack of information to assess the credibility of the reported data Some interest groups have names that are intentionally misleading so that readers  of their research cannot identify any hidden motives underlying their research  findings
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Evaluating Secondary Data What was the purpose of the study? Who collected the information? What information was collected? How was the information obtained? How consistent is the information with other information?
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Locating Secondary Data Sources Step 1: Identify what you wish to know and what you already know about your topic. Step 2:
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This note was uploaded on 03/12/2011 for the course MKTG 3710 taught by Professor Staff during the Spring '08 term at North Texas.

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AKP-MKTG3710-Ch6-7-8 - ExploratoryResearch MKTG3710...

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