Researchers should verify the accuracy of the data

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Researchers should verify the accuracy of the data whenever possible. Cross-checks of data from multiple sources, similar to what Nielsen Claritas does with its Business-Facts database, should be made to determine the similarity of independent projects. Typical Objectives for Secondary Data Research designs: Fact Finding Identification of consumer behavior for a product category Trend analysis: business researchers look for trends in market Downloaded by:: bryce0736 | [email protected] Distribution of this document is illegal
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Stuvia.com - The study-notes marketplace place Trend Analysis Environmental Scanning Model Building: specifying relationships between two or more variables, perhaps extending to the development of descriptive or predictive equations. Estimating market potential for geographic areas Forecasting Sales Analysis of trade area and site Forecasting Data Mining: The use of powerful computers to dig through volumes of data to discover patterns about an organization’s customers and products; applies to many different forms of analysis. Database Marketing: The use of customer databases to promote one- to-one relation- ships with customers and create precisely targeted promotions. Sources of Secondary Data: Internal data: Secondary data that originates inside the organization. External data: Data created, recorded, or generated by an entity other than the researchers organization Information as a Product and its Distribution Channels: o Libraries o The internet o Vendors: Many external producers make secondary data available directly from the organizations that produce the data or through intermediaries, which are often called vendors. Vendors such as Factiva now allow managers to access thousands of external databases via desktop computers and telecommunications systems. o Producers: Books and periodicals Government sources Media sources Trade association sources Commercial sources Market share data Demographic and census updates Consumption and behavior data Single Source Data: Downloaded by:: bryce0736 | [email protected] Distribution of this document is illegal
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Stuvia.com - The study-notes marketplace Single-source data: Diverse types of data offered by a single company; usually inte- grated on the basis of a common variable such as geographic area or store. Downloaded by:: bryce0736 | [email protected] Distribution of this document is illegal
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Stuvia.com - The study-notes marketplace STEP 2: Primary Research – Ch10: Interviews as Interactive Communication: When two people engage in a conversation, human interaction takes place. Human interactive media are a personal form of communication. One human being directs a message to and interacts with another individual (or a small group).
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