These concepts could provide the basis for your MRP components and RQs Now we

These concepts could provide the basis for your mrp

This preview shows page 8 - 11 out of 18 pages.

These concepts could provide the basis for your MRP components and RQs Now we know what the important drivers of casino goers’ satisfaction are. Are we done? 23 In another word, do we still need to do primary research? And why? Reasons that primary research are needed Relevance: even if they had asked the same questions, what previous research found is highly unlikely to perfectly apply to the problem you are investigating at the present Difference in country, company and time period Trust: can you trust that the other researchers did a good job? For these reasons, companies almost always have to conduct primary research to obtain quality marketing research Tips for finding and using relevant literature for MRP and RQ formulation 24 Consider what is related Same company, done at a different time Companies from the same industry (could be different country) Related industry (what is your industry definition) For academic articles, read the literature and reference sections to find more related articles How to read academic articles for your purpose: focus on the introduction and literature review section (skip unimportant technical details)
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Different types of secondary data Existing literature Company internal data Government data (Australian Bureau of Statistics) Syndicated data 25 Internal sources should be the starting point in the search for secondary data Advantages of internal data: Easily available Inexpensive Known quality 26 Most organisations have a wealth of information in their own internal information sources Sales invoices, customer data, product data, sales reports, sales activity reports, target market data, etc. Example - Customer transaction database 27 1008465 NJ 000012000963 20Jan2000 R 0CQ30 65.00 65.00 N 0CQ3013008 1008465 NJ 000012000963 20Jan2000 R 0DL12 39.00 39.00 N 0DL1229008 1008465 NJ 001111842072 18Nov2001 T 0ND22 24.00 24.00 N 0ND2283004 1008465 NJ 010015664746 09Jan2007 T 0ANT7 59.00 44.95 Y 0ANT720100 1008465 NJ 010021528973 05Jul2007 T 0VR81 29.95 29.95 N 0VR8170080 1008465 NJ 010021528973 05Jul2007 T 0VR81 29.95 29.95 N 0VR8110080 1008465 NJ 010024673411 25Sep2007 T 0FGM7 44.00 44.00 N 0FGM708001 1008465 NJ 099112781602 27Nov1999 T 0DL12 39.00 39.00 N 0DL1229008 1008465 NJ 099112781602 27Nov1999 T 0HL91 37.50 37.50 N 0HL9136170 1008465 NJ 226962482750 24Jul2005 S 0ANT7 59.00 59.00 N 0ANT747100 113 MARLTON RETAIL STORE 1008465 NJ 285460795680 05Jul2007 S 0ASL6 17.50 17.50 N 0ASL610004 113 MARLTON RETAIL STORE 1008465 NJ 753438244070 05Sep2005 S 0DL60 10.00 10.00 N 0DL6024000 113 MARLTON RETAIL STORE 1008465 NJ 780328527340 28Jun2000 S 0KR03 54.00 39.95 Y 0KR0337006 123 FREEPORT RETAIL STORE 1008465 NJ 991812472170 23Jul2005 S 0ANT7 59.00 59.00 N 0ANT747120 113 MARLTON RETAIL STORE 1008465 NJ 993291811550 10Apr2007 S 0DL60 12.00 12.00 N 0DL6010000 113 MARLTON RETAIL STORE 1008465 NJ 993291811550 10Apr2007 S 0AJV8 34.50 34.50 N 0AJV824002 113 MARLTON RETAIL STORE 1054856 PA 096022951212 29Feb1996 T 0K434 16.50 16.50 N 0K43400000 1054958 VA 096111862904 18Nov1996 T 0A737 27.00 27.00 N 0A73781004 1054996 PA 096032270776 22Mar1996 M 0R422 63.00 39.00 Y 0R42245004 1055013 PA 001120912068 09Dec2001 N 0NA58 69.00 69.00 N 0NA5870000 1055013 PA 001120912068 09Dec2001 N 0RC98 15.00 15.00 N 0RC9804006 1055013 PA 004082970021 29Aug2004 N 0XR61 89.00 89.00 N 0XR6155000 1055013 PA 005071464217 14Jul2005 N 0TP25 79.00 79.00 N 0TP2550000 1055013 PA 006072610588 26Jul2006 R 0PA32 149.00 149.00 N 0PA3230000 1055013 PA 010004537559 08Jul2006 N 0PA32 149.00 149.00 N 0PA3230000 1055013 PA 010021268179 24Jun2007 N 0BUG5 39.50 39.50 N 0BUG527002
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Application of internal data: develop customer transaction types for analysis Frequency (frequent vs. casual bettors) % of customers fall under each category Type of preferred games (black jack, roulette, etc) Spending (heavy spenders vs. casual tourists)
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