specific attitude data Secondary Research Types Secondary Research Types

Specific attitude data secondary research types

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specific attitude data
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Secondary Research : Types Secondary Research : Types Internal - use own organisations data - business records e.g. customer records, sales statistics etc - personal contacts e.g. conferences, sales visits etc - previous research studies
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Secondary Research : Types Secondary Research : Types (continued) (continued) External - use other organisations data - Govt. statistics - UK markets, Retail Price Index, UK population and social trends, family expenditure and general household surveys - General media - newspapers, magazines, radio/TV, catalogues - Technical publications - trade press, trade and business directories, business books
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Secondary Research : Types Secondary Research : Types (continued) (continued) - Agency reports - Taylor Nelson AGB Superpanel, MINTEL reports - Electronic sources and databases - on line services, newsgroups. - Other sources - Competitor advertising, promotions, sales literature, product reviews and job adverts, Companies House, trade associations
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Secondary Research: Secondary Research: Evaluation Evaluation Need to evaluate for: Impartiality - Is the information unbiased? Relevant - Is the information of use? Reliable - Is the information representative? Homogeneity - Is the information consistent?
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Secondary Research: Data Secondary Research: Data mining mining Data mining is looking for non obvious patterns hidden in data, usually databases. The objective is to identify patterns that can be used to create new marketing strategies and tactics. Uses: Customer acquisition Customer retention Customer abandonment Market basket analysis
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Secondary Research: Data Secondary Research: Data mining mining
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Summary Summary Uses previously available data Useful first step in research process May not be available, relevant or accurate Particularly useful for market environment audits Two types: Internal and External Need to evaluate value of the data Data mining - re-evaluating data
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  • Winter '18
  • Sylvain Richer
  • Marketing, business records, Help, External

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