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Marketing- Secondary Data, Databases,

The Internet, and Decision Support

Systems

Prof. Rushen Chahal

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The Nature of Secondary DataThe Nature of Secondary Data

y Primary Data: new data that is gathered to helpsolve the problem at hand. Survey, observation, experiment data

Collected specifically for the current problemy Secondary Data: data that has been previously

gathered. Might be relevant to the current problem

Two sources: internal databases & externaldatabases

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Advantages of Secondary DataAdvantages of Secondary Data

y Primary advantages:

Acquisition cost

Acquisition time

Convenience

y Additional advantages:

May help clarify or redefine the problem definition

May provide a solution to the problem

May aid in primary research design May provide background info. and foster creativity

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Limitations of Secondary DataLimitations of Secondary Data

y Lack of availability

y Lack of relevance

y Inaccuracy

Who gathered the data?

What was the purpose of the study?

What information was collected?

When was the information collected?

How was the information obtained?

Is the information consistent with other information?y Insufficient Data

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Secondary Data Sources:Secondary Data Sources:

Internal DatabasesInternal Databases

y What is a database?

y Internal database: a database developed from data withinan organization.

y Where does the data come from?

Sales Invoices

Salesperson·s Call Reports

Warranty Cards

Customer Registration/Sign-in

y Examples: Expedia.com

L.L. Bean.com

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The Growing Importance of InternalThe Growing Importance of Internal

Database MarketingDatabase Marketing

y Database marketing: the creation of large computerized files of customers·and potential customers· profiles and purchasing patterns. Often calledmicromarketing.

y Internal database marketing enables firms to:

evaluate sales territories

identify most and least profitable customers

identify potential market segments

identify which products, services, and segments need the most marketingsupport

evaluate opportunities for offering new products or services

identify most and least profitable products and services

evaluate existing marketing programs

y Customer clubs

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Data MiningData Miningy

The use of software to find patterns hidden in the database.y Benefits to marketers:

customer acquisition (2 steps)x discover attributes that predict customer responses to mktg.

programs

x use the attributes of existing customers to identify potentialcustomers

customer retention - target customers who are on theverge of switching to a competitor.

Customer abandonment

Market-based analysis

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F

inding Secondary Data on the InternetF

inding Secondary Data on the Internet

yWeb browser

y

Uniform reference locator (URL)

y Search engines

y Pay for Play?

y

SeeLink from Course

Website

http://cas.uah.edu/wrenb/mkt343/links.htm

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Secondary Data Sources:Secondary Data Sources:

External DatabasesExternal Databases

(seeAppendix 7A, p. 202)(seeAppendix 7A, p. 202)

y Industry Information

y Company Informationy Market and Consumer Information

y General Economic Information

y General Guides to Business Informationy Indexes

y Specialized Directories

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Primary Sources of SecondaryPrimary Sources of Secondary

DataDataGeneral Information

y UAH Library ² www.uah.edu/library

y UAH Library Reference Desk ² David Moore

y Stat USA compendium ² www.stat-usa.gov

Industry Information

y Census of Retail Trade; Census of Wholesale Tradey Moody·s Industry Review

y Standard & Poor·s Industrial Surveys

y Standard Industrial Classification Manual

Company Informationy Hoover·s Handbook; Hoover·s Online

y Dunn & Bradstreet Million Dollar Directory

y Moody·s Manuals

y Standard & Poor·s Corporate Records

y

Thomas Register of A

merican Manufacturers

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Primary Sources of SecondaryPrimary Sources of Secondary

DataDataMarket and Consumer Information

y U.S. Bureau of the Census

y Bureau of Labor Statistics

y County and City Databook (Census Bureau)

y

Demographics USA

Reference Book y Lifestyle MarketAnalyst

y Woods and Poole MSA Profile Reference Book 

y MediaMark Reporter

y Sales and Marketing Management Survey of Buying Power

General Economic Information

y Survey of Current Business

y Federal Reserve Bulletin

y StatisticalAbstract of the U.S.