【2018年整理】secondary data research in a digital age.pptVIP

ExploringMarketing ResearchWilliam G. Zikmund Chapter 7: Secondary Data Research in a Digital Age Secondary Data Data gathered and recorded by someone else prior to and for a purpose other than the current project Is often: Historical Already assembled Needs no access to subjects Government data is often free Secondary Data may be Dated The Economic Census profiles the U.S. economy every 5 years, from the national to the local level. Fact Finding Identify Consumer Behavior Trend Analysis Environmental Scanning Model Building Market Potential Forecasting Sales Analysis of Trade Areas Data Based Marketing Practice of maintaining a customer data base Names Addresses Past purchases Responses to past efforts Data from numerous sources Internal Data Accounting information Sales information Backorders Customer complaints Data Mining External Data Created, recorded, or generated by an entity other than the researcher’s organization Government Trade associations Newspapers and journals External Data Libraries The Internet Vendors Producers Books and Periodicals External Data Government sources Media sources Commercial sources Government Sources Commercial Sources Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time Demographic and census updates—many organizations supply census updates, in easy-to-use or custom formats Commercial Sources Attitude and public opinion research—syndicated services report the findings of opinion polls Consumption and purchase behavior data Advertising research—readership and audience data Single Source Data Diverse types of data offered from a single source - e.g., television viewing and scanner purchase data - e.g., Prizim and ClusterPlus Global Secondary Data Typical limitations Additional pitfalls Unavailable Questionable accuracy Lack of standardized terminology *Copyright ? 2000 by Harcourt, Inc. All rights reserved. * 天马行空官方博客：/tmxk_docin ；QQ:1318241189；QQ群：175569632 Ad