MARK4441-Chapter 4-Secondary Data

Criteria for Evaluating Secondary Data

Specification, error, currency, objective, nature, dependability

Classification of Secondary Data

Internal, external

Internal Data

Customer databases, data warehousing and data mining, CRM and database marketing, social media

External Data

Business, non-government, government, syndicated services, social media

Data Warehouse

A centralized database that consolidates company-wide data from a variety of operational systems so that the data are easy to retrieve.

Data Mining

Use powerful computers and advanced statistical and other software to analyze large databases in order to discover hidden patterns in the data.

Classification of Business / Nongovernment Sources

Guides, index, directories, statistical data

Computer Mapping

It generates thematic maps for solving marketing problems by electronically combining geographic and demographic information and a company’s sales data or other proprietary information.

Criteria for Evaluating Secondary Data - Specifications

Methodology used to collect the data

Criteria for Evaluating Secondary Data - Error

Accuracy of the data

Criteria for Evaluating Secondary Data - Currency

When the data were collected

Criteria for Evaluating Secondary Data - Objective

The purpose for the study

Criteria for Evaluating Secondary Data - Nature

The content of the data