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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
