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SEM 2.04 - A – MARKETING INFORMATION MANAGEMENT

SEM 2.04 - A – MARKETING INFORMATION MANAGEMENT. PE – Understand data-collection methods to evaluate their appropriateness for the research problem/issue PI – Explain sources of secondary SEM information. Types of Data. Primary Data

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SEM 2.04 - A – MARKETING INFORMATION MANAGEMENT

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  1. SEM 2.04 - A – MARKETING INFORMATION MANAGEMENT PE – Understand data-collection methods to evaluate their appropriateness for the research problem/issue PI – Explain sources of secondary SEM information

  2. Types of Data Primary Data • Original data collected by the researcher first hand specifically for the purpose of the study • Interviews, sampling, accounting records and newspaper articles are good examples • Spectators and participants are major sources of primary data for SEM • Concert attendees, gym members, game attendees can answer polls, surveys and attend focus groups

  3. Types of Data Secondary Data • Data collected by someone other than the user • Information & conclusions gathered after reviewing primary data • 2 types of Secondary Data • Internal – collected from within the organization • External – collected from outside of the organization

  4. Internal Secondary Data • Advantages – easily accessed and saves money • Disadvantages – doesn’t acknowledge market & might not be up to date • Common sources: • Budgets • Schedules • Call reports • Order/shipping/billing records • Sales reports • Customer complaints/requests

  5. External Secondary Data • Data that originates outside the organization for which the research is being done • Advantages – inexpensive & plentiful • Disadvantages – more difficult to obtain accurate information because the data has much greater variety & you have more sources. Outside data may be biased • Common Sources: • Government agencies: federal for demographic information on a specific geographic location and your target market – census, state, local Chamber of Commerce • Trade/industry associations for trends • E-marketers for clickstream data about what advertisements are viewed by target market

  6. Info Available from External Secondary Sources • Political & economics • Consumer trends and habits • Social & ethical issues • Technological • Environmental (Physical) • Legal – tax policies and proposed laws • Demographic information • Consumer protections • Competitors – type, strengths & weaknesses

  7. E-Marketers • Use external information to help guide their efforts • Use digital customer information such as clickstream data • Gives webmasters a view of what users are viewing • Raises serious security concerns • Data sold as a way to increase revenue

  8. Quantitative Data • Deals with numbers. • Data which can be measured. • Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc. • Quantitative → Quantity 

  9. Qualitative Data • Deals with descriptions. • Data can be observed but not measured. • Colors, textures, smells, tastes, appearance, beauty, etc. • Qualitative → Quality

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