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Collecting Secondary Data from Inside & Outside the Organization. Chapter 4, Student Edition. Learning Objectives. Explain the difference between primary and secondary data Cite two advantages offered by secondary data Explain the difference between internal and external secondary data

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collecting secondary data from inside outside the organization

Collecting Secondary Data from Inside & Outside the Organization

Chapter 4, Student Edition

MR/Brown & Suter

learning objectives
Learning Objectives
  • Explain the difference between primary and secondary data
  • Cite two advantages offered by secondary data
  • Explain the difference between internal and external secondary data
  • Define what is meant by a decision support system (DSS)
  • List three common uses of the information supplied by standardized marketing information services

MR/Brown & Suter

learning objectives1
Learning Objectives
  • Explain the difference between primary and secondary data
  • Cite two advantages offered by secondary data
  • Explain the difference between internal and external secondary data
  • Define what is meant by a decision support system (DSS)
  • List three common uses of the information supplied by standardized marketing information services

MR/Brown & Suter

learning objective 1
Learning Objective 1
  • Secondary Data
    • Information not gathered for the immediate study at hand but for some other purpose
    • Often give good background information and fill in some gaps in the researcher’s understanding
  • Primary Data
    • Information collected specifically for the investigation at hand
    • Very decision-focused and are tailored with a specific business issue in mind

MR/Brown & Suter

learning objectives2
Learning Objectives
  • Explain the difference between primary and secondary data
  • Cite two advantages offered by secondary data
  • Explain the difference between internal and external secondary data
  • Define what is meant by a decision support system (DSS)
  • List three common uses of the information supplied by standardized marketing information services

MR/Brown & Suter

learning objective 2
Learning Objective 2
  • Advantages of Secondary Data
    • Time savings for the researcher
    • Money savings for the researcher

MR/Brown & Suter

learning objectives3
Learning Objectives
  • Explain the difference between primary and secondary data
  • Cite two advantages offered by secondary data
  • Explain the difference between internal and external secondary data
  • Define what is meant by a decision support system (DSS)
  • List three common uses of the information supplied by standardized marketing information services

MR/Brown & Suter

learning objective 3
Learning Objective 3
  • Internal Data
    • Data that originate within the organization for which the research is being done
      • e.g., Decision Support System
  • External Data
    • Data that originate outside the organization for which the research is being done
      • e.g., Published reports

Most studies should begin with a search for internal data

MR/Brown & Suter

learning objectives4
Learning Objectives
  • Explain the difference between primary and secondary data
  • Cite two advantages offered by secondary data
  • Explain the difference between internal and external secondary data
  • Define what is meant by a decision support system (DSS)
  • List three common uses of the information supplied by standardized marketing information services

MR/Brown & Suter

learning objective 4
Learning Objective 4
  • Database + Analytical Models + Dialog System

Database

(Data System)

Analytical Models

(Model System)

User Interface

(Dialog System)

Information

MR/Brown & Suter

learning objective 41
Learning Objective 4
  • A Decision Support System (DSS) is designed to help managers make better decisions
  • Good DSS provides
    • Standardized up-to-the-minute reports needed for day-to-day operations
    • Custom reports that can easily be produced by managers when needed
  • DSS increasingly include graphical interfaces and menu-driven procedures for ease of use

MR/Brown & Suter

learning objectives5
Learning Objectives
  • Explain the difference between primary and secondary data
  • Cite two advantages offered by secondary data
  • Explain the difference between internal and external secondary data
  • Define what is meant by a decision support system (DSS)
  • List three common uses of the information supplied by standardized marketing information services

MR/Brown & Suter

external secondary data
External Secondary Data
  • Profiling Customers
    • Geodemographers combine census data with their own survey data or data they obtain from administrative records such as motor vehicle registrations or credit transactions
  • Measuring Product Sales and Market Share
    • NPD Group tracks a number of food-related trends
  • Measuring Advertising Exposure and Effectiveness
    • People meters have enhanced Nielsen’s famous television rating service

MR/Brown & Suter