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 DataPrimary Data
OOriginal data collected by the researcher first hand specifically for the purpose of the study O Interviews, sampling, accounting records
and newspaper articles are good examplesO Spectators and participants are major
sources of primary data for SEM O Concert attendees, gym members, game
attendees can answer polls, surveys and attend focus groups
Types of DataSecondary Data
OData collected by someone other than the user
OInformation & conclusions gathered after reviewing primary data
O2 types of Secondary DataOInternal – collected from within the
organizationOExternal – collected from outside of
the organization
Internal Secondary Data OAdvantages – easily accessed and saves
moneyODisadvantages – doesn’t acknowledge
market & might not be up to dateOCommon sources:
O BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests
External Secondary DataO Data that originates outside the organization for
which the research is being done O Advantages – inexpensive & plentifulO Disadvantages – more difficult to obtain
accurate information because the data has much greater variety & you have more sources. Outside data may be biased
O Common Sources:O Government agencies: federal for demographic
information on a specific geographic location and your target market – census, state, local Chamber of Commerce
O Trade/industry associations for trendsO E-marketers for clickstream data about what
advertisements are viewed by target market
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
E-MarketersOUse external information to
help guide their effortsOUse digital customer
information such as clickstream dataO Gives webmasters a view of
what users are viewingO Raises serious security
concerns O Data sold as a way to increase
revenue
Quantitative DataODeals with numbers. OData which can be measured. OLength, height, area, volume,
weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.
OQuantitative → Quantity
Qualitative DataODeals with descriptions. OData can be observed but not
measured. OColors, textures, smells, tastes,
appearance, beauty, etc. OQualitative → Quality