Learning Center
Plans & pricing Sign in
Sign Out

Secondry Data and Marketing Information Systems

VIEWS: 141 PAGES: 15

A small power point presentation on Marketing Information systems and Secondry data. The slides include enough material so as to be idle for classroom presentation and teaching purposes.

More Info

Secondary Data Sources
Presentation for the Marketing Research module


Generating Data
Data is generated in 2 basic ways:

Secondary data: Data already existing – may have been collected for other purposes

Primary data:


Original data – collected for a specific purpose



Secondary Data
Secondary data is information that has been previously gathered for some purpose other than the current research project




Uses of secondary data
• Helps to clarify research requirements
• Answers some of the research needs • Enables more insightful interpretation of primary data

• Provides comparative data • Provides information that cannot be obtained through primary research


Benefits of secondary data
• Faster • Less expensive to collect

• Internet can be used, increasing speed further


Limitations of secondary data
• Availability

• Applicability • Accuracy • Comparability


Evaluation of secondary data
• • • • Is relevant data available? Is the cost of data acquisition acceptable? Is the data in an appropriate format? Does the data apply to the time period of interest?

If ‘Yes’, go to original source if possible –

• Is the data likely to be unbiased? • Can the accuracy of the data be verified? • Can it be obtained within the timescale of the project? If ‘Yes’, then use the data
If „No‟, then undertake primary research

Internal Secondary Research Sources
Sales figures Operational data – stock levels, etc Customer satisfaction results Advertising spend Customer complaints records Effectiveness data from promotional campaigns • Marketing research reports from past studies • • • • • •


External Secondary Research Sources


• Internet – single search engines, and multiple search engines • Directories • Country information • Published marketing research reports • News sources • Newsgroups and discussion lists


The management information system (MIS)
“A system within an organisation that supplies information and communication services and resources to meet organisation needs.”


The marketing information system (MkIS)
“People, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers”
(Kotler et al)

The structure of an information system
Technology infrastructure


• Hardware • Systems software • Applications software • Communications

• Technology developers • Systems operators • Systems maintainers • Users • User support

Data infrastructure
• Databases • Database management • Archiving


The marketing information system (MkIS)
Marketing environment
• Target markets • Marketing channels • Competitors • Publics • Macroenvironment forces

Marketing information system
Developing information Marketing intelligence Internal records Assessing information needs

Marketing managers
• Analysis • Planning • Implementation • Organisation • Control

Marketing research

Information analysis

Distributing information

Marketing decisions and communications

Source: Kotler et al

To top