Secondry Data and Marketing Information Systems

Document Sample
Secondry Data and Marketing Information Systems Powered By Docstoc
					PGDM

Secondary Data Sources
Presentation for the Marketing Research module

PGDM

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

PGDM

PGDM

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

Example

PGDM

PGDM

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

PGDM

Benefits of secondary data
• Faster • Less expensive to collect

• Internet can be used, increasing speed further

PGDM

Limitations of secondary data
• Availability

• Applicability • Accuracy • Comparability

PGDM

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 • • • • • •

PGDM

External Secondary Research Sources

PGDM

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

PGDM

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

PGDM

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

PGDM

• Hardware • Systems software • Applications software • Communications

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

Data infrastructure
• Databases • Database management • Archiving

PGDM

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


				
DOCUMENT INFO
Shared By:
Stats:
views:141
posted:10/27/2009
language:English
pages:15
Description: 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.