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 examples

O 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 money

ODisadvantages – doesn’t acknowledge market & might not be up to date

OCommon sources:O BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests

External Secondary Data

O 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-Marketers

OUse external information to help guide their efforts

OUse 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 Data

ODeals 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 Data

ODeals with descriptions. OData can be observed but not

measured. OColors, textures, smells, tastes,

appearance, beauty, etc. OQualitative → Quality