Chapter 4: Secondary Data Flashcards
Primary Data
data that you collect for the purpose for the investigation at hand
Secondary Data (def)
information not gathered for the immediate study at hand but for some other purpose
Fundamental Rule of Secondary Data
when using secondary data use the primary source of the origination source.
Secondary Data characteristics
good background info and fill in gaps save time and money don't fit current problem sometimes not accurate can use different units of measure or a different class definition
Internal secondary Data
decision support systems
External Secondary Data
published external secondary data
using standardized marketing information services
measuring advertising exposure and effectiveness through television and radio, print media, internet, and multimedia services
Decision Support System
a combo of database, analytical models, and dialog system that allows managers to develop and access customized info.
data systems, model systems, and dialog system
Example of Secondary Data
housing data as reported int he Journal of Marketing and later used by a researcher working on a project for a construction company
The sales invoice
most productive source of internal secondary data for MR problems
Main Reason to always use the primary source of secondary data
typically describes the process of data collection and analysis, and are more accurate and complete
Major drawback to U.S. census
data may not be as current as the researcher needs.
DSS
decision support system
Research proposal
lays out the proposed method of conducting research
