Chapter 5 Terms Flashcards
Primary data
Information that is developed or gathered by the researcher specifically for the research project at hand.
Secondary data
Previously gathered by someone other than the researcher and/or for some other purpose than the research project at hand.
Internal secondary data
Data collected within the firm.
Database marketing
The process of building, maintaining, and using customer (internal) databases and other (internal) databases (products, suppliers, and resellers) to contract, transact, and build customer relationships.
Record
Each unit of information in a database.
Fields
Records that are composed of subcomponents of information.
Internal databases
Consist of information gathered by a company, typically during the normal course of business transactions.
Customer Relationship Management (CRM)
Companies use their internal databases for purposes of direct marketing & to strengthen relationships with customers.
Data mining
Software; helps managers make sense out of seemingly senseless masses of information contained in databases.
Micromarketing
Employs a differentiated marketing mix for specific customer segments, sometimes fine-tuned for the individual shopper.
External secondary data
Data obtained from outside the firm.
Published sources
Information prepared for public distribution and are normally found in libraries or through a variety of other entities.
Syndicated services data
Provided by firms that collect data in a standard format and make them available to subscribing firms.
External databases
Databases supplied by organizations outside the firm. Online information databases are sources of secondary data searchable by search engines online.
5 advantages of secondary data:
- ) Obtained quickly
- ) Inexpensive
- ) Readily available
- ) Enhance primary data
- ) Secondary data may be all that is needed
5 disadvantages of secondary data:
- ) Incompatible reporting units
- ) Mismatch of the measurement units
- ) Differing definitions used to classify the date
- ) Timeliness of secondary data
- ) Lack of info…
Core-based statistical areas (CBSAs)
Geographic reporting data used by the census bureau.
Metropolitan SAs
The Office of Management and Budget as having at least one urbanized area of 50,000 population.
Micropolitan SAs
New set of statistical areas this that have at least one urban cluster of at least 10,000 but less than 50,000 population.
Geogemographics
The classification of arbitrary, usually small, geographic areas in terms of the characteristics of their inhabitants.
Packaged information
A type of secondary data in which the data collected and/or the process of collecting the data are prepackaged for all users.
Syndicated data
Collected in a standard format and made available to all subscribers.
Packaged services
Refer to a prepackaged marketing research process that is used to generate information for a particular user.
