MKTG202 Lecture Notes - Lecture 3: Affinity Analysis, Database Marketing, Data Mining

• School: Macquarie University
• Department: Marketing
• Course: MKTG202
• Professor: Jun Yao

Document Summary

Secondary data: data that have been previously collected and assembled for some research project other than the (cid:272)urre(cid:374)t situatio(cid:374), i. e. (cid:858)se(cid:272)o(cid:374)d-ha(cid:374)d(cid:859) data. Primary data: data spe(cid:272)ifi(cid:272)all(cid:455) (cid:272)olle(cid:272)ted for the (cid:272)urre(cid:374)t resear(cid:272)h proje(cid:272)t, i. e. (cid:858)first-ha(cid:374)d(cid:859) Data gathered and recorded by someone else prior to and for purposes other than the current project. Faster and less expensive than primary data multiple existing sources providing instantaneous data. Disadvantages: outdated information variation in definition of terms different units of measurement la(cid:272)k of i(cid:374)for(cid:373)atio(cid:374) to (cid:448)erif(cid:455) the data(cid:859)s a(cid:272)(cid:272)ura(cid:272)(cid:455) (cid:374)ot desig(cid:374)ed spe(cid:272)ifi(cid:272)all(cid:455) to (cid:373)eet the resear(cid:272)hers(cid:859) (cid:374)eeds. Company internal data examples: sales, finance, customer complaints, website traffic. Any data collected by outside agencies and organizations. Marketing research organization: industry performance data; syndicated data. Internal sources should be the starting point in the search for secondary data. Internal data are usually not fully exploited however, this trend is changing with the increased popularity of database marketing.