MKT 500 Lecture Notes - Lecture 4: Text Mining, Likert Scale, Semantic Differential

• School: Ryerson University
• Department: Marketing
• Course: MKT 500
• Professor: Charles Janthur

Document Summary

Cmkt500 - lecture 4, 5 and 6 - secondary data, qualitative research and. Surveys (understanding survey design, questions and measurement tools) Define secondary data: data that has been created by someone else, for some other reason, at some point in time. It is not specific to your situation, dilemma, opportunity or activity. When looking for quality information, we should be seeking data that is non-biased. Good sources would be canadian government offices, i. e. statistics canada, industry canada, etc. and (http://en-ca. nielsen. com/, http://www. conferenceboard. ca/, http://www. dnb. ca/). Collected by outside sources through standardized method and then distributed to uses. Primary data: specific to your problem and not available to the competition, accumulated by you for your own use, valuable for decision making. Text mining: data and text mining is used to analyze internal information in order to discover patterns in habits. Text mining can include corporate web sites, blogs, social media formats, etc. Define qualitative data: material that is non-numerical in nature.