MKT 500 Chapter Notes - Chapter 4: Text Mining, Data Mining, Database Marketing
Document Summary
4 - chapter 4 using secondary data and online information databases. Primary data: information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data: information previously gathered by someone other than the researcher and/or for some other purpose than the research project at hand. Internal secondary data: collected within the firm: database marketing: process of building, maintaining, and using customer (internal) databases and other internal databases (products, suppliers, resellers) for the purpose of contacting, transacting, and building relationships. Internal databases: database: refers to a collection of data and information describing items of interest, record: each unit of information in a database, fields: subcomponents of information within a record. External secondary data: obtained from outside the firm: published, syndicated services data. Highly specialized and not available in libraries for the general public: databases. Step 1: identify what you wish to know and what you already know about your topic.