MCS 3030 Chapter Notes - Chapter 6: Trade Association, Data Mining, Space Advertising

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3030
• Professor: Vinay Kanetkar

Document Summary

Chapter 6: secondary data research in a digital age. Secondary often does not satisfy research needs because: 1: variation in de nition of terms, use of different units of measurement. Objectives: fact finding (simples objective, identi cation of consumer behaviour for a product category, trend analysis, market tracking observation and analysis of trend in industry volume and brand share over time, environmental scanning. !1: information gathering and fact- nding designed to detect early indications of environmental changes. Internal data: data that originate in the organization and represent events recorded by or generated by the organization. Proprietary data: secondary data owned and controlled by the organization. Enterprise search: a search drive by an internet type search engine that focuses on data within an organization;"s internal network. Open-source innovation: effort that involves allowing other rms real-time access to otherwise proprietary data within the enterprise in an effort to expand the solution space developing innovations.