营销调研Secondary Data Sources.ppt

Marketing Research Bangor Transfer Abroad Programme Secondary Data Sources Generating Data Data is generated in 2 basic ways: Secondary data: Data already existing – may have been collected for other purposes + / - Primary data: Original data – collected for a specific purpose Secondary Data Secondary data is information that has been previously gathered for some purpose other than the current research project Example Uses of secondary data Helps to clarify research requirements Answers some of the research needs Enables more insightful interpretation of primary data Provides comparative data Provides information that cannot be obtained through primary research Benefits of secondary data Faster Less expensive to collect Internet can be used, increasing speed further Limitations of secondary data Availability Applicability Accuracy Comparability Evaluation of secondary data Is relevant data available? Is the cost of data acquisition acceptable? Is the data in an appropriate format? Does the data apply to the time period of interest? If ‘Yes’, go to original source if possible – Is the data likely to be unbiased? Can the accuracy of the data be verified? Can it be obtained within the timescale of the project? If ‘Yes’, then use the data If ‘No’, then undertake primary research Internal Secondary Research Sources Sales figures Operational data – stock levels, etc Customer satisfaction results Advertising spend Customer complaints records Effectiveness data from promotional campaigns Marketing research reports from past studies External Secondary Research Sources Internet – single search engines, and multiple search engines Directories Country information Published marketing research reports News sources Newsgroups and discussion lists The management information system (MIS) “A system within an organisation that supplies information and communication services and resources to meet organisation needs.” (CIM) The marketing information sys