MKT 500 Chapter Notes - Chapter 4: Text Mining, Data Mining, Database Marketing

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carminedog937

2 Oct 2012

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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.

Related Questions

The marketing research process follows five steps, and researchers select one:

a. should be prepared to present the results before completing the analysis if they are under a great deal of pressure to meet a deadline.

b. should maintain the integrity of the process by following each step sequentially and thoroughly.

c. may not always go through them in the exact sequence if the situation changes or new information is discovered.

d. often collect data before defining the research objectives.

e. may follow the process by completing all steps at once instead of planning the process first.

cerisecaribou259

Which of the following statements about market research is true?

a. It is involved in some phases of the information management process.
b. It is just for large organizations with deep pockets
c. It is the process of gathering and interpreting data for use in developing, implementing, and monitoring a firm's marketing plans.
d. It is a non-essential activity that takes a single form.