Management and Organizational Studies 3420F/G Lecture 2: market research class 2

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Sean Hingson

Document Summary

Secondary data and data analytics: nature and uses of secondary data, m. i. s. and data mining techniques, sources of secondary data, hypothesis vs. data driven research, making data actionable, evolving consumer privacy. Secondary data issues: pop ratings of present and past american presidents, what are some questions we may want to ask using this data, when it was collected. Searching blogs for info regarding customer attitudes and purchase intentions for ipad pro. Is it sponsored #ad: end up with bimodal distribution of people who love or hate it and wont, tim horton"s using vehicle traffic counts to determine placement of a new outlet near really have the average. Advantages of secondary data: cost effective, convenient, helpful in exploratory research stage. Limitations: availability, relevance, insufficiency, accuracy, who gathered what, when and how; for what purpose. This is another source of secondary data but it is in house that you can use your own old data from sales.