SEM 2.04 - A – MARKETING INFORMATION MANAGEMENT PE – Understand data-collection methods to evaluate their appropriateness for the research problem/issue PI – Explain sources of secondary SEM information Types of Data Primary Data O Original data collected by the researcher first hand specifically for the purpose of the study O Interviews, sampling, accounting records and newspaper articles are good examples O Spectators and participants are major sources of primary data for SEM O Concert attendees, gym members, game attendees can answer polls, surveys and attend focus groups Types of Data Secondary Data O Data collected by someone other than the user O Information & conclusions gathered after reviewing primary data O 2 types of Secondary Data O Internal – collected from within the organization O External – collected from outside of the organization Internal Secondary Data O Advantages – easily accessed and saves money O Disadvantages – doesn’t acknowledge market & might not be up to date O Common sources: O Budgets O Schedules O Call reports O Order/shipping/billing records O Sales reports O Customer complaints/requests External Secondary Data O Data that originates outside the organization for which the research is being done O Advantages – inexpensive & plentiful O Disadvantages – more difficult to obtain accurate information because the data has much greater variety & you have more sources. Outside data may be biased O Common Sources: O Government agencies: federal for demographic information on a specific geographic location and your target market – census, state, local Chamber of Commerce O Trade/industry associations for trends O E-marketers for clickstream data about what advertisements are viewed by target market Info Available from External Secondary Sources • Political & economics • Consumer trends and habits • Social & ethical issues • Technological • Environmental (Physical) • Legal – tax policies and proposed laws • Demographic information • Consumer protections • Competitors – type, strengths & weaknesses E-Marketers O Use external information to help guide their efforts O Use digital customer information such as clickstream data O Gives webmasters a view of what users are viewing O Raises serious security concerns O Data sold as a way to increase revenue Quantitative Data O Deals with numbers. O Data which can be measured. O Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc. O Quantitative → Quantity Qualitative Data O Deals with descriptions. O Data can be observed but not measured. O Colors, textures, smells, tastes, appearance, beauty, etc. O Qualitative → Quality