当代市场调研10E全套配套课件中英文PPTch04.ppt 16页

4-1ChapterFour 4-2SecondaryDatavs.PrimaryDataSecondaryData:Datathanhavebeenpreviouslygathered.PrimaryData:Newdatagatheredtohelpsolvetheproblemunderinvestigation.KeyTerms&Definitions 4-3CanhelptoclarifyorrefinetheissueorproblemMightprovideasolutiontoaresearchproblemMightprovideprimarydataresearchalternativesCanalerttheresearchertootherproblemsProvidesbackgroundinformationenhancingresearchcredibilityUsuallylessexpensiveandfastertogatherAdvantagesofSecondaryDataKeyTerms&Definitions 4-4LackofAvailabilityMightnotbeanyavailabledataonyourtopicLackofRelevanceDatamightbeoutdatedInaccuracyMightbebiased-intentionallyorunintentionallyQuestionablesourceInsufficiencyNotenoughinformationexistsDisadvantagesofSecondaryDataKeyTerms&Definitions 4-5AssessingSecondaryDataKeyTerms&DefinitionsWhogatheredthedata?Whatwasthepurposeofthestudy?Whatinformationwascollected?Whenwastheinformationcollected?Howwastheinformationcollected?Istheinformationconsistentwithotherinformation? 4-6InternalDatabase:Acollectionofrelatedinformationdevelopedfromdatawithintheorganization.DatabaseMarketing:Marketingthatreliesonthecreationofalargecomputerizedfileofcustomers’andpotentialcustomers’profilesandpurchasepatternstocreateatargetedmarketingmixInternalDatabasesKeyTerms&Definitions 4-7Creationoflarge-uptodate-computerizedfileCanincludecurrent,past,orpotentialcustomersMightbefocusedondemographic/purchasebehaviorsDevelopmentofcustomerprofileresultsShouldenableonetogeneratedirectmarketingmailers/e-mailstargetedatspecificcustomersbasedontheirbuyingbehaviorCanbeusedtocollectcustomerinformationfromyourWebsiteShouldbeorganizedtoenableyoutosearchthedatabaseusingqueriesShouldbecompatiblewithdatabasesoftwarethatwillenhanceanalysisSomeKeyFeatures:InternalDatabasesContinuedKeyTerms&Definitions 4-8NeutralNetwork:Acomputerprogramthatmimicstheprocessesofthehumanbrainandthusiscapableoflearningfromexamplestofindpatternsindata.DataMining:Theuseofstatisticalandotheradvancedsoftwaretodiscovernon-obviouspatternshiddeninadatabase.InternalDatabasesContinuedSomeApplicationsInclude:CustomeracquisitionCustomerretentionCustomerabandonmentMarketbasketanalysisKeyTerms&Definitions PotentialUsesinMarketing:CustomeracquisitionCustomerretentionCustomerabandonmentMarketbasketanalysisInternalDatabasesContinued4-9KeyTerms&Definitions Usingonlineandofflinedatatounderstandaconsumer’shabits,demographics,andsocialnetworksinordertoincreasetheeffectivenessofonlineadvertisingOnly4%ofInternetusersaccountfor67%ofalldisplayadclicks.Only.1%ofpeopleactuallyclickthroughtheaveragedisplayad.BehavioralTargeting4-10KeyTerms&Definitions TheaccumulationandanalysisofmassivequantitiesofinformationBigDataoffersafirm:Deeperinsights--examplesBroaderinsights--examples4-11BigDataAnalytics 4-12GeographicInformationSystems-GIS:Acomputer-basedsystemthatusessecondaryand/orprimarydatatogeneratemapsthatvisuallydisplayvarioustypesofdatageographically.DecisionSupportSystems-DSS:Aninteractive,personalizedinformationmanagementsystemdesignedtobeinitiatedandcontrolledbyindividualdecisionmakers.InformationManagementKeyToolsKeyTerms&Definitions GeographicInformationSystems4-13KeyTerms&DefinitionsComputer-basedsystemthatusessecondaryand/orprimarydatatogeneratemapsthatvisuallydisplayvarioustypesofdatageographically. 4-14BattleforPrivacyIdentityTheftandGovernmentActionKeyTerms&DefinitionsFederalLaws:Gramm-Leach-BlileyAct(FinancialServicesAct)HealthInsurancePortabilityandAccountabilityActTheFairCreditReportingAct(FCRA)TheChildren’sOnlinePrivacyProtectionAct(COPPA)StateLaws:California’sNoticeofSecurityBreachLaw 4-15DecisionSupportSystemsKeyTerms&DefinitionsKeyComponents:InteractiveFlexibleDiscoveryOrientedEasytoLearnandUseAninteractive,personalizedinformationmanagementsystem,designedtobeinitiatedandcontrolledbyindividualdecisionmakers. 4-16KeyTerms&DefinitionsSecondaryDataPrimaryDataAdvantagesofSecondaryDataDisadvantagesofSecondaryDataSecondaryDataLimitationsInternalDatabaseDatabaseMarketingBattleForPrivacyNeuralNetworkDataMiningMarketingResearchAggregatorGeographicInformationSystems(GIS)DecisionSupportSystem(DSS)BehavioralTargetingLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&Definitions