营销调研Secondary-Data-Sources.ppt

Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Marketing Research,Bangor Transfer Abroad Programme,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,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,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 system(MkIS),“People,equipment and procedures to gather,sort,analyse,evaluate and distribute needed,timely and accurate information to marketing decision makers”,(Kotler et al),The structure of an information system,Technology,infrastructure,Hardware,Systems software,Applications software,Communications,Data,infrastructure,Databases,Database management,Archiving,Personnel,Technology developers,Systems operators,Systems maintainers,Users,User support,The marketing information system(MkIS),Marketing,intelligence,Marketing,research,Internal,records,Information,analysis,Marketing,environment,Target markets,Marketing channels,Competitors,Publics,Macro-environment forces,Marketing,managers,Analysis,Planning,Implementation,Organisation,Control,Developing information,Distributing,information,Assessing,information,needs,Marketing information system,Marketing decisions and communications,Source:Kotler et al,