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Week 3: Secondary and Syndicated Sources of Marketing Data - Coggle Diagram
Week 3: Secondary and Syndicated Sources of Marketing Data
Marketing research data
Primary data
Secondary data
Any data collected by
outside
agencies and organizations
Existing literature
Company
internal
data
Advantages
cheap
provide useful information
readily available
Disadvantages
Data relevancy
Data accuracy
Comparison (
page 14
)
Secondary data
Types
Government data
advantages
well documented and publicly available
only source of data available (
for some types of data
)
easy to access
reliable
Syndicated data
Syndicated Research Providers (
page 36
)
diagram
(page 37)
Panels: purchase (
Nielsen Homescan Panel
)
Panels: Media consumption (
Nielsen Audience Measurement
)
scanner date (
page 41
)
single source data: collected from a
single group of respondents
Company internal data
advantages
easily available
inexpensive
known quality
applications
develop customer
transaction types
for analysis =>
recruiting customers to fill out the survey
database marketing
: involve the use of computers to
capture and track
customer profiles and purchase details
Existing literature: previous marketing studies on
similar topics
, provide
historical background
and
reveal existing information