Marketing Research
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Strategic Information
Management:
Secondary Data Sources
Learning Objectives
After reading this chapter, you will be able to
1
Understand how secondary data fit into the marketing research process. 2
3
4
5
Understand how secondary data fit into the customer relationship management (CRM) process. Demonstrate how secondary data can be used in problem solving. List sources of traditional internal secondary data.
Demonstrate how to obtain external sources of secondary data.
6
7
8
List sources of external secondary data.
Understand the availability and use of syndicated sources of secondary data.
Understand the changing focus of secondary data usage. hai67576_ch04.qxd
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“In today’s competitive environment, the key word is fast.
Faster in obtaining results, faster in disseminating results.
Therefore, we now conduct marketing research with priority given to secondary data.
Why? It’s faster.”
—ROBERT BENGEN
Director of Marketing and Research
Samsonite Corporation
Know Your Customer: Making the Most of an Information-Rich Environment
ell Computer Corp. recently responded to a disgruntled customer by building a better box—shipping box, that is. The customer was one of many who had been invited to the company’s usability lab to test the length of time needed to get a new PC up and running. While unpacking a Dell Dimension tower, the customer struggled and struggled with the shipping box. He finally became so frustrated that he picked it up and turned it upside down. The tower fell to the floor and crashed. Although the purpose of the test was to learn how long it took a customer to install a computer, seeing someone destroy a tower was so startling that executives quickly decided to redesign the box and its packing material.
Cisco Systems, Inc., a global leader in the
3/4/02
4:53 PM
Page 94
c hapter
4
Strategic Information
Management:
Secondary Data Sources
Learning Objectives
After reading this chapter, you will be able to
1
Understand how secondary data fit into the marketing research process. 2
3
4
5
Understand how secondary data fit into the customer relationship management (CRM) process. Demonstrate how secondary data can be used in problem solving. List sources of traditional internal secondary data.
Demonstrate how to obtain external sources of secondary data.
6
7
8
List sources of external secondary data.
Understand the availability and use of syndicated sources of secondary data.
Understand the changing focus of secondary data usage. hai67576_ch04.qxd
3/4/02
4:54 PM
Page 95
“In today’s competitive environment, the key word is fast.
Faster in obtaining results, faster in disseminating results.
Therefore, we now conduct marketing research with priority given to secondary data.
Why? It’s faster.”
—ROBERT BENGEN
Director of Marketing and Research
Samsonite Corporation
Know Your Customer: Making the Most of an Information-Rich Environment
ell Computer Corp. recently responded to a disgruntled customer by building a better box—shipping box, that is. The customer was one of many who had been invited to the company’s usability lab to test the length of time needed to get a new PC up and running. While unpacking a Dell Dimension tower, the customer struggled and struggled with the shipping box. He finally became so frustrated that he picked it up and turned it upside down. The tower fell to the floor and crashed. Although the purpose of the test was to learn how long it took a customer to install a computer, seeing someone destroy a tower was so startling that executives quickly decided to redesign the box and its packing material.
Cisco Systems, Inc., a global leader in the