伯恩斯 营销调研（第9版）Burns9e_ch05_PPTaccessible.pptxVIP

Marketing ResearchNinth EditionChapter 5Secondary Data andPackaged InformationCopyright ? 2020, 2017, 2014 Pearson Education, Inc. All Rights Reserved Learning Objectives (1 of 2)In this chapter you will learn5.1 The opportunities and challenges of big data5.2 The differences between primary and secondary data5.3 The different classifications of secondary data, including internal and external databases5.4 The advantages and disadvantages of secondary data5.5 How to evaluate secondary data5.6 What packaged information is and the differences between syndicated data and packaged services Learning Objectives (2 of 2)In this chapter you will learn5.7 What are the advantages and disadvantages of packaged information5.8 Some common applications of packaged information5.9 How digital data are tracked and used5.10 The uses of social media data and their advantages and disadvantages5.11 The future potential of the Internet of Things5.12 The ethical responsibility that comes with managing big data Where We AreEstablish the need for marketing research.Define the problem.Establish research objectives.Determine research design.Identify information types and sources.Determine methods of accessing data.Design data collection forms.Determine the sample plan and size.Collect data.Analyze data.Communicate insights. What is “Big Data”?Big data can be defined simply as large amounts of data from multiple sources.The term has been popularized in recent years in response to the numerous types and huge amounts of data to which companies now have access in real time. Marketing AnalyticsMarketing analytics is the management and analysis of data to improve marketing decisions. Primary Versus Secondary DataPrimary data: information that is developed or gathered by the researcher specifically for the research project at hand.Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand. Uses of