SEM1 – MARKETING INFORMATION MANAGEMENT 2.04 Identify data collection methods and explain sources...
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Transcript of SEM1 – MARKETING INFORMATION MANAGEMENT 2.04 Identify data collection methods and explain sources...
SEM1 – MARKETING INFORMATION MANAGEMENT
2.04 Identify data collection methods and explain sources of
Sports Marketing Information
Understand data-collection methods to evaluate their appropriateness for the research problem/issue
Types of DataPrimary Data
OOriginal data collected by the researcher first hand specifically for the purpose of the study O Examples: Interviews, sampling,
accounting records and newspaper articles
O Spectators and participants are major sources of primary data for SEM O Concert attendees, gym members, game
attendeesO polls, surveys and focus groups
Types of DataSecondary Data
OData collected by someone other than the user
OInformation & conclusions gathered after reviewing primary data
O2 types of Secondary DataOInternal – collected from within the
organizationOExternal – collected from outside of
the organization
Internal Secondary Data
O Advantages – easily accessed and saves money
O Disadvantages –might not be up to date
O Common sources:O BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests
External Secondary Data
OData that originates outside the organization
OAdvantages – inexpensive & plentiful
ODisadvantages –difficult to obtain accurate information Obecause the data has much
greater variety Obecause there are more sourcesOOutside data may be biased
External Secondary Data
OCommon Sources:O Government agencies: Census
BureauOdemographic information on a
specific geographic locationO Trade/industry associations
O for industry trendsO Clickstream data
OData collected from consumer views of wesites or online advertisements
OUsed by E-Marketers
Info Available from External Secondary Sources
• Political & economics• Consumer trends and habits• Social & ethical issues• Technological• Environmental (Physical)• Legal – tax policies and proposed laws• Demographic information• Consumer protections• Competitors – type, strengths &
weaknesses
E-Marketers
OUse external information to help guide their efforts
OUse digital customer information such as clickstream dataO Gives webmasters a view of
what users are viewingO Raises serious security
concerns O Data sold as a way to increase
revenue
Quantitative Data
ODeals with numbers. OData which can be measured. OLength, height, area, volume,
weight, speed, time, temperature, humidity, sound levels, cost, members, ages
OQuantitative → Quantity
Qualitative Data
ODeals with descriptions. OData can be observed but not
measured. OColors, textures, smells, tastes,
appearance, beauty OQualitative → Quality