Information Gathering 2.04 Information Gathering

Sources of Internal Sport/Event Records Tickets sold Merchandise sold Invoices Purchase orders Technology

Data Mining From Technology Clickstream data:provide information about what web sites are accessed, thereby telling e-marketers what advertisements viewers have seen via cookies Direct delivery: writing viewers' own Internet service provider systems, which require knowledge of multiple computer language systems Text Files: use of word-processing programs and are stored on computer networks, hard drives, and/or software Internet Service Providers (ISP): enables visitors to access the World Wide Web directory or to use a search engine to find company information.

Pros/Cons of Internal Source Data No cost Easily available Relevant Cons Limited scope

Secondary Data statistical material which is not originated an entity but obtained from another organization's records http://www.publishyourarticles.net/knowledge-hub/statistics/secondary-data-definition.html

Reasons to Use External Data Obtain greater breadth of information Answers questions internal data may not Industry Competition Market

Sources of External data Government sources Journals/periodicals Commercial data Demographic reports Kotler, p104