1. SEM 2.04 - A – MARKETING INFORMATION MANAGEMENT
PE – Understand data-collection methods to evaluate their appropriateness for the research problem/issue
PI – Explain sources of secondary SEM information

2. Types of Data Primary Data
Original data collected by the researcher first hand specifically for the purpose of the study
Interviews, sampling, accounting records and newspaper articles are good examples
Spectators and participants are major sources of primary data for SEM
Concert attendees, gym members, game attendees can answer polls, surveys and attend focus groups

3. Types of Data Secondary Data
Data collected by someone other than the user
Information & conclusions gathered after reviewing primary data
2 types of Secondary Data
Internal – collected from within the organization
External – collected from outside of the organization

4. Internal Secondary Data
Advantages – easily accessed and saves money
Disadvantages – doesn’t acknowledge market & might not be up to date
Common sources:
Budgets
Schedules
Call reports
Order/shipping/billing records
Sales reports
Customer complaints/requests

5. External Secondary Data
Data that originates outside the organization for which the research is being done
Advantages – inexpensive & plentiful
Disadvantages – more difficult to obtain accurate information because the data has much greater variety & you have more sources. Outside data may be biased
Common Sources:
Government agencies: federal for demographic information on a specific geographic location and your target market – census, state, local Chamber of Commerce
Trade/industry associations for trends
E-marketers for clickstream data about what advertisements are viewed by target market

6. 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

7. E-Marketers Use external information to help guide their efforts
Use digital customer information such as clickstream data
Gives webmasters a view of what users are viewing
Raises serious security concerns
Data sold as a way to increase revenue

8. Quantitative Data Deals with numbers. Data which can be measured.
Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.
Quantitative → Quantity 

9. Qualitative Data Deals with descriptions.
Data can be observed but not measured.
Colors, textures, smells, tastes, appearance, beauty, etc.
Qualitative → Quality