当代市场调研 （原第12版）课件英文第2章　二手资料：一种潜在的大数据输入

MarketingResearchTwelfthEditionCarlD.McDanielandRogerGatesChapter2SecondaryData:APotentialBigDataInputLearningObjectivesUnderstandtheadvantagesanddisadvantagesofsecondarydata.Comprehenddataminingandbehavioraltargeting.LearnaboutthegrowthofBigData.Understandgovernmentactionsinconsumerpricing.Copyright©2021JohnWiley&Sons,Inc.2-2NatureofSecondaryDataPrimarydataaresurvey,observation,andexperimentdatacollectedtosolveaparticularproblemSecondarydataconsistofinformationthathasalreadybeengatheredandmightberelevanttotheproblemathandCost-effectiveEfficientSourcesofsecondarydata:InternaldatabasesOtherorganizations2-3Copyright©2021JohnWiley&Sons,Inc.OutsidesourcesofsecondaryinformationFederal,state,county,andlocalgovernmentreportsAgenciesthatcompileandpublishbusinessdataTradeandindustryassociationsMostindustrieshavetheseNewsmediaIndividualcompanieslikeAcxiomSocialmediaInternetofThings(IoT)2-4Copyright©2021JohnWiley&Sons,Inc.AdvantagesofSecondaryDataInexpensive,fast,andconvenientSecondarydatamayhelptoclarifyorredefinetheproblemduringtheexploratoryresearchprocessSecondarydatamayactuallyprovideasolutiontotheproblemSecondarydatamayprovideprimarydataresearchmethodalternativesSecondarydatamayalertthemarketingresearchertopotentialproblemsand/ordifficultiesSecondarydatamayprovidenecessarybackgroundinformationandbuildcredibilityfortheresearchreportSecondarydatamayprovidethesampleframe2-5Copyright©2021JohnWiley&Sons,Inc.LimitationsofSecondaryDataLackofavailabilityLackofrelevanceOutdatedInaccuracyWhogatheredthedata?Whatwasthepurposeofthestudy?Whatinformationwascollected?Whenwastheinformationcollected?Howwastheinformationcollected?Istheinformationconsistentwithotherinformation?Insufficiency2-6Copyright©2021JohnWiley&Sons,Inc.InternalDatabasesAninternaldatabaseisacollectionofrelatedinformationdevelopedfromdatawithintheorganizationAtraditionalstartingisthefirm’ssalesorinquiryprocessingandtrackingsystemTypically,suchasystemisbuiltonsalespersons’callreports2-7Copyright©2021JohnWiley&Sons,Inc.First,SecondandThirdPartyDataFirstpartydataisafirm’sinternaldatabasePassivedatacollectionisusingamethodologywhichtakesplacewithouttheparticipantsawarenessSecondpartydataisfirstpartydatathattwoormorefirmsdecidetoshareonaprivatebasisThirdpartydataiscollectedaboutpeoplewhoarenotknowntoyourorganization2-8Copyright©2021JohnWiley&Sons,Inc.BigDataBigdataistheaccumulationandanalysisofmassivequantitiesofinformationthatisespeciallyrelatedtohumanbehaviorandinteractionsUsersofbigdatahopetocapitalizeonapowerfuleconomicenginecalledthedata-network-effectThismeansusingdatatoattractmoreusers,whothengeneratemoredata,whichhelpstoimprovegoodsandservices,whichattractsmoreusersNaturallanguageprocessingandmachinelearningrelyonthecomputerprogramsthemselvestofindpatternsandelucidatethemeaningofambiguouswordsbasedoncontextHadoopallowsqueriestobesplitupbytheprogram2-9Copyright©2021JohnWiley&Sons,Inc.MakingBigDataActionableOutputthatistoocomplexcanbeoverwhelmingorevenmistrustedIfbigdatacanaccuratelypredictwhatpeoplewilldo,then“why”isn’treallyimportantAttitudescomefrommarketingresearchBehaviorsarederivedfrombigdataandmarketinganalyticsandcustomerdatafromboth2-10Copyright©2021JohnWiley&Sons,Inc.BattleoverPrivacyThehugegrowthofbigdatahascreatedanumberofdataprivacyproblemsandissuesFourkeyfederallawshavebeenpassedtoprotectconsumers’dataprivacyGramm-Leach-BlileyAct(FinancialServicesModernizationAct)HealthInsurancePortabilityandAccountabilityActTheFairCreditReportingAct(FCRA)TheChildren’sOnlinePrivacyProtectionAct(COPPA)TheFederalTradeCommission(FTC)istheprimaryenforceroftheCaliforniaandVermonthavestatedataprivacylawsTheGeneralDataProtectionRegulation(GDPR)2-11Cop