Internal data be obtained from: studying trend figures examining customer records analysing customer complaints External data could be obtained from: Government publications e.g. population census Newspaper reports, radio, TV Modern technology - CD-ROMs; Internet; commercial databases There are specialised trade associations linked with most modern industries and these publish statistics and data relevant to their specialised areas. Special reports are often commissioned by market research organisations such as MORI or the Economist. Remember - quantity of response (data) needs to be weighed against quality field research desk research advantages disadvantages advantages disadvantages It is up to date Expensive and time Usually free, or May be out of date consuming to collect significantly cheaper, to obtain than primary research Can be kept private Needs a large sample more easily Not specifically about by the company to be accurate, which accessible than field the company's takes time product It is relevant and people be too usually available Not always relevant specific to what the busy to take part instantly to what the company company needs to wants to find out find out Gives the company an companies have advantage over access to it as well, competitors, since so it does not give they have more the company an insight into the advantage market
Internal data be obtained from: studying trend figures examining customer records analysing customer complaints External data could be obtained from: Government publications e.g. population census Newspaper reports, radio, TV Modern technology - CD-ROMs; Internet; commercial databases There are specialised trade associations linked with most modern industries and these publish statistics and data relevant to their specialised areas. Special reports are often commissioned by market research organisations such as MORI or the Economist. Remember - quantity of response (data) needs to be weighed against quality field research desk research advantages disadvantages advantages disadvantages It is up to date Expensive and time consuming to collect Usually free, or significantly cheaper, to obtain than primary research May be out of date Can be kept private by the company Needs a large sample to be accurate, which takes time more easily accessible than field Not specifically about the company's product It is relevant and specific to what the company needs to find out people be too busy to take part usually available instantly Not always relevant to what the company wants to find out Gives the company an advantage over competitors, since they have more insight into the market companies have access to it as well, so it does not give the company an advantage
Nat-5-Mgt-Marketing-and-Operations-Notes.docx