Professional Documents
Culture Documents
Chapter 5
Internal secondary data and
the use of databases
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.2
Chapter outline
1) Internal secondary data
2) Geodemographic data analyses
3) Customer relationship management
4) Web analytics
5) Linking different types of data
6) International marketing research
7) Ethics in marketing research
8) Digital applications in marketing research
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.3
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.4
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.5
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.6
Geodemographic classification
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.7
Sophisticated singles
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.8
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.9
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.10
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.11
Web Analytics
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.12
Website
Data Click
event
Browsing
Person
identified
Customer
Shopping
Person High Value
Knowledge Customer
profiled
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.13
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.14
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.15
Figure 5.4 Approaches to gaining consumer insight
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.16
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.17
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012
Slide 5.18
Naresh Malhotra, David Birks and Peter Wills, Marketing Research, 4th Edition, Pearson Education Limited 2012