Overview

Any large retailers need to follow this process to use marketing information system to gather data from consumer databases. First step, which need to gather data either from internal data or external data source or both. The internal data includes enquires, orders, customer complaints etc. as well as the external data is from customer panels, intermediaries etc. Next step, the marketing information system will carry on processes as data collection and analyzing internal data. Final step, the marketing information system will produce outcomes, such as input to decision support system and data for decision makers to evaluate and storage of data in a data warehouse outcomes. A large retailer can collect consumer data computerized database, from online bibliographic database or from internet numeric databases, full text database or offline directory databases, special purpose databases. Hence, computerized published external secondary sources can help large retailers to identify individuals or organizations to collect specific data, for example, consultants and consulting organization directory, directory of market research reports, studies and surveys and research services directory and gather indices to help in locating information on a particular topic in several different publications. Hence, large retailer can collect classification of computerized databases include bibliographic databases are composed of citations to articles, numeric databases contain numerical and statistical information, full -text databases contain the complete text of the source documents comprising the database, directory databases provide information on individuals or organizations and services and special purpose database provide specialized information. Hence, large retailer can get syndicated service to collect and sell common pools of data of known commercial value designed to serve a number of clients and syndicated sources can be classified based on the unit of measurement ( households/consumers) and institutions two groups. Syndicated services of householders/ consumers include surveys, data collection is from psychographic and lifestyles, general and advertising evaluation as well as it also include panels data collection is from purchase and media of volume tracking data and scanner diary panels as well as it also include electronic scanner services is from scanner diary panels with cable television.Potential problems to limitation with market research of statistically based customer data bases include, small groups do not know when and how to do research from database and problems exist with research buyers and suppliers and it needs frequent techniques and small groups exist problems with traditional market research effort. On limitation of when and how not to conduct market research issue, it includes lack of resources, closed mindset, poor timing arrangement in marketplace, research results are not actionable, late timing is process, unclear objectives and cost outweighs benefits limitation. On the lack of resources occasion issue, if quantitative research is needed, it is not worth doing unless a statistically significant sample can be used, On the research results, small groups' clients are difficult to get psychographic data from statistically based consumer databases to analyze to carry on market research. On the closed mindset limitation issue, when research is used as a preconceived idea. The statistically based consumer databases needs long time to gather data to analyze to carry on marketing research in its process. It cause poor timing to give clients to find marketing research result, if the client wants to know whether who ought to invest to develop the new product to promote to the marketing to sell from statistically based consumer database in the short time.

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