We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Database research.
- Authors
Wyner, Gordon A.
- Abstract
The article discusses the current value and future potential of customer databases for marketing research. Customer databases contain valuable information for marketing purposes. Customer information can be leveraged to develop and deepen relationships making it a strategic asset and a source of competitive advantage. The value of insights gained from database analyses depends directly on the quality of the underlying data. When conducting database research, managers should consider some factors with regard to sampling, measurement and data collection analysis that might affect the results.
- Subjects
DATABASES; CONSUMERS; MARKETING strategy; COMPETITIVE advantage in business; MARKETING; STATISTICAL sampling; INFORMATION services; INFORMATION resources; CUSTOMER services
- Publication
Marketing Research, 1996, Vol 8, Issue 1, p60
- ISSN
1040-8460
- Publication type
Article