Autor: |
AnneMarie Scarisbrick‐Hauser, Christina Rouse |
Rok vydání: |
2007 |
Předmět: |
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Zdroj: |
Direct Marketing: An International Journal. 1:161-171 |
ISSN: |
1750-5933 |
DOI: |
10.1108/17505930710779333 |
Popis: |
PurposeHistorically, firms have done very well in collecting a large volume of data. Unfortunately, the data are often collected and stored without proper consideration being given to how they will be used later. This paper aims to consider how firms can more effectively gather usable data.Design/methodology/approachThe methodology used was a conceptual approach using real‐time examples.FindingsThe findings indicate that organizations do not lack for data – they lack high quality, analyzable data.Research limitations/implicationsThis paper does not provide an empirical sample. Future research should focus more specifically on the type of data firms collect and the reasons for collecting those data.Practical implicationsThe paper shows the difference between simply collecting data and collecting data, which can be used at a later date.Originality/valueThe paper provides a blueprint for firms to enable more effective data collection and use. |
Databáze: |
OpenAIRE |
Externí odkaz: |
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