Chapter4.ppt

Secondary Data, Databases, the , and Decision Support SystemsExperimentationExperiments (Definition)?A process in which the researcher changers one element(s) (the independent variable) to observe changes on another element (the dependent variable). ?Goal of experiments is to prove causality.?Example: Assume an experiment (medical) testing various doses of a drug for those with high cholesterol. The dependent variable would be the level of cholesterol, the independent variable the levels of drug Types - DefinedThere are two general types of data and they are defined here:Secondary data?Information that has been gathered and only might be relevant to the problem at hand.?Since the problem under investigation is unlikely to be unique, the use of the this type of data may be data?Survey, observation, or experiment data collected to solve the particular problem under of Secondary pany itself?Internal databases (such as CIF, data warehouse)anizations/persons?External databases (appended data, Acxiom)Internal Databases - Overview?Database developed from data anization?Customer specific information incorporating behavioral and demographic data?Started as flat file format evolving to relational database design?Internal databases function as ‘Collective Memory Banks’?These databases are used in database marketing - Personalized offers (price and product) made to customers using mail, telephone, e-mailExample of ‘Flat File’ eOwnHome?ChildrenPhoneJohn Doe123 MainAnytownOH2YY555-1212JaneSmith10 Oak StNowhereOH3YY555-2222AlAbaster15 ElmAnytownMI3NN555-3333MaryStuart222 ElmAnytownOH5YN555-4744Jane Doe244CentralWAnytownOH7YN555-5566MichaelAnderson14444MainWAnytownMI9NN555-8989Example of Relational Database DesignCustomer ount ount IDDate OpenedDate ClosedCurrent BalanceDemographic eHome Owner?Children?In relational databases, differing tables can only be linked mon element in tablesAdvantages:Less storage space required, mor