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Chapter6 - Using Secondary Data and Online Information...

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Using Secondary Data and Online Information Databases Google Search Tips In Search of the Truth
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Ch 6 2 Primary Versus Secondary Data Primary data: information that is developed or gathered by the researcher specifically for the research project at hand. Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.
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Ch 6 3 Uses of Secondary Data Secondary data has many uses in marketing research and sometimes the entire research project may depend on the use of secondary data. Applications include economic-trend forecasting, corporate intelligence, international data, public opinion, and historical data. See www.secondarydata.com. http://secondarydata.com/
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Ch 6 4 Classification of Secondary Data Internal secondary data are data that have been collected within the firm such as sales records, purchase requisitions, and invoices. Internal secondary data is used for database marketing.
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Ch 6 5 Classification of Secondary Data Database marketing is the process of building, maintaining customer (internal) databases and other (internal) databases for the purpose of contacting, transacting, and building relationships. CRM and DATA Mining Ethical Issue? How much information should companies have about consumers?
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Ch 6 6 Internal Databases Database refers to a collection of data and information describing items of interest. Vehicle Registration Database Record: is a unit of information in a database.
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