Secondary_Research_p

Secondary_Research_p - SecondaryResearch Chapter4

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    Secondary Research Secondary Research Chapter 4 Chapter 4
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    Objectives To understand what secondary market research is. To understand the population census in Hong Kong. To understand what syndicated services are. To know how to search for secondary data on the  Internet.
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    Content Introduction Population Census Syndicated Services The Web as a Source of Secondary Information Google Search
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    Introduction Secondary research is the utilization of data which have already  been collected for purposes other than the problem at hand.  Sources of secondary information: 1. Internal accounting records.  2. External sources, e.g. government publications, electronic  databases, published studies, trade statistics, newspaper,  and magazine .  3. Electronic databases e.g.  ProQuest 4. The Internet.  5. Syndicated services.
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    Introduction Secondary research must be considered first before any decision to  undertake primary research is made because:  It is inexpensive.  Secondary information may already solve the problem.  Secondary information may provide necessary background information and  build creativity for the research.  Secondary information can help identify and formulate the problems and  variables in your research more precisely, it may also alert the researcher to  potential problems and difficulties.  It sheds light to the appropriate research design. 
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  Introduction Problems of secondary data:  It may be unavailable.  It may be outdated e.g. census is taken once very 10 years, not  design to meet particular needs, general in nature.  Selective deposit / selective survival (filtering). Accuracy or reliability of the data. 
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This note was uploaded on 01/15/2010 for the course MKT mkt3010C taught by Professor Alan during the Fall '08 term at CUHK.

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Secondary_Research_p - SecondaryResearch Chapter4

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