Unformatted text preview: Internal vs. External Syndicated secondary data sources • Purchased from research firms • Costs less than primary data • E.g. Nielsen • Ad-Hoc Research Projects o Situation specific o Conducted as a response to a specific research question or a set of questions raised by the decision maker o E.g. marketing decision support systems Scanners at checkouts • Marketing Information Systems (MIS) *DEFINE* •...
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- Summer '10
- Marketing, secondary data, Decision engineering