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Secondary+Data+rev+6.11 - Marketing Research The Use of...

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Marketing Research 1 The Use of Secondary Data Sources in Marketing Research
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Class Outline 2 Types of Data Types of Secondary Data Objectives for Secondary Data Research Designs
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Types of Data 3 Primary data - Are collected especially to address a specific research objective (e.g. survey data, customer feedback, experiments) Secondary data - Were collected for some purpose other than solving the present problem (e.g., census data, syndicated data, primary data collected previously)
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Marketing Research Brennan Davis 4 DATA SOURCES SECONDARY DATA SOURCES PRIMARY DATA SOURCES INTERNAL RECORDS EXTERNAL SOURCES PUBLISHED DATA STANDARDIZED SOURCES OF MARKETING DATA INTERNET ELECTRONIC PRINTED STORE AUDITS WAREHOUSE WITHDRAWAL SERVICES CONSUMER PURCHASE PANELS SINGLE SOURCE DATA NIELSEN’S TELEVISION INDEX STARCH SCORES ARBITRON PANEL MULTIMEDIA SERVICES SALES/PATRONAGE RESULTS ( OUTCOMES ) MARKETING ACTIVITY ( INPUTS ) COST INFORMATION DISTRIBUTOR REPORTS AND FEEDBACK CUSTOMER FEEDBACK GOVERNMENT TRADE ASSOCIATIONS PERIODICALS NEWSPAPERS BOOKS ANNUAL REPORTS PRIVATE STUDIES Sources of Secondary Data
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Advantages of Secondary Data 5 Cost (internet has made search cost low) Time At times more accurate, at times the only alternative Always begin with secondary data, and only proceed with primary data research when it is clear to you that the information you need has not been collected and/or cannot be acquired cost-effectively Always use the primary source of the secondary data when possible
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