05.SecondaryResearch_uploaded

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Unformatted text preview: researchers rather than starting from scratch. 4 Pros & Cons of secondary research Advantages Disadvantages Money A Relevance •  Measurement: ex) competitors’ Time Only data available (e.g., TV rating, historical data) ad spending vs. ad dollars as a % of gross margin •  Unit of analysis: ex) all cereal purchases vs. just children’s cereal •  Timeliness S “Goodness” of Secondary Info •  Author/source: unbiased, quali9ied •  Accuracy –  Veri...
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This note was uploaded on 10/15/2013 for the course ADV 3500 taught by Professor Staff during the Fall '08 term at University of Florida.

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