One database with millions of global company pro9iles

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

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...
View Full Document

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.

Ask a homework question - tutors are online