Differences in unit of measures (e.g. age group demographic characteristics)
-
Data accuracy (trustworthiness)
o
Data can’t be consistent across different sources
o
Sources may be bias; people may push their own agendas and opinions
ALWAYS START WITH SECONDARY DATA!
Different Types of Secondary Data
Existing Literature
-
Types of literature
o
Previous marketing research studies on similar topics
o
Academic journals
o
Newspaper articles
o
Books
-
How can it help with your market research project?
o
Provide historical background and reveal existing information
o
Clarify and define the research problem and research questions
o
Suggest research hypotheses to investigate
Company Internal Data
-
Advantages:
o
Easily Available
o
Inexpensive
o
Known quality
-
Database marketing: involves the use of computers to capture and track customer profiles
and purchase details.
Government Data
Week 3: Secondary and Syndicated Sources of
Marketing Data
-
ABS (Australian Bureau Statistics) provides:
o
Population
o
Census Data
o
CPI (Consumer Price Index)
o
Key economic indicators
-
Advantages:
o
Easy to access, publicly available
o
Reliable
o
Method of data is well documented
Syndicated Data
-
You've reached the end of your free preview.
Want to read both pages?
- Two '16
- secondary data, marketing research data, Syndicated Sources
