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 -
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- secondary data, marketing research data, Syndicated Sources