g age group demographic characteristics Data accuracy trustworthiness o Data

G age group demographic characteristics data accuracy

This preview shows page 1 - 2 out of 2 pages.

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
Image of page 1
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 -
Image of page 2

You've reached the end of your free preview.

Want to read both pages?

  • Two '16
  • secondary data, marketing research data, Syndicated Sources

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture