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Using Secondary Data in Marketing Research: United States and Worldwide
By Gordon L. Patzer
188 pages
- Contributors:
- Publisher:
- Quorum Books
- Place of publication:
- Westport, CT
- Publication year:
- 1995
- Subjects:
Synopsis
A thorough discussion of ways to locate and evaluate quality data, and a comprehensive list of specific sources.Related books and articles at Questia
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Table of contents
The first page of every section is available free to non-members – click a section heading to start reading now!
- Title Page iii
- Contents v
- Tables vii
- Preface ix
- Part I - GENERAL QUALITIES OF SECONDARY DATA 1
- NOTE 3
- 1 - Introduction to Secondary Data 5
- 2 - Advantages and Disadvantages of Secondary Data 11
- 3 - Evaluating Secondary Data 31
- 4 - Internal Secondary Data 39
- 5 - External Secondary Data 51
- 6 - Locating Secondary Data 61
- Part II - SPECIFIC SOURCES OF SECONDARY DATA 73
- 7 - Sources of Information Specific to Marketing 81
- 8 - Global/Worldwide Information Sources 97
- 9 - Sources of Information Regarding American Census Data and Reference Guides 115
- Title Page iii
- Contents v
- Tables vii
- Preface ix
- Part I - GENERAL QUALITIES OF SECONDARY DATA 1
- NOTE 3
- 1 - Introduction to Secondary Data 5
- 2 - Advantages and Disadvantages of Secondary Data 11
- 3 - Evaluating Secondary Data 31
- 4 - Internal Secondary Data 39
- 5 - External Secondary Data 51
- 6 - Locating Secondary Data 61
- Part II - SPECIFIC SOURCES OF SECONDARY DATA 73
- 7 - Sources of Information Specific to Marketing 81
- 8 - Global/Worldwide Information Sources 97
- 9 - Sources of Information Regarding American Census Data and Reference Guides 115
- 10 - Information Sources About Industries, Corporations, and Finances 127
- 11 - General Business Information Sources 147
- Concluding Comment 159
- Selected Bibliography 161
- Index 165