Using Secondary Data in Marketing Research: United States and Worldwide

Using Secondary Data in Marketing Research: United States and Worldwide

Using Secondary Data in Marketing Research: United States and Worldwide

Using Secondary Data in Marketing Research: United States and Worldwide

Excerpt

The value of using secondary data for marketing research has been substantial throughout history, continues today, and promises to grow in the future. Its value is its capability to increase the efficiency and effectiveness of marketing research.

This book focuses on using secondary data for marketing research, in the present and the future, in the United States and around the world. It is divided into two major parts, with general qualities of secondary data presented first and specific sources of secondary data presented second.

Six chapters comprise Part I. To illustrate the importance of secondary data for effective marketing research to assist subsequent marketing decisions, a case study precedes Chapter 1. Chapter 1 is an introduction to secondary data within marketing research. Chapter 2 discusses the advantages and disadvantages of using secondary data, followed by considerations for evaluating secondary data in Chapter 3. Chapters 4 and 5 discuss two types of secondary data: internal and external, respectively. The last chapter in Part I, Chapter 6, pertains to locating secondary data in general. As such, it serves as a transition from the first part, which deals with the general qualities of secondary data, to the second part, which deals with specific sources of secondary data.

Part II is comprised of Chapters 7 through 11. It begins with a . . .

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