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Collecting Secondary Data

Collecting Secondary Data. Chapter 4. Primary v. Secondary Research. Primary Data Advantages Disadvantages Secondary Data Advantages Disadvantages. Objectives for Marketing Research. Fact Finding Identification of Consumer Behavior for a Product Category Trend analysis Market tracking

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Collecting Secondary Data

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  1. Collecting Secondary Data Chapter 4

  2. Primary v. Secondary Research • Primary Data • Advantages • Disadvantages • Secondary Data • Advantages • Disadvantages

  3. Objectives for Marketing Research • Fact Finding • Identification of Consumer Behavior for a Product Category • Trend analysis • Market tracking • Environmental scanning

  4. Objectives of Marketing Research • Model Building • Market potential for an area • Forecasting sales • Analysis of Trade Areas and Sites • Data Mining • Pulling out important information • Neural networks • Database Marketing

  5. Database Marketing- Example

  6. Sources of Secondary Data • Internal and Proprietary Data • Decision support system • External Data • Where can I find data? • Libraries • The internet • Vendors

  7. Producers of Secondary Data • Books and Periodicals • Any marketing journal • Government Sources • Census • Statistical Abstract of the United States • World Fact Book • Media Sources

  8. Producers of Secondary Data • Trade Association Sources • Data for one industry • Commercial Sources • Market share data • Consumer attitude and public opinion • Advertising research

  9. Single Source Data • What is it?

  10. International Research • Issues • Unavailability • Accuracy • Different terminology • We will use: • World Fact Book

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