MARK 302 Chapter Notes - Chapter 3: Affinity Analysis, Database Marketing, Customer Retention
18 Oct 2016
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Secondary data - have been previously gathered. Primary data - newly gathered to help solve problem under investigation. It"s the study for which data is collected, not who collected the data, that determines if it is primary or secondary. If you previously gathered data and use it in a new study, it would be secondary. Two sources of secondary data: company, other organizations or persons. When economic considerations or priorities within the organization preclude summary publications of the info from these sources, unpublished summaries may be found in internal reports, memos, or special-purpose analyses with limited circulation. Can be obtained at fraction of cost, time, and inconvenience associated with primary data collection. May help clarify or redefine problem during exploratory research process. May provide alternative methods for primary data research. May alert marketing researcher to potential problems/difficulties. May provide necessary background info and build credibility for research report.
