Management and Organizational Studies 3420F/G Chapter Notes - Chapter 3: Petro-Canada, Database Marketing, Descriptive Statistics

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3420F/G
• Professor: Bonnie Simpson

Document Summary

Secondary data: data that have been previously gathered. Primary data: new data gathered to help solve the problem under investigation two basic sources of secondary data: the company itself and other organizations or persons. Most of these sources can be found on the internet. Inappropriate data collection methods, sample selection difficulties, or respondent hostility: secondary data may provide necessary background information and build credibility for the research report, secondary data may provide the sample frame. If petro-canada, wants to track its level of customer satisfaction each quarter, the names of customers must come from its database. Thus, the customer list is the sample frame, and the sample frame is the list or device from which a sample is drawn. For some research questions, there are simply no available data. Secondary data may be expressed in units or measures that cannot be used by the researcher. Users of secondary data should always assess the accuracy of the data.