Using Secondary Data in Marketing Research discusses thoroughly
the use of secondary data in marketing research. It explains the
underlying reasons why secondary data are less expensive than
primary data, the technology associated with secondary data, how to
evaluate the quality of secondary data, and how to locate secondary
data. It also provides an encyclopedic listing of specific sources
of secondary data, including a listing of sources of
global/worldwide information to assist marketing decision making.
An important resource for marketing professionals, academics, and
graduate students of marketing.
The book begins with an overview that includes an international
case in marketing. The following six chapters comprise the first
part of the book, which delineates the advantages and disadvantages
of secondary data, and reveals precisely how to evaluate their
quality. These chapters identify differences between internal and
external secondary data, including specific types of each. The
second part begins with an overview that also includes an actual
case in marketing. The following five chapters contain
comprehensive listings of specific secondary data information
sources, categorized according to the following: sources of
information specific to marketing; global/worldwide information
sources; sources of information regarding American Census Data;
information sources about industries, corporations, and finances;
and general business information sources.
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