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Lecture 4

MKT 500 Lecture 4.pdf

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Department
Marketing
Course
MKT 500
Professor
Mark Speed
Semester
Fall

Description
MKT 500 – Week 4 Exploratory Research Designs Secondary Research Classifying Secondary Data Internal: • Company Databases • (used for Customer Relationship Management & Data/Text Mining) External: • Government data/publications • Industry/trade publications • Academic publications • Online/Library Databases • Syndicated Data • Pros… • Fast to collect • Relatively cheap • Ease of access • ‘Reality check’ • Cons… • Unavailable • ‘FIT’ (unit of analysis) • Outda
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