MK 370 03
Chapter 6 (CN) – Using Secondary Data and Online Information Databases
September 19, 2014
USING SECONDARY DATA NAD ONLINE INFORMATION DATABASES:
Primary vs. Secondary Data
• Primary Data (information that is developed or gathered by the researcher specifically for the
research project at hand).
• Secondary Data (information that has previously been gathered by someone other than the
researcher and/or for some other purpose than the research project at hand).
o Forecasting, corporate intelligence, international data, public opinion, and historical data.
o Internal Secondary Data (data that have been collected within the firm: sales records,
purchase requisition, invoices; financial reports).
▪ Database Marketing