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Lecture 6

MK 370 Lecture 6: Using Secondary Data and Online Information Databases

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MK 370

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Anisha Manglani 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
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