COMMERCE 3MA3 Chapter Notes - Chapter 3: Database Marketing, Social Insurance Number, Scotiabank
17 Oct 2018
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Understand when and why secondary research is useful. If it is relevant, credible, and can help you solve or find out more about the problem. Know the difference between the two sources of secondary research (internal vs external) Internal: found within the company -> sales data, customer call reports, consumer complaints, tech support, past marketing programs, minds of employees and management. External: found outside the company -> government data, industry sources, Primary data: data in which you find yourself. Secondary data: someone else collected the data for their research. Consist of information that has already been gathered and might be relevant to the study at hand. Data you collected previously for a different study are considered secondary data if you are using it for your current study. May be found internally (within a company) or externally (outside the company) Should seek both if possible - try to seek the industry profile.
