Textbook Notes (367,931)
Canada (161,511)
Marketing (884)
MKT 400 (66)
Chapter 4

MKT500 – Chapter 4

7 Pages
64 Views
Unlock Document

Department
Marketing
Course
MKT 400
Professor
Mark Speed
Semester
Fall

Description
MKT500Chapter 4 Using Secondary Data and Online Information Databases Secondary DataSecondary datainformation already thereFast easy access via InternetVirtually always a part of research projectsStatistics Canada offers much dataDemographic data particularly valuablePsychographic profiles also provided by research firms Classification of Secondary DataInternal Secondary DataSales records invoices and morePart of firms marketing information systemDatabases have extensive customer information Internal DatabasesDatabasecollection of data and informationRecords on customers suppliers productsInternal databases compiled by the firmCustomer relationship management uses them extensivelyData miningseeking trends or patterns Text miningcollect data from mediaEthical legal issues on use of these data External Secondary DataPublished SourcesLibraries trade or professional associationsIn print or onlineExtensive resources availableInformation overload with so many sourcesElectronic searches helpful to filterStandardized dataspecialized data for saleMany suppliers of this Advantages of Secondary DataQuick to obtainInexpensive compared to primary dataGenerally widely availableHelps to enhance primary dataMay achieve research on objectiveObviates need for primary research1
More Less

Related notes for MKT 400

Log In


OR

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


OR

By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.


Submit