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Warning: This web at
toLearn.net/marketing/ is two years old, it's unattended, and the
links are rotting. However, in June 2000, the
server recorded over 10,000 page requests during more than 3,000 visitor sessions from dozens of
countries. Thus, I'm reluctant to take it down completely. Ricci Street | MBA 604 | marketing |
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Secondary Data Data colected from other sources for other reasons. Key factors to consider with secondary information include:
Relevant Secondary research maust fit the needs of the project. It is especially importantthat catefories used previously match the same definitiions you are using (like target market). Also, measurement units must be the same. Accurate - must be able to determine that data were relaiably collected / reported. Current - info must be u0p to date for current propject decisions impartial - muist have been ovjectively collected and reported.
Note: impartially also refers to ensuring taht the researcher had no a priori agenda. For example, the Tobacco Institute continues to fund research prjectts designed to not find a relationship between cigarette smoking and lung cancer.
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