TAILIEUCHUNG - Lecture Marketing research essentials (9th Edition): Chapter 3 - McDaniel, Gates

What are secondary data? What are their advantages and disadvantages? How is data mining used by managers to extract insights from databases? Most importantly, how do managers manage the huge flow of information they have available? Chapter 3 - Secondary data and big data. | 3-1 Chapter Three 3-2 Secondary Data vs. Primary Data Secondary Data: Data than have been previously gathered and may be relevant to the problem at hand. Primary Data: New data gathered to help solve the problem under investigation. Key Terms & Definitions 3-3 Can help to clarify or refine the issue or problem Might provide a solution to a research problem Might provide primary data research alternatives Can alert the researcher to other problems Provides background information enhancing research credibility Provides the sample frame Advantages of Secondary Data Key Terms & Definitions 3-4 Lack of Availability Might not be any available data on your topic Lack of Relevance Data might be outdated Units of measure cannot be used by researcher Inaccuracy Might be biased - intentionally or unintentionally Questionable source (Page 43) Insufficiency Not enough information exists Limitations of Secondary Data Key Terms & Definitions 3-5 Assessing Secondary Data Key Terms & .

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