TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 5: Secondary sources of marketing data

Lecture Marketing research (12th edition) - Chapter 5: Secondary sources of marketing data. In this chapter, the following content will be discussed: Data sources, sources of secondary data, uses of secondary data, benefits and limitations of secondary data,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides Chapter Five 2 Secondary Sources of Marketing Data Marketing Research 12th Edition Data Sources 3 Marketing Research 12th Edition Sources of Secondary Data 4 Uses of Secondary Data May provide enough information to resolve the problem being investigated Can be a valuable source of new ideas that can be explored later through primary research Acts as a prerequisite to collecting primary data and can help in designing the primary data collection process Helps to define the problem and formulate hypotheses about its solution Helps in defining the population / sample / parameters of primary research Can serve as a reference base to compare validity of primary data 5 Marketing Research 12th Edition Benefits and Limitations of Secondary Data Low cost Less effort Less time Sometimes more accurate Sometimes only way to obtain data Collected for some other purpose No control over data collection May

• Marketing - Bán hàng
• Marketing research
• Lecture Marketing research
• Data collection
• Descriptive research
• Marketing data
• Secondary sources
• Nghiên cứu thị trường
• Marketing environment
• Managing marketing research
• Research ethics
• Data analysis
• Marketing research process
• Online marketing research
• Social media research
• Online qualitative research
• Online survey research
• External marketing environment
• Marketing concept
• Communicating the research results
• Research report
• Managerial decision making
• The marketing research process
• Observational research designs
• Data collection approaches
• Causal research designs
• Qualitative research
• Essentials of marketing research
• Measurement and scaling
• Nature of marketing research
• Planning the research project
• Experimental research techniques
• Project Manager
• Marketing research department
• Marketing intelligence
• Marketing research essentials
• Management decision making
• Problem definition
• Exploratory research
• Traditional survey research
• Qualitative data analysis
• Quantitative data analysis
• Global marketing research
• Applied marketing research
• Internet focus groups
• Survey research
• Types of survey error
• Research design
• Marketing research on the internet
• Issues in data collection
• Attitude measurement
• Marketing research industry
• Services producers
• Causal research
• Syndicated data
• Conduct marketing research
• Marketing mix measures