How secondary data can be used

Secondary data can be useful in one or more of three ways in marketing research: in exploratory work, as a news source or in marketing decisions. When secondary data are used as part of an exploratory study, they are often associated with long-range considerations of a firm, such as whether to think seriously about

How secondary data can be used developing a completely new product or service. A manufacturer of leather goods, for example, might want to consider the feasibility of establishing a chain of leatherware shops. The first step in the research process would involve a great deal of secondary research.

There is one secondary source - the census - that is both so extensive and intensive that it cuts across all three categories. There are also some other general sources that can apply to one or more of the three categories.

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