The census and private sources provide statistics about consumers. Since the census provides details about where and who consumers are - specific geography by characteristics such as age, sex, ethnicity, size and nature of the living unit, type of dwelling and rental or value of dwelling unit - it has many immediate marketing applications. A firm can use local data to tailor neighbourhood promotions. A bank can make use of local data to obtain a demographic picture of the neighbourhoods surrounding its various locations. With this information, it can single out neighbourhoods most closely matching its profiles of typical purchasers of personal loans, mutual funds and other banking services. It can effectively target its advertising and direct mail efforts.
Using secondary data in exploratory research
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