In this chapter, we review the various sources of secondary data. Information helps an organisation to solve its marketing problems and to make marketing decisions. A distinction between information and data has to be made. Data comprise unorganised news, facts and figures about any kind of topic you could possibly name. Information, by comparison, is quite different from data. It is a body of facts that is organised around a specific topic or subject. It comprises facts organised and presented to help solve a problem or develop a plan.

When we read about something that has happened, for example, new products that have been launched, we have been looking at secondary data. Actually being involved in launching a new product and noting our experience in this connection amounts to generating and collecting primary data. When doing research we never collect primary data if someone else has already collected the material, since it is a waste of time and effort. We should always start, therefore, by examining secondary sources of information.

Online Survey Champion

Online Survey Champion

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