Mkt 232 Chapter 6

Front 1

info that is developed or gathered by the researcher specifically for the research project at hand

Back 1

Primary data

Front 2

data previously gathered by someone other than the researcher and/or for some purpose other than the research project at hand.

Back 2

Secondary data

Front 3

- economic trend forecasting
- corporate intelligence
- international data
- public opinion
- historical data
- investigating cultural changes
- market demand forecasting
- real estate trends
- resource

Back 3

uses of secondary data

Front 4

data that have been collected within the firm
- Transaction data (sales records, purchase requisitions, and invoices)

Back 4

internal secondary data

Front 5

published, syndicated services data, external databases

Back 5

external secondary data

Front 6

sources of information prepared for public distribution and normally found in libraries or a variety of other entities such as trade organizations.

Back 6

external secondary data: published

Front 7

are provided by firms that collect data in a standard format and make them available to subscribing firms

Back 7

external secondary data: syndicated services

Front 8

databases supplied by organizations outside the firm such as online information databases Lexis Nexis and Dunn & Bradstreet

Back 8

external secondary data: external databases

Front 9

- what was the purpose of the study?
- who collected the information?
- what information was collected?
- how was the information attained?
- how consistent is the information with other information?

Back 9

evaluating secondary data