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2. Secondary Data
3. Advantages of Secondary Data
4. Government Data Is Often Free Copyright 2000 by Harcourt, Inc. All rights reserved. 5. Disadvantages of Secondary Data
6. Secondary Data may be Dated The Economic Census profiles the U.S. economy every 5 years, from the national to the local level. 7. Evaluating Secondary Data Does the data help toanswer questionsset out in theproblem definition? Does the data apply to the time period ofinterest? Does the data apply to the population ofinterest? Applicability to project objectives 8. Do the other termsand variableclassificationspresented apply? Are the units of measurementcomparable? If possible, go to theoriginal source of the data? Evaluating Secondary Data (continued) Applicability to project objectives Accuracy of the data 9. Is the cost of data acquisition worth it? Accuracy of the data Is there a possibilityof bias? Can the accuracy ofdata collection beverified? 10. Objectives for Secondary Data Studies
11. Common Research Objectivesfor Secondary Data Studies Fact Finding - Identifying consumption patterns - Tracking trends Model building - Estimating market potential - Forecasting sales - Selecting trade areas and sites Data Base Marketing - Development of Prospect Lists - Enhancement of Customer Lists 12. Fact Finding
13. Model Building
14. Data Based Marketing
15. Internal Data
16. Data Mining 17. External Data
18. External Data
19. External Data
20. Government Sources 21.
22. Commercial Sources
23. Commercial Sources
24. Single Source Data