Type of secondary data. Secondary data is information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand.
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Table 2.1 Advantages and disadvantages of secondary data
Reliability of secondary data
To determine the reliability of secondary data, marketing researchers must evaluate it. This is done by answering the following five questions:
purpose in mind -
typical personal interviews
sources of marketing
Figure 2.1 Sources of secondary data
Source: Adapted from Aaker, Kumar and Day (1998)
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