Primary vs. secondary data Advantages and disadvantages of each Marketing research tools. Marketing Research. An “investment” to reduce uncertainty Can help guide decisions on Whether to enter Product characteristics Promotional strategy Positioning.
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Government Department web sites
Government periodicals in libraries
E.g., Statistical Abstracts
Books, periodicals, newspapers
E.g., Information Resources International (IRI), Nielsen
Be weary of web sites
Company sites are glorified advertisements!
Anyone can publish a web site.Some Sources of Secondary Data
A shopper in the everyday low price condition…