市场营销课件07-secondary data rsch.pptVIP

ExploringMarketing ResearchWilliam G. Zikmund Chapter 7: Secondary Data Research in a Digital Age Secondary Data Data gathered and recorded by someone else prior to and for a purpose other than the current project Is often: Historical Already assembled Needs no access to subjects Government data is often free Secondary Data may be Dated The Economic Census profiles the U.S. economy every 5 years, from the national to the local level. Fact Finding Identify Consumer Behavior Trend Analysis Environmental Scanning Model Building Market Potential Forecasting Sales Analysis of Trade Areas