(See related pages)
After reading this chapter, you will be able to
- Understand how secondary data fit into the marketing research process.
- Explain how secondary data fit into the customer relationship management process.
- Demonstrate how secondary data can be used in problem solving.
- List sources of traditional internal secondary data.
- Know how to use and extract external secondary data.
- Identify sources of external secondary data.
- Understand the availability and use of syndicated sources of secondary data.
- Understand the changing focus of secondary data usage.
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