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Role of Secondary Data in Marketing Research

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In what ways has the role of secondary data changed in marketing research in recent years?

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The solution discusses in what ways has the role of secondary data changed in marketing research in recent years.

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1. In what ways has the role of secondary data changed in marketing research in recent years?

Secondary research has taken on a greater role in marketing research. For example, if the firm is considering extending business into new markets or adding new services or product lines, they often start with secondary research. In recent years, with global extending of businesses, it has played an important role in collecting information about new markets. Secondary research involves gleaning information from studies previously performed by other organizations, such as government agencies, trade associations, chambers of commerce, and other agencies. It also includes information from Census Bureau and Nielsen ratings. Researchers locate this information from local libraries or on the Web, books and ...

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