About this document
Secondary Data in Marketing Research by Nay Lin Aung is a document available to read on EtoBox.
This document discusses secondary sources of marketing data from Chapter 5 of the textbook Marketing Research by Aaker, Kumar, Day and Leone. It describes various internal and external sources of secondary data for businesses, including company records, published sources, databases, and more. It also covers limitations of secondary data and how businesses can use secondary data for applications like demand estimation, market monitoring, segmentation, and developing business intelligence systems.
- Author
- Nay Lin Aung
- Language
- EN