Using Secondary Data in Marketing Research: United States and Worldwide
Language: English
Published by Praeger, 1995
- Hardcover
- New
Seller: SHIMEDIA, Brooklyn, NY, U.S.A.SHIMEDIA
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Item description from seller
Seller Inventory # 0899309615
- Title
- Using Secondary Data in Marketing Research: United States and Worldwide
- Author
- Patzer, Gordon
- Publisher
- Praeger
- Publication year
- 1995
- Condition
- New
- Binding
- Hardcover
- Language
- English
- ISBN 10
- 0899309615
- ISBN 13
- 9780899309613
The book begins with an overview that includes an international case in marketing. The following six chapters comprise the first part of the book, which delineates the advantages and disadvantages of secondary data, and reveals precisely how to evaluate their quality. These chapters identify differences between internal and external secondary data, including specific types of each. The second part begins with an overview that also includes an actual case in marketing. The following five chapters contain comprehensive listings of specific secondary data information sources, categorized according to the following: sources of information specific to marketing; global/worldwide information sources; sources of information regarding American Census Data; information sources about industries, corporations, and finances; and general business information sources.
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