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Marketing Research: Within a Changing Information Environment, 2/e
Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida
Strategic Information Management: Secondary Data Sources

Learning Objectives


1.

Understand how secondary data fit into the marketing research process.

2.

Understand how secondary data fit into the customer relationship management (CRM) process.

3.

Demonstrate how secondary data can be used in problem solving.

4.

List sources of traditional internal secondary data.

5.

Demonstrate how to obtain external sources of secondary data.

6.

List sources of external secondary data.

7.

Understand the availability and use of syndicated sources of secondary data.

8.

Understand the changing focus of secondary data usage.








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