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Using Secondary Data in Marketing Research By Gordon L. Patzer

Using Secondary Data in Marketing Research

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Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to evaluate the quality of secondary data, and how to locate secondary data.

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Using Secondary Data in Marketing Research Summary


Using Secondary Data in Marketing Research: United States and Worldwide by Gordon L. Patzer

Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to evaluate the quality of secondary data, and how to locate secondary data. It also provides an encyclopedic listing of specific sources of secondary data, including a listing of sources of global/worldwide information to assist marketing decision making. An important resource for marketing professionals, academics, and graduate students of marketing.

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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About Gordon L. Patzer


GORDON L. PATZER is Dean of the School of Business Administration, California State University, Stanislaus. He has travelled and taught throughout the world, and has developed marketing strategies for the CBS Television Network and Saatchi and Saatchi, an international advertising agency. Among his many publications is The Physical Attractiveness Phenomena.

Table of Contents


Secondary Data Preface General Qualities of Introduction to Secondary Data Advantages and Disadvantages of Secondary Data Evaluating Secondary Data Internal Secondary Data External Secondary Data Locating Secondary Data Specific Sources of Secondary Data Sources of Information Specific to Marketing Global/Worldwide Information Sources Sources of Information Regarding American Census Data and Reference Guides Information Sources about Industries, Corporations, and Finances General Business Information Sources Concluding Comment Selected Bibliography Index

Additional information

GOR010318696
Using Secondary Data in Marketing Research: United States and Worldwide by Gordon L. Patzer
Gordon L. Patzer
Used - Very Good
Hardback
ABC-CLIO
1995-03-18
184
0899309615
9780899309613
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.