Chapter Four Chapter Four

Relationship to Marketing Figure 4.1 Relationship of Secondary Data to the Previous Chapters and the Marketing Research Process Figure 4.1 Relationship to the Previous Chapters and The Marketing Research Process Focus of this Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Secondary Data The Marketing Research Process (Chapter 1) Tasks Involved in Problem Definition and Developing an Approach (Chapter 2) Exploratory Research Design (Chapter 3) Descriptive Research Design (Chapter 3) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation

Figure 4.2 Secondary Data: An Overview Opening Vignette Primary versus Secondary Data Table 4.1 Advantages and Uses of Secondary Data Focus on Elrick & Lavidge Internet Applications Disadvantages of Secondary Data Criteria for Evaluating Secondary Data Table 4.2 Application to Contemporary Issues TQM International Technology Ethics

Figure 4.2 Secondary Data: An Overview Continued Opening Vignette Figure 4.2 Secondary Data: An Overview Continued Classification of Secondary Data Figure4.3 Internal Secondary Data Database Marketing Published Secondary Data Internet Applications Focus on Elrick & Lavidge Figure 4.4 General Business Sources Government Sources Computerized Databases Figure 4.5 Offline Online Internet Combining Internal and External Secondary Data Application to Contemporary Issues TQM International Technology Ethics

Figure 4.3 A Classification of Secondary Data Internal External Ready to Use Syndicated Services Published Materials Requires Further Processing Computerized Databases

Figure 4.4 A Classification of Published Secondary Sources Data Government Sources General Business Sources Statistical Data Census Data Guides Directories Other Government Publications Indexes

Figure 4.5 A Classification of Computerized Databases Online Internet Offline Special Purpose Databases Bibliographic Databases Numeric Databases Full- Text Databases Directory Databases

Figure 4.6 Sources of Secondary Data for International Marketing Research International Secondary Data Figure 4.6 Sources of Secondary Data for International Marketing Research Domestic Organizations in the United States International Organizations in the United States Organizations in Foreign Countries Governments Government Sources Trade Associations Nongovernment Sources International Organizations

Table 4.1 A Comparison of Primary and Secondary Data

Table 4.2 Criteria for Evaluating Secondary Data