Lecture Marketing research (10th edition): Chapter 4 - McDaniel, Gates
Lecture Marketing research (10th edition): Chapter 4 - McDaniel, Gates
Chapter 4 - Secondary data and databases. What are secondary data? What are their advantages and disadvantages? How is data mining used by managers to extract insights from databases? Most importantly, how do managers manage the huge flow of information they have available? You will learn the answers to these questions in chapter four.