Secondary data is characterized by only providing information that describes the situation, indicating the scale of the phenomenon, but not shown, the nature or the inner connection of phenomena studied. Since secondary data, whether collected from within or outside the enterprise, it is also the information that has been published so lack of updates, sometimes inaccurate and incomplete. However, secondary data also played an important role in marketing research reasons: The secondary data may help people decide to find solutions to solve the problem in the case of implementation of the research secondary data that is suitable but not necessary to have the primary data. Eg studies or exploratory descriptive study. Even when secondary data is not useful for decision making, it is still very important because it helps identify and form hypotheses about the solutions to the problem. It is the basis for planning the collection of primary data; as well as be used to determine the overall sample and perform sampling to collect primary data.
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