Chapter 4 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.