CHAPTER 8

Evaluating Secondary Sources of Information About Customers

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Identification of sources of information about consumers, some of which were described in the previous chapter, is but the first step in developing an understanding of consumers. Not all information is equally relevant or reliable. This chapter offers a framework for evaluating information.

We like to think that the numbers never lie but we know that in practical application that simply is not true. Every savvy marketer recognizes that some statistics and studies must be taken with a grain of salt. Their sample size was not statistically significant. The data collected are too ...

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