CHAPTER 9

Analyzing Secondary Customer Data

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In this chapter, we will describe approaches to the analysis of secondary analysis that you can effectively apply in your own marketing efforts. We will look at different kinds of analyses and how you can put consumer data to work for you.

Archival Data

In the last chapter, we largely focused on the re-analysis of data or research reports originally collected for purposes of research. The original research that gave rise to the data or research report may have had a different purpose than that of the intended secondary analysis, but the process that gave rise to it included a research design that when ...

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