After identifying the research problem and determining specific information required to solve a problem, the researcher looks for appropriate data to solve the problem. This can be done by secondary data which is already published and is accessible. If secondary data is not sufficient to solve the problem, primary data which is generated by the researcher through questionnaires, surveys and interviews is utilized. We shall discuss here the secondary data first. A problem can be partially solved by the secondary data. It is economical. It saves money and time. In some cases where new products are to be launched or new marketing practices are to be adopted, secondary data may not be adequate or sufficient or may not be of much use.
Secondary data is however, an important source of consumer research.
Merits of using secondary data
Sources of secondary data
Internal data: It is procured from the company itself. It includes orders, shipments, sales, advertising expenditure, detailed statement, inventory records, transportation costs, raw materialcost, research reports, profit/loss statements. Some companies have their own data banks where they store, retrieve, analyze and evaluate information whenever necessary.
External data consists of:
Government sources:Consists of information accessible from;
The central government can give information on health education and social welfare industries, agriculture and housing. The Central Government Secretariat, New Delhi keeps all this data for records.
Similarly, state governments and union territories have their secretariat at the capital cities.
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Consumer Behaviour Tutorial
Psychographic Or Lifestyle Segmentation
Concept Of Culture & Subculture
Cultural Variations In Non-verbal Communications
Family Buying Influences, Family Life Cycle And Buying Roles
Diffusion Of Innovation
Personality And Self Concept
Motivation And Involvement
Information Processing Learning And Memory
Attitude Development And Alternate Evaluation In Buying
Search And Evaluation
Purchasing Process And Outlet Selection
Purchase Behaviour (situational Factors)
Models Of Consumer Behaviour
Consumerism (public Policy And Consumer Protection)
Organisational Buying Behaviour
Changing Consumer Behaviour
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