Using Secondary Data in Marketing Research

Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to evaluate the quality of secondary data, and how to locate secondary data. It also provides an encyclopedic listing of specific sources of secondary data, including a listing of sources of global/worldwide information to assist marketing decision making. An important resource for marketing professionals, academics, and graduate students of marketing.

The book begins with an overview that includes an international case in marketing. The following six chapters comprise the first part of the book, which delineates the advantages and disadvantages of secondary data, and reveals precisely how to evaluate their quality. These chapters identify differences between internal and external secondary data, including specific types of each. The second part begins with an overview that also includes an actual case in marketing. The following five chapters contain comprehensive listings of specific secondary data information sources, categorized according to the following: sources of information specific to marketing; global/worldwide information sources; sources of information regarding American Census Data; information sources about industries, corporations, and finances; and general business information sources.

Please note:  This book, written when Internet and E-mail were in their dawn, references these two topics accordingly. Since then computer tools and technologies have changed dramatically. However, information about using secondary data in marketing research discussed throughout this book has not changed and continues to be fully accurate and pertinent today, as well as in the past and no-doubt in the future.

GORDON PATZER at time of this book publication was Dean of the School of Business Administration at California State University Stanislaus, as well as long-time university professor in marketing along with substantial, earlier, employments held within major companies.  His formal education: Ph.D. in business administration with emphasis on marketing, M.B.A. with emphasis on marketing and management, M.S. in psychology, and B.A. with major in psychology and minor in business administration.

       Additional publications by Gordon Patzer include a book titled "Experiment-Research Methodology: Types and Applications" along with more than several dozen scholarly peer-reviewed articles in scholarly journals and presentations at professional research conferences.  His publications also include four books regarding the topic of looks or lookism, specifically physical attractiveness phenomenon.

       Professional recognitions span selection-service as a U.S. Fulbright Scholar to India, outstanding awards in research and university teaching, editorial board member and reviewer for scholarly journals, myriad citations in media ranging from journal research by academicians to mass media reporters to thousands of "hits" produced by a typical internet search of his name, and formal life-time designation as Professor Emeritus from California State University.

       Locations travelled for business and non-business thus far encompass:  Argentina, Armenia, Australia, Azerbaijan, Brazil, Canada (##), China (##), Czechoslovakia, England (##), France (##), Germany (##), Guatemala, Hong Kong (6 mo. & ##), India (6 mo. and ##), Ireland (3 mo. & ##), Italy (##), Jamaica, Japan (##), Jordan, Kazakhstan, Kuwait, Macau (##), Mexico (##), New Zealand, Nicaragua, Northern Ireland, Poland (##), Russia, San Salvador, Scotland (##), Switzerland (6 mo. & ##), Thailand, Vietnam, Virgin Islands (St. Thomas, St. Croix), and Wales.  Plus, all 50 US states.  (## indicates multiple visits)