Abstract
In the preceding chapters it has been argued that the role of marketing research is to reduce areas of uncertainty surrounding business decisions and that one of the first tasks to be addressed when faced with a marketing problem is to define it precisely in order to determine just what one knows and needs to know in order to solve the problem. This dichotomy between what is known and what we need to know is reflected by the distinction between primary and secondary data. In essence, secondary data is ‘known’ and published information whereas primary data is new information collected specifically to help solve the problem in hand in cases where the secondary data is insufficient for that purpose.
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References
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© 1991 Michael J. Baker
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Baker, M.J. (1991). What do we know?. In: Research for Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-21230-9_3
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DOI: https://doi.org/10.1007/978-1-349-21230-9_3
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-47021-3
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