Abstract
In the preceding chapter we explored the ways in which secondary or desk research could be used to help solve marketing problems. Given the nature of secondary data, namely that it was collected at some time in the past to help clarify and/or solve someone else’s information need, it would be surprising if it exactly satisfied the requirements of another decision-maker with a newly identified problem. This being so it is likely that a ‘gap’ will exist between what is known and what the problem-solver believes he or she needs to know to come to a decision.
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References
Alreck, Pamela L. and Settle, Robert B. (1985) The Survey Research Handbook(Homewood, Ill.: Richard D. Irwin).
Barron, Michael and Targett, David (1986) ‘Sales Forecasting, Market Research and the Value of Information’, in Marketing Intelligence and Planning, 4 (3) (19) pp. 12–31.
Ehrenberg, A.S.C. (1964) ‘What Research for What Problem?’, Research in Marketing(Market Research Society) pp. 46–66.
Hague, Paul N. (1987) The Industrial Market Research Handbook, 2nd edition (London: Kegan Paul).
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© 1991 Michael J. Baker
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Baker, M.J. (1991). What do we need to know?. In: Research for Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-21230-9_4
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DOI: https://doi.org/10.1007/978-1-349-21230-9_4
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