Internal Secondary Data

Primary data = data you collect yourself for your research

Secondary data = data that has already been collected by others that you use for your research

Quicker, easier and less expensive to get.

Can help understand consumer data very well. Can use secondary data to refine marketing processes, fill in gaps in knowledge the firms have about consumer. Use various secondary data to build a profile of the consumer.

Things to consider
 * Why was the data originally collected?
 * What is the accuracy of the data?
 * What is the currency of the data?
 * How relevant is the data to our purposes?
 * How was the data collected?

Examples/Methods

Customer data from: Loyalty Cards, Scanning devices. Mainly Behavioural, Psychographic and Pyschological data.
 * lab to experiment consumers
 * refine marketing techniques
 * fill gaps in firm's knowledge of its consumers
 * link behaviour and attitude data

Geodemographic data(age, location, marriage status, kids, occupation, income, social class, etc)

Databases with data

Datamining - discovering meaningful correlations, patterns and trends in data