Advantages/Merits Of Published Data:
(1) Easy and economical availability: Published data are available easily, quickly and economically.
(2) Extensive availability: Published data are available extensively on all aspects of marketing and can be used by referring to different sources This enables the researcher to make his primary data collection more specific and relevant to his study.
(3) Supplementary role: Published data can be used as a good supplement to data collected through field investigation It supports and fill in the gaps in the primary data used Moreover, the researcher gets additional information about the problem under study His understanding of the marketing problem improves.
(4) Facilitates completion of research work: Completion of research project without using published data is difficult as such data are needed when adequate primary data are not available Published data bring completeness to the research project.
(5) Facilitates comparison: Secondary data can be used as a basis for comparison with the primary data collected by the researcher
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