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Advantages:
- lower cost than primary data collection methods,
- rapid availability and timelineness of brand switching and shifts in buyer preferences
- accurate report of sensitive expenditures: beer, liquor, cigarettes
- high level of specificity e.g. actual products not intentions anymore
- information on aggregate sales activity and shifts in retail outlets (store performances
- Disadvantages:
- there are possibility of selection bias which is distortion of evidence or data that arises from the way that the data are collected.
- testing effect
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