ABSTRACT
This chapter is aimed at academics carrying out marketing research projects.
It investigates in detail the difference between primary and secondary data and how the interpretation of these definitions is changing under the impact of digital marketing.
It suggests how both primary and secondary data can be and will be used in the future to support academic and commercial research.
It considers how different statistical techniques can be used to interpret data, and the use and sources of case studies.
It also includes brief coverage of the use of story-telling rather than standard statistical reporting to explain marketing research findings.
It concludes with a case study of the use of secondary data to identify how well different countries managed their early response to COVID-19.
