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Business & Marketing
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English (U.S.)
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Topic:

Role of Secondary Data Analysis

Coursework Instructions:

Read the below article and identify the role of secondary data analysis in this article. What is the approach, and how does it contribute to the findings of the study? The article is uploaded to the supplemental section in this week.
Bottomley, P.A., & Holden, S. J. (2001). Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary analysis of eight studies. Journal of Marketing Research, 38(4), 494-500.

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Week 3 Assignment: Secondary Data Analysis
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Week 3 Assignment: Secondary Data Analysis
Secondary data analysis in a research article uses the existing research data to evaluate the research question in the article presented. The article by Bottomley and Holden (2001) embraces the use of secondary data to help in understanding how consumers perform the evaluation of brand extensions. The main role of secondary data analysis in the article is to obtain crucial and effective information on the research topic and question. Secondary data is used as the only source of information in answering the research question, where the data's analysis helps in integrating evidence from other research to help in drawing 

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