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Healthcare Glossary
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Background
Secondary information relating to a marketing campaign. Secondary research is data that previously exists as it has been accumulated for other purposes. Background information is research of data in the public domain and often collated from established outside sources. Secondary research is more cost efficient compared to primary research, however seldom offers conclusive information that exactly satisfies the requirements of the researcher.
See also:
Background Factors
Campaign plan
Marketing
Data Collection
Related terms
Opportunities to hear (OTH), Dog, Market leader, Dichotomous question, McKinsey Seven S's of Management (or 7-S Model), Channel marketing, DRIP Framework, Ad recall, Territory, Gross Domestic Product (GDP), Lobby firm, (Chartered) Institute of Public Relations (IPR), Corporate social responsibility (CSR) , Comparative advertising, Cause-related marketing ,
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