Validating internet sources
A Marketing Information System (MIS) is a structure within an organisation designed to gather, process and store data from the organisation's external and internal environment and to disseminate this in the form of information to the organisation's marketing decision makers.The activities performed by an MIS and its subsystems include information discovery, collection, interpretation (which may involve validation and filtering), analysis, and intra-company dissemination (storage, transmission, and/or dumping).
Secondary sources of information can yield more accurate data than that obtained through primary research.
Sometimes primary data collection simply is not necessary.
It is far cheaper to collect secondary data than to obtain primary data.
Similarly, statistics prepared by a ministry on agricultural production will prove useful to a whole host of people and organisations, including those marketing agricultural supplies.
No marketing research study should be undertaken without a prior search of secondary sources (also termed desk research).