Leading market research services include both primary and secondary data sources which can be used together or independently. Primary Data Sources The best source for marketing information is from customers. However, when research is conducted in a market that is different from the company’s market, market researchers need market information from outside the organization. Primary data sources include customer experience surveys, focus groups, consumer attitudes, personal interviews, and direct observation. These sources of market data are considered primary because they usually provide the most current and accurate market information. Secondary Data Sources Secondary data sources provide market information from noncustomers. Secondary data can be either published or unpublished. Examples of published market reports include the Wall Street Journal, USA Today, and trade magazines such as Music Trades. Unpublished market reports include consumer demographics available from the U.S. Census Bureau and reports from market research companies such as Nielsen. Secondary Data Sources include U.S. Census Bureau, market research reports from companies, trade magazines, and consumer demographics available from the U.S. Census Bureau. Data Mining Data mining is a process of finding patterns in large data sets involving methods at the intersection of machine learning, statistics, and database systems. Data mining typically involves market-segmentation analysis which identifies market opportunities based on unstructured data gathered through secondary sources.