Significant market potential? ~ The pitfall of the “Representativeness of Data” ~

In today’s world, a wide variety of survey data is publicly available online. This makes it convenient for marketers, as there is plenty of data they can use as a reference to understand the market. However, if you lack the ability to “discern” the quality of the data, you run the risk of misunderstanding the market instead of accurately grasping it.
Let’s ensure we understand the key points of using secondary data (existing data).