MNGT_4570_Ch07_Secondary_Data_Research

MNGT_4570_Ch07_Secondary_Data_Research - MNGT 4570 Chapter...

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MNGT 4570 Chapter 7: Secondary Data Research © Maria Madlberger MNGT 4570 Marketing Research | Chapter 7 Secondary Data Research | © Maria Madlberger -1- -1- Secondary Data Research Chapter 7 MNGT 4570 Marketing Research | Chapter 7 Secondary Data Research | © Maria Madlberger -2- Sources of Secondary Data Secondary Data Internal & proprietary Data Libraries Internet Books & periodicals Government sources Media sources Trade assoc. sources Commercial sources External Data Data vendors Producers Scholarly articles
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MNGT 4570 Chapter 7: Secondary Data Research © Maria Madlberger MNGT 4570 Marketing Research | Chapter 7 Secondary Data Research | © Maria Madlberger -3- Primary and Secondary Data Own research focus = covered by primary data Secondary study 1 Secondary study 2 Secondary study 3 Secondary study 4 Secondary study 5 Secondary study 6 Secondary study 7 Secondary study 8: $ 10,000 Old data Other unit of analysis Other terms Too expensive Similar industry Other business context and unit of analysis MNGT 4570 Marketing Research | Chapter 7 Secondary Data Research | © Maria Madlberger -4- Types of Research Sources 1 ° Primary sources ° Secondary sources ° Tertiary sources ° Early, general overview ° Starting point for secondary sources ° Too general to support arguments ° State of the art in research field ° Specific information ° Basis to support arguments ° Comparison with own findings ° Your own collected data ° Closely linked to research question ° Accessible only in mature stage Time, specificity, intensity of use
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MNGT 4570
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  • Spring '14
  • Armstrong,
  • Source text, Secondary Data Research

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