MGMT_632_Secondary_Research

MGMT_632_Secondary_Research - Click to edit Master subtitle...

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Mays Business School Copyright 2010 Mr. Brett Cornwell Click to edit Master subtitle style Market Research Methods
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Mays Business School Copyright 2010 Mr. Brett Cornwell Gathering Information § Primary Research Internal Primary Research External Primary Research § Secondary Data Collection Internal Sources External Private Sources External Government Sources
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Mays Business School Copyright 2010 Mr. Brett Cornwell Secondary Market Research § Collects information that already exists § Provides comprehensive data that can be further analyzed § Provides industry quantitative data § Provides general industry data rather than data specific to the technology or business proposition being researched § Provides historical or trending data
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Mays Business School Copyright 2010 Mr. Brett Cornwell Internal Secondary Sources § Mine past internal research reports § Collect secondary sources that are already in-house purchased reports and subscription data customer lists and contacts collected competitor information reports and directories of associations that the company belongs to
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Mays Business School Copyright 2010 Mr. Brett Cornwell Internal Secondary Research § Benefits Fast and inexpensive Internal secondary sources could uncover good internal primary sources Information may already be tailored to the company
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MGMT_632_Secondary_Research - Click to edit Master subtitle...

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