3 - Secondary data, literature reviews, & hypotheses...

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Click to edit Master subtitle style 9/13/11 Secondary data, literature Chapter 3
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The Role & Value of Marketing Research Information Marketing Research for Managerial Decision Making The Marketing Research Process and Proposal Designing the Marketing Research Project Secondary Data, Literature Reviews, & Hypotheses Exploratory and Observational Research Descriptive and Causal Research Gathering and Collecting Accurate Data Sampling: Theory & Methods Measurement and Scaling Designing the Questionnaire Data Preparation, Analysis, & Reporting of Results Qualitative Data Analysis Quantitative Data Analysis Communicating Marketing Research Findings Organizing Framework
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9/13/11 Learning Objectives Understand nature & role of secondary data Describe how to conduct a literature review Identify sources of internal & external secondary data Discuss conceptualization & its role in model development
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9/13/11 Types of data Primary Secondary 41-4
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9/13/11 Advantages of Secondary Data 56-5
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9/13/11 Disadvantages of Secondary Data 66-6
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9/13/11 What is a Literature Review? A literature review is a comprehensive examination of available information that is related to your research topic Provides background information Helps develop conceptual model
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This note was uploaded on 09/12/2011 for the course MKTG 350 taught by Professor Worsham during the Spring '10 term at South Carolina.

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3 - Secondary data, literature reviews, & hypotheses...

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