INTBUS 6 Lecture 32:
23 Oct 2020
School
Department
Course
Professor
Document Summary
Secondary data: data not gathered for the immediate study at hand but for some other purpose (desk research) Internal secondary data: data collected by the individual company for accounting purposes or marketing activity reports. External secondary data: data collected by outside agencies such as the federal government, trade associations, or periodicals. Secondary research approaches are increasingly used to examine marketing problems because of the relative speed and cost-effectiveness of obtaining the data. Literature review: comprehensive examination of available information that is related to your research topic. Secondary research alone may sometimes prove the answer to your research questsion, and no further research is required. A literature review can be helpful because it provides background and contextual information for the current study. Studies you locate may not always give answer to specific rq"s, but they will provide some ideas for issues and relationships to investigate.
