ADV 375 Chapter Notes - Chapter 16: Liquid Oxygen, Voicemail, Psychographic
Document Summary
Learning objectives: develop research objectives, understand how to collect secondary data, understand qualitative and quantitative approaches to research and how to combine them, understand how to analyze data and report research findings. Consumer research the process and tools used to study consumer behavior. Secondary data existing information that was originally gathered for a research purpose other than the present research; can be internal or external. Internal secondary data consists of previously collected in-house information used for other purposes like computing customer lifetime value profiles for various customer segments. External secondary data comes from sources outside of the firm or organization: government data including information on the economy, business, and us demographics. Periodicals and articles available from online search services. Secondary data research advantages: may provide a solution to the research problem and eliminate the need for primary research, helps to clarify and redefine objectives of primary exploratory research.
