Before diving into primary research for a marketing research project, it’s always wise to investigate whether there’s an existing body of relevant information that you can work with. It’s at least a place to start, and it may show you what you’re missing. This is known as secondary research. Secondary research uses secondary data, or source information that has previously been collected either inside or outside the organization. Internal data and some external data are freely available Read More
Marketing Research Process
Marketing research is a useful and necessary tool for helping marketers and an organization’s executive leadership make wise decisions. Carrying out marketing research can involve highly specialized skills that go deeper than the information outlined in this module. However, it is important for any marketer to be familiar with the basic procedures and techniques of marketing research. It is very likely that at some point a marketing professional will need to supervise an internal Read More