Principles of Marketing

Planning for Market Research

Tutorial Contents

Planning for Market Research
Step 1: Identify Research Purpose
Step 2: Identify What is to be Learned
Step 3: Research Design - Methods
Descriptive Research
Exploratory, Causal Research
Step 4: Data Collection
Secondary Research
Secondary Research - Advantages
Secondary Research - Disadvantages
Secondary Research - Sources
Primary Research
Primary Research - Advantages
Primary Research - Disadvantages
Quantitative Data Collection
Quantitative Data Collection - Types
Qualitative Data Collection
Qualitative Data Collection - Types
Step 5: Evaluate Data
Step 6: Analyze Data
Step 7: Communicate Results

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Sources for Secondary Research

There are literally hundreds of thousands of potential sources for locating secondary information. For marketers, the most commonly utilized options for locating third-party (i.e., external) data include:

Trade Associations
Government Sources
Company-Provided Information
News and Media Sources
Market Research Companies
Financial Services Companies
Consulting Firms
Research Distributors

A full discussion of each of these sources can be found in the Finding Secondary Research Tutorial.

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