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MKT-343: Market Research Design

Introduction

Welcome to the MKT-343 Library Guide. We encourage you to contact us as you progress in your assignment for this class. Certain market research reports are available only by appointment or request. We will also be happy to meet with you or your project team in the library to discuss research needs.

Good luck on your assignment!

What is Secondary Data?

The Dictionary of Marketing Terms (HF5415 .D4873 at the library, second floor north building, or available online here) defines primary data as "the information collected specifically for the purpose of the investigation at hand" and secondary data as "the statistics not gathered for the immediate study at hand but for some other purpose."

So...

  • Primary data is usually gathered from original sources, mainly through telephone or mail surveys, interviews, and questionnaires.
  • Secondary data is information that has already been compiled by someone else.
  • The Library is a great resource for secondary data!

 

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