Chapter 4 of Aaker et al. (2007)
Assessment 2 Marking Guide & Rubric
The Research Process
Learning Objectives
• Outline the nature & various sources of secondary data
• Discuss the uses & evaluation of secondary data
• Spotlight on searching for journal articles
Links in with Assessment 2
• Explain & discuss the nature & requirements of Assessments 1 & 2
1. Secondary Data
Internal Sources
Secondary Data
Source
• Data gathered for a study or purpose other than the immediate study at hand
Prior Company
Research
Company & Sales
Reports
Internal Secondary Data
• Collected / compiled by the individual organisation
External Secondary Data
What You Could Get
Accounts & Shipping
Records
Business Plans
• Collected / compiled by an outside party
Customer Feedback
Dr Julie Francis Autumn 2015
1
MARK205 Introductory Marketing Research
Week 3
1. Secondary Data
External Sources
Source
Applications
What You Could Get
Secondary Research Task
Support Primary Research
• Secondary Research Task
Innovations, trends, market reports
General Media
e.g., TV, magazines
Information about competitors, markets, & consumers
Academia
e.g. journal articles
Theories, findings, method idea, recommendations
Standardised Sources
e.g. consumer panel
Behavioural & demographic data (see next topic)
• Refine research problem
• Identify related theories
• Identify previous results
