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Papers explaining the difference between primary and secondary research
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According to the American Marketing Association:
Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications. (Marketing Research, 2007, p.9).
Marketing research can be an extensive and involved process. Companies that are aware of this fact tend to hone in on the tools and resources that are going to best benefit them as quickly as possible to avoid unnecessary costs and time. Identifying the best tools can be critical to the successful implementation of a market research plan. This paper will discuss some of the differences between the different types of marketing research and the tools that each approach uses.
Primary Research versus Secondary Research
Marketing researchers must decide what is going to work best for their purposes. This begins by understanding the fundamental differences in the types of research that are available to them. A logical start is understanding primary and secondary research. This will enable the researcher to establish a solid start to their research plan while giving them the basis to fine tune the research question they are seeking to answer.
Primary research is defined as original data. This is a very non-descript definition so to delve deeper, take a look at some of the tools that are u...
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...s. The results of surveys tend to be more black and white. This is because to be able to quantify results the researcher must not have an overwhelming list of values. The variables must be narrowed to make them more manageable.
Conclusion
Any effective marketing researcher must understand the differences between primary and secondary research. They must also understand the difference between qualitative and quantitative research methods. Each method yields different results and covers different research objectives. Researchers must understand what their research question is so that they know how to implement the correct research tools and methods.
Works Cited
Aaker, D. A., Kumar, V., & Day, G. S. (2007).Marketing research (9th ed.). Hoboken, NJ: John
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Mangham, Dawn T. (2011). Re: WK2 DQ2. Retrieved from University of Phoenix, MKT441
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Marketing research is the systematic design, collection, analysis, and reporting of data and its findings relevant to the specific marketing situation that a company faces (Kotler, 2012). By researching the motorcycle rider, Allstate is able to identify who they are and what they experience. In 2008, Allstate conducted a “Who’s Behind the Helmet” survey. They defined their qualifications as a motorcycle owner who is 18 years of age or older with an income of $50,000 or more. (Floyd, 2008). The 500 person sample size produced insightful and interesting details for Allstate. Jeff...
Armstrong, Gary, and Philip Kotler. Marketing: an introduction. 11th ed. Upper Saddle River, NJ: Pearson Prentice Hall, 2013. Print.
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill Company.
Lamb, C. W., Hair, J. F., McDaniel, C. D., & Wardlow, D. L. (2009). Essentials of marketing (6th ed.). Cincinnati, Ohio: South-Western College Pub..
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Armstrong, G, Adam, S, Denize, S, Kotler, P, 2010, Principles of Marketing 5th Edition, Pearson Australia Group, Frenchs Forest
Primary research is new data that is gathered by conducting different methods of marketing research.
The main aim of this discussion is to discuss the main aspects that are very important in planning and implementing the activities of marketing in the global context. Once all the issues have been addressed, the organisation then needs to plan out the global marketing strategy. Marketing research is the core area of marketing, as the entire marketing strategies depends on how well the organization has conducted the research of the market. Mar...
Polaris Marketing Research (2008). Marketing Research Process: An Overview. Retrieved May 8, 2008, from http://www.polarismr.com/edctr_overview.html
McDaniel, C. & Gates, R. (2006). Marketing research (7th ed.). Hoboken, NJ: John Wiley & Sons.
Malhotra, N.K., 2002. Basic Marketing Research: A Decision-Making Approach. Upper Saddle River, New Jersey.: Prentice Hall.
Briefly it is a systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company, allows management to make the changes necessary for better results through adopting a proactive approach. Therefore, if a company wants to know what type of products or services would be profitable it should make a market research. Furthermore, a comprehensive research will enable the company to know about the product imperfections (if there are) and to know if it has been able to satisfy customers’ needs. It attempts to provide accurate information that reflects a true state of affairs. Due to market research the company can formulate a viable marketing plan and estimate the success of its existing plan. There are two main sources of marketing research information:
Grover, R & Vriens, M 2006, The handbook of marketing research: Uses, misuses, and future
Cravens, D. W., & Piercy, N. F. (2009). Strategic marketing (9th ed.). New York, NY: McGraw-Hill.
On the other hand, weaknesses existed. The primary research was the most difficult and frustrating sector, for it was difficult to keep in touch with the potential competitors; hence, a chance to learn more and analyse deeper from the potential competitors was missed. To conclude, the result and analysis of primary and market research which was based on the questionnaire was not convincing enough, and it was the main sector which needed to improve in the future.