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John Esch Library | Lakeland University | W3718 South Drive | Plymouth, WI 53073 | (920) 565-1038 ext. 2420
This guide is designed to help students in MKT 375 Marketing Research locate information needed to complete Case Study and Design Project assignments. Use the tabs across the top of the guide to move to sections on:
Image: geralt. CC0 1.0.
(Guide creator: Teresa Grimm. Currently maintained by Jamie Kellner.)
Primary Data v. Secondary Data
Primary data refers to original data collected specifically by you or someone you hire (in the case of a company) with a current objective in mind. Examples of data collection tools used to collect primary data include:
- Focus groups
Secondary data refers to data previously collected for and by others to meet their objectives, not yours. Examples of secondary data sources often used by business researchers include:
- U.S. Census
- Market Research Reports
- Journal Articles
- Industry gathered statistics
Source: Transcript Market Research. (n.d.)
For a wealth of secondary marketing data, check Statista.
Statista: The Portal for Statistics This link opens in a new window
Provides data on a wide variety of topics. Find forecasts, toplists, market studies, and industry and country reports.
Other library research guides of interest: