MKT 375 Marketing Research: Introduction

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:

• Finding Articles
• Finding Company Information
• Designing Your Data Collection Tool
• Websites
• Citing your sources

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
• Surveys
• Interviews
• Observations
• Experiments

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.

Directions from Statista.

Other library research guides of interest:

• BA Applied Marketing Management
• BUS 455 Entrepreneurial Management
• Presentation Resources