MKT 100 Chapter Notes -Focus Group, Sample Size Determination

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Marla Spergel

Document Summary

Secondary data are pieces of information that have been collected prior to the start of the focal research project. It includes both external and internal data sources. A marketing research project often begins with a review of the relevant secondary data. Secondary data might come from free or very inexpensive external sources such as census data, information from trade associations, the internet, books, journal articles, and reports published in magazines and newspaper. Although readily accessible, these inexpensive sources may not be specific or timely enough to solve the marketer"s research needs and objectives. Primary data, in contrast, are those data collected to address the specific research needs/ questions currently under investigation. Some primary data collection methods includes focus groups, in-depth interviews, and surveys. A marketing researcher project often begins with a review of the relevant internal and external secondary data, such as the company"s own records and other published sources.