ADM 3316 Lecture Notes - Lecture 11: Competitive Intelligence

• School: University of Ottawa
• Department: Administration
• Course: ADM 3316
• Professor: Jonathan Clof

Document Summary

Intelligence programs obtain their information feeds from primary and secondary research methods. Secondary research typically leads to primary research, which is more labor intensive and critical for organizations in turning information into intelligence. Secondary research consists of press releases, analyst reports, trade journals, regulatory filings, transcripts of speeches, and other published sources of information typically found through online searches. Primary research is more of a hands-on and direct approach that consists of discussions with existing customers, prospects, or strangely enough, competitors. Primary research flushes out information obtained from secondary research regarding attitudes, opinions, and beliefs. Primary research is typically the most time consuming because you are essentially being a detective in trying to verify assumptions based on the secondary research that was obtained. This online course will discuss each of these two research techniques and review how organizations integrate them to drive various intelligence programs. Step 1 to 5 cycle through each other.