MKT 100 Study Guide - Final Guide: Projective Test

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Explain the diferences between secondary data and primary data, and specify when each should be used. Secondary data are pieces of informaion that have been collected from other sources such as the census, internal company sources, the internet, books, aricles, trade associaions, or syndicated services. Primary data are collected to address speciic research needs/quesions under invesigaion, usually through observaion, focus groups, interviews, surveys or experiments. Research projects typically start with secondary research, which provides a background for what informaion is already known and what research has been done previously. Also, compared with primary research, secondary research is quicker, easier and less expensive, and it requires less methodological experise. However, secondary research likely was collected for reasons other than those pertaining to the speciic problem at hand, which means the informaion may be dated, biased or simply not enough to answer the research quesions.