10-14: Check Yourself 1. Define objectives and research needs,
designing the research project, deciding on
the data collection process and collecting
the data. analyze and interpret the data,
prepare the findings for presentation.
2. Secondary data are pieces of information
that have been collected from other
sources. Primary data are data collected to
address specific research needs, usually
through observation, focus groups,
interviews, surveys, or experiments.
10-15: Syndicated Data Secondary data are plentiful and free, whereas
syndicated data generally are more detailed but
can be very costly.
Ask students: Why might firms subscribe to a
data service and collect their own primary and
secondary data at the same time?
10-16: Scanner Research Students may not remember a time before
grocery stores used scanners, but highlight how
the installation of scanners created a huge new
data source for marketers.
Ask students: What can researchers take from
Students might note that researchers can
discover which consumers purchase what
products together and how often. They also can
immediately track the impact of any price or
promotional adjustments. This web link brings
you to IRI homepage – explore their many
products with the students.