Using Secondary Data In Marketing Research: A Project That Melds Web And Off-Web Sources  

Oleh:

Castleberry, Stephen B.

Jenis: Article from Journal - ilmiah internasional
Dalam koleksi: Journal of Marketing Education vol. 23 no. 3 (Dec. 2001), page 195-203.
Fulltext: 195.pdf (100.38KB)

Isi artikel

A marketing research project that is designed to answer research questions based on secondary data is described. The project incorporates Web sources without denigrating the traditional off-Web sources of secondary data. First, a review of the literature highlights the importance of becoming a knowledge worker in the new economy, the value of projects in marketing research courses, and the need to incorporate off-Web sources in projects. After project objectives are provided, the project is completely described. Project problems and some possible solutions are offered, followed by a brief discussion of the evaluation of the project. The project could be adapted for other courses in marketing.

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