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Ch. 3 Research Project Design Beginnings (2. Search Secondary Data…
Ch. 3
Research Project Design Beginnings
2. Search Secondary Data
Data already collected by another study
Internal
From within company: Sales, Accounting, Cost info.
Helps w/ analysis of new-product intros, product deletions, promotional strategies, competitive intelligence, customer service strategies
External
From Sources outside the organization
Popular
Scholar
Gov't
NAICS
Commercial
Syndicated Data
Consumer Panels
Media Panels
Criteria to Evaluate
Accuracy
Consistency
Credibility
Methodolgy
Bias
Purpose
Importance growing as tech allows access to vast amounts: fast and cost-effective
1. Conduct Literature Review
Provides background, contextual info. for current study
Helps clarify, define research problem
Helps provide ideas for issues, relationships
Helps identify Scales
3. Develop Conceptual Model
Has 3 Elements
Variables
Constructs
Relationships
Develop Hypotheses
Descriptive
Causal
Key variables sought in secondary data
All Rights Reserved by Brent Marinan & University of Arizona
