Overview

• to identify appropriate library and web sources related to the proposed study
• to summarize secondary data sources that provide background information for the proposed study
  
  
  Text References: Chapters 4-7
  
  Text Concept Links
• secondary data (p. 96)
• internal secondary data (p. 96)
• external secondary data (p. 96)
• customer relationship management (CRM) (p. 126)
• database (p. 145)
• marketing decision support system (MDSS) (p. 181)
  
  
  Research Procedures
  
  Step 1: Identify library and online sources related the problem statement and research objectives of the proposed study.

Step 2: Evaluate these sources for relevance, accuracy, credibility, consistency, and bias.

Step 3: If applicable, use internal data sources to enhance the situation analysis for the proposed study. Conduct Interviews with key personnel. Perform marketplace observations of consumer behavior, promotional activities, in-store displays, package design, and competitor actions as appropriate.

Step 4: As appropriate, propose data fields for a database or components for a marketing decision support system that would result from the proposed study.

Weblinks (click here)

Module output
Prepare a summary report consisting of the following components:

1. An overview of the information needs of the proposed study.
2. A summary of secondary data findings related to research objectives.
3. A description of research procedures from secondary data sources that could be appropriate for the current study.
   
   

   Instructor E-mail: Your E-mail:

   
   Sample Output
   Module 3 Sample
   
   Preview of Next Module: In Module 4 , a detailed outline for the proposed research study will be developed.