Marketing Research Tools
Business need tools to run properly and affordably. An automobile mechanic needs jacks, compressors, wrenches, and personnel to use the tools efficiently. Each tools has a specific purpose and if used correctly will make a repair quick and easy. Marketing research also uses tools for specific jobs and needs personnel who efficiently can manage the tools to satisfy customers. Marketing research can be broken down into two broad categories: primary research and secondary research. There are also two main approaches to marketing research: quantitative and qualitative. Organizations will use a mix of tools for each category and approach to complete their marketing research.
Primary versus Secondary Research
There is a central difference between primary and secondary marketing research, which is who collected the data and was it specific to the current marketing research project. Alvin C. Burns and Ronald F. Bush (2006) in their publication Marketing Research explain that:
Primary data refers to information that is developed or gathered by the researchers sp…
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