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ADVG 150 -Wendy Goldstein: Home


How to research an industry?


Where can we find market-related research?

Market research can come to fruition in a variety of ways. There is primary research which can be done via experiments, investigations, or tests to acquire data first-hand. Qualitative research can be done by conducting interviews, etc. on a small groupQuantitative research can be done by using surveys for larger group samples. Information that can be gleaned from this method can be expressed numerically. Testing can be conducted by test marketing products or by observing consumers in other controlled situations. Finally, there is secondary research, which is what we will focus on in this guide.

Secondary Research

Secondary research is research that is gathered utilizing data or research that is already been collected and available. This information can come from marketing related publications, government data and statistics and other affiliated areas where data and information exists which can be relevant to the goals of a marketer.


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