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"Marketing Research paper"
Marketing Research paper
Author:
Sean Wilson
Introduction

Primary Marketing research is a technique of collecting customized, original information from potential consumers that shows their buying behavior, preferences, and behaviors concerning certain products or services. Secondary marketing research is gathering information from existing sources such as figures, reports, the Internet, or demographic data. The objective of this paper is to illustrate primary and secondary marketing research and how it can benefit my organization.

The primary marketing research that we used in the resort industry was surveys. Surveys can give a company and its management a lot of information on performance, satisfaction and demographics. A combination of these types of research work well when researching and developing a marketing plan.

Primary and Secondary Marketing Research

Primary Marketing research is a technique of collecting customized, original information from potential consumers that shows their buying behavior, preferences, and behaviors concerning certain products or services. This type of information can be collected or obtained from customer surveys, product testing, customer purchasing records, and customer interviews. This type of information is usually collected for a specific type of objective.

Secondary marketing research is gathering information from existing sources such as figures, reports, the Internet, or demographic data. As a note secondary marketing is not as accurate or specific as primary marketing research. The most important feature of secondary sources is that they offer an interpretation of information gathered from primary sources (SUNY at Albany). For example, secondary marketing research can tell you the amount the average consumer spent on at a ski shop, a restaurant or at a ski resort but is unable to forecast or estimate the future spending or spending limits. Credit card companies are a good example of secondary marketing research because they can show what has been charged and where but can not forecast the spending habits for the future. This information is...

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essay on Marketing Research paper
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10/07/2011
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11/11/2007
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