TY - JOUR
T1 - Using Secondary Data in Marketing Research
T2 - A Project That Melds Web and Off-Web Sources
AU - Castleberry, Stephen B.
PY - 2001/12
Y1 - 2001/12
N2 - A marketing research project that is designed to answer research questions based on secondary data is described. The project incorporates Web sources without denigrating the traditional off-Web sources of secondary data. First, a review of the literature highlights the importance of becoming a knowledge worker in the new economy, the value of projects in marketing research courses, and the need to incorporate off-Web sources in projects. After project objectives are provided, the project is completely described. Project problems and some possible solutions are offered, followed by a brief discussion of the evaluation of the project. The project could be adapted for other courses in marketing.
AB - A marketing research project that is designed to answer research questions based on secondary data is described. The project incorporates Web sources without denigrating the traditional off-Web sources of secondary data. First, a review of the literature highlights the importance of becoming a knowledge worker in the new economy, the value of projects in marketing research courses, and the need to incorporate off-Web sources in projects. After project objectives are provided, the project is completely described. Project problems and some possible solutions are offered, followed by a brief discussion of the evaluation of the project. The project could be adapted for other courses in marketing.
UR - http://www.scopus.com/inward/record.url?scp=84992816523&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84992816523&partnerID=8YFLogxK
U2 - 10.1177/0273475301233005
DO - 10.1177/0273475301233005
M3 - Article
AN - SCOPUS:84992816523
SN - 0273-4753
VL - 23
SP - 195
EP - 203
JO - Journal of Marketing Education
JF - Journal of Marketing Education
IS - 3
ER -