BUS602: Marketing Management

This video is like the previous video, but it describes the differences between primary and secondary data, and the advantages and disadvantages of each. It is often common to begin marketing research by exploring the available secondary research resources first. Secondary data is generally less expensive, sometimes free, and it is easier to obtain. However, the marketer must decide whether secondary data answers the specific research questions of the marketer. Primary data collection, when required, often follows secondary data research when the information available in secondary data does not provide the specific information required by the marketer.