Free Marketing Dissertations - It Does Not Have To Be Created. Hence, The Next Logical Step Would Be To
It does not have to be created. Hence, the next logical step would be to understand the gaps between what the marketing managers has in terms of information and what would be required. Once that has been established, the second phase of collating primary information can be carried out.
Secondary research techniques sieve through different types of sources. They could be a mix of internal and external data available through reports and studies on related needs. The collection of secondary information provides a platform on which more specialised projects can be undertaken depending on further requirements that arise at this stage of the research. The process of gathering published information requires adherence to procedures that ensure all avenues of information sources are exhausted before the researchers can move onto the next stage.
For instance, it is important that information that resides within the organisation is tapped into there could be studies undertaken by managers in the past that would save valuable time in information gathering, provided it isn’t outdated. Other examples of information housed within the organisation are accounting and purchase records, marketing databanks, customer letters, region-wise sales and revenue figures etc. Within the organisation, a central body that is responsible for all information collation must be activated so as to establish a common point for all information access. In addition, for future use, it is also important that all information that is collated during this exercise is made accessible for subsequent requirements. For example, should the organisation wish to look into a specific area of the research a few months later, being able to access the source of information make the entire process more efficient - this is quite similar to how a bibliography in a report helps readers access sourced information more easily for further reading and studies.
External data on the other hand is sourced through various means. Most companies within the automotive, insurance, pharmaceuticals, manufacturing sectors etc provide sales statistics of their various products to an autonomous body within their country, which is responsible for the collation of such data sets from across industry verticals. Other avenues for data collation could be trade journals, reports and studies undertaken by trade associations, international sources such as periodicals and journals, commercial sources such as market survey reports, newspaper articles etc, government source such as the ONS in the UK (Organisation for National Statistics), extensive work in the form of books housed in libraries and reference work on similar products, online academic journals such as Proquest, British Council etc, online reference studies and finally, the Internet.
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