Title: Conduct secondary data research.
Course: Marketing Management (12166) > Section: Exploring Marketing Research and Segmentation

Conducting research should include

- the definition of secondary research
- the ethics of finding open-source data or buying a service
- data based on lifestyle or behavioral characteristics
- quantitative and qualitative data
- reliable data sources (validated rather than opinion).

Process/Skill Questions:

- What is the difference between quantitative and qualitative data?
- Why is it important to validate data before using it?
- How can one determine the suitability of data found for a specific problem under study?
- What ethical questions should be addressed when using open-source data found on the Internet?
- What are the advantages and disadvantages of using secondary data?