Data

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Primary Research COLLECTING the colelction of data that doesn't already exist (has to be found by collection new info) Secondary Research ANALYZING the summary, collation/and or synthesis of existing data (uses existing info to answer the Q Secondary research (Advantages) -inexpensive -multiple studies -large studies -time to analyza -trusted sources (u.s. census is highly credible) Secondary research (disadvantages) -not specific to topic -limited knowledge of research methodology and collection -conflicting view points -lack of depth Types of secondary research -syndicated (info on media audiences, consumer buying and cultural trends) -public acandemic research/articles in trade/consumer publications (free to be repurposed) -government -user generated media best uses of secondary research -when the secondary source is the industry standard -need general background info on a topic -need a known fact The research program and secondary research (5) 1. Analyze situation and define problem 2. conduct informal research (exploratory) 3. est. research objectives 4. conduct formal research (qual and quan) 5. interpret and report findings 1. Analyze situation and define problem (3) -defines missions and objectives behind conducting primary research should include 1. problem definition 2. justification for research 3. specification of informational needs situation analysis -usually done at beg. of research effort -helps find what issues to focus on SWOT strengths, weaknesses, opportunities, threats -more focused/specific -client-based situation