Marketing Research Issues
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Answer the following questions. The response to each question should be a minimum of 200 words.
1. Identify and explain four ways that technology and the Internet have contributed to a rapid growth in the accessibility of secondary data and its increasing use in marketing research during recent years.
2. What is the relationship among exploratory, descriptive, and causal research? Give an example of each type of research.
3. Visit www.census.gov/compendia/statab/rankings.html or www.census.gov and use State Rankings and Vital Statistics to identify the top six states for marketing products to the elderly. Report your results and the research process you used. How reliable do you think this data is?
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Solution Summary
This solution explains three issues relating to marketing research. The sources used are also included in the solution.
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Step 1
The first way in which technology and internet have contributed to rapid growth in accessibility of secondary data and its use in marketing research is the accessibility to sales data. With information technology and internet a sales person can research sales information such as orders received, delivered, sales visit reports, costs incurred, current state of invoices, and goods returned. This provides valuable market information by way of territory sales, discounts given, average size of order, sales by pack size, and sales by customer type.
The second way in which technology and internet have contributed to rapid growth in accessibility of secondary data and its use in marketing research is higher use of internal secondary data related to transport, storage, and finance in marketing research.
The third way in which technology and internet have contributed to rapid growth in accessibility of secondary data and its use in marketing research is a wider and faster access to organizations that charge for the information they provide. These organizations provide a variety of information including media statistics, consumer information, and panel data.
The fourth way in which technology and internet have ...
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