Marketing Questions

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This paper is dedicated to the memory of Linda Anderson, research writer and well of wisdom.


(1) What are sources of secondary data that may aid Marketing Managers in analyzing existing markets and identifying potential markets? What are research methods that could result in primary data that might aid Marketing Managers better understand existing markets and identify potential markets?
Secondary
Secondary data exists in virtually any area that marketers want to examine. The Small Business Administration (SBA) lists nine very general beginning points:
• ASAE Directory of Associations Online
• Ask a Librarian - U.S. Library of Congress
• Bureau of Labor Statistics
• Business Research Lab
• Center for Business Women's Research
• Economic Statistics & Research
• Fedstats.gov
• Internet Public Library
• Population & Demography Resources (Market and Price, n.d.)
General information about the countries of the world can help to narrow choices for international expansion. The CIA's World Factbook is updated several times each year and contains historical, population, political and economic information on all of the world's countries. Britain's The...

References:
  • Chen, Hsiu-Li and Yophy Huang (2004, June). The Establishment of Global Marketing Strategic Alliances by Small and Medium Enterprises. Small Business Economics, 22(5), p. 365.
  • Creswell, John W. (2003). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, 2nd ed. (Thousand Oaks, CA: Sage Publications).
  • Ferley, Stephen, Tony Lea and Barry Watson (1999, September). A Comparison of U.S. and Canadian Consumers. Journal of Advertising Research, 39, p. 55.
  • Market and Price: Market Research. (n.d.). Small Business Administration. Retrieved October 14, 2008 from http://www.sba.gov/smallbusinessplanner/manage/marketandprice/SERV-MARKETRESEARCH.html.
  • Schulberg, Jay (1997, June 30). Successful global ads need simplicity, clarity. Advertising Age, 68, p. 17.
  • Usunier, Jean-Claude, Bruno Kocher, Brigitte Müller and Björn Walliser (n.d.). The standardization of international advertising: An analytic review. Institute Of Research in Management, Working Paper 0708. Retrieved October 14, 2008 from http://www.hec.unil.ch/cms_irm/WP0708.pdf.

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