Last modified: 2017-03-25
Abstract
A well-developed marketing analysis is highly dependent upon the quality of the supporting research. Today’s students have an abundance of readily available data at their fingertips. Database searches yield a large volume of information which students must evaluate to determine relevance to the research problem at hand. They also must identify what kinds of data might be missing from their search.
In order to perform a complete marketing analysis, diverse secondary sources must be integrated and supplemented with primary sources. A model was developed to help students structure their data searches and identify how sources can be used specifically to support their project objectives. This approach requires students to engage more fully in the research process.
The conference presentation will demonstrate use of the model in a workshop involving sales analysis in the automotive industry. Student reactions to the workshop also will be discussed.