Secondary Marketing Research Certificate

Head of Research and Education Services

Natasha Arguello's picture
Natasha Arguello
Contact:
Office: JPL 4.04.14C
One UTSA Circle
San Antonio, TX 78249-0671
210.458.7444

About Secondary Marketing Research Certificate

The Secondary Marketing Research Certificate program is a collaboration between the UTSA Libraries and the College of Business.  It is currently offered to students enrolled in selected MKT 3083 Marketing Research courses.

Purpose:

  • Introduce you to research strategies, core resources and search tools for common business research questions
  • Help you better understand the advantages and limitations of secondary resources
  • Sharpen your search skills

You will qualify for the Secondary Marketing Research Certificate if:

  • You explore these resources and answer questions. You don't have to turn in your notes.
  • Successfully pass a quiz in the course Blackboard (80 % or above, two attempts, may use any support materials).
  • Answer a survey in Blackboard.

Topics include industry, company and market research, and consumer demographic and psychographic information.

Example: research on food trucks in San Antonio

You will need to explore the resources on your own to find answers to the questions.

DUE DATE for the quiz and survey: December 3rd, 2018, Monday, 11:59 pm.

Your professor will distribute the certificates during the final exam.

 

Secondary Market Research

Secondary research is an exploration of resources that have been created in a course of research previously conducted for other purposes. 

PROs:

  • May lead to savings in cost and time
  • May provide enough information to resolve your problem
  • Source of new ideas
  • May be used for benchmarking
  • Helps define the problem and formulate hypotheses for primary research

CONs:

  • Was created for other purposes and not always meets your needs
  • May be out of date
  • May be too expensive

Producers of Secondary Research

  • Government (federal, state, local)
  • Trade associations
  • Organizations (chambers of commerce, unions, non-profits, etc.)
  • Market research companies
  • Research institutions and universities
  • News organizations
  • Publishers
  • Industry experts

Focus on Published External Data

Lots of business data are collected internally and considered confidential or proprietary.  These types of data are not available outside organizations. Examples include:

  • Salesforce records
  • Transactions
  • Customer records
  • Inventory records
  • Cost of transportation
  • Website visitor records
  • Trade secrets
  • Financials for private companies

Some data may be available for purchase, for example, Facebook or Google collect and sell customer online behavior data.

Evaluate Sources

A quick and critical evaluation of your sources is an important research skill.  This framework may help:  

What

  • What are the sources?
  • Is the information relevant to your topic and research goals?

How

  • Are the sources credible?
  • Are the methods of collecting data and analysis disclosed?
  • Is the methodology sound?

Who

  • Is the author qualified to write on a topic?
  • What are his/her credentials?
  • What are author's affiliations?

When

  • Do you need current or historical data?
  • When was the information created/updated?  Is it out of date?
  • Any major events happened since the information was published? What is the effect of these events?

Why

  • Why was the information created?
  • Is there a discernible conflict of interest?
  • It the topic presented from alternative viewpoints?
  • Is the language neutral or emotionally "loaded"?
  • Is it factual or opinion-based?