Discusses primary versus secondary research. How both use information to identify marketing opportunities, problems and performance. Characteristics of each type of marketing research. Uses McDonald's as an example of a company using primary research. Its relationship strategy concept utilizing customers and focus groups. McDonald's secondary research techniques. Success of its customer/consumer strategies.
From the Paper:
"Primary Versus Secondary Marketing Research
Introduction
The American Marketing Association uses an official definition of marketing research, suggesting that it is a process linking "the consumer, customer, and public to the marketer through information - information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process" (Kotler, 1997, 213). Most other scholars and practitioners look at marketing research in a less oblique manner, suggesting that marketing mix including competitors, markets, and everything to do with the customers."
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