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A marketing research project that is designed to answer research questions based on secondary data is described. The project incorporates Web sources without denigrating the traditional off- Web sources of secondary data. First, a review of the literature highlights the importance of becoming a knowledge worker in the new economy, the value of projects in marketing research courses, and the need to incorporate off-Web sources in projects. After project objectives are provided, the project is completely described. Project problems and some possible solutions are offered, followed by a brief discussion of the evaluation of the project. The project could be adapted for other courses in marketing.
Few people doubt the often-repeated mantra: information is power in the 21 st century. Gary Hamel, corporate CEO and best-selling author, put it this way: "We have gone from an industrial economy to a knowledge economy" (Hamel 1999, p. 4).
How can an individual (e.g., a university marketing student) best position oneself in this new environment? Jeremy Rifkin (1995) suggests that "knowledge workers," those in our society who "use the most recent information technology to identify, process, and solve problems," are being elevated "to center stage in the global economy. They are fast becoming the new aristocracy" (p. 175). These knowledge workers are "the creators, manipulators, and purveyors of the stream of information that makes up the postindustrial, postservice global economy" (p. 174). Rifkin assigns them credit and responsibility for keeping our high-tech economy running.
How do these knowledge workers get information? In marketing research, it is understood that there are two basic information collection methods: primary and secondary (McDaniel and Gates 2001). By conducting primary marketing research (e.g., surveys, focus groups, experiments, observation research, in-depth interviews), decision makers can in effect create new knowledge to add to their information array. This is one area in which knowledge workers need to develop skills.
Secondary Data Sources
However, the rules of efficiency espoused in most marketing research textbooks (e.g., Churchill 1999; McDaniel and Gates 2001) suggest that primary research not be the first step. Conventional wisdom sums it up this way: "Before undertaking any primary research study, marketers should complete an exhaustive search of existing or secondary data" (Cross 2000, p. 97). In essence, why create new knowledge.
