Unit 2 Types of Primary Research – Advantages and Disadvantages Assignment

timer Asked: Apr 1st, 2019
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Question Description

The hallmark of an educated entrepreneur is that they utilize the scientific method to develop workable solutions, rather than relying on gut instinct. The scientific method involves developing a hypothesis, which is a possible solution that needs to be investigated to determine if it is a viable and an appropriate solution. The nature of the problem and the hypothetical solution dictates the type of information that must be gathered. The actual investigation, or research, involves collecting valid evidence (data) from a variety of sources using either primary or secondary research, comprising either quantitative data, or qualitative data. The analysis of this evidence then leads to the development of logical explanations that are supported by that data. The researcher must also be able to communicate that knowledge in a succinct and understandable way that further enables to entrepreneur to defend the conclusions and move ahead with management decisions based or a sound footing of scientifically rigorous evaluation.

The Unit 2 Assignment will give you the opportunity to demonstrate a rigorous approach to some basic research.

In last week’s Assignment, you looked at TOMS® Shoes as our company of focus. This week, you are continuing this look and will build upon this by completing some unique “secondary” research using academic research sources, such as the Library, Google Scholar and similar sources. “Unqualified” sources such as Wikipedia, blogs, about.com or ezines.com are unacceptable.

In completing your Unit 2 Assignment, please do the following:

  1. Evaluate primary and secondary resources for research by answering the following:
    1. Define primary research and discuss the advantages and disadvantages of the different types of primary research.
    2. Define secondary research and discuss the advantages and disadvantages of the different types of secondary research.
  2. Conduct your own “secondary” research on TOMS® Shoes, to determine how the following micro environmental factors influence TOMS® Shoes’ strategy and decision making and how these same groups have their strategy and decision-making influenced by TOMS® Shoes. Be sure to include at least one or two strong paragraphs to Unit 2 communicate and defend your conclusions for each of the following micro environmental factors:
    • TOMS® Shoes company employees and managers
    • Suppliers who provide the products that TOMS® Shoes sells
    • Marketing intermediaries who sell TOMS® Shoes’ products
    • Competitors of TOMS® Shoes
    • Customers of TOMS® Shoes
    • The Public and other Stakeholders

Please Note:The sources you use should be credible, which means the sources are suitable for inclusion in a serious college-level paper. Examples of these “qualified” sources can include a company website, an academic journal, a newspaper (online and traditional), a periodical (online and traditional) and an online video report from a recognized news source. Sources that would not be permissible are blogs, sources that do not go through an editing overview process (like Wikipedia or about.com) or sources that can’t be verified by your instructor. If you have any questions regarding what is permissible, please contact your instructor.

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School: Cornell University

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Types of Primary Research – Advantages and Disadvantages
Course Title



Types of Primary Research – Advantages and Disadvantages
The purpose of market research is to offer relevant and credible information to the
management of the current market situation (Bernard, 2012). A business situation that can
require market research is a competitive marketing environment. That is because, in such a case,
marketing managers have to make strategic and tactical decisions that would significantly help to
satisfy the customer needs and thus help to maintain customer loyalty.
Market research achieves that by providing relevant information concerning the market
variables, environment, and consumers. Managers have to make credible decisions in the process
of identifying and satisfying customer needs. They usually come up with judgments concerning
potential opportunities, target market selection, market segmentation, planning as well as the
implementation of marketing programs. They also deal with control and market performance.
Complications may arise in these situations due to technology, political environment, and
competition. As such, marketing research helps to offer credible information on controllable and
non-controllable factors and consumers (Creswell, 2013). That information helps to ensure
efficient decision-making by managers which consequently leads to healthy competition.
This research involves the collection of first-hand data that has not been collected by any
other person before. Observation, interviews, and taking measurements ...

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