ERIC Number: ED383264
Record Type: RIE
Publication Date: 1988
Teaching the Use of Secondary Data in Undergraduate Marketing Courses: A Unique Approach.
Judd, Vaughan C.
This paper describes two mini-workshops that professors can use with undergraduate marketing students to help students learn how to locate and creatively use readily available secondary data for market research. The first mini-workshop, "Searching for Buying Power Concentration in Industrial/Organizational Markets," uses information from Department of Commerce and other federal publications, such as the "Standard Industrial Classification Manual," to analyze the employment patterns and buying power of specific industry segments, such as the wood furniture industry. The second mini-workshop, "Creating Sales Territories," uses federal census data and the "County Business Patterns" publication to identify and organize sales territories for a fictional food processing company that sells its products to restaurants. Specific guidelines for conducting the workshops are included, such as a list of required publications. (MDM)
Publication Type: Guides - Non-Classroom
Education Level: N/A
Authoring Institution: N/A