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Case study

Lee has decided to undertake a survey to conduct some primary research, but before she commences her research with her ideal customer, she must narrow her focus to work out what she needs to know that she can’t obtain through secondary research.

She wants to get going quickly, but given there are so many different ways to gather secondary research data, both free and at a cost, Lee is unsure what to do.


Lee has identified quite a few secondary research tools that she can use - newspapers, library services, industry association statistics, online analytics. Given there are so many data sources, she’s not sure where to start!

What secondary research do you think Lee should start with and why? Post your answers in the Comments section.

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This article is from the free online course:

Online Business: Customer Profiling for Success

RMIT University