Secondary Data: Collection and Analysis - Classroom Activities for Learning

Marketing managers need to analyze markets, competitors, and consumers to create, monitor, and adapt marketing strategy. The amount of data available for these analyses is increasing exponentially. Much of the data to be analyzed is secondary data. This article presents two classroom activities designed to facilitate the collection of appropriate secondary data in one activity and analyze secondary data in the second activity. Assessment demonstrates that these activities resulted in increased learning and understanding by students. Given the requirements of marketing managers in today's marketplace, this topic needs more attention.