PBS’ ‘WICE’ Course: Exploring Secondary Data
Synopsis
This caselet is used to introduce the students/participants different types and sources of secondary data required for conducting an effective Marketing Research project. This caselet ends with the dilemma of identifying reliable and relevant sources to collect secondary data to validate the launch of Pune Business School (PBS)’s innovative ‘Work Integrated Career Enhancement’ (WICE) program.
Prerequisite Conceptual Understanding
The students/participants must be encouraged to read the following as it would not only broaden the context of learning but would also provide appropriate perspectives on Marketing Research:
- • Naresh K. Malhotra and Satyabhushan Dash, “Exploratory Research Design: Secondary Data”, Marketing Research An Applied Orientation, 6th Edition, Pearson Education, 2010 – To understand the concept and types of secondary data
Case Positioning and Setting
This caselet can be used in:
MBA Program – Marketing Research Course – To introduce the participants/students to the concept of secondary data collection and the types of secondary data
MDPs/EDPs – To familiarize the participants with the importance of secondary data in exploratory research
Assignment Questions
- I. What do you understand by primary and secondary data? How should Dr. Nitin collect the primary data for deciding WICE program? When do you think either of them can be used, i.e. for what kind of purposes do you think either primary or secondary data can be used?
- II. What kind of secondary data is required to facilitate a decision on WICE program? What should be the criteria for evaluating the appropriateness and veracity of secondary data collected?
- III. ...............................
Preamble to this Case Study Analysis
This caselet’s purpose is to introduce the students/participants to the different types and sources of secondary data required to conduct a Marketing Research project for PBS. Building on from the previous chapters (of defining an appropriate Marketing Research Problem and drafting an effective Marketing Research Design), this caselet builds on the idea of identifying different types and sources of secondary data. Accordingly, this caselet in the light of PBS’s introduction of new WICE program, orchestrated in the following way for classroom analysis and discussion [Exhibit (TN)-I]:................