First, read the sections in Chapter $5$ and Chapter $6$ in The Essentials of Marketing Research regarding the advantages and disadvantages of primary and secondary research so you can understand when it is most appropriate to use one over the other and when it is critical to use both.

Next, in your initial post, address the following:

Based on your chosen company's goals and objectives, what will your approach be when it comes to using qualitative and quantitative research to understand consumer behavior?

Would you use secondary research to understand your company's target audience$/$segments$,$ competition, and the market? If so$,$ how? If not, why not?

Would secondary research be enough? Why or why not? If not, what qualitative research might you recommend and why?

Use specific examples based on your initial review of your company $($and from your own experience$)$ in your initial posts and in your responses to other students' posts. Cite from the text readings where necessary.First, read the sections in Chapter $5$ and Chapter $6$ in The Essentials of Marketing Research regarding the advantages and disadvantages of primary and secondary research so you can understand when it is most appropriate to use one over the other and when it is critical to use both.

Next, in your initial post, address the following:

Based on your chosen company's $($Nike$)$ goals and objectives, what will your approach be when it comes to using qualitative and quantitative research to understand consumer behavior?

Would you use secondary research to understand your company's target audience$/$segments$,$ competition, and the market? If so$,$ how? If not, why not?

Would secondary research be enough? Why or why not? If not, what qualitative research might you recommend and why?

Use specific examples based on your initial review of your company $($and from your own experience$)$ in your initial posts and in your responses to other students' posts. Cite from the text readings where necessary.