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Business Research

BA 424: Consumer Behavior Workshop

This landing page for BA 424 is meant to supplement your just-in time need for resources and research help. Jump to the Marketing/Consumer Behavior page listed on the left of this guide!

Evaluate Those Secondary Resources


Always look at your resources with an analytical eye! Because you are relying on other's research process, you want to make sure their research is sound. You do not want to make claims based on faulty evidence.


Ask yourself:

•Who wrote this? Are they a credible source?
•How was this data collected? Is the collection method reliable?
•How old is this information? Is it out of date?
•What is the purpose of this information?

Conducting Primary Research

Your information need will always determine where you look for sources. Typically a variety of supporting materials makes for stronger evidence to support your claims. For this assignment, you are required to include both secondary and primary research. You can find secondary research in Business Market Research Collection and other Vogel databases. Because you also want the perspective of potential consumers and marketers, however, you will also need to complete your own primary research. Doing your own primary research, and supporting your claims with that evidence will strengthen your argument and impress your audience. Remember, anytime you journey out into the community or the off-campus world, you are representing yourself and Wartburg as an institution. Be prepared and professional.

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