In chapter 3 of The Marketing Plan Handbook, primary and secondary research is discussed. Secondary research is defined by research that use data already collected for another purpose. As for primary research, it is conducted to address a specific marketing question or situation. The three primary research methods that getting increasing attention is ethnographic research, online research and neuromarketing. At the end of the chapter, one concern that brought up by the author related to marketing research is privacy.
At the academic library I work at, we conduct a lot of secondary research. We utilized websites (that provide statistics) and journal databases (that provide trends) in order to understand the research and learning needs of our faculty and students. Primary research is conducted when a need arise. For example, the Web Services department conducted ethnographic research in order to find out how users use the library website. Another example is the Public Relations department post question as Facebook status in order to seek feedback of users about library services.
Even though the Library does not conducted primary research frequently, the Office of Communications and Marketing for the campus do conduct primary research on both potential and current students. Several years ago, the Office of Communications and Marketing hired a consulting firm to find out student's needs in all areas, which includes but not limited to, campus resources, student life, food services etc.
While I aware of ethnographic and online research, neuromarketing is new to me. I would like to learn more about how nonprofit utilized neuromarketing and its findings.
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