Internet and marketing Primary and secondary data Primary data is information that is collected first hand from the field (Kumar, 2005). On the other hand, secondary data is information that is recorded by other organizations, agencies, and people for other reasons other than the current problem (Kumar, 2005). In E-marketing, secondary data includes organizations’ websites, e-books, and e-journals (Kumar, 2005). Steps in primary marketing research project There are eight steps in a primary marketing research project including defining the problem, determining research design, identifying data types and sources, designing data collection forms and questionnaires, determining sample plan and size, Collecting data, analyzing and interpreting data, and preparing research report (Kauffman and Tallon, 2009). Problem definition: The management translates the problems they face into questions that outline the data needed to obtain the information. The research objectives are outlined to identify outcome (Kauffman and Tallon, 2009). Research Design: Marketing research can be put in one of three groups, namely explanatory research, descriptive research and causal research (Kumar, 2005). A research design is selected in relation to the set objectives and outcome expected. Data collection: There are two categories of data collection namely primary and secondary data collection methods. Before one goes to the field to gather primary data, they should check the secondary data that can be used for the current study (Kumar, 2005). Secondary data can be found from organization’s website. Secondary data saves time and money but may not fit the current problem efficiently(Kumar, 2005). Primary data can be collected to supplement the secondary data. A company can collect primary data in marketing research to identify opinions about the company, awareness, and knowledge about the brands in the company among others (Kauffman and Tallon, 2009). Primary data is collected through interviews and observation. Questionnaire Design: It is important to choose well-constructed questions to avoid errors and invalid data (Kumar, 2005). Measurement Scales: Attributes are measured on nominal, ordinal, interval, and ratio scales (Kumar, 2005). Sampling Plan: Sampling plan is how the researcher intends to chose the interviewees to be used in data collection (Kauffman and Tallon, 2009). Data Analysis/Preliminary Steps: When doing data analysis the raw data must be transformed to the right forma and the data must be edited to eliminate errors (Kumar, 2005). The data must be coded to convert the data into numbers and symbols. Simple and cross- sectional tabulations are used in analyzing the data. Cross-sectional tabulation is more appropriate for marketing research because it divides the sample into sub-groups to indicate how the dependent differ in the sub-group (Kumar, 2005). Hypothesis Testing enables the researcher to accept or reject the hypothesis that has been formulated for the research. Marketing Research Report: Making the marketing research report is the final stage of the research process. The components of a research report are as follows: letter of authorization for the research from relevant authority, table of contents, list of illustrations, executive summary, research objectives, research methodology, results of the research, limitations, conclusions and recommendations and finally appendices containing copy of questionnaires used in