16: Appendix- Global Marketing Research
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- 16.2: Thinking Critically About Research
- 16.2.1: What is “Research” and Why Should I Use It?
- 16.2.2: What’s Different about Academic Research?
- 16.2.3: Primary Research Versus Secondary Research
- 16.2.4: Scholarly versus Non-Scholarly Sources
- 16.2.5: Sources that are Both Scholarly and Non-Scholarly?
- 16.2.6: The Internet- The Researcher’s Challenge
- 16.2.7: Evaluating the Quality and Credibility of Your Research