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Marketing Strategy of Apple Essay Example

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Marketing Strategy of Apple

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First of all, secondary data will be scanned in order to find what existing literature has to say about the topic. Secondary data is data previously gathered by someone other than the researcher for some purpose other than the research project on hand (Burns and Bush, 2006). In this research, most of the secondary data will be accessed through the internet, which is a form of online research. Secondary data can be divided into two forms: internal and external.The word “internal data” refers to the data collected within the company (Webb, 2002). Since the research topic is about Apple Company, its official website will provide a lot of information about its products and pricing of its products worldwide.External data is the data which is obtained from sources outside the company: directories, computerized databases, government agencies and the internet (Webb, 2002). As regards Apple Company, there are some published sources such as professional organizations, magazines and companies from where external data can be gathered.There are several advantages of using secondary resources in the research. For example, the information can be obtained quickly, as using the internet to search for secondary information is quicker than primary research and no spending is involved in gathering secondary information (Wrenn, Stevens and Loudon, 2006). Also, secondary data is more convenient to use because it is always available. In addition, it can provide a backdrop to the primary research (Webb, 2002). However, there are also some disadvantages of using secondary data. First of all, the data used can be outdated as some secondary data is only published once and is not updated afterwards; therefore, it cannot always be applied to current situations (Struwig, Stead and Struwig, 2001). Also, in secondary data there is incompatibility when it comes to reporting units and measurement units. For example, there are many secondary sources about Apple Company that are published both in the US and UK, but reporting units and measurement units of the two countries are not compatible (Burns and Bush, 2006).Qualitative research is a research that is not related to quantification or quantitative analysis (McDaniel and Gates, 1999). It includes collection, analysis, and interpretation of data (Burns and Bush, 2006). It can be done by focus group and in-depth interviews (McDaniel and Gates, 1999). Using qualitative research in this kind of study is

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Wrenn, B., Stevens, R., and Loudon, D. (2006). Marketing Research: Text and Cases, Second Edition. London: Routledge

Struwig, M., Stead, G., and Struwig, F. (2001). Planning, Reporting & Designing Research. Johannesburg: Pearson South Africa

Callaway, P. (2007). The Relationship of Organizational Trust and Job Satisfaction: An Analysis in the U.S. Federal Work Force. London: Universal-Publisher

Bamberger, M. (2000). Integrating Quantitative and Qualitative Research in Development Projects. New York: World Bank Publications

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preview essay on Marketing Strategy of Apple
  • Pages: 5 (1250 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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