Enhancing Student Learning through Online Secondary Data Research: Illustrated by a Case on a Global Expansion Decision Process

Purpose of the Study: To offer marketing educators a research guideline by which online secondary data research can be used as a means to enhance students’ analytic capabilities for solving real marketing problems. Method/Design and Sample: Based on a literature review, we develop a classification scheme for online secondary data formats, use selected formats to create a 2*2 matrix, and apply a step-wise process to a Scandinavian SME that produces a plastic-free chewing gum and aims for global expansion. Results: The case application reveals the insights an online secondary data student researcher can experience when examining a specific industry through a step-wise process. The results also suggest online secondary data sources. Value to Marketing Educators: The study provides marketing educators with a how-to guide for students to practice informed market analyses through online secondary data research. By requiring students to apply specific steps, data formats, and sources, marketing educators can enhance the quality of students’ learning efforts. The suggested research guideline is scalable for use with small or large student groups.