Solomon, M.R., Marshall, G. W., Stuart, E. W., Smith, J. The National Consumer Study conducted by Experian Simmons is a syndicated research survey that is sold to advertising agencies, college libraries, marketers, and publishers. The database contains over 60,000 data variables for consumer media usage behavior, 8000 brands, and 450 product categories. In general and aggregate terms, the database can provide a market researcher with a consumer profile of a product user, categories of heavy users, and identify target market preferences for magazines and television broadcasts. Secondary data can be "hiding in plain sight" as it can be contained in the existing company reports, in studies that were previously conducted by the firm, or in the form of direct feedback from stakeholders, such as customers, salespeople, retail employees, and longtime employees who hold company memory. This research approach is less expensive and time-efficient unlike primary research.. A secondary source is a summary or description of a research study written by someone other than the study investigator(s). SECONDARY MARKET RESEARCH: AN INTRODUCTION Secondary market research is a kind of a market research method that involves collecting information or data from secondary sources. Proquest: This resource provides information about companies that can be sorted by industry, location, and size. This research design involves organizing, collating and analyzing these data samples for valid research conclusions. For a historical research project, secondary sources are generally scholarly books and articles. Primary Research is based on raw data, whereas secondary research is based on analysed and interpreted information. Conducting secondary research is similar to the research that students conduct throughout primary school. In other words, accessing information already gathered. Secondary Research is one that involves the use of information obtained originally by primary research. Secondary market research is distinct from primary market research. Secondary research involves the summary, collation and/or synthesis of existing research. Is Amazon actually giving you the best price? Learn about a little known plugin that tells you if you're getting the best price on Amazon. A secondary source interprets and analyzes primary sources. Other sources for secondary research include investment banks and associations or organizations. It can also be conducted more quickly and with less manpower than primary data collection. Wikibuy Review: A Free Tool That Saves You Time and Money, 15 Creative Ways to Save Money That Actually Work. Secondary research may be used as a starting point for a research project. Time and cost savings also make this a valuable research tool. This research method also has some disadvantages. Analysis is frequently done with research that has been provided by a third party. Answers to research questions are already available online, in academic databases, the news, published books, journals, etc.—the work is in wading through the information that is already available and finding data that coincides with the particular research project. This data is available for free use or for a nominal fee. For example, a researcher could not write a paper about today's political climate by using data collected in 1980. A challenge of using secondary market research is while information may be available, it may not be in the form that the market researcher or the client needs. And cobbling information and data together from disparate sources may lead to misinterpretation or incorrect conclusions about the findings and the generalizability of findings. Secondary research is the gathering and analyzing of data that was previously collected to serve a purpose other than the current reason for the research. In this way, secondary research differs from primary market research, which is the direct gathering of information from individuals in order to answer a specific and generally new research question. This data can be free or very expensive depending on the size of the data set and the source. Strategy Steven explores 6 reasons why secondary research is conducted, and how it is typically used in today's work environment. This process involves collecting data from either the originator or a distributor of primary research (see Primary Research Tutorial). This little known plugin reveals the answer. This type of data is called “past data” and is usually accessible via past researchers, government records, and various online and offline resources. Many public agencies collect data regularly that can be used for secondary research. Secondary research includes research material … The type of data in this study is quantitative data and the source of the data used is secondary data. This is a relatively inexpensive form of data collection since the costs associated with administering surveys or other instruments have already been conducted. Many Internet search engines and websites collect data about user behavior. Users can check out a website's privacy policy if they are concerned about data collection. If secondary research and data analysis is undertaken, it can provide a cost-effective way of understanding research questions. Other agencies such as the Food and Drug Administration (FDA), Department of Labor Statistics, and Bureau of Land Management collect data respective to the populations they serve. This helps tune the research hypothesis and questions. This way, many people are involved in research projects without being aware. Also, the original research may not have been conducted rigorously and may have uncontrolled biases. Secondary research or desk research is a research method that involves using already existing data. Quick Reference. It has already been collected by someone else. Primary research can involve going directly to customers, doing focus groups, interviewing the … You can identify a secondary source by determining whether the author(s) of the article did not investigate (conduct) the research described in the article, and instead, is describing research done by others. Keep in mind that primary research can be quite expensive. [1] Secondary research is a method that reuses existing data that was collected for another project, often by another researcher. Secondary market research can help conserve a firm's resources since the expense of designing and implementing a research study has already taken place. Secondary market research is usually thought of in terms of two categories: Information from internal sources (held by a particular company or agency), and information from external sources (held outside of a particular business enterprise, organization, or agency). So to recap, secondary research involves re-analysing, interpreting, or reviewing past data. The Pew Research Center and Gallop® are companies that collect and sell public opinion data. Journals, books, import and export data, production data, and government statistics and censuses are all examples of secondary research. What constitutes primary research differs according to the field you are studying, but the definition of secondary research remains the same. This is sometimes sold to market research agencies for secondary analysis or targeted advertising. 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