Secondary Research

(noun)

This process involves the summary, collation, and synthesis of existing research rather than primary research, where data is collected from subjects or experiments.

Related Terms

Examples of Secondary Research in the following topics:

  • Primary and Secondary Research

  • Plan the Research Design

    • The research design is a framework or blueprint for conducting the marketing research project.
    • This process is guided by discussions with management and industry experts , case studies and simulations, analysis of secondary data, qualitative research, and pragmatic considerations.
    • A research design is a framework or blueprint for conducting the marketing research project.
    • Secondary data analysis is one of the steps involved in formulating a Research Design
    • Describe the formulation of research design within the context of the marketing research process

  • Competitive Intelligence

    • Competitive Intelligence (CI) is a hybrid process of marketing research and strategic analysis that can give companies a competitive advantage.
    • An example of competitive intelligence is when a food and beverage company conducts primary research to find out about the latest trends in the beverage industry of a foreign country.
    • Primary research – This process involves the use of a human network to access meaningful intelligence.
    • Secondary research – This process involves the use of secondary research sources, such as by gathering published information.
    • In essence, CI is a hybrid process of marketing research and strategic analysis that ultimately seeks to provide companies and their products with a competitive advantage in the marketplace.

  • Understanding The Consumer + The Planning Process

    • Conduct research or engage outside vendors to produce research, including qualitative research, quantitative research, secondary research, and primary research
    • Primary and Secondary research.
    • A good example of secondary research is the U.S.
    • Most secondary research information costs money.
    • There are number of LARGE (like super-big-multinational large) companies that produce secondary research.

  • Collecting Data

    • In marketing research, an example of data collection is when a consumer goods company hires a market research company to conduct in-home ethnographies and in-store shop-alongs in an effort to collect primary research data.
    • Systematic planning is required at all stages of the marketing research process, especially in the data collection step.
    • Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses.
    • While research is always influenced by the researcher's philosophy, it should be free from the personal or political biases of the researcher or the management.
    • Construct the rationale of field work or data collection from a marketing research process perspective

  • Defining Objectives and Formulating Problems

    • Defining the problem and research objectives is the first step involved in the marketing research process.
    • An example of problem definition is reviewing secondary data about a recently launched product and identifying that there seem to be more unmet needs that should be further explored to enhance advertising communication and better connect with the target consumer.
    • While research is always influenced by the researcher's research philosophy, it should be free from the personal or political biases of the researcher or the management.
    • Define the problem and research objectives.
    • This stage involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.

  • Defining the Target Market

    • Now that you have fully identified your target market, do your research to verify that there will be enough business in this group to support your company in its growth.
    • Use both primary and secondary sources in your research.
    • You might consult business directories, obtain statistics regarding automobile owners and their car care practices, locate newspaper articles and magazine stories written on the subject, or conduct your own research using market research techniques such as surveys, focus groups, online searches, etc.
    • Lastly, do research to determine the market size and your potential market share.
    • In other words, use primary and secondary sources to find out how many potential customers there are in the geographic area you have defined, and how many businesses are directly or indirectly competing with you.

  • Careers in Marketing

    • Educational and research institutions—independent think tanks, colleges, secondary schools, etc.
    • Media planners and buyers research the most appropriate online and offline platforms for advertisements.

  • Researching Using Digital Media

    • The field of Internet research is relatively new and evolving.
    • Online research methods enable researchers to use increasingly sophisticated digital tools to collect data via the Internet.
    • Thus, the practice is also referred to as Internet research, Internet science, or iScience.
    • Many of these online research methods are related to existing research methodologies, but re-invent and re-think them within the scope of digital technologies, rules and media associated with the internet.
    • Specific types of research methods that incorporate digital media include:

  • The Dynamic Environment

    • For example, Research and Development (R & D) has input on the features a product can have, and accounting approves the financial side of marketing plans and budgets.
    • The values can also be further categorized into core beliefs, which are passed on from generation to generation and are very difficult to change, and secondary beliefs, which tend to be easier to influence.