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Secondary Research

Secondary Research. Secondary Research (defined). Research information that is used for a purpose other than that for which it was originally intended The process of research is controlled by the research sponsor in the case of primary research

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Secondary Research

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  1. Secondary Research

  2. Secondary Research (defined) • Research information that is used for a purpose other than that for which it was originally intended • The process of research is controlled by the research sponsor in the case of primary research • Secondary (or primary) information can come from primary or secondary sources • Originating source vs. “pass-along” source

  3. Uses of Secondary Research • An answer to informational needs • either as originally presented • Or in a “recalibrated” form appropriate for the user’s immediate concern • Providing insights prior to primary research • Improve questionnaire design

  4. Advantages of Secondary Research • More efficient use of resources • Convenient means of conducting research quickly • Preferable when decisions rely on historical data

  5. Limitations of Secondary Research • Availability/accessibility • Relevance • Accuracy • Sufficiency

  6. Sources of Secondary Information • Internal sources • Client information (proprietary) • Agency research (proprietary) • External sources • Books • Periodicals • Newspapers • Trade/Nonprofit association • Government Agencies • Private business • Electronic sources (online databases, Web content, etc.)

  7. Categories of Secondary Research • Industry Information • Business & Industry* • Standard & Poor’s (Compustat*) • OneSource* • TableBase* • Company Information • Business & Company Resource Center* • Factiva* • Hoover’s Online*

  8. Categories of Secondary Research • Target Audience Characteristics • American Demographics • Lifestyle Market Analyst • Simmons Market Research Bureau (SMRB) • Mediamark Research Inc. (MRI)* • MarketResearch.com* • Consumer Trends • US Census Report • American Demographics • CQ Researcher* • Mintel Reports* • Statistical Universe*

  9. Categories of Secondary Research • Consumer Expenditures • Information Resource Inc. (IRI) • SAMI/Burke • Consumer Attitudes • Yankelovich Monitor • Roper Reports • Gallup Poll Monthly • Public Opinion Quarterly

  10. Categories of Secondary Research • Advertising Expenditures • Leading National Advertisers (LNA) • AdSpender* • Advertising Age • Adweek/Mediaweek • Media Costs/Audience Measurement • Standard Rate & Data Service* • Neilsen/Arbitron/RADAR

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