LO3: Secondary Research Techniques

By far the most widely used method for collecting data is through secondary data collection, commonly called secondary research. This process involves collecting data from either the originator or a distributor of primary research (see Primary Research discussion below). In other words, accessing information already gathered.
In most cases this means finding information from third-party sources such as marketing research reports, company websites, magazine articles, and other sources. But in actuality any information previously gathered, whether from sources external to the marketer or from internal sources, such as accessing material from previous market research carried out by the marketer’s organization, old sales reports, accounting records and many others, falls under the heading of secondary research.

Ease of Access

In years past accessing good secondary data required marketers to visit libraries or wait until a report was shipped by mail. When online access initially became an option marketers needed training to learn different rules and procedures for each data source. However, the Internet has changed how secondary research is accessed by offering convenience (e.g., online access from many locations) and generally standardized usage methods for all data sources.

Low Cost to Acquire

Researchers are often attracted to secondary data because getting this information is much less expensive than if the researchers had to carry out the research themselves.


Quality of ResearchThere are some disadvantages to using secondary research. The originators of the primary research are largely self-governed and controlled by the marketer. Therefore, the secondary research used must be scrutinized closely since the origins of the information may be questionable. Moreover, the researcher needs to take sufficient steps to critically evaluate the validity and reliability of the information provided.
http://www.knowthis.com/data-collection-low-cost-secondary-research/secondary-research-advantages

For example using Wikipideia a very popular source for information, which anyone is able to edit. This makes the source not very reliable.

Less Credible and More About Selling a Product

Television shows or doucmenturies glamorise their show for vies hrough celebrities, high quality cameras, angle movement etc.

Google Alerts are notifications given to people in order to alert people on news, latest rends etc. Journalist will have links to social media in order to be aware of what is occuring.

Crowd Sourcing - Information callouts

Crowdsourcing allows businesses to use the input of multiple sources, both within the corporation and externally, to develop solutions for strategic issues or to find better ways to complete tasks. This new culture of innovation, supported by crowdfunding for worthwhile projects, allows for idea collaboration and technological innovation for the greater good. Further, our increasingly mobile world population allows for people from anywhere, and with any background, to give their input on a project.

Web Sources - Academic Work v. Popular opinions.

Observation - E.g. focus recording , evidencing.

Evaluating Sources and Information

Reliablity -(e.g. Use of field experts, first had eye- witnesses, authority - official v subordinae, use of primary and secondary

definers)How truthful the source is.

Relevance - Does the research relate to the topic?

Accuracy - How correct the information given is.Cross refrencing the information view more than one source.

Validity- If the information, pointof view valid or relevant? Does the information have value?

Accessibility - How easy it is to gather or collect the information. Who do you have acess to and is it acessable?

Quality- Information with a high value. This means gathering information that is quality and relevant for readers.

Cost Effective- Resources such as Travel, Food, Equipment Cost etc.May cost more money than the story.Is it cost effective.