TWO SHORT ESSAYS

Two Short Essays

Two Short Essays

Introduction

This essay focuses on the secondary research and its importance for this purpose we will address the question why it is often important to conduct secondary research before primary research. Marketing managers have to make decisions about products? pricing? promotional tactics and distribution channels in a complex environment. (Davies? 2001? 79) General economic conditions? technology? extent and strength of competition and political conditions can affect the market for their products. And the behaviour of their consumers is influenced by numerous factors. It is continuing market research that helps marketing managers take sound decisions in such an environment.

Analysis

Secondary research occurs when a project requires a summary or collection of existing data. As opposed to data collected directly from respondents or "research subjects" for the express purposes of a project? (often called "empirical" or "primary research") ? secondary sources already exist. These secondary sours could include previous research reports? newspaper? magazine and journal content? and government and NGO statistics. Sometimes secondary research is required in the preliminary stages of research to determine what is known already and what new data is required? or to inform research design. At other times? it may make be the only research technique used. A key performance area in secondary research is the full citation of original sources? usually in the form of a complete listing or annotated listing. (Davies? 2001? 79)

Importance of Secondary Research

Also known as desk research? secondary research is the most common research method employed in the industry today. It involves processing data that has already been collected by another party. With this form? researchers will consult previous studies and findings such as reports? press articles and previous market research projects in order to come to a conclusion. (Donald? 2002? 55-61) The relatively low expense in comparison to primary research is the main advantage of this research as no new research needs to be commissioned. However? its main disadvantage is that the data used in the analysis may be out-dated and therefore return inaccurate results. Furthermore? previous studies may not have targeted the exact issue that the current research requires. Primary research yields new? up to date? relevant and specific information. However? it is expensive and time consuming? and requires considerable expertise. (Glasper? 2000? 31-42) Secondary market research is done using published resources related to the industry and product. Numerous resources such as government ...