MARKETING RESEARCH

Marketing Research & Planning

Marketing Research & Planning

Secondary research use

A secondary research interprets and analyzes primary sources and data in order to conduct marketing research and activities pertaining to marketing research. Secondary sources are texts based on primary sources, and involve generalization, analysis, synthesis, interpretation or evaluation. A secondary source is usually a comment or a primary source analysis. This is type of research consists of information that is already, processed hence secondary research uses are one step removed or distanced from the primary. The nature of large data sets virtually guarantees that a single researcher or group of researchers will not be able to use the data set to its full potential for a single project. Secondary research value

Secondary research is of immense value to any marketer or researcher as it involves the study pertaining to marketing. This is so as it brings about replication and confirmation of results. The foundation of the scientific process is that research should build on previous work, sharing data and allowing for replication that makes one's work more likely to be taken seriously and cited more frequently. Hence secondary sources are of immense value. This type of research is less costly, and time consuming as well as compare to primary researches. Secondary research classifies into two, internal and external (Hamilton, 2005, p. 2-15).

Internal Secondary is documents and previous research into the company or institution for which research is conducted.

External Secondary is based on published studies, books, Internet, magazines, associations or group's studies related to the research topic. Investigations often start with secondary, data collecting internal and external sources, which make secondary, research more valuable and authentic as compare to other types of researches.

Sources of secondary researchSources of secondary sources includes

Textbooks

journal articles

literary criticism and reviews

available through

biographies

Secondary Data Sources

Examples

Internal Sources

Firm's financial statements, financial supports such as invoices, inventory records and other research reports

Government Publications

Depend on each country, there are usually specialized departments in each government to keep statistics of different sectors of economic activity

Periodicals and Books

Also each country has different means or other writings that reveal market trends

Trade Data

Are those that provide specialized firms trade references

These data usually get easier, faster and cheaper than primary, but have the disadvantage of not providing all necessary information, as well as not being the most convenient to make decisions, which should ensure primary data ( Ferrell & Hartline, 2008, p.45).

Primary research uses

A primary research uses is one that provides direct testimony or evidence on the subject of research. Primary researches are written for the purpose of some study or research in question or to facilitate or help an organization or anyone that requires a specific research. Primary research is also called documentary source, and it considers first-hand material concerning the object of study which makes its use worth considering. Primary research offer an inside view for a particular event or time period being studied. 

Primary research value

Primary research is of value as it assists companies in making better decisions on the development and marketing of various products. Market research especially primary research represents the voice of the customer into the company. There are two types of primary research that includes qualitative and ...