Secondary Research
Secondary Research (defined) Research information that is used for a purpose other than that for which it was originally intended Secondary research can precede problem identification (discovery) or follow it (investigation)* Secondary information can come from primary or secondary sources Originating source vs. “pass-along” source
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
Advantages of Secondary Research More efficient use of resources Convenient means of conducting research quickly Preferable when decisions rely on historical data
Limitations of Secondary Research Availability/accessibility Relevance Accuracy Sufficiency
The Utility of Secondary Research Secondary research is a necessary tool for helping gain a foundation on Product People Climate …that influence the situation.
Sources of Secondary Information Internal sources Client information (proprietary) Agency research (proprietary) External sources Books Periodicals Newspapers Trade/Nonprofit association Government Agencies Private business
Primary & Secondary Sources for Secondary Research Target Audience Characteristics American Demographics Lifestyle Market Analyst Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI) Consumer Trends US Census Report American Demographics CQ Researcher
Primary & Secondary Sources for Secondary Research Consumer Expenditures Information Resource Inc. (IRI) SAMI/Burke Consumer Attitudes Yankelovich Monitor Roper Reports Gallup Poll Monthly Public Opinion Quarterly
Primary & Secondary Sources for Secondary Research Advertising Expenditures Leading National Advertisers (LNA) Advertising Age Adweek/Mediaweek Media Costs/Audience Measurement Standard Rate & Data Service Neilsen/Arbitron/RADAR