1. Secondary Research

2. 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

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. The Utility of Secondary Research Secondary research is a necessary tool for helping gain a foundation on Product People Climate …that influence the situation.

7. Sources of Secondary Information  Internal sources Client information (proprietary) Agency research (proprietary)  External sources Books Periodicals Newspapers Trade/Nonprofit association Government Agencies Private business

8. 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

9. 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

10. 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