Secondary Research Secondary Research defined p Research information

Secondary Research

Secondary Research (defined) p Research information that is used for a purpose other than that for which it was originally intended n p The process of research is controlled by the research sponsor in the case of primary research Secondary (or primary) information can come from primary or secondary sources n Originating source vs. “pass-along” source

Uses of Secondary Research p An answer to informational needs n n either as originally presented Or in a “recalibrated” form appropriate for the user’s immediate concern p Providing insights prior to primary research p Improve questionnaire design

Advantages of Secondary Research p More efficient use of resources p Convenient means of conducting research quickly p Preferable when decisions rely on historical data

Limitations of Secondary Research p Availability/accessibility p Relevance p Accuracy p Sufficiency

Sources of Secondary Information p Internal sources n n p Client information (proprietary) Agency research (proprietary) External sources n n n n Books Periodicals Newspapers Trade/Nonprofit association Government Agencies Private business Electronic sources (online databases, Web content, etc. )

Categories of Secondary Research p Industry Information n n p Business & Industry* Standard & Poor’s (Compustat*) One. Source* Table. Base* Company Information n Business & Company Resource Center* Factiva* Hoover’s Online*

Categories of Secondary Research p Target Audience Characteristics n n n p American Demographics Lifestyle Market Analyst Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI)* Market. Research. com* Consumer Trends n n n US Census Report American Demographics CQ Researcher* Mintel Reports* Statistical Universe*

Categories of Secondary Research p Consumer Expenditures n n p Information Resource Inc. (IRI) SAMI/Burke Consumer Attitudes n n Yankelovich Monitor Roper Reports Gallup Poll Monthly Public Opinion Quarterly

Categories of Secondary Research p Advertising Expenditures n n p Leading National Advertisers (LNA) Ad. Spender* Advertising Age Adweek/Mediaweek Media Costs/Audience Measurement n n Standard Rate & Data Service* Neilsen/Arbitron/RADAR