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 p Secondary research can precede problem identification (discovery) or follow it (investigation)* p Secondary 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

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

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

Primary & Secondary Sources for Secondary Research p Target Audience Characteristics n n p American Demographics Lifestyle Market Analyst Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI) Consumer Trends n n n US Census Report American Demographics CQ Researcher

Primary & Secondary Sources for 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

Primary & Secondary Sources for Secondary Research p Advertising Expenditures n n n p Leading National Advertisers (LNA) Advertising Age Adweek/Mediaweek Media Costs/Audience Measurement n n Standard Rate & Data Service Neilsen/Arbitron/RADAR