Secondary research is data which people use in work which has already been published in different sources such as magazines, on the internet, on TV. The data u will use is the cheapest kind of research for the simple fact that it already exists and is in a simple grasp of reach for you to use. It’s a kind of research that you cannot pass off as you own which always should be referenced when used. However, this kind of research can be split into internal and external research.
Even though secondary research is cheap, there are always limitations to prevent its use. Some of them are:
· It is easy to find and collect secondary data. However, you need to be aware of the limitations the data may have and the problems that could arise if these limitations are ignored.
· Secondary data can be general and vague and may not really help companies with decision making.
· The information and data may not be accurate. The source of the data must always be checked.
· The data maybe old and out of date.
· The sample used to generate the secondary data maybe small.
· The company publishing the data may not be reputable
However, Sources of external secondary dada includes:
· Periodicals.
· Specialist marketing reports i.e. Mintel
· Industry magazines.
· Chamber of commerce.
· Government statistics.
· Internet.
· Professional bodies.
· Trade associations
Examples of Secondary Research
This chat forum was taken from 'http://www.rottentomatoes.com/m/the_iron_lady/' as it is an example of secondary research. The reviews of the film 'Iron Lady' shows peoples opinions on what they thought of the film. These different types of opinions can dbate on whether a film is good or not and this data can be vital depending on the work which it may be used in.
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