Secondary Research

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Secondary Research
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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

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Uses of Secondary Research

• An answer to informational needs
• either as originally presented
• Or in a recalibrated form appropriate for the
  users immediate concern
• Providing insights prior to primary research
• Improve questionnaire design

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Advantages of Secondary Research

• More efficient use of resources
• Convenient means of conducting research quickly
• Preferable when decisions rely on historical data

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Limitations of Secondary Research

• Availability/accessibility
• Relevance
• Accuracy
• Sufficiency

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The Utility of Secondary Research

• Secondary research is a necessary tool for
  helping gain a foundation on
• Product
• People
• Climate
• that influence the situation.

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Sources of Secondary Information

• Internal sources
• Client information (proprietary)
• Agency research (proprietary)
• External sources
• Books
• Periodicals
• Newspapers
• Trade/Nonprofit association
• Government Agencies
• Private business

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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

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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

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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