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Secondary research: definition, methods, & examples.

19 min read This ultimate guide to secondary research helps you understand changes in market trends, customers buying patterns and your competition using existing data sources.

In situations where you’re not involved in the data gathering process ( primary research ), you have to rely on existing information and data to arrive at specific research conclusions or outcomes. This approach is known as secondary research.

In this article, we’re going to explain what secondary research is, how it works, and share some examples of it in practice.

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What is secondary research?

Secondary research, also known as desk research, is a research method that involves compiling existing data sourced from a variety of channels . This includes internal sources (e.g.in-house research) or, more commonly, external sources (such as government statistics, organizational bodies, and the internet).

Secondary research comes in several formats, such as published datasets, reports, and survey responses , and can also be sourced from websites, libraries, and museums.

The information is usually free — or available at a limited access cost — and gathered using surveys , telephone interviews, observation, face-to-face interviews, and more.

When using secondary research, researchers collect, verify, analyze and incorporate it to help them confirm research goals for the research period.

As well as the above, it can be used to review previous research into an area of interest. Researchers can look for patterns across data spanning several years and identify trends — or use it to verify early hypothesis statements and establish whether it’s worth continuing research into a prospective area.

How to conduct secondary research

There are five key steps to conducting secondary research effectively and efficiently:

1.    Identify and define the research topic

First, understand what you will be researching and define the topic by thinking about the research questions you want to be answered.

Ask yourself: What is the point of conducting this research? Then, ask: What do we want to achieve?

This may indicate an exploratory reason (why something happened) or confirm a hypothesis. The answers may indicate ideas that need primary or secondary research (or a combination) to investigate them.

2.    Find research and existing data sources

If secondary research is needed, think about where you might find the information. This helps you narrow down your secondary sources to those that help you answer your questions. What keywords do you need to use?

Which organizations are closely working on this topic already? Are there any competitors that you need to be aware of?

Create a list of the data sources, information, and people that could help you with your work.

3.    Begin searching and collecting the existing data

Now that you have the list of data sources, start accessing the data and collect the information into an organized system. This may mean you start setting up research journal accounts or making telephone calls to book meetings with third-party research teams to verify the details around data results.

As you search and access information, remember to check the data’s date, the credibility of the source, the relevance of the material to your research topic, and the methodology used by the third-party researchers. Start small and as you gain results, investigate further in the areas that help your research’s aims.

4.    Combine the data and compare the results

When you have your data in one place, you need to understand, filter, order, and combine it intelligently. Data may come in different formats where some data could be unusable, while other information may need to be deleted.

After this, you can start to look at different data sets to see what they tell you. You may find that you need to compare the same datasets over different periods for changes over time or compare different datasets to notice overlaps or trends. Ask yourself: What does this data mean to my research? Does it help or hinder my research?

5.    Analyze your data and explore further

In this last stage of the process, look at the information you have and ask yourself if this answers your original questions for your research. Are there any gaps? Do you understand the information you’ve found? If you feel there is more to cover, repeat the steps and delve deeper into the topic so that you can get all the information you need.

If secondary research can’t provide these answers, consider supplementing your results with data gained from primary research. As you explore further, add to your knowledge and update your findings. This will help you present clear, credible information.

Primary vs secondary research

Unlike secondary research, primary research involves creating data first-hand by directly working with interviewees, target users, or a target market. Primary research focuses on the method for carrying out research, asking questions, and collecting data using approaches such as:

• Interviews (panel, face-to-face or over the phone)
• Questionnaires or surveys
• Focus groups

Using these methods, researchers can get in-depth, targeted responses to questions, making results more accurate and specific to their research goals. However, it does take time to do and administer.

Unlike primary research, secondary research uses existing data, which also includes published results from primary research. Researchers summarize the existing research and use the results to support their research goals.

Both primary and secondary research have their places. Primary research can support the findings found through secondary research (and fill knowledge gaps), while secondary research can be a starting point for further primary research. Because of this, these research methods are often combined for optimal research results that are accurate at both the micro and macro level.

Sources of Secondary Research

There are two types of secondary research sources: internal and external. Internal data refers to in-house data that can be gathered from the researcher’s organization. External data refers to data published outside of and not owned by the researcher’s organization.

Internal data

Internal data is a good first port of call for insights and knowledge, as you may already have relevant information stored in your systems. Because you own this information — and it won’t be available to other researchers — it can give you a competitive edge . Examples of internal data include:

• Database information on sales history and business goal conversions
• Information from website applications and mobile site data
• Customer-generated data on product and service efficiency and use
• Previous research results or supplemental research areas
• Previous campaign results

External data

External data is useful when you: 1) need information on a new topic, 2) want to fill in gaps in your knowledge, or 3) want data that breaks down a population or market for trend and pattern analysis. Examples of external data include:

• Government, non-government agencies, and trade body statistics
• Company reports and research
• Competitor research
• Public library collections
• Textbooks and research journals
• Media stories in newspapers
• Online journals and research sites

Three examples of secondary research methods in action

How and why might you conduct secondary research? Let’s look at a few examples:

1.    Collecting factual information from the internet on a specific topic or market

There are plenty of sites that hold data for people to view and use in their research. For example, Google Scholar, ResearchGate, or Wiley Online Library all provide previous research on a particular topic. Researchers can create free accounts and use the search facilities to look into a topic by keyword, before following the instructions to download or export results for further analysis.

This can be useful for exploring a new market that your organization wants to consider entering. For instance, by viewing the U.S Census Bureau demographic data for that area, you can see what the demographics of your target audience are , and create compelling marketing campaigns accordingly.

2.    Finding out the views of your target audience on a particular topic

If you’re interested in seeing the historical views on a particular topic, for example, attitudes to women’s rights in the US, you can turn to secondary sources.

Textbooks, news articles, reviews, and journal entries can all provide qualitative reports and interviews covering how people discussed women’s rights. There may be multimedia elements like video or documented posters of propaganda showing biased language usage.

By gathering this information, synthesizing it, and evaluating the language, who created it and when it was shared, you can create a timeline of how a topic was discussed over time.

3.    When you want to know the latest thinking on a topic

Educational institutions, such as schools and colleges, create a lot of research-based reports on younger audiences or their academic specialisms. Dissertations from students also can be submitted to research journals, making these places useful places to see the latest insights from a new generation of academics.

Information can be requested — and sometimes academic institutions may want to collaborate and conduct research on your behalf. This can provide key primary data in areas that you want to research, as well as secondary data sources for your research.

Advantages of secondary research

There are several benefits of using secondary research, which we’ve outlined below:

• Easily and readily available data – There is an abundance of readily accessible data sources that have been pre-collected for use, in person at local libraries and online using the internet. This data is usually sorted by filters or can be exported into spreadsheet format, meaning that little technical expertise is needed to access and use the data.
• Faster research speeds – Since the data is already published and in the public arena, you don’t need to collect this information through primary research. This can make the research easier to do and faster, as you can get started with the data quickly.
• Low financial and time costs – Most secondary data sources can be accessed for free or at a small cost to the researcher, so the overall research costs are kept low. In addition, by saving on preliminary research, the time costs for the researcher are kept down as well.
• Secondary data can drive additional research actions – The insights gained can support future research activities (like conducting a follow-up survey or specifying future detailed research topics) or help add value to these activities.
• Secondary data can be useful pre-research insights – Secondary source data can provide pre-research insights and information on effects that can help resolve whether research should be conducted. It can also help highlight knowledge gaps, so subsequent research can consider this.
• Ability to scale up results – Secondary sources can include large datasets (like Census data results across several states) so research results can be scaled up quickly using large secondary data sources.

Disadvantages of secondary research

The disadvantages of secondary research are worth considering in advance of conducting research :

• Secondary research data can be out of date – Secondary sources can be updated regularly, but if you’re exploring the data between two updates, the data can be out of date. Researchers will need to consider whether the data available provides the right research coverage dates, so that insights are accurate and timely, or if the data needs to be updated. Also, fast-moving markets may find secondary data expires very quickly.
• Secondary research needs to be verified and interpreted – Where there’s a lot of data from one source, a researcher needs to review and analyze it. The data may need to be verified against other data sets or your hypotheses for accuracy and to ensure you’re using the right data for your research.
• The researcher has had no control over the secondary research – As the researcher has not been involved in the secondary research, invalid data can affect the results. It’s therefore vital that the methodology and controls are closely reviewed so that the data is collected in a systematic and error-free way.
• Secondary research data is not exclusive – As data sets are commonly available, there is no exclusivity and many researchers can use the same data. This can be problematic where researchers want to have exclusive rights over the research results and risk duplication of research in the future.

When do we conduct secondary research?

Now that you know the basics of secondary research, when do researchers normally conduct secondary research?

It’s often used at the beginning of research, when the researcher is trying to understand the current landscape . In addition, if the research area is new to the researcher, it can form crucial background context to help them understand what information exists already. This can plug knowledge gaps, supplement the researcher’s own learning or add to the research.

Secondary research can also be used in conjunction with primary research. Secondary research can become the formative research that helps pinpoint where further primary research is needed to find out specific information. It can also support or verify the findings from primary research.

You can use secondary research where high levels of control aren’t needed by the researcher, but a lot of knowledge on a topic is required from different angles.

Secondary research should not be used in place of primary research as both are very different and are used for various circumstances.

Questions to ask before conducting secondary research

Before you start your secondary research, ask yourself these questions:

• Is there similar internal data that we have created for a similar area in the past?

If your organization has past research, it’s best to review this work before starting a new project. The older work may provide you with the answers, and give you a starting dataset and context of how your organization approached the research before. However, be mindful that the work is probably out of date and view it with that note in mind. Read through and look for where this helps your research goals or where more work is needed.

• What am I trying to achieve with this research?

When you have clear goals, and understand what you need to achieve, you can look for the perfect type of secondary or primary research to support the aims. Different secondary research data will provide you with different information – for example, looking at news stories to tell you a breakdown of your market’s buying patterns won’t be as useful as internal or external data e-commerce and sales data sources.

• How credible will my research be?

If you are looking for credibility, you want to consider how accurate the research results will need to be, and if you can sacrifice credibility for speed by using secondary sources to get you started. Bear in mind which sources you choose — low-credibility data sites, like political party websites that are highly biased to favor their own party, would skew your results.

• What is the date of the secondary research?

When you’re looking to conduct research, you want the results to be as useful as possible , so using data that is 10 years old won’t be as accurate as using data that was created a year ago. Since a lot can change in a few years, note the date of your research and look for earlier data sets that can tell you a more recent picture of results. One caveat to this is using data collected over a long-term period for comparisons with earlier periods, which can tell you about the rate and direction of change.

• Can the data sources be verified? Does the information you have check out?

If you can’t verify the data by looking at the research methodology, speaking to the original team or cross-checking the facts with other research, it could be hard to be sure that the data is accurate. Think about whether you can use another source, or if it’s worth doing some supplementary primary research to replicate and verify results to help with this issue.

We created a front-to-back guide on conducting market research, The ultimate guide to conducting market research , so you can understand the research journey with confidence.

In it, you’ll learn more about:

• What effective market research looks like
• The use cases for market research
• The most important steps to conducting market research
• And how to take action on your research findings

Download the free guide for a clearer view on secondary research and other key research types for your business.

Related resources

Market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, primary vs secondary research 14 min read, request demo.

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What is Secondary Research? Types, Methods, Examples

Appinio Research · 20.09.2023 · 13min read

Have you ever wondered how researchers gather valuable insights without conducting new experiments or surveys? That's where secondary research steps in—a powerful approach that allows us to explore existing data and information others collect.

Whether you're a student, a professional, or someone seeking to make informed decisions, understanding the art of secondary research opens doors to a wealth of knowledge.

What is Secondary Research?

Secondary Research refers to the process of gathering and analyzing existing data, information, and knowledge that has been previously collected and compiled by others. This approach allows researchers to leverage available sources, such as articles, reports, and databases, to gain insights, validate hypotheses, and make informed decisions without collecting new data.

Benefits of Secondary Research

Secondary research offers a range of advantages that can significantly enhance your research process and the quality of your findings.

• Time and Cost Efficiency: Secondary research saves time and resources by utilizing existing data sources, eliminating the need for data collection from scratch.
• Wide Range of Data: Secondary research provides access to vast information from various sources, allowing for comprehensive analysis.
• Historical Perspective: Examining past research helps identify trends, changes, and long-term patterns that might not be immediately apparent.
• Reduced Bias: As data is collected by others, there's often less inherent bias than in conducting primary research, where biases might affect data collection.
• Support for Primary Research: Secondary research can lay the foundation for primary research by providing context and insights into gaps in existing knowledge.
• Comparative Analysis : By integrating data from multiple sources, you can conduct robust comparative analyses for more accurate conclusions.
• Benchmarking and Validation: Secondary research aids in benchmarking performance against industry standards and validating hypotheses.

Primary Research vs. Secondary Research

When it comes to research methodologies, primary and secondary research each have their distinct characteristics and advantages. Here's a brief comparison to help you understand the differences.

Primary Research

• Data Source: Involves collecting new data directly from original sources.
• Data Collection: Researchers design and conduct surveys, interviews, experiments, or observations.
• Time and Resources: Typically requires more time, effort, and resources due to data collection.
• Fresh Insights: Provides firsthand, up-to-date information tailored to specific research questions.
• Control: Researchers control the data collection process and can shape methodologies.

Secondary Research

• Data Source: Involves utilizing existing data and information collected by others.
• Data Collection: Researchers search, select, and analyze data from published sources, reports, and databases.
• Time and Resources: Generally more time-efficient and cost-effective as data is already available.
• Existing Knowledge: Utilizes data that has been previously compiled, often providing broader context.
• Less Control: Researchers have limited control over how data was collected originally, if any.

Choosing between primary and secondary research depends on your research objectives, available resources, and the depth of insights you require.

Types of Secondary Research

Secondary research encompasses various types of existing data sources that can provide valuable insights for your research endeavors. Understanding these types can help you choose the most relevant sources for your objectives.

Here are the primary types of secondary research:

Internal Sources

Internal sources consist of data generated within your organization or entity. These sources provide valuable insights into your own operations and performance.

• Company Records and Data: Internal reports, documents, and databases that house information about sales, operations, and customer interactions.
• Sales Reports and Customer Data: Analysis of past sales trends, customer demographics, and purchasing behavior.
• Financial Statements and Annual Reports: Financial data, such as balance sheets and income statements, offer insights into the organization's financial health.

External Sources

External sources encompass data collected and published by entities outside your organization.

These sources offer a broader perspective on various subjects.

• Published Literature and Journals: Scholarly articles, research papers, and academic studies available in journals or online databases.
• Market Research Reports: Reports from market research firms that provide insights into industry trends, consumer behavior, and market forecasts.
• Government and NGO Databases: Data collected and maintained by government agencies and non-governmental organizations, offering demographic, economic, and social information.
• Online Media and News Articles: News outlets and online publications that cover current events, trends, and societal developments.

Each type of secondary research source holds its value and relevance, depending on the nature of your research objectives. Combining these sources lets you understand the subject matter and make informed decisions.

How to Conduct Secondary Research?

Effective secondary research involves a thoughtful and systematic approach that enables you to extract valuable insights from existing data sources. Here's a step-by-step guide on how to navigate the process:

1. Define Your Research Objectives

Before delving into secondary research, clearly define what you aim to achieve. Identify the specific questions you want to answer, the insights you're seeking, and the scope of your research.

2. Identify Relevant Sources

Begin by identifying the most appropriate sources for your research. Consider the nature of your research objectives and the data type you require. Seek out sources such as academic journals, market research reports, official government databases, and reputable news outlets.

3. Evaluate Source Credibility

Ensuring the credibility of your sources is crucial. Evaluate the reliability of each source by assessing factors such as the author's expertise, the publication's reputation, and the objectivity of the information provided. Choose sources that align with your research goals and are free from bias.

4. Extract and Analyze Information

Once you've gathered your sources, carefully extract the relevant information. Take thorough notes, capturing key data points, insights, and any supporting evidence. As you accumulate information, start identifying patterns, trends, and connections across different sources.

5. Synthesize Findings

As you analyze the data, synthesize your findings to draw meaningful conclusions. Compare and contrast information from various sources to identify common themes and discrepancies. This synthesis process allows you to construct a coherent narrative that addresses your research objectives.

6. Address Limitations and Gaps

Acknowledge the limitations and potential gaps in your secondary research. Recognize that secondary data might have inherent biases or be outdated. Where necessary, address these limitations by cross-referencing information or finding additional sources to fill in gaps.

7. Contextualize Your Findings

Contextualization is crucial in deriving actionable insights from your secondary research. Consider the broader context within which the data was collected. How does the information relate to current trends, societal changes, or industry shifts? This contextual understanding enhances the relevance and applicability of your findings.

8. Cite Your Sources

Maintain academic integrity by properly citing the sources you've used for your secondary research. Accurate citations not only give credit to the original authors but also provide a clear trail for readers to access the information themselves.

9. Integrate Secondary and Primary Research (If Applicable)

In some cases, combining secondary and primary research can yield more robust insights. If you've also conducted primary research, consider integrating your secondary findings with your primary data to provide a well-rounded perspective on your research topic.

You can use a market research platform like Appinio to conduct primary research with real-time insights in minutes!

10. Communicate Your Findings

Finally, communicate your findings effectively. Whether it's in an academic paper, a business report, or any other format, present your insights clearly and concisely. Provide context for your conclusions and use visual aids like charts and graphs to enhance understanding.

Remember that conducting secondary research is not just about gathering information—it's about critically analyzing, interpreting, and deriving valuable insights from existing data. By following these steps, you'll navigate the process successfully and contribute to the body of knowledge in your field.

Secondary Research Examples

To better understand how secondary research is applied in various contexts, let's explore a few real-world examples that showcase its versatility and value.

Market Analysis and Trend Forecasting

Imagine you're a marketing strategist tasked with launching a new product in the smartphone industry. By conducting secondary research, you can:

• Access Market Reports: Utilize market research reports to understand consumer preferences, competitive landscape, and growth projections.
• Analyze Trends: Examine past sales data and industry reports to identify trends in smartphone features, design, and user preferences.
• Benchmark Competitors: Compare market share, customer satisfaction , and pricing strategies of key competitors to develop a strategic advantage.
• Forecast Demand: Use historical sales data and market growth predictions to estimate demand for your new product.

Academic Research and Literature Reviews

Suppose you're a student researching climate change's effects on marine ecosystems. Secondary research aids your academic endeavors by:

• Reviewing Existing Studies: Analyze peer-reviewed articles and scientific papers to understand the current state of knowledge on the topic.
• Identifying Knowledge Gaps: Identify areas where further research is needed based on what existing studies still need to cover.
• Comparing Methodologies: Compare research methodologies used by different studies to assess the strengths and limitations of their approaches.
• Synthesizing Insights: Synthesize findings from various studies to form a comprehensive overview of the topic's implications on marine life.

Competitive Landscape Assessment for Business Strategy

Consider you're a business owner looking to expand your restaurant chain to a new location. Secondary research aids your strategic decision-making by:

• Analyzing Demographics: Utilize demographic data from government databases to understand the local population's age, income, and preferences.
• Studying Local Trends: Examine restaurant industry reports to identify the types of cuisines and dining experiences currently popular in the area.
• Understanding Consumer Behavior: Analyze online reviews and social media discussions to gauge customer sentiment towards existing restaurants in the vicinity.
• Assessing Economic Conditions: Access economic reports to evaluate the local economy's stability and potential purchasing power.

These examples illustrate the practical applications of secondary research across various fields to provide a foundation for informed decision-making, deeper understanding, and innovation.

Secondary Research Limitations

While secondary research offers many benefits, it's essential to be aware of its limitations to ensure the validity and reliability of your findings.

• Data Quality and Validity: The accuracy and reliability of secondary data can vary, affecting the credibility of your research.
• Limited Contextual Information: Secondary sources might lack detailed contextual information, making it important to interpret findings within the appropriate context.
• Data Suitability: Existing data might not align perfectly with your research objectives, leading to compromises or incomplete insights.
• Outdated Information: Some sources might provide obsolete information that doesn't accurately reflect current trends or situations.
• Potential Bias: While secondary data is often less biased, biases might still exist in the original data sources, influencing your findings.
• Incompatibility of Data: Combining data from different sources might pose challenges due to variations in definitions, methodologies, or units of measurement.
• Lack of Control: Unlike primary research, you have no control over how data was collected or its quality, potentially affecting your analysis. Understanding these limitations will help you navigate secondary research effectively and make informed decisions based on a well-rounded understanding of its strengths and weaknesses.

Secondary research is a valuable tool that businesses can use to their advantage. By tapping into existing data and insights, companies can save time, resources, and effort that would otherwise be spent on primary research. This approach equips decision-makers with a broader understanding of market trends, consumer behaviors, and competitive landscapes. Additionally, benchmarking against industry standards and validating hypotheses empowers businesses to make informed choices that lead to growth and success.

As you navigate the world of secondary research, remember that it's not just about data retrieval—it's about strategic utilization. With a clear grasp of how to access, analyze, and interpret existing information, businesses can stay ahead of the curve, adapt to changing landscapes, and make decisions that are grounded in reliable knowledge.

How to Conduct Secondary Research in Minutes?

In the world of decision-making, having access to real-time consumer insights is no longer a luxury—it's a necessity. That's where Appinio comes in, revolutionizing how businesses gather valuable data for better decision-making. As a real-time market research platform, Appinio empowers companies to tap into the pulse of consumer opinions swiftly and seamlessly.

• Fast Insights: Say goodbye to lengthy research processes. With Appinio, you can transform questions into actionable insights in minutes.
• Data-Driven Decisions: Harness the power of real-time consumer insights to drive your business strategies, allowing you to make informed choices on the fly.
• Seamless Integration: Appinio handles the research and technical complexities, freeing you to focus on what truly matters: making rapid data-driven decisions that propel your business forward.

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Methodology

• What is Secondary Research? | Definition, Types, & Examples

What is Secondary Research? | Definition, Types, & Examples

Published on January 20, 2023 by Tegan George . Revised on January 12, 2024.

Secondary research is a research method that uses data that was collected by someone else. In other words, whenever you conduct research using data that already exists, you are conducting secondary research. On the other hand, any type of research that you undertake yourself is called primary research .

Secondary research can be qualitative or quantitative in nature. It often uses data gathered from published peer-reviewed papers, meta-analyses, or government or private sector databases and datasets.

Table of contents

When to use secondary research, types of secondary research, examples of secondary research, advantages and disadvantages of secondary research, other interesting articles, frequently asked questions.

Secondary research is a very common research method, used in lieu of collecting your own primary data. It is often used in research designs or as a way to start your research process if you plan to conduct primary research later on.

Since it is often inexpensive or free to access, secondary research is a low-stakes way to determine if further primary research is needed, as gaps in secondary research are a strong indication that primary research is necessary. For this reason, while secondary research can theoretically be exploratory or explanatory in nature, it is usually explanatory: aiming to explain the causes and consequences of a well-defined problem.

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Secondary research can take many forms, but the most common types are:

Statistical analysis

Literature reviews, case studies, content analysis.

There is ample data available online from a variety of sources, often in the form of datasets. These datasets are often open-source or downloadable at a low cost, and are ideal for conducting statistical analyses such as hypothesis testing or regression analysis .

Credible sources for existing data include:

• The government
• Government agencies
• Non-governmental organizations
• Educational institutions
• Businesses or consultancies
• Libraries or archives
• Newspapers, academic journals, or magazines

A literature review is a survey of preexisting scholarly sources on your topic. It provides an overview of current knowledge, allowing you to identify relevant themes, debates, and gaps in the research you analyze. You can later apply these to your own work, or use them as a jumping-off point to conduct primary research of your own.

Structured much like a regular academic paper (with a clear introduction, body, and conclusion), a literature review is a great way to evaluate the current state of research and demonstrate your knowledge of the scholarly debates around your topic.

A case study is a detailed study of a specific subject. It is usually qualitative in nature and can focus on  a person, group, place, event, organization, or phenomenon. A case study is a great way to utilize existing research to gain concrete, contextual, and in-depth knowledge about your real-world subject.

You can choose to focus on just one complex case, exploring a single subject in great detail, or examine multiple cases if you’d prefer to compare different aspects of your topic. Preexisting interviews , observational studies , or other sources of primary data make for great case studies.

Content analysis is a research method that studies patterns in recorded communication by utilizing existing texts. It can be either quantitative or qualitative in nature, depending on whether you choose to analyze countable or measurable patterns, or more interpretive ones. Content analysis is popular in communication studies, but it is also widely used in historical analysis, anthropology, and psychology to make more semantic qualitative inferences.

Secondary research is a broad research approach that can be pursued any way you’d like. Here are a few examples of different ways you can use secondary research to explore your research topic .

Secondary research is a very common research approach, but has distinct advantages and disadvantages.

Advantages of secondary research

Advantages include:

• Secondary data is very easy to source and readily available .
• It is also often free or accessible through your educational institution’s library or network, making it much cheaper to conduct than primary research .
• As you are relying on research that already exists, conducting secondary research is much less time consuming than primary research. Since your timeline is so much shorter, your research can be ready to publish sooner.
• Using data from others allows you to show reproducibility and replicability , bolstering prior research and situating your own work within your field.

Disadvantages of secondary research

Disadvantages include:

• Ease of access does not signify credibility . It’s important to be aware that secondary research is not always reliable , and can often be out of date. It’s critical to analyze any data you’re thinking of using prior to getting started, using a method like the CRAAP test .
• Secondary research often relies on primary research already conducted. If this original research is biased in any way, those research biases could creep into the secondary results.

Many researchers using the same secondary research to form similar conclusions can also take away from the uniqueness and reliability of your research. Many datasets become “kitchen-sink” models, where too many variables are added in an attempt to draw increasingly niche conclusions from overused data . Data cleansing may be necessary to test the quality of the research.

If you want to know more about statistics , methodology , or research bias , make sure to check out some of our other articles with explanations and examples.

• Normal distribution
• Degrees of freedom
• Null hypothesis
• Discourse analysis
• Control groups
• Mixed methods research
• Non-probability sampling
• Quantitative research
• Inclusion and exclusion criteria

Research bias

• Rosenthal effect
• Implicit bias
• Cognitive bias
• Selection bias
• Negativity bias
• Status quo bias

A systematic review is secondary research because it uses existing research. You don’t collect new data yourself.

The research methods you use depend on the type of data you need to answer your research question .

• If you want to measure something or test a hypothesis , use quantitative methods . If you want to explore ideas, thoughts and meanings, use qualitative methods .
• If you want to analyze a large amount of readily-available data, use secondary data. If you want data specific to your purposes with control over how it is generated, collect primary data.
• If you want to establish cause-and-effect relationships between variables , use experimental methods. If you want to understand the characteristics of a research subject, use descriptive methods.

Quantitative research deals with numbers and statistics, while qualitative research deals with words and meanings.

Quantitative methods allow you to systematically measure variables and test hypotheses . Qualitative methods allow you to explore concepts and experiences in more detail.

Sources in this article

We strongly encourage students to use sources in their work. You can cite our article (APA Style) or take a deep dive into the articles below.

George, T. (2024, January 12). What is Secondary Research? | Definition, Types, & Examples. Scribbr. Retrieved September 3, 2024, from https://www.scribbr.com/methodology/secondary-research/

Largan, C., & Morris, T. M. (2019). Qualitative Secondary Research: A Step-By-Step Guide (1st ed.). SAGE Publications Ltd.

Peloquin, D., DiMaio, M., Bierer, B., & Barnes, M. (2020). Disruptive and avoidable: GDPR challenges to secondary research uses of data. European Journal of Human Genetics , 28 (6), 697–705. https://doi.org/10.1038/s41431-020-0596-x

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Secondary Market Research: Key Methods and Sources

• by Alice Ananian
• August 27, 2024

In today’s data-driven world, businesses that thrive harness the power of market research. While primary research involves collecting data firsthand, secondary market research leverages existing data to provide valuable insights without the hefty costs. Entrepreneurs, small business owners, and business students alike must understand the intricacies of market research. Let’s explore how secondary market research can be your key to success.

What Is Secondary Market Research?

Secondary market research is the process of collecting and analyzing data that has already been gathered by others. This information can come from a variety of sources, including government agencies, industry associations, market research firms, and academic institutions. Unlike primary research, which involves collecting data firsthand, secondary research leverages existing information to gain insights into a specific market.

Key benefits of secondary market research include:

• Cost-effective: Often less expensive than primary research as it avoids the costs associated with data collection.
• Time-saving: Existing data is readily available, reducing the time required to gather information.
• Access to large datasets: Provides access to extensive data that might be difficult or impossible to collect independently.
• Industry benchmarks: Offers comparisons to industry standards and trends.

By utilizing secondary market research, businesses can make informed decisions, identify market opportunities, understand customer behavior, and develop effective marketing strategies.

Secondary Market Research Sources

Secondary market research offers a wealth of information, but knowing where to look can be overwhelming. Here’s a breakdown of key sources:

Government Data

Government agencies collect and publish a vast amount of data on demographics, economic indicators, industry trends, and consumer behavior. This data is often free and highly reliable. The following examples are applicable for the US.

• Census Bureau : Provides comprehensive data on population, housing, business, and economy.
• Bureau of Labor Statistics (BLS) : Offers data on employment, wages, prices, and productivity.
• Federal Trade Commission (FTC) : Provides information on consumer protection and antitrust issues.

Industry Associations and Trade Organizations

Industry-specific associations often publish market research , statistics, and trends relevant to their members.

• National Retail Federation (NRF) : Offers data and insights on the retail industry.
• Marketing Association (AMA) : Provides resources and research on marketing topics.

Market Research Firms

These companies specialize in collecting and analyzing market data. Their reports often provide in-depth insights into specific industries or consumer segments.

• Statista : Offers a vast collection of market data, studies, and infographics.
• Mintel : Provides market research on consumer goods and services.
• Nielsen : Offers data and analytics on consumer behavior and media consumption.

Academic Research

Universities and research institutions publish studies and papers on various topics, including market research.

• Google Scholar : A search engine for academic literature.
• JSTOR : A digital library of academic journals, books, and primary sources.

Business Databases

Many databases offer access to company information, industry reports, and news articles.

• Bloomberg Terminal : Provides financial data, news, and analytics.
• Factiva : Offers news and business information from thousands of sources.

Other Online Resources

The internet provides a wealth of free and paid secondary research data.

Social Media: Platforms like Facebook, Twitter, and Instagram offer insights into consumer sentiment and behavior.

Industry Websites and Blogs: Many companies and industry experts publish valuable information online.

Considerations When Using Secondary Data

When conducting research, it is crucial to ensure relevance by verifying that the data aligns with your research question. Equally important is reliability , which involves confirming the credibility and accuracy of your sources. Additionally, consider the timeliness of the data, taking into account its age and current applicability. Lastly, ensure consistency by comparing data from multiple sources to verify uniformity.

By carefully selecting and utilizing these sources, you can gather valuable insights to inform your market research and decision-making processes.

Secondary Market Research Methods

Conducting secondary market research involves several methods, each tailored to the type of data being analyzed. Here are some common methods along with examples to provide greater context:

Data Mining  

This involves uncovering patterns within substantial datasets. By employing statistical algorithms and machine learning, researchers can extract valuable insights. This method is instrumental in identifying customer segments, forecasting sales trends, detecting anomalies, and optimizing marketing strategies.

Example: Imagine a retail company that uses data mining to analyze its sales data over the past five years. By examining patterns in purchase history, customer demographics, and seasonal trends, they identify a growing segment of eco-conscious millennials who prefer sustainable products. This insight leads to the development of a new product line targeting this specific customer segment.

Content Analysis  

Content analysis systematically examines communication to understand its meaning. Applicable to textual, visual, or audio data, content analysis helps analyze media coverage, gauge brand perception, identify consumer sentiment, and track industry trends.

Example: A social media marketing firm conducts content analysis on Twitter mentions of a client’s brand. By analyzing the language, sentiment, and context of these tweets, they discover that customers frequently praise the product’s durability but express frustration with its packaging. This information guides the company to improve its packaging design while maintaining product quality.

Trend Analysis  

This type of analysis identifies patterns and shifts in data over time. It aids in predicting future trends and making informed decisions. By analyzing historical data, businesses can forecast market growth, recognize emerging trends, assess the competitive landscape, and develop long-term strategies.

Example: An electric vehicle manufacturer performs trend analysis on global sales data of electric cars over the past decade. They notice a consistent year-over-year increase in sales, with a significant spike in regions that have implemented green energy incentives. This information helps them prioritize market expansion in areas with favorable policies and growing demand.

Competitive Analysis  

Competitive analysis evaluates the strengths, weaknesses, opportunities, and threats of competitors. Understanding the competitive landscape is crucial for developing effective strategies. Through benchmarking performance, identifying market gaps, and differentiating products, businesses can gain a competitive edge.

Example: A streaming service conducts a competitive analysis of other platforms in the market. They discover that while a major competitor has a larger content library, users complain about its confusing interface. The streaming service decides to focus on improving its user experience and curating a smaller but high-quality content selection to differentiate itself.

Benchmarking  

Benchmarking compares a company’s performance to industry standards or best practices. It helps identify areas for improvement and set performance goals. By assessing operational efficiency, measuring customer satisfaction, and evaluating product quality, companies can enhance their processes.

Example: A mid-sized hospital benchmarks its patient satisfaction scores against top-performing hospitals in the country. They find that their scores lag in the areas of wait times and staff communication. Using this information, the hospital implements new scheduling software and staff training programs to improve in these areas.

SWOT Analysis  

This well-known acronym is a strategic planning technique that identifies a company’s strengths, weaknesses, opportunities, and threats. It assesses the internal and external environment. By developing business strategies, identifying competitive advantages, mitigating risks, and allocating resources effectively, companies can improve their overall performance.

Example: A local coffee shop chain conducts a SWOT analysis before expanding to a new city. They identify their strength in sourcing high-quality, ethically produced beans, and their weakness in brand recognition outside their home market. Opportunities include a growing demand for specialty coffee in the target city, while threats include established national chains. This analysis helps them develop a market entry strategy that emphasizes their unique selling points.

Scenario Planning  

Scenario planning creates hypothetical future scenarios to assess potential outcomes and develop contingency plans. It helps businesses develop strategic options, manage risks, identify opportunities, and make informed decisions in uncertain environments.

Example: An international airline uses scenario planning to prepare for various post-pandemic travel scenarios. They develop plans for rapid recovery, slow recovery, and potential new travel restrictions. This exercise helps them adjust their fleet management, route planning, and staffing strategies to remain flexible in an uncertain market.

These methods often complement each other to maximize the value extracted from secondary data. By applying these techniques, businesses can gain valuable insights, make data-driven decisions, and achieve a competitive advantage.

Advantages of Secondary Market Research

Secondary market research offers several benefits for businesses and researchers:

• Cost-effective: It is generally less expensive than primary research as data is already collected and available.
• Time-efficient: Since data is readily accessible, researchers can gather information quickly, accelerating the research process.
• Access to large datasets: Secondary research often provides access to extensive datasets that would be challenging or impossible to collect independently.
• Industry benchmarks: This research allows for comparisons to industry standards and trends, providing valuable context.
• Reduced errors: Data collected by professionals can be more reliable and accurate than data gathered independently.
• Identification of research gaps: By exploring existing research, researchers can identify areas where further investigation is needed.
• Understanding the broader context: Secondary research helps place specific findings within a larger industry or market context.
• Supports primary research: It can provide a foundation for designing effective primary research studies.

By leveraging secondary market research, businesses can make informed decisions, identify opportunities, understand customer behavior, and develop effective marketing strategies.

Limitations of Secondary Research

While secondary market research offers numerous advantages, it also has its drawbacks:

• Lack of specificity: The data may not align precisely with the specific research question or business needs.
• Outdated information: Data can become outdated quickly, especially in rapidly changing markets.
• Data quality and reliability: The accuracy and consistency of data can vary across sources.
• Limited depth: Secondary research often provides a broad overview but may lack in-depth insights.
• Potential bias: The original data collection methods or the interpretation of the data may be biased.
• Access limitations: Some high-quality data sources may require subscriptions or fees.
• Competitive advantage: Information available to one company is often available to competitors as well.

It’s essential to carefully evaluate the limitations of secondary research and consider combining it with primary research to obtain a more comprehensive understanding of the target market.

Examples of Secondary Market Research

To illustrate the practical applications of secondary market research, let’s consider a few examples:

Business Examples

Coca-Cola’s Market Penetration: Coca-Cola extensively uses demographic data from census bureaus to understand consumer preferences and consumption patterns across different regions. This information helps them tailor their marketing campaigns and product offerings.

Netflix’s Content Strategy: Netflix relies heavily on viewing data and audience preferences to determine which shows and movies to produce or acquire. By analyzing user behavior, they can identify popular genres and create content that resonates with their audience.

Amazon’s Product Recommendations: Amazon utilizes customer purchase history and browsing behavior to suggest products to customers. This data-driven approach significantly influences consumer purchasing decisions.

Academic Examples

Climate Change Research: Scientists use government reports, academic papers, and satellite data to study climate patterns, predict future trends, and inform policy decisions.

Economic Forecasting: Economists rely on GDP data, employment statistics, and consumer spending patterns to forecast economic growth or recession.

Public Health Studies: Researchers use health records, epidemiological data, and government statistics to identify disease outbreaks, track health trends, and evaluate public health interventions.

Other Examples

Government Policy Making: Governments use census data, economic indicators, and social surveys to inform policy decisions on education, healthcare, and infrastructure.

Market Research Firms: Companies like Nielsen and Kantar collect and analyze consumer data to provide insights to businesses for market segmentation, product development, and advertising.

These examples highlight how secondary market research is used across various sectors to make informed decisions, develop strategies, and understand market trends.

Tips for Effective Secondary Market Research

Conducting effective secondary market research requires a systematic approach. Here are some tips:

Define Your Research Objectives Clearly 

To conduct effective research, it’s crucial to clearly outline your objectives. Specificity in what you aim to achieve will guide your efforts, while ensuring that your research questions align with your business goals will maintain relevance throughout the process.

Identify Reliable Sources 

Reliability is key in research, so prioritize sources with a strong reputation for accuracy. It’s also important to use a diverse range of sources to cross-verify information and ensure that the data you gather is current and relevant to your research.

Critically Evaluate Information 

As you gather information, be mindful of potential biases that may affect the data. Consistency is vital, so compare information from different sources to identify any discrepancies. Additionally, consider the depth of the information provided to ensure a comprehensive understanding.

Organize and Analyze Data 

Creating a structured system to organize your collected data is essential for effective analysis. Synthesize information from various sources to identify patterns and trends, and employ visualization techniques such as graphs and charts to represent your data clearly.

Leverage Technology 

Take advantage of online databases to access a wide range of information. Utilize data analysis tools to efficiently analyze large datasets, and keep an eye on social media for insights into consumer sentiment.

Triangulation 

To strengthen your findings, use data from multiple sources. Cross-verify the information you gather to ensure accuracy and reliability. By following these tips, you can maximize the value of secondary market research and make informed decisions.

Secondary market research is a powerful tool that can provide valuable insights for businesses, entrepreneurs, and professionals. By leveraging existing data, you can save time and resources while gaining a comprehensive understanding of the market landscape.

Whether you are looking to enter a new market, analyze competitors, or understand customer preferences, secondary market research offers a wealth of information to guide your decisions. Remember to use reliable sources, define clear objectives, and critically analyze the data to make the most of your research efforts.

Ready to take your market research to the next level? Start exploring the wealth of secondary data available and unlock new opportunities for your business.

For those seeking personalized guidance, consider booking a consultation with one of our market research experts. Together, we can help you harness the power of secondary market research to achieve your business goals.

Alice Ananian

Alice has over 8 years experience as a strong communicator and creative thinker. She enjoys helping companies refine their branding, deepen their values, and reach their intended audiences through language.

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The internet has vastly expanded our access to information, allowing us to learn almost anything about everything. But not all market research is created equal , and this secondary research guide explains why.

There are two key ways to do research. One is to test your own ideas, make your own observations, and collect your own data to derive conclusions. The other is to use secondary research — where someone else has done most of the heavy lifting for you. 

Here’s an overview of secondary research and the value it brings to data-driven businesses.

Secondary Research Definition: What Is Secondary Research?

Primary vs Secondary Market Research

What Are Secondary Research Methods?

Advantages of secondary research, disadvantages of secondary research, best practices for secondary research, how to conduct secondary research with meltwater.

Secondary research definition: The process of collecting information from existing sources and data that have already been analyzed by others.

Secondary research (aka desk research or complementary research ) provides a foundation to help you understand a topic, with the goal of building on existing knowledge. They often cover the same information as primary sources, but they add a layer of analysis and explanation to them.

Users can choose from several secondary research types and sources, including:

• Journal articles
• Research papers

With secondary sources, users can draw insights, detect trends , and validate findings to jumpstart their research efforts.

Primary vs. Secondary Market Research

We’ve touched a little on primary research , but it’s essential to understand exactly how primary and secondary research are unique.

Think of primary research as the “thing” itself, and secondary research as the analysis of the “thing,” like these primary and secondary research examples:

• An expert gives an interview (primary research) and a marketer uses that interview to write an article (secondary research).
• A company conducts a consumer satisfaction survey (primary research) and a business analyst uses the survey data to write a market trend report (secondary research).
• A marketing team launches a new advertising campaign across various platforms (primary research) and a marketing research firm, like Meltwater for market research , compiles the campaign performance data to benchmark against industry standards (secondary research).

In other words, primary sources make original contributions to a topic or issue, while secondary sources analyze, synthesize, or interpret primary sources.

Both are necessary when optimizing a business, gaining a competitive edge , improving marketing, or understanding consumer trends that may impact your business.

Secondary research methods focus on analyzing existing data rather than collecting primary data . Common examples of secondary research methods include:

• Literature review . Researchers analyze and synthesize existing literature (e.g., white papers, research papers, articles) to find knowledge gaps and build on current findings.
• Content analysis . Researchers review media sources and published content to find meaningful patterns and trends.
• AI-powered secondary research . Platforms like Meltwater for market research analyze vast amounts of complex data and use AI technologies like natural language processing and machine learning to turn data into contextual insights.

Researchers today have access to more secondary research companies and market research tools and technology than ever before, allowing them to streamline their efforts and improve their findings.

Want to see how Meltwater can complement your secondary market research efforts? Simply fill out the form at the bottom of this post, and we'll be in touch.

Conducting secondary research offers benefits in every job function and use case, from marketing to the C-suite. Here are a few advantages you can expect.

Cost and time efficiency

Using existing research saves you time and money compared to conducting primary research. Secondary data is readily available and easily accessible via libraries, free publications, or the Internet. This is particularly advantageous when you face time constraints or when a project requires a large amount of data and research.

Access to large datasets

Secondary data gives you access to larger data sets and sample sizes compared to what primary methods may produce. Larger sample sizes can improve the statistical power of the study and add more credibility to your findings.

Ability to analyze trends and patterns

Using larger sample sizes, researchers have more opportunities to find and analyze trends and patterns. The more data that supports a trend or pattern, the more trustworthy the trend becomes and the more useful for making decisions. 

Historical context

Using a combination of older and recent data allows researchers to gain historical context about patterns and trends. Learning what’s happened before can help decision-makers gain a better current understanding and improve how they approach a problem or project.

Basis for further research

Ideally, you’ll use secondary research to further other efforts . Secondary sources help to identify knowledge gaps, highlight areas for improvement, or conduct deeper investigations.

Tip: Learn how to use Meltwater as a research tool and how Meltwater uses AI.

Secondary research comes with a few drawbacks, though these aren’t necessarily deal breakers when deciding to use secondary sources.

Reliability concerns

Researchers don’t always know where the data comes from or how it’s collected, which can lead to reliability concerns. They don’t control the initial process, nor do they always know the original purpose for collecting the data, both of which can lead to skewed results.

Potential bias

The original data collectors may have a specific agenda when doing their primary research, which may lead to biased findings. Evaluating the credibility and integrity of secondary data sources can prove difficult.

Outdated information

Secondary sources may contain outdated information, especially when dealing with rapidly evolving trends or fields. Using outdated information can lead to inaccurate conclusions and widen knowledge gaps.

Limitations in customization

Relying on secondary data means being at the mercy of what’s already published. It doesn’t consider your specific use cases, which limits you as to how you can customize and use the data.

A lack of relevance

Secondary research rarely holds all the answers you need, at least from a single source. You typically need multiple secondary sources to piece together a narrative, and even then you might not find the specific information you need.

To make secondary market research your new best friend, you’ll need to think critically about its strengths and find ways to overcome its weaknesses. Let’s review some best practices to use secondary research to its fullest potential.

Identify credible sources for secondary research

To overcome the challenges of bias, accuracy, and reliability, choose secondary sources that have a demonstrated history of excellence . For example, an article published in a medical journal naturally has more credibility than a blog post on a little-known website.

Assess credibility based on peer reviews, author expertise, sampling techniques, publication reputation, and data collection methodologies. Cross-reference the data with other sources to gain a general consensus of truth.

The more credibility “factors” a source has, the more confidently you can rely on it. 

Evaluate the quality and relevance of secondary data

You can gauge the quality of the data by asking simple questions:

• How complete is the data? 
• How old is the data? 
• Is this data relevant to my needs?
• Does the data come from a known, trustworthy source?

It’s best to focus on data that aligns with your research objectives. Knowing the questions you want to answer and the outcomes you want to achieve ahead of time helps you focus only on data that offers meaningful insights.

Document your sources 

If you’re sharing secondary data with others, it’s essential to document your sources to gain others’ trust. They don’t have the benefit of being “in the trenches” with you during your research, and sharing your sources can add credibility to your findings and gain instant buy-in.

Secondary market research offers an efficient, cost-effective way to learn more about a topic or trend, providing a comprehensive understanding of the customer journey . Compared to primary research, users can gain broader insights, analyze trends and patterns, and gain a solid foundation for further exploration by using secondary sources.

Meltwater for market research speeds up the time to value in using secondary research with AI-powered insights, enhancing your understanding of the customer journey. Using natural language processing, machine learning, and trusted data science processes, Meltwater helps you find relevant data and automatically surfaces insights to help you understand its significance. Our solution identifies hidden connections between data points you might not know to look for and spells out what the data means, allowing you to make better decisions based on accurate conclusions. Learn more about Meltwater's power as a secondary research solution when you request a demo by filling out the form below:

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Secondary market research is cost-effective. There’s no professional training needed. And it’s a great place to find inspiration and ideas for growth, or explore a topic deeper before making strategic decisions. When you think about it, it’s how most types of research start out.

Whether you’re digging around on a rival’s website, reading industry news, or snooping on social media, it all counts.

So, sit back and take ten to discover everything you need to know about the what, why, and how to do secondary market research right.

For good measure, I’ve included examples of secondary market research and a detailed review of secondary research methods. 

What is secondary market research?

By definition, secondary market research uses pre-existing data collected or published by a third party. It’s mainly used to establish key facts about a market, product, or service. It’s also known as desk-based research , and all you need is an internet connection to get started. There are plenty of places to obtain secondary data for free. These include internal and external sources, such as company sales and analytics data, industry or government reports, and published market research surveys .

To save time:

Choose the right secondary market research methods from the onset. And use a methodical approach to help you analyze a topic, spot trends, and decide whether further primary market research is worth it, or not.

Why is secondary market research important?

Finding cost and time-efficient ways to do market research is key. By leveraging prior efforts, you can build on existing research, uncover insights, and make informed decisions faster. 

This type of market research presents a huge window of opportunity! As long as you’re willing to invest the time needed to gather and analyze the data. Particularly when you consider how much data is out there, and is never reviewed.

https://x.com/forrester/status/902218053768933377

Examples of secondary market research

All secondary market research types can be split into two subsets; internal and external.

• Internal sources come from data held within your organization.

These examples of secondary market research are for your eyes only. And because it’s data your rivals won’t be able to benefit from, it’s one of the most valuable activities you can do.

2. External sources come from outside your business.

External secondary research examples can be accessed by almost anyone, being openly available by nature.

By choosing the right secondary market research methods, you can significantly cut your research time and increase your speed to insight. 

In June this year, over 500 business leaders and analysts shared their go-to sources of secondary market research with me via a survey on the HARO platform . The key ranking factors were speed, value, and ROI.

With these findings, I’ve collated a list of the best types of secondary market research.

Internal examples of secondary market research

1. Website and mobile app analytics

Think Google Analytics or your mobile app intelligence software . Both show data about people who interact with your business online. They can also help you understand the device split between desktop and mobile .

2. Customer data

Here, you get exclusive insights into your audience demographics.  This is first-hand information about how people use your product or service, their likes, dislikes, and more.

3. Previously conducted research

Perhaps your business used analysts or carried out research in the past. So, even if it seems unrelated, it may be relevant to your research,

4. Historical marketing or campaign information 

Things like conversions, website traffic , sales, and marketing data. It’s all going to help you build a picture that’ll impact your research.

External examples of secondary market research

Government and non-government agencies.

Whether you want to view global or country-specific data, there’s lots of free information here. See below for a quick guide to some of the best secondary data sources in the US.

• Congressional Research Service – Information is authoritative, objective, and timely. Topics include economy, finance, commerce, technology, and policy. Sources include infographics, reports, and posts.
• US Census Bureau – Produces more stats than any other agency in the US. Tables, articles, studies, and reports show current and historical data.
• US Small Business Administration – If you’re a small business, the SBA website is a goldmine. Use it to access reports and other data that are ideal for secondary market research purposes.

Read More: Get Growing with Small Business Market Research

• The Bureau of Labor Statistics – As an independent national statistical agency, it produces timely, unbiased reports that are highly relevant to modern-day economic and social issues. Its data retrieval tool is a game-changer for fast access to relevant data.
• Bureau of Transportation Statistics – Access reports about transportation, economics, IT, airlines, geographic information systems, safety, and more. View trends and annual reports, or use the ask-a-librarian live-chat service.
• US Government Publishing Office – View Federal Government reports from three branches: the White House, US passport office, and congress publications. It’s also home to the complete catalog of past and present government publications.
• Childstats.gov – If you’re in a business geared toward families, this is a great place to find valuable stats and trends relating to family characteristics, health, behavior, economic security, and education.
• Internal Revenue Service – Get comprehensive stats using this tax stats link. Great for income data, easily sorted by zip code. Access publications, articles, tables, and reports that measure elements of the tax system.

Competitor websites and apps

Your rival’s websites and apps are a goldmine for secondary research. Define your competitors; then take the following actions for each. Also, ensure you set up a systematic way to collect and record what you find.

• Sign-up for their newsletters or subscribe to their blog.
• Do they offer a free trial, consultation, or product demo – go ahead and try it out.
• Review their products or services; look at the add-ons or upgrades on offer.
• If a rival has an app, download it to get a feel for what they offer and what works (or not).
• Record their price points, discounts, offers, and pricing model.
• What type of customer support do they offer; email, phone, live chat? Note any service level agreements (SLAs) they promise to customers.
• Read their customer and employee reviews with a fine toothcomb: note both pros and cons.
• Look at what social media channels they’re active on. View their activities, engagement, and size of their following.

While it seems like a lot, you can uncover some genuine pearls of wisdom about your target audience’s likes and dislikes. You can also use this data to inform pricing, positioning, social, and marketing tactics .

Read more: how to do competitive analysis right.

Using the industry analysis feature, I see the industry leaders and rising stars. When I look at who is gaining the most unique visitors with the longest visit duration; there’s a clear leader with above-average stats. By expanding and clicking compare, I see the competitive landscape , including marketing and social channels, keywords, ads, traffic, and engagement metrics for all. 

Commercial and Trade Association Reports

Whatever your business, there’s bound to be a trade association that provides relevant intel about your sector. Here are a few links to save time if you’re in the US. Google trade associations in your region to see what’s available for anyone outside the US.

• The Directory of Associations
• The National Trade and Professional Associations Directory

Online Media

Use the media to find out about stories and trends in any sector. But don’t just make it a one-and-done thing – sign-up for Google news alerts to be alerted to new things as they happen. You can create alerts in seconds based on competitors’ names, products, industries, popular keywords, and more.

Market Research Intelligence Tools

Get instant access to the most up-to-date insights about rivals, markets, or keywords for any audience or product. Another reason to use market research intelligence tools like Similarweb is the high dependency of data. It comes from reliable sources and is always up to date. You can instantly access web and mobile app intelligence from within a single platform, then drill down into any market to get actionable data – with key insights, trends, market intel, audience data, and more.

Traffic and engagement metrics are a gold mine when it comes to doing secondary research. Here’s a static shot of Similarweb Digital Research Intelligence in action. Here, you can quickly compare sites, and see in an instant who is winning in any market, and how they’re doing it. 

Research Associations

Many research associations will charge you for their data, but if you find a timely and relevant report, it could be money well spent. Some of the most prominent players include IBIS World , Gartner , Statista , Forrester , and Dun & Bradstreet .  

Educational Institutions

When you consider how academic research papers and journals are researched, you know their value. If you find one connected to your topic, you get instant confidence in the credibility of that data.

See below – there are many other examples of secondary market research using external data.

As this article is about how to do secondary market research fast, I’ve highlighted the most compelling examples of secondary research data.

Boost Your Market Research with Similarweb

Enjoy 360° visibility into your industry and instantly adapt to market changes

Pros and cons of secondary research

As with all things in life, there are good and bad aspects to consider. Knowing the best route requires some consideration. So, ask yourself these questions before deciding if secondary market research is right for you – and whether it will help you achieve your research goals:

• What do you want to learn from your research?
• Are there actions or decisions you can take from the data?
• How is the data relevant to your research questions ?
• Is information the most up-to-date there is?
• Could there be a quicker way to do this?

Always keep your research questions front of mind. It’ll help you determine if you’re using the best secondary market research methods, and keep you focused on the end result.

Advantages of secondary market research

• It can be quick to conduct.
• No professional training is needed to do it.
• Low-to-no cost.
• Data is easy to access.
• Initial findings shape future research efforts.
• Gain a broad understanding of a topic fast.

Disadvantages of secondary market research

• Data can quickly become outdated.
• Lack of control over the research methodologies used.
• Topics aren’t always relevant to the researcher’s needs.
• Extra steps are needed to validate the credibility of the research.
• Data is not proprietary and offers little advantage compared to primary research.

For all the benefits secondary market research offers, it’s impossible to ignore the disadvantages. Things like credibility, reliability, relevance, and timeliness all matter when you want to uncover insights to give you a competitive edge.

That’s where we come in.

The Ultimate Tool for Secondary Market Research

Similarweb Research Intelligence is the only external secondary market research method that gives you all the pros and none of the cons. If you want to know what a successful example of secondary market research looks like; it’s this.

• It’s dynamic and updates on the fly – so you always get the most up-to-date information.
• Data collection methodologies are transparent, trustworthy, and reliable.
• Refine results to exactly match the research needs.
• The presentation of data is clear via an easy-to-use, intuitive platform.

Use it to uncover the most critical insights you need to succeed. Data about your rivals, market, product, topic-specific keywords, marketing effectivity, demographics, and consumer journey tracking – all from a single platform, and from the comfort of your desk.

How to do secondary market research in five steps

As you can see, there are many ways to approach it and even more secondary market research methods to choose from. One thing this post promised, was to show you how to do it better and faster. So without further ado, here are five quick steps to follow.

1 – Define research needs and establish goals.

2 – Choose the best sources of secondary market research.

3 – Access, collate, and verify research data.

4 – Analyze, compare, and identify trends.

5 – Confirm if the research questions are answered. If not, repeat steps 1-4 using different sources, or consider primary market research as an alternative.

The difference between primary and secondary market research methods

Wrapping up…

Many believe that doing secondary market research is a quick, cost-effective route to uncover insights that fuel growth. So, whether it’s through diversification, slicker marketing, or new product development. But with credible constraints about the relevance and timeliness of secondary research methods and their data, choosing your tools has never been so important.

We might be biased, but for relevant, timely, trustworthy information that’s always on-point, Similarweb Digital Research Intelligence is ideal. It’s the quickest way to get information about a target market , product, or audience. So, to get started doing secondary market research fast, sign-up for a free trial on the site today.

What are secondary market research methods?

The most widely used secondary market research methods include: the internet, government and agency reports, research journals, trade associations, media outlets, libraries, digital intelligence tools, competitor data, internal sales or customer data, and website or app analytics .

How is secondary market research used?

Secondary market research provides a background from existing data. Organizations can save time and money by identifying key perspectives, facts, and figures to support a topic of interest. It adds credibility and helps shape further primary research.

Should you do primary or secondary market research first?

Because primary market research requires more resources, it’s best to use secondary market research first. Doing so gives you a clearer understanding of a research topic and can help you shape any further research stages before you invest money.

What are primary research and secondary market research?

Primary and secondary market research are two types of market research. Primary research refers to data that’s collected first-hand, such as a survey or interview. Secondary research uses existing data to explore a topic, such as the internet or journals.

by Liz March

Digital Research Specialist

Liz March has 15 years of experience in content creation. She enjoys the outdoors, F1, and reading, and is pursuing a BSc in Environmental Science.

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What Is Secondary Market Research?

Rev › Blog › Marketing › What Is Secondary Market Research?

Secondary market research refers to any data that comes from third-party sources.

But no matter which type of research you conduct, it can be a complicated undertaking. You need to consider the outcomes you want to achieve and plan your research methods upfront. Often, researchers find it helpful to start with broad concepts first, and then go more narrow. That’s why many researchers start with secondary market research first. But the best market research programs use a mix of both research approaches.

Keep in mind that primary research can be quite expensive. According to a recent study by  Vernon Research , market research surveys can cost between $15,000 and $50,000. Focus groups can cost $4,000 to $6,000 per group. Conducting secondary research can help you keep costs in check early on in the process.

Before your next research project, you need foundational knowledge of secondary research, including insight into the common secondary market research tools and techniques. This awareness will help you maximize the value of the data collected. Let’s dive in!

A Brief Overview of Secondary Market Research 

When you hear the words “primary” and “secondary,” what comes to mind? You may assume primary research is more valuable, or that you would do primary research first. The reality is, market researchers typically perform secondary research first. And both types of research are essential.

In short, secondary research is data and insights that you do not collect yourself . It can include quantitative and qualitative information. There are many types of secondary research sources, such as: 

• Published market studies
• Competitive information
• White papers
• Analyst reports
• Previous in-house studies 
• Prior internal focus groups
• Customer emails
• Customer surveys and feedback
• Recordings of internal and external meetings

By contrast, primary market research is research that you conduct yourself . You can customize your research approaches or target specific audiences to gather information. Primary research is also a useful tool to explore a hypothesis created through secondary research.

Why Perform Secondary Market Research?

You should perform secondary market research because it can give you critical insights into competitors, trends, and market size. You can use this information to guide decision-making and product positioning.

When designing studies, researchers want to know what relevant information already exists. Conducting a review of this research is an essential first step. This review will uncover secondary research sources that you can use to frame a new study. If you conduct secondary research, you may find that others have already examined your idea. You won’t want to waste resources researching the same topic. Instead, you may wish to refine your concept to study the issue at a deeper level.

Often, secondary market research sources are readily available. You may be able to gather information and draw meaningful conclusions in a short time. At times, an Internet search can be adequate. On other occasions, you may need to buy published reports from analysts or research firms. Also, you may have access to secondary research sources within your organization.

How Primary and Secondary Market Research Work Together

Consider this scenario. Imagine that you work for a company that wants to launch a new accounting solution for small businesses. You want to know how customers perceive your current solution portfolio. And you’ll also want insights on current global expenditures on accounting solutions. Plus, you need perspective on primary competitors and distribution channels. All of this information can be gathered through secondary market research.

In this example, secondary research can help make a smart business decision. You can gather information and decide if you should launch a new accounting product. If you choose to move ahead, primary research is a wise idea.

Primary research can tell you how people react to your design, product name, and messaging. You may use surveys or focus groups to refine your product and optimize your launch. Remember that you must abide by privacy-protection laws — such as the European Union General Data Protection Regulation (GPDR). You’ll need to ensure you have consent to collect data from research participants. Also, you’ll need to ensure that participants know how you’ll use their information.

As you can see, primary and secondary market research go hand-in-hand. Both approaches are necessary for a well-rounded research program.

Secondary Market Research Tools And Techniques

How can you perform secondary market research? First, you’ll need to gather secondary data from internal and external sources. Then you can determine the right approach to collect the data you need.

Here are the secondary market research sources marketing professionals should know.

Internal Sources

Internal sources are ones that exist within your company, such as:

• Feedback from customer support or sales professionals
• Emails from current customers
• Prior market studies completed by your company

Make the most of any data collected. Perhaps you will use this research to identify valuable new product features. Or you could find that your onboarding process needs some refinement. All the information collected can inform your product design and launch.

Qualitative Internal Sources

Many companies have qualitative internal sources that you can use in secondary research:

• Recordings of support calls that contain customers’ spoken-word feedback
• Previous focus groups conducted by your company
• Recordings of customer events or user forums

When it comes to gaining accurate insights from these recordings, you’ll need professional transcription services — they’re the easiest way to transform these recordings into written content that is easy to search through and pull information from.

External Sources

External sources exist outside your organization. These sources can include research firms and government organizations. Published articles, white papers, and studies fit into this category as well. While you can find free external data sources, some publications and reports do require purchase.

Qualitative External Sources

You can access many other qualitative external sources as well:

• Social media is a significant source of external secondary research — you may think that social media is a primary source since you control your feed’s content, but you cannot influence posts and comments people share about your company.
• Recordings of industry meetings or presentations in your research.
• Notes or journals detailing information collected by other researchers are also secondary sources.

Often, these qualitative sources provide critical insights that aren’t available through statistical research.

How to Maximize the Value of Your Secondary Market Research

Secondary research is often widely available. But you may need to take specific steps to extract meaning. This scenario is especially true when working with qualitative, spoken-word sources.

For example, companies may have huge volumes of customer feedback from support calls. Remember that message that lets you know calls may be recorded for quality assurance? Too often, businesses capture those calls but never transcribe those audio recordings, meaning they are losing out on valuable direct feedback from their customers.

Similarly, companies may record company meetings or customer events. Chances are, those recordings exist in an archive. They may contain a goldmine of product, industry, and customer insight. But without transcriptions of those recordings, all that intelligence is difficult to access.

When conducting external research, you may uncover high-value recordings as well. These sources may include event proceedings, lectures, and webinars. 

Why Transcription is Essential in Secondary Market Research

You should seek professional market research transcription services for any recordings. This approach saves you significant time and  improves the research process . Instead of needing to listen to recordings over and over, you can have accurate texts to review. Plus, you can make transcripts accessible to team members with ease. You can make your analysis and reporting much more efficient and meaningful.

With transcripts , you can also use keyword analysis techniques. These approaches are especially valuable when analyzing large volumes of customer feedback. You can search through transcripts to determine words that customers use often.

For example, you may find customers commenting often on “pricing,” “data input,” or “dashboards.” Then, you can explore those comment categories in more depth to identify themes. You can also assign sentiments, such as positive, negative, or neutral. 

With these steps, you can discern how customers feel about your company and products. Then, you can use that insight to improve products and increase customer engagement. 

Unlock the Power of Secondary Market Research

When conducting market research, it’s tempting to want to dive right into primary research. Study design can be fascinating. However, you need to perform secondary market research to ensure the best outcomes.

Secondary research provides important context for your primary analysis. You can go into any research project with clarity on industry and competitive trends. Also, you can use internal secondary data for perspective on customer expectations.

When conducting secondary market analysis, researchers often find many valuable recordings. But listening to recordings to capture insight is very time-consuming. It can take up to four hours to understand the content of one hour of audio.

Don’t waste precious time or risk missing enlightening points buried in audio recordings. Turn to Rev for transcription services of your secondary information collected in audio.

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What is secondary market research?

Last updated

3 April 2024

Reviewed by

There are two main types of market research: primary and secondary. 

Market analysis template

Save time, highlight crucial insights, and drive strategic decision-making

• Primary market research

Primary research is research that is collected first-hand. Methods of obtaining primary market research include the following:

Interviews : Phone, online, or in-person interviews

Focus groups : Small groups that informally discuss an issue

Polls and surveys : Commonly sent to customers via email or social media sites

Observation : For example, observing how shoppers, drivers, children, or any other group of people behave in a certain situation

One of the main benefits of primary market research is that it's specific to the business or organization that collects it. For example, if you poll your customers, you get feedback from people who have bought your products. The downside of primary research is that it can be expensive and time-consuming to collect. 

• Secondary market research

Secondary research is research you obtain from another source rather than collecting it yourself. This is research that may be found online or in print. It may have been collected by businesses, governments, nonprofit organizations, or other sources.

• What are the main sources of secondary market research?

Common sources of secondary market research include the following:

Published data

Demographic data published online, such as on sites such as Statista and McKinsey, government sites such as the Census Bureau and the Bureau of Labor & Statistics, universities, and other sources. Publications such as magazines and academic and trade journals also publish valuable data.

Unsolicited customer feedback

This includes emails, social media posts, and reviews published on third-party sites such as Yelp, Facebook, Google, and elsewhere.

Previously collected data

Studies, focus groups , and other data collected in the past become secondary when you revisit it later.

Competitive research

Finding publicly available data on your competitors. For example, using a tool like Ahrefs or Semrush to get website SEO information. 

• What is the purpose of secondary market research?

Secondary market research supplements or complements primary research. It's also a viable alternative when you don't have the time or resources to do primary research. 

Why you should perform secondary market research

There are obvious advantages to doing primary market research. It's the most relevant and timely research you can do. However, there are also some compelling reasons to perform secondary market research. This type of research can be particularly useful for startups and newer organizations. 

A startup or new business doesn't have a large pool of customers to draw from. While they can do other types of primary research, such as focus groups, they’re limited when it comes to methods requiring feedback from customers or members. In this case, looking at existing data from competitors or more general demographic data can fill the gap.

Primary and secondary market research are complementary

Primary and secondary research aren’t mutually exclusive as both have value. Secondary research can back up your primary research. It can allow you to see if your competitors' research or data is similar. 

For example, suppose a company that creates fitness-related products and services wants to launch an app that helps people plan healthier meals. It would be helpful to conduct primary research, such as a focus group or user testing of a beta version. However, it could also help to study any existing research about competitor apps, such as the demographics of customers, most popular features, and how many customers upgrade from the free to the paid version. 

Primary research can give you crucial feedback on how users react to your app. However, secondary research backs this up by giving you general data on your market and KPIs that you can benchmark from.

When is the best time to do secondary market research?

Ideally, you should undertake secondary market research before primary research. It provides an overview of a target audience, demand for products, the competition, and the typical price points for similar products and services. 

• Secondary market research tools and strategies

Let's look at some guidelines for performing secondary market research.

Internal resources: analyzing data you already possess

Every company or organization has data that’s gathered as a byproduct of daily transactions or interactions. This includes feedback sent to you by customers or published on social media or review sites.

An example of a simple but important business metric is the return rates for products and services. Other data includes customer churn , comparing the popularity of different versions of a product, and tracking sales during different seasons. These are all metrics that most companies routinely collect. 

Companies can also look at data regarding their employees and the hiring process. Metrics such as employee turnover and the effectiveness of training programs can help to inform future policies. 

Qualitative vs quantitative research

Secondary research, like primary research, may include both quantitative and qualitative data . Metrics, such as sales figures and return rates, are quantitative. Qualitative feedback is equally worth studying. Examples of qualitative data include customer service calls and emails. 

Listening to or reading the words used by customers can provide insights into sentiments about your product and business. Factors such as tone of voice, emotions, and body language (e.g., in a video review) provide qualitative information.

External resources

You can also access resources that are outside your organization. In addition to publicly released data, either online or in print, you can work with market research companies that specialize in market research data. 

Social listening

Social media provides a rich and cost-free way to conduct market research. Studying social media posts, stories, groups, and pages is especially useful for gathering qualitative insights. You can research social media content for competitors and companies that are similar or adjacent to your own. 

• How to conduct secondary research

The following are the steps for conducting secondary research.

1. Identify and define the research topic

To collect the data you need , you must first identify the topic and reason you want this data. Ask yourself several questions:

What is your primary goal?

For example, a store or restaurant may be considering opening a second location in another city. They would do market research to determine whether there's sufficient demand for such a business in the proposed location. 

Who are your customers?

A company releasing a game might decide that their typical consumer is between the ages of 16 and 22. Identifying a buyer persona is a good starting point. A buyer persona identifies  ‘typical’ customer traits such as gender, age, location, profession, education, and other factors.

Who are your main competitors?

Studying the competition is always a critical factor in market research. 

2. Find research and existing data sources

For secondary research, you need to locate existing sources of data. You can search both internally and externally for research that matches your needs. Be open to researching any of the relevant sources, such as those listed above.

3. Begin searching and collecting the existing data

There is no shortage of data in the world today. The challenge is sifting through what you need, discarding what is not relevant, and placing it in the right categories. By selecting your parameters beforehand, you won't get distracted by data that isn't relevant. 

4. Analyze the data

Once you have the data you need, it's time to organize it, put it into the appropriate categories, and analyze it. 

Look for patterns and long-term trends

For example, if you're looking at numbers such as sales figures for a certain brand or product, look for trends over time. An isolated piece of data could just mean a temporary spike (or drop) in popularity. 

Verify the validity of the data

Checking your data is especially important with secondary market research as you're relying on data collected by others. Consider if the sources are reliable. Some websites and publications, for example, may be biased or untrustworthy. While social listening is valuable, it can be misleading if you aren't careful verifying the sources. For example, reviews can be fake to artificially pump a product. Whenever possible, check data against other sources. 

Be cautious of cognitive distortions when analyzing data

Researchers who are hoping for or expecting a certain result may fall victim to confirmation bias . One sign of this is prioritizing data confirming your biases and ignoring data contradicting them. 

• Examples of secondary market research

Here are a few examples of both internal and external secondary market research:

External secondary market research: studying your target audience

For this type of research, you need to identify your target audience or buyer persona . 

Publications, social media, journals, and interviews can provide useful qualitative data on many topics. For example, if you’re researching the shopping habits of millennials, you could look at data published by Retail Customer Experience , which reveals that 80% of millennial shoppers do most of their shopping online, up from 60% three years earlier. 

You may need more specific data, of course. Your target audience may be older or younger millennials (or members of other generations). 

Measuring the popularity of a product or trend

Another type of external secondary research involves studying consumer demand for a product based on current trends.

Suppose you have a chain of restaurants and you’re creating a new menu item, say a plant-based burger. As developing and releasing new products or services can be costly, it would be wise to do market research first. 

Primary research might include taste tests and polls of favorite flavors for a new food offering. However, you could learn a great deal from secondary research. This might consist of trends for people seeking meatless alternatives, for example. You could also research the competition by looking at the popularity and price points of similar items sold by other restaurants or competitors. 

Internal examples of secondary market research

Marketing Sherpa provides several insightful examples of both primary and secondary market research. One example of internal secondary research they mention is a virtual event company that created printable baby shower thank-you cards. The company knew from talking to customers that people preferred having a printable swipe as opposed to a virtual image on a screen. 

Another example from Marketing Sherpa explains how Intel organized its existing databases to conduct more efficient market research. Databases were organized based on criteria such as customer segment and geography. The data was compiled from customer interviews . Intel was able to create multiple versions of the database that different departments within the company could use.

• Advantages of secondary research

Easy to find

It’s generally much faster to access secondary research than to do primary research. Whether you’re using internal or external sources, there is an abundance of data available on many topics.

Much is available for free online. Even paying to access secondary data is usually less expensive than conducting primary research.

Helps you conduct more insightful primary research

If you plan to do your own research, doing preliminary secondary research can help you save time and avoid unnecessary work. For example, if you discover insufficient demand for a product from secondary research, you won't need to do primary research on it.

• Disadvantages of secondary research

Data may not be specific to your needs

By definition, secondary research has been done by others and may not apply directly to your organization. 

May be outdated

Trends change quickly in many industries. If you access data from a few years ago, it may no longer be accurate.

May not be accurate

When others collect data, it can be difficult to gauge its validity. You must be careful about verifying the sources and methods used to collect and analyze the data.

• Summary: what is the purpose of secondary research?

Secondary research is faster and less expensive to obtain than primary research. You can conduct a great deal of this type of research online.

You can do secondary research from both internal and external sources.

When analyzing data from external sources (e.g., websites, publications, social media), it's important to verify it. 

Secondary market research is often best done when you’re starting out on your research journey. It can guide you on what further research is worth pursuing.

Primary and secondary research complement one another to give you a more comprehensive view of your market and target audience .

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A Comprehensive Guide to Secondary Market Research

Secondary market research is a valuable tool to drive your company's success. Let's explore everything you need to know about it.

Aishwarya N K

July 14, 2023

In this Article

To gain a competitive edge, businesses need to understand their target market, consumer behavior, and industry trends. This is where market research comes into play. While primary market research involves collecting data directly from the target audience, secondary market research offers a wealth of existing data and information that can provide valuable insights. 

Read more: A Guide to Primary Market Research: What Is It, and Why Is It Important?

Secondary market serves as an existing foundation of knowledge, supporting decision-making processes, enhancing understanding, and identifying opportunities. In this article, we explore the importance of secondary market research and its benefits in informing business strategies and driving success.

What is secondary market research?

Secondary market research refers to the process of collecting and analyzing existing data and information that has been previously gathered by someone else for a different purpose. It involves utilizing sources such as published reports, government publications, industry studies, academic journals, online databases, and other publicly available data.

Unlike primary market research, which involves collecting data directly from the target audience through surveys, interviews, or observations, secondary research relies on existing data sources such as market reports, industry statistics, customer surveys, and competitor analysis, among others.

Secondary market research is conducted to gain insights into market trends, industry dynamics, consumer behavior, competitive landscapes, and other factors that influence business decisions. It helps businesses and organizations understand the market and industry they operate in, identify opportunities and gaps, assess market potential, evaluate competition, and inform decision-making.

Why is secondary market research important?

Secondary market research plays a crucial role in informing your decision-making processes. It provides valuable insights into market trends, industry dynamics, consumer behavior, and competitive landscapes. Here are some key reasons why you should consider conducting secondary market research:

Informing your decision-making

Secondary market research provides you with valuable information that supports your decision-making processes. It helps you gather insights into market trends, industry dynamics, consumer behavior, and competitive landscapes. This information is essential for making informed strategic decisions, identifying opportunities, mitigating risks, and staying competitive in the market. For example, market research reports on the emerging trends in sustainable fashion can help you make eco-friendly sourcing decisions.

Read more: Using Data-Driven Decision Making to Decode Consumer Behavior: Here’s How to Do It

Understanding the market and industry

Secondary research helps you gain a comprehensive understanding of the market and industry landscape. It provides data and analysis on market size, growth rates, market segmentation, customer demographics, buying patterns, and emerging trends. This knowledge is valuable for identifying target markets, evaluating market potential, and developing effective marketing and business strategies. For example, a report on the market segmentation and customer preferences within the beauty and cosmetics industry can help you refine your product offerings.

Identifying opportunities and gaps

By examining existing data, secondary research enables you to identify market gaps, unmet needs, and untapped opportunities. It helps uncover areas where demand is not adequately addressed, revealing potential niches or underserved segments that you can target for growth and innovation. For example, a report on the growing demand for plant-based protein alternatives may prompt you to develop and launch a line of plant-based meat products.

Conducting preliminary research

Secondary research is often the first step in the research process. It allows you to gather preliminary information, explore different angles of your research topic, and develop hypotheses or research questions. It provides a foundation for further investigation and can guide the design of your primary research studies. For example, online forums and discussion boards related to parenting can provide valuable insights for a baby product manufacturer like yourself looking to develop new products that address parents' needs and concerns.

Supporting your primary research

Secondary research complements your primary research efforts by providing context, background information, and supporting evidence. It helps you gain insights into previous studies, theories, and findings related to your research topic. This knowledge can inform the design of your primary research studies, guide the development of your research instruments, and validate or challenge existing theories. For example, publicly available financial reports of competitors provide valuable insights into their market positioning, pricing strategies, and financial performance, aiding you in developing competitive strategies.

Pros of secondary market research:

Cost-effectiveness.

Conducting primary research can be expensive, while secondary research utilizes existing data sources that are more accessible and cost-effective. Businesses can leverage pre-existing data without the need for extensive data collection efforts, significantly reducing research costs.

Time efficiency

Primary research can be time-consuming, whereas secondary research offers a time-efficient alternative by utilizing readily available data. Researchers can access a wide range of information quickly, saving time and allowing for faster decision-making.

Wide range of data sources

Secondary research draws on diverse data sources, including government reports, industry publications, market research studies, academic journals, and online databases. These sources provide a wealth of information on market trends, consumer behavior, competitor analysis, and industry insights, enhancing the comprehensiveness and reliability of the research findings.

Historical perspective

Secondary research often includes historical data and trends, enabling businesses to analyze past patterns and make informed decisions based on historical insights. This longitudinal view provides a valuable perspective on market dynamics, industry shifts, and consumer behavior over time.

Broader scope and breadth of data

Secondary research allows businesses to access a wide range of data that may not be feasible to collect through primary research alone. It provides a broader scope of information, covering various industries, markets, and geographic regions, enabling comprehensive insights into market trends, consumer preferences, and competitive landscapes.

Cons of secondary market research:

Data relevance and quality.

The quality and relevance of secondary data can vary depending on the sources and specific research needs. It's important to critically evaluate the credibility and accuracy of the data to ensure its reliability.

Lack of customization

Secondary data is collected for general purposes and may not address specific research objectives or unique requirements. It may lack specific variables or insights crucial for a particular study, limiting the depth of analysis.

Limited control over data collection

Researchers have no control over the data collection process in secondary research. The data may not align perfectly with the research objectives or may not cover all aspects needed for a comprehensive analysis.

Outdated or incomplete information

Secondary data may become outdated or incomplete, especially when relying on older reports or sources that are no longer regularly updated. This can impact the accuracy and relevance of the findings.

Potential bias

Secondary data can carry inherent biases or limitations based on the methods and objectives of the original researchers. It's important to consider the context and potential biases associated with the data sources to avoid misleading or skewed interpretations.

Ways to do secondary market research

Published sources.

This includes books, newspapers, magazines, trade publications, academic journals, and reports from reputable sources. These sources provide a wealth of information on various industries, markets, trends, and consumer behavior.

Government sources

Government agencies often collect and publish data on demographics, economic indicators, market trends, regulations, and industry statistics. Examples include the U.S. Census Bureau, Bureau of Labor Statistics, and Department of Commerce.

Market research reports

Market research firms and organizations generate reports that provide in-depth analysis and insights on specific industries, markets, and consumer trends. These reports often include market size, growth rates, competitive analysis, and future projections.

Industry associations and trade organizations

Industry associations and trade organizations publish reports, surveys, and studies related to specific sectors. They often provide valuable industry-specific data, market trends, and best practices.

Academic research

Academic research articles and papers can offer valuable insights into specific topics or industries. They are typically published in academic journals and provide rigorous analysis and findings based on research conducted by scholars and experts.

Online database

Online databases such as market research databases, industry-specific portals, and data repositories provide access to a wide range of information. Examples include Statista, Euromonitor International, and Factiva.

Company websites and annual reports

Company websites and annual reports provide information about the company's performance, financials, products, and market positioning. They can offer insights into the company's strategies, market share, and competitive landscape.

S ocial media and online communities

Monitoring social media platforms, online forums, and communities can provide valuable insights into consumer opinions, preferences, and trends. It allows businesses to understand customer sentiment, identify emerging issues, and gather feedback.

Patent databases

Patent databases provide information on inventions, innovations, and technological developments. They can help businesses understand the competitive landscape, identify new technologies, and track industry trends.

Data aggregators

Data aggregators collect and compile data from various sources, such as government databases, surveys, and market research reports. They provide consolidated datasets that can be used for analysis and insights.

Why should you conduct secondary market research along with primary market research?

Comprehensive understanding.

Conducting both secondary and primary market research allows you to gain a comprehensive understanding of your research topic. Secondary research provides existing knowledge, theories, and findings related to your subject matter, while primary research allows you to gather specific insights directly from your target audience. By combining both approaches, you can develop a well-rounded understanding of the market, industry trends, and consumer behavior.

Identification of research gaps

Secondary research helps identify gaps in existing knowledge or areas that require further exploration. By reviewing previous studies, reports, and industry publications, you can identify areas where primary research can contribute new insights or validate existing findings. This integration of secondary and primary research ensures that your research addresses important gaps in the current understanding of the topic.

Research design and instrument development

Secondary research provides valuable insights into research design and instrument development. By examining previous studies and methodologies, you can refine your research objectives, select appropriate data collection methods, and design effective research instruments. Secondary research can guide the creation of questionnaires, surveys, interview protocols, or experimental designs for your primary research studies.

Validation and triangulation

Conducting secondary market research alongside primary research allows for data validation and triangulation. You can compare your primary research findings with existing secondary data to assess the consistency and reliability of your results. This validation process adds credibility to your research findings and strengthens the overall research outcomes. By triangulating data from different sources, you can ensure the reliability and accuracy of your research findings.

In-depth analysis and interpretation

Integrating secondary and primary research enables you to conduct in-depth analysis and interpretation of your findings. Secondary research provides a broader context and background information, while primary research offers specific insights from your target audience. By combining both types of data, you can gain a deeper understanding of the market dynamics, industry trends, and consumer preferences, and interpret your findings more comprehensively.

Enhanced credibility and robustness

By conducting both secondary and primary research, you enhance the credibility and robustness of your research. The integration of multiple data sources demonstrates a comprehensive approach to data collection and analysis, which increases the confidence in your research findings. This is particularly important when presenting your research to stakeholders or making strategic business decisions based on the research outcomes.

Richer insights and actionable recommendations

Combining secondary and primary market research allows you to generate richer insights and develop actionable recommendations. Secondary research provides a broader perspective on the market and industry, while primary research captures specific insights directly from your target audience. By integrating these two sources, you can develop a more nuanced understanding of consumer behavior, market trends, and competitive landscapes. This enables you to make informed decisions and develop actionable recommendations that are grounded in both existing knowledge and real-world insights.

In conclusion

By leveraging secondary research, businesses can make informed decisions, identify opportunities, and develop effective strategies. Furthermore, secondary research complements primary research efforts, offering context, supporting evidence, and guiding research design. Its cost-effectiveness, time efficiency, and historical perspective make it an invaluable asset for businesses seeking a comprehensive understanding of their market.

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Secondary Research: Methods, Examples, and Strategic Insights

Kate Williams

Last Updated: 29 May 2024

10 min read

Table Of Contents

Secondary Research

• An Overview
• Primary vs Secondary

Sources and References

• Conducting Research
• Pros and Cons

Secondary research involves the analysis and interpretation of existing data and information collected by others. It provides valuable insights for informed decision-making without conducting new surveys or experiments. But, why is it important for businesses? Successful enterprises attribute their strategic decisions to comprehensive secondary research. In this blog, we will look into its importance, pros and cons, and all that you need to know.

What is Secondary Research?

Secondary research is not just about compiling data. It’s about synthesizing information to draw meaningful conclusions. Analysts sift through vast datasets, identifying patterns, trends, and correlations. This methodical approach transforms raw data into actionable insights, guiding businesses in their strategic endeavors.

Simply put, it involves the analysis and interpretation of existing data and information collected by others. This data can come from a variety of sources, such as academic papers, industry reports, market studies, government publications, and online databases. By tapping into pre-existing data, businesses can gain valuable insights without the time and resource-intensive process of conducting primary research, making it a cost-effective and efficient approach.

Why not think about elevating your data collection too? SurveySparrow stands ready, a friendly suggestion to boost your research process. You can create engaging surveys, collect data, analyze, and act upon the rich insights you gain from the process.

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Primary vs Secondary Research

Now, before we delve into the details, we need to be very clear about what primary research is. Why? Because the former builds upon the latter. Secondary research can only be done upon the existence of data. And, what better way than a comparison of the two to get a better grasp?

Primary Research:

Direct Data Collection: It involves gathering data directly from the source. Researchers use methods like surveys, interviews, experiments, or observations to collect specific information tailored to their study.

Specific to Study: The data collected in primary research is exclusive to the research question at hand. It is designed to address specific inquiries and provide detailed, targeted insights into the topic of interest.

Time-Consuming: Moreover, it can be time-intensive as it requires planning, conducting surveys or interviews, and analyzing the collected data. Researchers invest significant time to ensure the accuracy and reliability of the information gathered.

Tailored Questions: Researchers formulate precise and tailored questions to extract relevant information from participants. These questions are carefully designed to elicit specific responses, contributing to the depth of the research findings.

Costly: Implementing primary research methods often involves expenses related to participant recruitment, survey administration, and data analysis. The costs can vary based on the complexity and scope of the research.

Fresh Information: It provides fresh, firsthand information directly from the participants. It offers unique perspectives and insights, making it valuable for studies requiring original data.

Read More: How To Do Primary Research: An Ultimate Guide

Existing Data Analysis: It involves the analysis and interpretation of pre-existing data. Researchers explore reports, articles, studies, and other pre-existing information to draw conclusions or generate insights.

Broad Overview: It provides a comprehensive overview of a subject matter. It encompasses a wide range of data, allowing researchers to explore multiple facets of a topic without the need for new data collection.

Time-Efficient: Researchers utilize information readily available from various sources. This approach saves time compared to the process of collecting new data through primary research methods.

General Insights: The insights gained are general. They offer a broad understanding of a topic without the specificity that primary research can provide. Basically, it forms a foundation for initial exploration.

Cost-Effective: Compared to primary research, it is cost-effective as it utilizes existing data sources. Researchers do not incur the costs associated with participant recruitment and data collection, making it a budget-friendly option.

Historical Data: Secondary research often involves historical data, which can provide trends and patterns over time. Researchers can analyze past information to identify changes, making it valuable for longitudinal studies.

When conducting secondary research for a company, the focus narrows down to specific sources that offer relevant insights into market trends, consumer behaviors, industry competition, and other business-related aspects.

Here’s a tailored list of key sources and references:

1. Industry Reports and Market Research Firms

Market research is key! Industry-specific reports from reputable market research firms offer detailed analyses, market forecasts, and competitor landscapes, aiding businesses in understanding market trends and customer demands.

2. Competitor Websites and Annual Reports

Your competitor’s website and annual reports are like their personal diary. Analyzing them provides valuable information on their products, strategies, financial performance, and market positioning, helping businesses identify competitive advantages and market gaps.

3. Trade Publications and Business Magazines

They provide industry-specific news, expert opinions, and case studies. This in turn provides insights into merging trends, best practices, and successful business strategies.

4. Government Economic Data and Regulatory Publications

Governments share economic data and regulations. For instance, you get data on GDP growth, employment rates, and industry regulations. You’ll know what’s changing and how it might affect your business.

5. Academic Journals and Research Papers

These are like textbooks. They provide in-depth information about theories and analyses. With it, you can understand the “whys” behind market behaviors.

How to Conduct Secondary Research

1. Define Your Research Questions

Clearly outline what you want to know. Define specific research questions to guide your search and keep your focus sharp. Also, remember to make the questions to the point to provide a clear direction for your study.

2. Identify Your Sources

Don’t just stick to one source. Explore all the options available to get a broad view of the subject. Later, narrow down your findings to get to the precise point you have been deducing.

3. Use Online Databases Wisely

Develop a robust set of keywords related to your topic. Utilize Boolean operators ( AND, OR, NOT ) to refine your search. Experiment with various combinations to obtain the most relevant results.

4. Evaluate Your Sources

Assess the credibility of each source. Check the author’s credentials, publication date, and publisher. Peer-reviewed journals and academic institutions are usually trustworthy.

5. Take Thorough Notes

Record key points, statistics, and quotes. Note the publication details for proper citation. Organize your notes by topic for easy reference.

6. Synthesize Information

Analyze the gathered data. Identify patterns, trends, and discrepancies. Compare and contrast information from different sources to gain comprehensive insights. By doing this, you can see how different sources complement or contradict each other.

7. Validate the Information

Once you have all the information needed, properly source and add references. Any unauthorized data can cause huge differences in the decisions you make based on the insights. In the case of academic research, create a comprehensive bibliography listing all your sources.

8. Stay Curious and Keep Exploring

Research does not end with a single project. Stay curious about new developments, theories, and research findings. Continue learning to broaden your knowledge base and refine your research skills.

Types of Secondary Research

1. literature reviews.

Literature reviews involve analyzing existing academic publications, research papers, books, and articles related to the topic of study. Through literature reviews, scholars gain insights into the evolution of ideas, theories, and methodologies, providing a solid foundation for their research endeavors.

2. Content Analysis

Content analysis is a methodical examination of various media forms, such as articles, advertisements, social media posts, or documents, to extract meaningful insights. Researchers scrutinize the content to identify patterns, themes, attitudes, or trends within the material. This method is widely used in media studies, communication, and social sciences.

 3. Historical Analysis

This method allows researchers to explore the social, cultural, and political factors that have shaped societies, providing valuable context for contemporary studies. It is the meticulous study of historical documents, records, artifacts, or events to gain insights into past behaviors or trends.

4. Case Studies

Case studies delve into specific instances, organizations, or events, offering an in-depth exploration of real-life situations. Researchers analyze existing reports, documents, or publications related to the chosen case to extract valuable insights. It is widely used in business, social sciences, and medical research.

5. Surveys and Polls

Surveys and polls involve the analysis of data that is collected from diverse populations. Researchers explore data sets generated by organizations or research institutions through survey administration. They provide the quantitative data you need to make informed decisions. Moreover, they make it easy to gain insights into public opinions, attitudes, behaviors, or trends across various demographics.

Read More: How to Conduct a Survey

Pros and Cons of Secondary Research

Cost-Effectiveness: Utilizes existing data, saving on research costs. Time Efficiency: Quick access to a wide range of data. Broad Scope: Covers diverse topics and historical data. In-Depth Analysis: Enables detailed examination and exploration.

Disadvantages

Data Quality Concerns: Varied quality and potential biases in existing data. Limited Control: No control over data collection, limiting specific variables. Data Relevance: Data might not precisely align with research questions. Outdated Information: Data can become obsolete in rapidly changing fields.

Alright, before we end this, let’s talk timing! Secondary research guides you through different points of your research process. Imagine you are at the beginning, trying to go deeper into the topic. This is where it comes of use. It gives you foundational knowledge and helps you refine your questions. Then, later, when you’re digging into scholarly articles, research shows you where others have tread and where unexplored territories lie.

So, before you conduct primary research make sure you make a quick secondary research pitstop. It will not only save you time and effort but also help you understand the trends that matter, whether you’re at the beginning, middle, or even near the end of your research.

And, while you’re at it, make sure you stop by SurveySparrow and give it a try! This pitstop might be your ultimate solution.

Content Marketer at SurveySparrow

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• Secondary Research Methods: Everything You Need to Know

Discover how to use secondary research methods to inform your marketing strategy.

What is Secondary Research?

It involves the collection and analysis of data that has already been collected by someone else or compiled from existing sources, such as census data, industry reports, and published studies. Secondary research differs from primary research in that it does not involve the collection of new data. Instead, it is an analysis of already existing data. Because the data is already available, secondary research can be less expensive and time-consuming than primary research.

When and How to Use Secondary Research in Your Marketing Strategy

However, it is important to understand when and how to use secondary research in order to get the most out of it. The best time to use secondary research is when you don’t have access to primary research data, or when you need to supplement existing data. For example, if you’re researching a new market or need to know more about a certain demographic, secondary research can give you the information you need. You can also use secondary research to learn more about your competitors and gain an understanding of the industry landscape. When using secondary research, it’s important to understand how to interpret the data. While the results may be helpful, it’s up to the marketer to decide what the data means and how it should be used.

It’s also important to remember that secondary research often relies on outdated information, so it’s important to take that into account when making decisions. When using secondary research in your marketing strategy, it’s important to analyze the data carefully and use it to inform your decisions. For example, if you’re researching a certain demographic, look for patterns in the data and use them to target your messaging or develop new products or services. You can also use secondary research to identify trends in the industry and use them as opportunities for growth. By understanding when and how to use secondary research in your marketing strategy, you can gain valuable insights into your audience and competitors.

Types of Secondary Research

Focus groups, desk research.

There are several types of secondary research that can be used in a marketing strategy, such as surveys, interviews, focus groups, and online research. Understanding when and how to use secondary research can help marketers develop successful strategies that reach their desired goals. By understanding the different types of secondary research, marketers can create an effective marketing strategy that utilizes the best sources of information. In conclusion, secondary research methods are essential for creating an effective marketing strategy.

By understanding the different types of secondary research and how to use them appropriately, marketers can gain valuable insights into their target audience and competitors, allowing them to craft successful strategies that reach their desired goals.

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Primary vs secondary market research: types, sources and examples

Jun 9th, 2021

Types of primary research

There are two main types of primary market research: quantitative and qualitative. Both types of research are vital for obtaining different kinds of information.

• Quantitative market research deals with numerical data rather than consumers’ feelings, opinions, and attitudes. The process implies collecting large amounts of statistical points using surveys, polls, and questionnaires. The mathematical, statistical, and computational methods allow for gathering the data that researchers can further analyze to determine the patterns and averages, form predictions, and make generalizations. The purpose of quantitative market research is to determine the problem and understand its prevalence. Quantitative market research can provide a very accurate result that helps companies develop a clear picture of their objectives and how to reach them.
• Qualitative market research focuses on collecting behavioral, observational, and non-numerical data like audio, text, or video to gain insights into consumer opinions, motivations, or experiences. Qualitative market research involves open-ended questions and a small sample consisting of six to ten respondents and allows for an in-depth discussion of the topics. The primary methods used for conducting qualitative market research include focus groups and interviews. 

Sources of primary research

Primary research sources are in-depth interviews, surveys, focus groups, social media monitoring, and questionnaires. Let’s discuss them in detail below:

• In-depth interviews are great for understanding how the customer group perceives a brand or product. In-depth interviews are interactive and usually have a flexible structure. These interviews are conducted by a trusted moderator who considers not just the respondent’s answers but also body language and general impression.
• Surveys help collect a large amount of information about the population’s characteristics and preferences. In the future, marketers can use this data to predict consumers’ behavior. 
• Focus groups are the interviews of selected participants involving the representatives of the target audience. The group participants are selected according to specific criteria, such as location, age, socioeconomic status, etc. 
• Questionnaires are research tool that includes a series of closed-ended or open-ended questions to obtain feedback from your customers. There are different types of questionnaires, such as computer, telephone, mail questionnaires.
• Hypothesis testing for existing products through A/B testing or multivariate testing allows for examining the price for different markets or different audiences, comparing web page design and conversion effectiveness, etc. Both methods have similar core mechanisms; however, multivariate testing compares a more significant number of variables and provides more information.
• MVP testing for new products is based on releasing a version of the product with a small number of first-priority features needed for early customers. Later, the customers can provide valuable feedback to improve the future versions of the product.
• Targeted social media monitoring helps determine the information about your company, your industry, and your competitors. This information involves all mentions of your brand, such as reviews, product questions, or service repair complaints.

Primary research allows for collecting data that has not been previously gathered, provides specific results that address the issues relevant for your company, and delivers up-to-date information. The other benefit of primary market research is the uniqueness of the data that competitors would not be able to access. Thus, you receive a competitive advantage. Due to the approaches of this method, you can research a small sample and then apply the results to the entire market. On the other hand, primary market research is often expensive, time-consuming, and requires face-to-face contact with customers. 

Secondary market research is a kind of market research that relies on using data from secondary sources, which was not previously prepared specifically for the goals of current research. In other words, in secondary research, marketers gather and analyze the previously collected data to serve a purpose other than the purpose of their research. The secondary information is often acquired from industry and trade associations, government agencies, media agencies, industry-focused newsletters, magazines, and newspapers. This type of research is usually more cost-effective and accessible than primary market research.

Types of secondary research

There are two types of secondary market research: secondary market research from internal sources and secondary market research from external sources.

• Internal data. Internal data can be found in the databases of the company and used for future reference purposes. A company’s internal data includes customer account information, product usage data, sales records, or previously prepared research reports. There are also records of previous advertising and marketing campaigns, departmental records, etc.
• External data.  External data is initially prepared by people outside the current company environment, such as data from competitors, journals and magazines, industry surveys, and market reports. 

Sources of secondary research

As well as with primary research, secondary research may also use lots of different sources of information. Below are some of the most widely used.

• Sales data is a valuable source of information for secondary market research. Every company collects data concerning everyday operations, delivered orders, invoices, and returned goods. This information is handy for marketers because it allows gathering insights into sales by territory, customer type, average sales by salesperson, prices, discounts, and other data.
• Financial data allows for estimating the efficiency of marketing operations. It includes the production costs, storing, transportation, and marketing costs. It can also supply insights into which products or services bring you more significant profits or drive your business into the red.
• Governmental and local statistical data. Many governmental, regional and municipal organizations collect data that businesses and non-profits can use for market research purposes. This information includes demographic data, economic data, trade statistics, and production statistics. For example, you can find volumes of US-focused data on data.gov , while for European Union statistics, you can explore the official site of Eurostat .
• Trade associations often provide free and paid reports to inform professionals about the situation in the economic sector.
• Specialized journals and media regularly publish news, research, press releases, and professional articles, which can be excellent sources of up-to-date secondary data.
• Commercial marketing research data is collected by specialized research organizations that resell it to other companies. The data gathered by these companies concerns the consumer population, attitudes, trends and behaviors, online and offline purchases. 
• Search engine results are a good source of free and commercially available data.
• Competitor research. You can acquire information about competitors from different sources, such as their websites, review sites, and media publications. This approach enables you to develop a profound understanding of how market participants and clients perceive a particular company.

Secondary market research is a perfect basis for primary research as it helps determine and predict the latter’s effectiveness and suitability. The information from government sources, libraries, and media is reliable, extensive, and covers many issues. The other advantages of secondary market research are low cost, time-effectiveness, and the opportunity to obtain a broad spectrum of free data in a shorter time than primary research. 

The disadvantages of secondary market research are the lack of quality and accuracy of data collected by a third party. The information provided by secondary research is not specific and not always recent enough. Besides, the data is available for many companies, so it deprives your company of a competitive advantage. 

Market research will help you reduce the risk of making business decisions and determine the pitfalls before launching the new product. We will provide several examples to demonstrate how companies can use market research to identify and solve business challenges in practice.

The world-famous coffee company conducts market research in many ways, including primary research methods, such as consumer feedback, in-store product testing, and social media monitoring. In 2008, Starbucks even created a specialized platform, My Starbucks Idea , where the customers can provide their ideas about new offerings or changes to the existing products.

The corporation also applies the social media monitoring method and collects feedback from different platforms, including Facebook, Twitter, Instagram, and Reddit , to improve the products. Starbucks tests the new ideas in selected stores to understand the feasibility of making some changes before the official launch. 

The company applies secondary market research methods to shape the new product lines. Starbucks gathers data from the market research companies and analyzes the data from the stores. Due to the feedback on My Starbucks Idea and combined market research, Starbucks successfully launched dairy-free milk alternatives in European and US stores.

Primary research methods: consumer feedback, in-store product testing, social media monitoring.

Secondary research methods: social media monitoring, competitor monitoring, existing data from market research providers.

Ecommerce market research into new product launch

If you are going to launch an e-commerce platform or introduce a new product to the existing store, conducting market research may bring the needed transparency into this business decision prior to moving forward with it. Firstly, it is vital to determine the market size for the business or the product. Then you will need several pieces of information concerning statistics and trends in your industry, consumer behavior, and current demand for your product. 

To discover information about the industry size, trends, and growth rates, you can apply secondary market research methods and dig into the industry articles and search for information from marketing companies about the things people tend to buy online. The other helpful source will be market research reports.

The further step is to understand the needs of your potential customers, their socioeconomic and geographic conditions. The perfect way to get this information is to perform primary research and conduct customer surveys. You can start with specialized forums, Facebook groups, or other social media channels. 

For example, if you are launching an online clothing store, you can conduct the online survey using Google Forms, Google Surveys or TypeForm and target specific customer segments. You can include questions about age, location, income, favorite brands, and stores where these people typically buy clothes.

You can also use the form to inquire if some of the surveyed customers would be willing to participate in in-depth interviews. For in-depth interviews, prepare a list of open-ended questions, which can facilitate your discussion with each interviewee.

Primary research methods: customer surveys, questionnaires, in-depth interviews.

Secondary research methods: industry articles, competitor research, market research reports.

SaaS market research for new solution launch

Before the new SaaS product launch, you need to conduct market research and analysis to understand the competition and customer preferences and dislikes. First, you can make a list of existing players in the segment. You can monitor social media for mentions of each competitor to understand what their clients are saying about the solution, product features, and functionality, customer service to find opportunities, which a new product can explore on the market. In addition to social media, you can use specialized review platforms, such as Capterra or TrustRadius .

As the next step in analyzing your competitors, you can gather data about their online performance. With Ahrefs , you can get information on how your competitors rank on Google. SimilarWeb allows you to analyze your competitors’ websites and see engagement rate, traffic ranking, keyword ranking, and other audience metrics. Besides, you can conduct secondary market research and find research on businesses in your industry with the help of Google Scholar .

You can expand your market research by finding information about your potential customers. Continuing with the methods of secondary research, you can gather data about your target audience’s behavior. With the help of a business account on Facebook, you can collect information about the demographics, including gender, age, location, activity, purchases, and design customer personas.

If you’re building a unique product in the segment with low competition, you can explore Product Hunt to see if anyone has recently created similar products. Product hunt can show you if similar products have received positive feedback or ideas for improvement on top of how you envision your future solution.

As the final stage of your exploration, you can start developing the basics of your future solution to attract your potential audience. The simplest way to do it is by making a landing page, which describes your future product and allows visitors to subscribe to future releases and updates. This is how Dropbox started back in 2007. If this option is not sufficient for you, you can develop an MVP to provide users with initial functionality to test if they will be interested in signing up. Of course, this approach would give you the most significant volume of feedback, although it’s the most expensive one to undertake.

Primary research methods: product landing page, minimum viable product, Product Hunt launch.

Secondary research methods: social media monitoring, specialized industry-focused websites,  social media analytics tools.

You can perform market research at any stage of your business life cycle, starting from pre-launch. Primary market research allows for evaluating the competition within the market, understanding the competitors’ quality of service, and discovering their communication channels. With the help of secondary market research, you can analyze the existing surveys and studies concerning your industry, read newspaper reports, explore company reports data and government data. The overall market research usually consists of the following steps:

Step 1. Define the goals of the research

The first stage of comprehensive market research is to define the central problem and research objectives. You will also need to define the purpose of the study, what information is required, and find relevant background data. This step includes interviews with industry experts and discussions with the decision-makers.

Step 2. Secondary research 

At the second stage, you need to conduct secondary research and analyze all the secondary data sources on the target segment. The goal of this step is to compare the information and create a high-level overview. 

Step 3. Primary research

Once you have completed the secondary research and collected the available information, you can move to primary research. You need to start from the most cost-efficient methods of primary research that include paper questionnaires, online surveys, phone interviews, and face-to-face interviews. 

Social media is an excellent source for primary research. You have the opportunity to analyze the large amounts of data provided by different people on a variety of platforms. You can save money by selecting the students as focus groups or target audiences.

Step 4. The concluding stage of research

If you meet the research objectives by completing the previous steps, you can finalize the market research. In some cases, secondary research may already provide you enough information to complete the research. Other times, there is a lack of data in secondary sources, so you will have to conduct primary research.

Once you feel like you have gathered enough data to answer the initial research question, prepare a report, which will provide a summary of findings. Even if you’re doing it for your own purposes, putting it in writing helps build a comprehensive overview of the findings and research results. You can sometimes find out that you have new questions at this stage, which need to be researched using the same methodology. Or, hopefully, you’ve been able to answer all your questions - now comes the time to act on it!

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Secondary Research: Definition, Methods and Examples.

In the world of research, there are two main types of data sources: primary and secondary. While primary research involves collecting new data directly from individuals or sources, secondary research involves analyzing existing data already collected by someone else. Today we’ll discuss secondary research.

One common source of this research is published research reports and other documents. These materials can often be found in public libraries, on websites, or even as data extracted from previously conducted surveys. In addition, many government and non-government agencies maintain extensive data repositories that can be accessed for research purposes.

LEARN ABOUT: Research Process Steps

While secondary research may not offer the same level of control as primary research, it can be a highly valuable tool for gaining insights and identifying trends. Researchers can save time and resources by leveraging existing data sources while still uncovering important information.

What is Secondary Research: Definition

Secondary research is a research method that involves using already existing data. Existing data is summarized and collated to increase the overall effectiveness of the research.

One of the key advantages of secondary research is that it allows us to gain insights and draw conclusions without having to collect new data ourselves. This can save time and resources and also allow us to build upon existing knowledge and expertise.

When conducting secondary research, it’s important to be thorough and thoughtful in our approach. This means carefully selecting the sources and ensuring that the data we’re analyzing is reliable and relevant to the research question . It also means being critical and analytical in the analysis and recognizing any potential biases or limitations in the data.

LEARN ABOUT: Level of Analysis

Secondary research is much more cost-effective than primary research , as it uses already existing data, unlike primary research, where data is collected firsthand by organizations or businesses or they can employ a third party to collect data on their behalf.

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Secondary Research Methods with Examples

Secondary research is cost-effective, one of the reasons it is a popular choice among many businesses and organizations. Not every organization is able to pay a huge sum of money to conduct research and gather data. So, rightly secondary research is also termed “ desk research ”, as data can be retrieved from sitting behind a desk.

The following are popularly used secondary research methods and examples:

1. Data Available on The Internet

One of the most popular ways to collect secondary data is the internet. Data is readily available on the internet and can be downloaded at the click of a button.

This data is practically free of cost, or one may have to pay a negligible amount to download the already existing data. Websites have a lot of information that businesses or organizations can use to suit their research needs. However, organizations need to consider only authentic and trusted website to collect information.

2. Government and Non-Government Agencies

Data for secondary research can also be collected from some government and non-government agencies. For example, US Government Printing Office, US Census Bureau, and Small Business Development Centers have valuable and relevant data that businesses or organizations can use.

There is a certain cost applicable to download or use data available with these agencies. Data obtained from these agencies are authentic and trustworthy.

3. Public Libraries

Public libraries are another good source to search for data for this research. Public libraries have copies of important research that were conducted earlier. They are a storehouse of important information and documents from which information can be extracted.

The services provided in these public libraries vary from one library to another. More often, libraries have a huge collection of government publications with market statistics, large collection of business directories and newsletters.

4. Educational Institutions

Importance of collecting data from educational institutions for secondary research is often overlooked. However, more research is conducted in colleges and universities than any other business sector.

The data that is collected by universities is mainly for primary research. However, businesses or organizations can approach educational institutions and request for data from them.

5. Commercial Information Sources

Local newspapers, journals, magazines, radio and TV stations are a great source to obtain data for secondary research. These commercial information sources have first-hand information on economic developments, political agenda, market research, demographic segmentation and similar subjects.

Businesses or organizations can request to obtain data that is most relevant to their study. Businesses not only have the opportunity to identify their prospective clients but can also know about the avenues to promote their products or services through these sources as they have a wider reach.

Learn More: Data Collection Methods: Types & Examples

Key Differences between Primary Research and Secondary Research

Understanding the distinction between primary research and secondary research is essential in determining which research method is best for your project. These are the two main types of research methods, each with advantages and disadvantages. In this section, we will explore the critical differences between the two and when it is appropriate to use them.

How to Conduct Secondary Research?

We have already learned about the differences between primary and secondary research. Now, let’s take a closer look at how to conduct it.

Secondary research is an important tool for gathering information already collected and analyzed by others. It can help us save time and money and allow us to gain insights into the subject we are researching. So, in this section, we will discuss some common methods and tips for conducting it effectively.

Here are the steps involved in conducting secondary research:

1. Identify the topic of research: Before beginning secondary research, identify the topic that needs research. Once that’s done, list down the research attributes and its purpose.

2. Identify research sources: Next, narrow down on the information sources that will provide most relevant data and information applicable to your research.

3. Collect existing data: Once the data collection sources are narrowed down, check for any previous data that is available which is closely related to the topic. Data related to research can be obtained from various sources like newspapers, public libraries, government and non-government agencies etc.

4. Combine and compare: Once data is collected, combine and compare the data for any duplication and assemble data into a usable format. Make sure to collect data from authentic sources. Incorrect data can hamper research severely.

4. Analyze data: Analyze collected data and identify if all questions are answered. If not, repeat the process if there is a need to dwell further into actionable insights.

Advantages of Secondary Research

Secondary research offers a number of advantages to researchers, including efficiency, the ability to build upon existing knowledge, and the ability to conduct research in situations where primary research may not be possible or ethical. By carefully selecting their sources and being thoughtful in their approach, researchers can leverage secondary research to drive impact and advance the field. Some key advantages are the following:

1. Most information in this research is readily available. There are many sources from which relevant data can be collected and used, unlike primary research, where data needs to collect from scratch.

2. This is a less expensive and less time-consuming process as data required is easily available and doesn’t cost much if extracted from authentic sources. A minimum expenditure is associated to obtain data.

3. The data that is collected through secondary research gives organizations or businesses an idea about the effectiveness of primary research. Hence, organizations or businesses can form a hypothesis and evaluate cost of conducting primary research.

4. Secondary research is quicker to conduct because of the availability of data. It can be completed within a few weeks depending on the objective of businesses or scale of data needed.

As we can see, this research is the process of analyzing data already collected by someone else, and it can offer a number of benefits to researchers.

Disadvantages of Secondary Research

On the other hand, we have some disadvantages that come with doing secondary research. Some of the most notorious are the following:

1. Although data is readily available, credibility evaluation must be performed to understand the authenticity of the information available.

2. Not all secondary data resources offer the latest reports and statistics. Even when the data is accurate, it may not be updated enough to accommodate recent timelines.

3. Secondary research derives its conclusion from collective primary research data. The success of your research will depend, to a greater extent, on the quality of research already conducted by primary research.

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In conclusion, secondary research is an important tool for researchers exploring various topics. By leveraging existing data sources, researchers can save time and resources, build upon existing knowledge, and conduct research in situations where primary research may not be feasible.

There are a variety of methods and examples of secondary research, from analyzing public data sets to reviewing previously published research papers. As students and aspiring researchers, it’s important to understand the benefits and limitations of this research and to approach it thoughtfully and critically. By doing so, we can continue to advance our understanding of the world around us and contribute to meaningful research that positively impacts society.

QuestionPro can be a useful tool for conducting secondary research in a variety of ways. You can create online surveys that target a specific population, collecting data that can be analyzed to gain insights into consumer behavior, attitudes, and preferences; analyze existing data sets that you have obtained through other means or benchmark your organization against others in your industry or against industry standards. The software provides a range of benchmarking tools that can help you compare your performance on key metrics, such as customer satisfaction, with that of your peers.

Using QuestionPro thoughtfully and strategically allows you to gain valuable insights to inform decision-making and drive business success. Start today for free! No credit card is required.

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» Primary vs Secondary Market Research: Types, Sources, and Examples

Market research is critical for businesses to learn about trends and consumer behavior. It also helps organisations make critical decisions, identify new opportunities, identify competitors, and improve their offerings. The achievement of business objectives is the primary criterion for successful market research. Key objectives include increasing the company’s market reputation, improving product performance, and gauging customer reactions to price changes or new market developments.

What exactly is primary research?

Primary market research is a method for determining the viability of a product or service based on information gathered directly from the source — potential customers. Primary market research is conducted from the ground up, rather than relying on previously worked research.

In-person interviews, focus groups, surveys, product trials, product testing, and direct observations are all standard methods of conducting primary market research. Marketers typically conduct primary research to address a specific issue that necessitates in-depth analysis.

Types of primary research

Quantitative market research:  Rather than focusing on consumers’ feelings, opinions, and attitudes, quantitative market research focuses on numerical data. The procedure entails gathering a large number of statistical points via surveys, polls, and questionnaires. The mathematical, statistical, and computational methods allow researchers to collect data that can then be analysed to determine patterns and averages, make predictions, and make generalisations. The goal of quantitative market research is to identify and understand the problem. Quantitative market research can provide highly accurate results, allowing businesses to develop a clear picture of their goals and how to achieve them.

Qualitative market research:  To gain insights into consumer opinions, motivations, or experiences, qualitative market research collects behavioral, observational, and non-numerical data such as audio, text, or video. Open-ended questions and a small sample size of six to ten respondents are used in qualitative market research, allowing for an in-depth discussion of the topics. Focus groups and interviews are the most common methods for conducting qualitative market research.

Primary research sources

In-depth interviews, surveys, focus groups, social media monitoring, and questionnaires are primary research sources. Let’s go over them in more detail below:

In-depth interviews are excellent for learning how a specific customer group perceives a brand or product. In-depth interviews are usually interactive and have a flexible structure. A trusted moderator conducts these interviews, taking into account not only the respondent’s answers but also body language and overall impression.

Surveys aid in the collection of a large amount of information about the characteristics and preferences of the population. Marketers will be able to use this data in the future to predict consumer behavior.

Focus groups are interviews with selected participants who represent the target audience. Participants in the group are chosen based on specific criteria such as location, age, socioeconomic status, and so on.

Questionnaires are a type of research tool that consists of a series of closed-ended or open-ended questions designed to elicit feedback from your customers. There are various types of questionnaires, including computer, telephone, and mail questionnaires.

Hypothesis testing for existing products via A/B or multivariate testing allows for examining prices for different markets or audiences, comparing web page design and conversion effectiveness, and so on. Although the core mechanisms of both methods are similar, multivariate testing compares a greater number of variables and provides more information.

Targeted social media monitoring aids in the discovery of information about your company, industry, and competitors. This data includes any and all mentions of your brand, such as product reviews, product questions, or service repair complaints.

What exactly is secondary research?

Secondary market research is a type of market research that uses data from secondary sources that were not previously prepared specifically for the purposes of the current study. In other words, in secondary research, marketers collect and analyse previously collected data for purposes other than their research. Secondary data is frequently obtained from industry and trade associations, government agencies, media outlets, industry-specific newsletters, magazines, and newspapers. This type of research is typically less expensive and more accessible than primary market research.

Secondary research types

Secondary market research is classified into two types: internal secondary market research and external secondary market research.

Internal Data : Internal data can be found in the company’s databases and used for future reference. Customer account information, product usage data, sales records, and previously prepared research reports are examples of internal data. There are also previous advertising and marketing campaign records, departmental records, and so on.

External data  such as data from competitors, journals and magazines, industry surveys, and market reports, is initially prepared by people outside the current company environment.

Secondary research sources

Secondary research, like primary research, may draw on a variety of information sources. Some of the most common are listed below.

Secondary market research can benefit greatly from sales data. Every business collects data on daily operations, delivered orders, invoices, and returned goods. This data is useful for marketers because it allows them to gain insights into sales by territory, customer type, average sales per salesperson, prices, discounts, and other data.

Financial information can be used to estimate the efficiency of marketing operations. It includes the costs of manufacturing, storage, transportation, and marketing. It can also provide insights into which products or services generate significant profits for you or drive your business into the red.

Trade associations frequently publish free and paid reports to keep professionals up to date on economic developments.

Specialized journals and media outlets publish news, research, press releases, and professional articles on a regular basis, making them excellent sources of current secondary data.

Specialized research organisations collect commercial marketing research data and resell it to other businesses. These companies collect data on the consumer population, attitudes, trends, and behaviors, as well as online and offline purchases.

The results search engines are a good source of both free and commercially available data.

Competitor analysis. You can learn about competitors from a variety of sources, including their websites, review sites, and media publications. This method allows you to gain a thorough understanding of how market participants and customers perceive a specific company.

Examples of primary and secondary research

If you plan to launch an e-commerce platform or add a new product to an existing store, conducting market research may provide the necessary transparency into this business decision before proceeding. First and foremost, the market size for the business or product must be determined. Then you’ll need a variety of data about statistics and trends in your industry, consumer behavior, and current demand for your product.

Secondary market research methods, as well as digging into industry articles and searching for information from marketing companies about the things people tend to buy online, can be used to discover information about the industry size, trends, and growth rates. Market research reports will be another useful resource.

The next step is to understand your potential customers’ needs, as well as their socioeconomic and geographic circumstances. Primary research and customer surveys are the best ways to obtain this information. Begin by participating in specialised forums, Facebook groups, or other social media channels.

For example, if you are launching an online clothing store, you can use Google Forms, Google Surveys, or TypeForm to conduct an online survey that targets specific customer segments. You can include questions about their age, location, income, favorite brands, and stores where they typically shop for clothing.

You can also use the form to see if any of the customers who were surveyed would be willing to participate in in-depth interviews. Prepare a list of open-ended questions for in-depth interviews to help you discuss with each interviewee.

Primary research methods: customer surveys, questionnaires, and in-depth interviews.

Secondary research methods: industry articles, competitor research, and market research reports.

Author –  Deeksha Khanna

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Secondary Research Advantages, Limitations, and Sources

Summary: secondary research should be a prerequisite to the collection of primary data, but it rarely provides all the answers you need. a thorough evaluation of the secondary data is needed to assess its relevance and accuracy..

5 minutes to read. By author Michaela Mora on January 25, 2022 Topics: Relevant Methods & Tips , Business Strategy , Market Research

Secondary research is based on data already collected for purposes other than the specific problem you have. Secondary research is usually part of exploratory market research designs.

The connection between the specific purpose that originates the research is what differentiates secondary research from primary research. Primary research is designed to address specific problems. However, analysis of available secondary data should be a prerequisite to the collection of primary data.

Advantages of Secondary Research

Secondary data can be faster and cheaper to obtain, depending on the sources you use.

Secondary research can help to:

• Answer certain research questions and test some hypotheses.
• Formulate an appropriate research design (e.g., identify key variables).
• Interpret data from primary research as it can provide some insights into general trends in an industry or product category.
• Understand the competitive landscape.

Limitations of Secondary Research

The usefulness of secondary research tends to be limited often for two main reasons:

Lack of relevance

Secondary research rarely provides all the answers you need. The objectives and methodology used to collect the secondary data may not be appropriate for the problem at hand.

Given that it was designed to find answers to a different problem than yours, you will likely find gaps in answers to your problem. Furthermore, the data collection methods used may not provide the data type needed to support the business decisions you have to make (e.g., qualitative research methods are not appropriate for go/no-go decisions).

Lack of Accuracy

Secondary data may be incomplete and lack accuracy depending on;

• The research design (exploratory, descriptive, causal, primary vs. repackaged secondary data, the analytical plan, etc.)
• Sampling design and sources (target audiences, recruitment methods)
• Data collection method (qualitative and quantitative techniques)
• Analysis point of view (focus and omissions)
• Reporting stages (preliminary, final, peer-reviewed)
• Rate of change in the studied topic (slowly vs. rapidly evolving phenomenon, e.g., adoption of specific technologies).
• Lack of agreement between data sources.

Criteria for Evaluating Secondary Research Data

Before taking the information at face value, you should conduct a thorough evaluation of the secondary data you find using the following criteria:

• Purpose : Understanding why the data was collected and what questions it was trying to answer will tell us how relevant and useful it is since it may or may not be appropriate for your objectives.
• Methodology used to collect the data : Important to understand sources of bias.
• Accuracy of data: Sources of errors may include research design, sampling, data collection, analysis, and reporting.
• When the data was collected : Secondary data may not be current or updated frequently enough for the purpose that you need.
• Content of the data : Understanding the key variables, units of measurement, categories used and analyzed relationships may reveal how useful and relevant it is for your purposes.
• Source reputation : In the era of purposeful misinformation on the Internet, it is important to check the expertise, credibility, reputation, and trustworthiness of the data source.

Secondary Research Data Sources

Compared to primary research, the collection of secondary data can be faster and cheaper to obtain, depending on the sources you use.

Secondary data can come from internal or external sources.

Internal sources of secondary data include ready-to-use data or data that requires further processing available in internal management support systems your company may be using (e.g., invoices, sales transactions, Google Analytics for your website, etc.).

Prior primary qualitative and quantitative research conducted by the company are also common sources of secondary data. They often generate more questions and help formulate new primary research needed.

However, if there are no internal data collection systems yet or prior research, you probably won’t have much usable secondary data at your disposal.

External sources of secondary data include:

• Published materials
• External databases
• Syndicated services.

Published Materials

Published materials can be classified as:

• General business sources: Guides, directories, indexes, and statistical data.
• Government sources: Census data and other government publications.

External Databases

In many industries across a variety of topics, there are private and public databases that can bed accessed online or by downloading data for free, a fixed fee, or a subscription.

These databases can include bibliographic, numeric, full-text, directory, and special-purpose databases. Some public institutions make data collected through various methods, including surveys, available for others to analyze.

Syndicated Services

These services are offered by companies that collect and sell pools of data that have a commercial value and meet shared needs by a number of clients, even if the data is not collected for specific purposes those clients may have.

Syndicated services can be classified based on specific units of measurements (e.g., consumers, households, organizations, etc.).

The data collection methods for these data may include:

• Surveys (Psychographic and Lifestyle, advertising evaluations, general topics)
• Household panels (Purchase and media use)
• Electronic scanner services (volume tracking data, scanner panels, scanner panels with Cable TV)
• Audits (retailers, wholesalers)
• Direct inquiries to institutions
• Clipping services tracking PR for institutions
• Corporate reports

You can spend hours doing research on Google in search of external sources, but this is likely to yield limited insights. Books, articles journals, reports, blogs posts, and videos you may find online are usually analyses and summaries of data from a particular perspective. They may be useful and give you an indication of the type of data used, but they are not the actual data. Whenever possible, you should look at the actual raw data used to draw your own conclusion on its value for your research objectives. You should check professionally gathered secondary research.

Here are some external secondary data sources often used in market research that you may find useful as starting points in your research. Some are free, while others require payment.

• Pew Research Center : Reports about the issues, attitudes, and trends shaping the world. It conducts public opinion polling, demographic research, media content analysis, and other empirical social science research.
• Data.Census.gov : Data dissemination platform to access demographic and economic data from the U.S. Census Bureau.
• Data.gov : The US. government’s open data source with almost 200,00 datasets ranges in topics from health, agriculture, climate, ecosystems, public safety, finance, energy, manufacturing, education, and business.
• Google Scholar : A web search engine that indexes the full text or metadata of scholarly literature across an array of publishing formats and disciplines.
• Google Public Data Explorer : Makes large, public-interest datasets easy to explore, visualize and communicate.
• Google News Archive : Allows users to search historical newspapers and retrieve scanned images of their pages.
• Mckinsey & Company : Articles based on analyses of various industries.
• Statista : Business data platform with data across 170+ industries and 150+ countries.
• Claritas : Syndicated reports on various market segments.
• Mintel : Consumer reports combining exclusive consumer research with other market data and expert analysis.
• MarketResearch.com : Data aggregator with over 350 publishers covering every sector of the economy as well as emerging industries.
• Packaged Facts : Reports based on market research on consumer goods and services industries.
• Dun & Bradstreet : Company directory with business information.

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Home » Secondary Data – Types, Methods and Examples

Secondary Data – Types, Methods and Examples

Table of Contents

Secondary Data

Definition:

Secondary data refers to information that has been collected, processed, and published by someone else, rather than the researcher gathering the data firsthand. This can include data from sources such as government publications, academic journals, market research reports, and other existing datasets.

Secondary Data Types

Types of secondary data are as follows:

• Published data: Published data refers to data that has been published in books, magazines, newspapers, and other print media. Examples include statistical reports, market research reports, and scholarly articles.
• Government data: Government data refers to data collected by government agencies and departments. This can include data on demographics, economic trends, crime rates, and health statistics.
• Commercial data: Commercial data is data collected by businesses for their own purposes. This can include sales data, customer feedback, and market research data.
• Academic data: Academic data refers to data collected by researchers for academic purposes. This can include data from experiments, surveys, and observational studies.
• Online data: Online data refers to data that is available on the internet. This can include social media posts, website analytics, and online customer reviews.
• Organizational data: Organizational data is data collected by businesses or organizations for their own purposes. This can include data on employee performance, financial records, and customer satisfaction.
• Historical data : Historical data refers to data that was collected in the past and is still available for research purposes. This can include census data, historical documents, and archival records.
• International data: International data refers to data collected from other countries for research purposes. This can include data on international trade, health statistics, and demographic trends.
• Public data : Public data refers to data that is available to the general public. This can include data from government agencies, non-profit organizations, and other sources.
• Private data: Private data refers to data that is not available to the general public. This can include confidential business data, personal medical records, and financial data.
• Big data: Big data refers to large, complex datasets that are difficult to manage and analyze using traditional data processing methods. This can include social media data, sensor data, and other types of data generated by digital devices.

Secondary Data Collection Methods

Secondary Data Collection Methods are as follows:

• Published sources: Researchers can gather secondary data from published sources such as books, journals, reports, and newspapers. These sources often provide comprehensive information on a variety of topics.
• Online sources: With the growth of the internet, researchers can now access a vast amount of secondary data online. This includes websites, databases, and online archives.
• Government sources : Government agencies often collect and publish a wide range of secondary data on topics such as demographics, crime rates, and health statistics. Researchers can obtain this data through government websites, publications, or data portals.
• Commercial sources: Businesses often collect and analyze data for marketing research or customer profiling. Researchers can obtain this data through commercial data providers or by purchasing market research reports.
• Academic sources: Researchers can also obtain secondary data from academic sources such as published research studies, academic journals, and dissertations.
• Personal contacts: Researchers can also obtain secondary data from personal contacts, such as experts in a particular field or individuals with specialized knowledge.

Secondary Data Formats

Secondary data can come in various formats depending on the source from which it is obtained. Here are some common formats of secondary data:

• Numeric Data: Numeric data is often in the form of statistics and numerical figures that have been compiled and reported by organizations such as government agencies, research institutions, and commercial enterprises. This can include data such as population figures, GDP, sales figures, and market share.
• Textual Data: Textual data is often in the form of written documents, such as reports, articles, and books. This can include qualitative data such as descriptions, opinions, and narratives.
• Audiovisual Data : Audiovisual data is often in the form of recordings, videos, and photographs. This can include data such as interviews, focus group discussions, and other types of qualitative data.
• Geospatial Data: Geospatial data is often in the form of maps, satellite images, and geographic information systems (GIS) data. This can include data such as demographic information, land use patterns, and transportation networks.
• Transactional Data : Transactional data is often in the form of digital records of financial and business transactions. This can include data such as purchase histories, customer behavior, and financial transactions.
• Social Media Data: Social media data is often in the form of user-generated content from social media platforms such as Facebook, Twitter, and Instagram. This can include data such as user demographics, content trends, and sentiment analysis.

Secondary Data Analysis Methods

Secondary data analysis involves the use of pre-existing data for research purposes. Here are some common methods of secondary data analysis:

• Descriptive Analysis: This method involves describing the characteristics of a dataset, such as the mean, standard deviation, and range of the data. Descriptive analysis can be used to summarize data and provide an overview of trends.
• Inferential Analysis: This method involves making inferences and drawing conclusions about a population based on a sample of data. Inferential analysis can be used to test hypotheses and determine the statistical significance of relationships between variables.
• Content Analysis: This method involves analyzing textual or visual data to identify patterns and themes. Content analysis can be used to study the content of documents, media coverage, and social media posts.
• Time-Series Analysis : This method involves analyzing data over time to identify trends and patterns. Time-series analysis can be used to study economic trends, climate change, and other phenomena that change over time.
• Spatial Analysis : This method involves analyzing data in relation to geographic location. Spatial analysis can be used to study patterns of disease spread, land use patterns, and the effects of environmental factors on health outcomes.
• Meta-Analysis: This method involves combining data from multiple studies to draw conclusions about a particular phenomenon. Meta-analysis can be used to synthesize the results of previous research and provide a more comprehensive understanding of a particular topic.

Secondary Data Gathering Guide

Here are some steps to follow when gathering secondary data:

• Define your research question: Start by defining your research question and identifying the specific information you need to answer it. This will help you identify the type of secondary data you need and where to find it.
• Identify relevant sources: Identify potential sources of secondary data, including published sources, online databases, government sources, and commercial data providers. Consider the reliability and validity of each source.
• Evaluate the quality of the data: Evaluate the quality and reliability of the data you plan to use. Consider the data collection methods, sample size, and potential biases. Make sure the data is relevant to your research question and is suitable for the type of analysis you plan to conduct.
• Collect the data: Collect the relevant data from the identified sources. Use a consistent method to record and organize the data to make analysis easier.
• Validate the data: Validate the data to ensure that it is accurate and reliable. Check for inconsistencies, missing data, and errors. Address any issues before analyzing the data.
• Analyze the data: Analyze the data using appropriate statistical and analytical methods. Use descriptive and inferential statistics to summarize and draw conclusions from the data.
• Interpret the results: Interpret the results of your analysis and draw conclusions based on the data. Make sure your conclusions are supported by the data and are relevant to your research question.
• Communicate the findings : Communicate your findings clearly and concisely. Use appropriate visual aids such as graphs and charts to help explain your results.

Examples of Secondary Data

Here are some examples of secondary data from different fields:

• Healthcare : Hospital records, medical journals, clinical trial data, and disease registries are examples of secondary data sources in healthcare. These sources can provide researchers with information on patient demographics, disease prevalence, and treatment outcomes.
• Marketing : Market research reports, customer surveys, and sales data are examples of secondary data sources in marketing. These sources can provide marketers with information on consumer preferences, market trends, and competitor activity.
• Education : Student test scores, graduation rates, and enrollment statistics are examples of secondary data sources in education. These sources can provide researchers with information on student achievement, teacher effectiveness, and educational disparities.
• Finance : Stock market data, financial statements, and credit reports are examples of secondary data sources in finance. These sources can provide investors with information on market trends, company performance, and creditworthiness.
• Social Science : Government statistics, census data, and survey data are examples of secondary data sources in social science. These sources can provide researchers with information on population demographics, social trends, and political attitudes.
• Environmental Science : Climate data, remote sensing data, and ecological monitoring data are examples of secondary data sources in environmental science. These sources can provide researchers with information on weather patterns, land use, and biodiversity.

Purpose of Secondary Data

The purpose of secondary data is to provide researchers with information that has already been collected by others for other purposes. Secondary data can be used to support research questions, test hypotheses, and answer research objectives. Some of the key purposes of secondary data are:

• To gain a better understanding of the research topic : Secondary data can be used to provide context and background information on a research topic. This can help researchers understand the historical and social context of their research and gain insights into relevant variables and relationships.
• To save time and resources: Collecting new primary data can be time-consuming and expensive. Using existing secondary data sources can save researchers time and resources by providing access to pre-existing data that has already been collected and organized.
• To provide comparative data : Secondary data can be used to compare and contrast findings across different studies or datasets. This can help researchers identify trends, patterns, and relationships that may not have been apparent from individual studies.
• To support triangulation: Triangulation is the process of using multiple sources of data to confirm or refute research findings. Secondary data can be used to support triangulation by providing additional sources of data to support or refute primary research findings.
• To supplement primary data : Secondary data can be used to supplement primary data by providing additional information or insights that were not captured by the primary research. This can help researchers gain a more complete understanding of the research topic and draw more robust conclusions.

When to use Secondary Data

Secondary data can be useful in a variety of research contexts, and there are several situations in which it may be appropriate to use secondary data. Some common situations in which secondary data may be used include:

• When primary data collection is not feasible : Collecting primary data can be time-consuming and expensive, and in some cases, it may not be feasible to collect primary data. In these situations, secondary data can provide valuable insights and information.
• When exploring a new research area : Secondary data can be a useful starting point for researchers who are exploring a new research area. Secondary data can provide context and background information on a research topic, and can help researchers identify key variables and relationships to explore further.
• When comparing and contrasting research findings: Secondary data can be used to compare and contrast findings across different studies or datasets. This can help researchers identify trends, patterns, and relationships that may not have been apparent from individual studies.
• When triangulating research findings: Triangulation is the process of using multiple sources of data to confirm or refute research findings. Secondary data can be used to support triangulation by providing additional sources of data to support or refute primary research findings.
• When validating research findings : Secondary data can be used to validate primary research findings by providing additional sources of data that support or refute the primary findings.

Characteristics of Secondary Data

Secondary data have several characteristics that distinguish them from primary data. Here are some of the key characteristics of secondary data:

• Non-reactive: Secondary data are non-reactive, meaning that they are not collected for the specific purpose of the research study. This means that the researcher has no control over the data collection process, and cannot influence how the data were collected.
• Time-saving: Secondary data are pre-existing, meaning that they have already been collected and organized by someone else. This can save the researcher time and resources, as they do not need to collect the data themselves.
• Wide-ranging : Secondary data sources can provide a wide range of information on a variety of topics. This can be useful for researchers who are exploring a new research area or seeking to compare and contrast research findings.
• Less expensive: Secondary data are generally less expensive than primary data, as they do not require the researcher to incur the costs associated with data collection.
• Potential for bias : Secondary data may be subject to biases that were present in the original data collection process. For example, data may have been collected using a biased sampling method or the data may be incomplete or inaccurate.
• Lack of control: The researcher has no control over the data collection process and cannot ensure that the data were collected using appropriate methods or measures.
• Requires careful evaluation : Secondary data sources must be evaluated carefully to ensure that they are appropriate for the research question and analysis. This includes assessing the quality, reliability, and validity of the data sources.

Advantages of Secondary Data

There are several advantages to using secondary data in research, including:

• Time-saving : Collecting primary data can be time-consuming and expensive. Secondary data can be accessed quickly and easily, which can save researchers time and resources.
• Cost-effective: Secondary data are generally less expensive than primary data, as they do not require the researcher to incur the costs associated with data collection.
• Large sample size : Secondary data sources often have larger sample sizes than primary data sources, which can increase the statistical power of the research.
• Access to historical data : Secondary data sources can provide access to historical data, which can be useful for researchers who are studying trends over time.
• No ethical concerns: Secondary data are already in existence, so there are no ethical concerns related to collecting data from human subjects.
• May be more objective : Secondary data may be more objective than primary data, as the data were not collected for the specific purpose of the research study.

Limitations of Secondary Data

While there are many advantages to using secondary data in research, there are also some limitations that should be considered. Some of the main limitations of secondary data include:

• Lack of control over data quality : Researchers do not have control over the data collection process, which means they cannot ensure the accuracy or completeness of the data.
• Limited availability: Secondary data may not be available for the specific research question or study design.
• Lack of information on sampling and data collection methods: Researchers may not have access to information on the sampling and data collection methods used to gather the secondary data. This can make it difficult to evaluate the quality of the data.
• Data may not be up-to-date: Secondary data may not be up-to-date or relevant to the current research question.
• Data may be incomplete or inaccurate : Secondary data may be incomplete or inaccurate due to missing or incorrect data points, data entry errors, or other factors.
• Biases in data collection: The data may have been collected using biased sampling or data collection methods, which can limit the validity of the data.
• Lack of control over variables: Researchers have limited control over the variables that were measured in the original data collection process, which can limit the ability to draw conclusions about causality.

About the author

Muhammad Hassan

Researcher, Academic Writer, Web developer

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Published October 17 th 2023

10 Essential Methods for Effective Consumer and Market Research

When it comes to understanding the world around you, market research is an essential step.

We live in a world that’s overflowing with information. Sifting through all the noise to extract the most relevant insights on a certain market or audience can be tough.

That’s where market research comes in – it’s a way for brands and researchers to collect information from target markets and audiences.

Once reliant on traditional methods like focus groups or surveys, market research is now at a crossroads. Newer tools for extracting insights, like social listening tools, have joined the array of market research techniques available.

Here, we break down what market research is and the different methods you can choose from to make the most of it.

What is market research, and why is it critical for you as a marketer?

Market research involves collecting and analyzing data about a specific industry, market, or audience to inform strategic decision-making. It offers marketers valuable insights into the industry, market trends, consumer preferences, competition, and opportunities, enabling businesses to refine their strategies effectively.

By conducting market research, organizations can identify unmet needs, assess product demands, enhance value propositions, and create marketing campaigns that resonate with their target audience. 

This practice serves as a compass, guiding businesses in making data-driven decisions for successful product launches, improved customer relationships, and a stronger positioning in the business landscape. 

For marketers and insights professionals, market research is an indispensable tool. It helps them make smarter decisions and achieve growth and success in the market.

These 10 market research methods form the backbone of effective market research strategies. 

Continue reading or jump directly to each method by tapping the link below.

• Focus groups
• Consumer research with social media listening
• Experiments and field trials
• Observation
• Competitive analysis
• Public domain data
• Buy research
• Analyze sales data

Use of primary vs secondary market research

Market research can be split into two distinct sections: primary and secondary. These are the two main types of market research.

They can also be known as field and desk, respectively (although this terminology feels out of date, as plenty of primary research can be carried out from your desk).

Primary (field) research

Primary market research is research you carry out yourself. Examples of primary market research methods include running your own focus groups or conducting surveys. These are some of the key methods of consumer research. The ‘field’ part refers to going out into the field to get data.

Secondary (desk) research

Secondary market research is research carried out by other people that you want to use. Examples of secondary market research methods include studies carried out by researchers or financial data released by companies.

10 effective methods to do market research

The methods in this list cover both areas. Which ones you want to use will depend on your goals. Have a browse through and see what fits.

1. Focus groups

It’s a simple concept but one that can be hard to put into practice.

You bring together a group of individuals into a room, record their discussions, and ask them questions about various topics you are researching. For some, it’ll be new product ideas. For others, it might be views on a political candidate.

From these discussions, the organizer will try to pull out some insights or use them to judge the wider society’s view on something. The participants will generally be chosen based on certain criteria, such as demographics, interests, or occupations.

A focus group’s strength is in the natural conversation and discussion that can take place between participants (if they’re done right).

Compared to a questionnaire or survey with a rigid set of questions, a focus group can go off on tangents the organizer could not have predicted (and therefore not planned questions for). This can be good in that unexpected topics can arise; or bad if the aims of the research are to answer a very particular set of questions.

The nature of the discussion is important to recognize as a potential factor that skews the resulting data. Focus groups can encourage participants to talk about things they might not have otherwise, and others might impact the group. This can also affect unstructured one-on-one interviews.

In survey research, survey questions are given to respondents (in person, over the phone, by email, or via an online form). Questions can be close-ended or open-ended. As far as close-ended questions go, there are many different types:

• Dichotomous (two choices, such as ‘yes’ or ‘no’)
• Multiple choice
• Rating scale
• Likert scale (common version is five options between ‘strongly agree’ and ‘strongly disagree’)
• Matrix (options presented on a grid)
• Demographic (asking for information such as gender, age, or occupation)

Surveys are massively versatile because of the range of question formats. Knowing how to mix and match them to get what you need takes consideration and thought. Different questions need the right setup.

It’s also about how you ask. Good questions lead to good analysis. Writing clear, concise questions that abstain from vague expressions and don’t lead respondents down a certain path can help your results reflect the true colors of respondents.

There are a ton of different ways to conduct surveys as well, from creating your own from scratch or using tools that do lots of the heavy lifting for you.

3. Consumer research with social media listening

Social media has reached a point where it is seamlessly integrated into our lives. And because it is a digital extension of ourselves, people freely express their opinions, thoughts, and hot takes on social media.

Because people share so much content on social media and the sharing is so instant, social media is a treasure trove for market research. There is plenty of data to monitor , tap into, and dissect.

By using a social listening tool, like Consumer Research , researchers can identify topics of interest and then analyze relevant social posts. For example, they can track brand mentions and what consumers are saying about the products owned by that brand. These are real-world consumer research examples.

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Social media listening democratizes insights, and is especially useful for market research because of the vast amount of unfiltered information available. Because it’s unprompted, you can be fairly sure that what’s shared is an accurate account of what the person really cares about and thinks (as opposed to them being given a subject to dwell on in the presence of a researcher).

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4. Interviews

In interviews, the interviewer speaks directly with the respondent. This type of market research method is more personal, allowing for communication and clarification, making it good for open-ended questions. Furthermore, interviews enable the interviewer to go beyond surface-level responses and investigate deeper.

However, the drawback is that interviews can be time-intensive and costly. Those who opt for this method will need to figure out how to allocate their resources effectively. You also need to be careful with leading or poor questions that lead to useless results. Here’s a good introduction to leading questions .

5. Experiments and field trials

Field experiments are conducted in the participants’ environment. They rely on the independent variable and the dependent variable – the researcher controls the independent variable in order to test its impact on the dependent variable. The key here is to establish whether there’s causality.

For example, take Hofling’s experiment that tested obedience, conducted in a hospital setting. The point was to test if nurses followed authority figures (doctors) and if the authority figures’ rules violated standards (The dependent variable being the nurses, the independent variable being a fake doctor calling up and ordering the nurses to administer treatment.)

According to Simply Psychology , there are key strengths and limitations to this method.

The assessment reads:

• Strength: Behavior in a field experiment is more likely to reflect real life because of its natural setting, i.e., higher ecological validity than a lab experiment.
• Strength: There is less likelihood of demand characteristics affecting the results, as participants may not know they are being studied. This occurs when the study is covert.
• Limitation: There is less control over extraneous variables that might bias the results. This makes it difficult for another researcher to replicate the study in exactly the same way.

There are also massive ethical implications for these kinds of experiments and experiments in general (especially if people are unaware of their involvement). Don’t take this lightly, and be sure to read up on all the guidelines that apply to the region where you’re based.

6. Observation

Observational market research is a qualitative research method where the researcher observes their subjects in a natural or controlled environment. This method is much like being a fly on the wall, but the fly takes notes and analyzes them later. In observational market research, subjects are likely to behave naturally, which reveals their true selves. 

They are not under much pressure. However, if they’re aware of the observation, they can act differently.

This type of research applies well to retail, where the researcher can observe shoppers’ behavior by day of the week, by season, when discounts are offered, and more. However, observational research can be time-consuming, and researchers have no control over the environments they research.

7. Competitive analysis

Competitive analysis is a highly strategic and specific form of market research in which the researchers analyze their company’s competitors. It is critical to see how your brand stacks up to rivals. 

Competitive analysis starts by defining the product, service, brand, and market segment. There are different topics to compare your firm with your competitors. It could be from a marketing perspective: content produced, SEO structure, PR coverage, and social media presence and engagement. It can also be from a product perspective: types of offerings, pricing structure. SWOT analysis is key in assessing strengths, weaknesses, opportunities, and threats.

We’ve written a whole blog post on this tactic, which you can read here .

8. Public domain data

The internet is a wondrous place. Public data exists for those strapped for resources or simply seeking to support their research with more data.  With more and more data produced every year, the question about access and curation becomes increasingly prominent – that’s why researchers and librarians are keen on open data.

Plenty of different types of open data are useful for market research: government databases, polling data, “fact tanks” like Pew Research Center, and more. 

Furthermore, APIs grant developers programmatic access to applications. A lot of this data is free, which is a real bonus.

9. Buy research

Money can’t buy everything, but it can buy research. Subscriptions exist for those who want to buy relevant industry and research reports. Sites like Euromonitor, Statista, Mintel, and BCC Research host a litany of reports for purchase, oftentimes with the option of a single-user license or a subscription.

This can be a massive time saver, and you’ll have a better idea of what you’re getting from the very beginning. You’ll also get all your data in a format that makes sense, saving you effort in cleaning and organizing.

10. Analyze sales data

Sales data is like a puzzle piece that can help reveal the full picture of market research insights. Essentially, it indicates the results. Paired with other market research data, sales data helps researchers better understand actions and consequences. Understanding your customers, their buying habits, and how they change over time is important.

This research will be limited to customers, and it’s important to keep that in mind. Nevertheless, the value of this data should not be underestimated. If you’re not already tracking customer data, there’s no time like the present.

Choosing the right market research method for your strategy

Not all methods will be right for your situation or your business. Once you’ve looked through the list and seen some that take your fancy, spend more time researching each option.You’ll want to consider what you want to achieve, what data you’ll need, the pros and cons of each method, the costs of conducting the research, and the cost of analyzing the results.

Get it right, and it’ll be worth all the effort.

Former Brandwatch Employee

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• How to Perform an Insightful Secondary Market Research

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In this article, we discover the topic of secondary market research. We start with 1) an introduction to the secondary market research , and 2) how to conduct an insightful secondary market research , and conclude with 3) tips to conduct secondary market research effectively .

SECONDARY MARKET RESEARCH: AN INTRODUCTION

Secondary market research is a kind of a market research method that involves collecting information or data from secondary sources. This means that in such a method of research, a business collects and uses information that has previously been collected by some other person or entity. There is a wealth of suitable information out there, and businesses can save their time and money by using this data rather than going the distance to find their own. However convenient secondary research might seem, one cannot deny the importance of primary market research as well.

In the case of secondary market research , the internet may seem like the most obvious source to gather data but besides it, there are numerous other sources including libraries, competitor’s data, colleges and universities, government data, trade publications, competitor’s data and media sources, etc. A business can gather data from as many sources as possible and can then compile and analyze it to come to conclusion or understanding of the market and its trends. To know more about secondary market research, you can read the following given information.

Points to be considered while collecting information from secondary sources

One must consider the following given three points while collecting data from secondary sources:

• The time spent, and expenses incurred to collect data

It might seem easy, convenient and cheap to collect information through secondary sources, but sometimes it may be very time-consuming and expensive to do so since some sources demand money to offer information. Every business must thus take into consideration the time spent as well as the expenses that will be incurred by gathering secondary market data. They must compare it with the time and cost of using primary market research method to do the same and then pick the option that seems better.

• Credibility of source

Not all secondary sources may provide you with accurate, credible and complete information. Thus as a business it is your responsibility to consider and check for the credibility of the source and accuracy of the data.

• Specific nature of data

One must make sure that the data or information they are collecting is suitable in terms of requirements and answers the issues which the business needs to address. It is pointless to spend money, time and efforts on information that may not prove useful eventually.

Advantages of secondary market research

The following are some of the main advantages and benefits of secondary market research:

• Very good basis for effective primary market research -When a business collects data from a secondary source, then this may help it to know about the effectiveness and suitability of primary market research. When this form of research is done, then the business can easily form a hypothesis and fathom the efforts as well as the money required to conduct primary research work. Moreover, when secondary research is complete, a business gains a view about what issues are still left, and these can be covered by their surveys or other forms of primary research.
• Extensive range of data can be collected – Information that is collected from secondary sources like the internet, government sources, libraries, etc. is very extensive and may help to cover many issues. This data can then be cut short, and only the useful parts can be filtered out.
• Highly cost and time effective – On comparing with primary market research, secondary market research proves to be very time and cost effective. This is because it helps to obtain the large spectrum of information in a shorter span of time and for a lesser cost than primary research. In fact, in most cases, data is available for free.

HOW TO CONDUCT AN INSIGHTFUL SECONDARY MARKET RESEARCH

In order to find out specific, highly accurate and useful research results, it is important to conduct secondary market research carefully and in a well-planned manner. There is a gamut of information available on the web, in print and on electronic database systems. This information can be used as the commencement point for research. Follow the given steps to conduct a thorough and insightful secondary research.

Step 1:   What question do you want to research and answer?

The first step of the process involves asking yourself what exactly you are looking for and what kinds of questions you wish to answer from the results obtained. Also, you need to figure out who might have previously published data that could answer your questions or address your issues. Once you have a clear idea of your objectives, you will find it easier to tread on the path of secondary research.

There are many more questions that you will need to ask yourself before you set out looking for data. These questions are:

• Do you wish to know about your competitors as well as the products they are offering?
• Do you wish to know about the market in general or your target audience specifically?
• Do you wish to find out if your personal business conditions will play a role in the research work?
• Do you wish to take into account the preferences of the consumers?

These are important questions that every business must take into account in order to successfully conduct and complete the secondary research. Now you might also need to consider the sources that might have the information you need. When you know the sources, the search process will become much easier. Some examples of commonly used secondary market research sources are trade publications, government sources, the web, media sources, private research firms and previously compiled company data, etc.

Step 2:   What information do you need to answer the question?

Now that you have asked yourself important questions and figured out the kinds of issues you need to address as a business, the next step is to figure out the exact type of information that can address these issues. You must now have a clear idea about data type that will satisfy your purpose. While some businesses need annual reports, financial reports, and other statistical data to complete their research, others might need local information, consumer information, industry survey reports, etc. You too must chart out the various types of data your business requires to go ahead with your operations or product launch, etc.

Step 3:   Where can you find the required information?

Now that you know the exact kind of data you need, you must try to find out the sources that can actually provide you with suitable information. You must start by thinking that the source is likely to provide you with the most relevant information for you requirement. For example, your previous balance sheets and company data may help you figure out past record or monitor your performance whereas government sources are known for publishing information related to business conditions and so on. Thus take the time to evaluate which source to turn to and which to leave. The following is some more information on the various sources available:

Internal Sources

Internal sources are the kinds of sources of secondary market research which provide data that has been previously collected or gathered by a business as a part of research. The information of the internal sources is filed in the database of the business or company so that it can be used for future reference purpose. This information is highly valued since based on it; most businesses can evaluate market trends, their capacity, and capabilities etc. The following are some examples of internal sources:

• Balance sheets – Most businesses collect and file all their balance sheets because these documents can help establish trends, figure out stats and offer insights for future projects.
• Profit and loss statements – These financial statements to act as internal sources and can be referred to for future projects and to study earning trends.
• Inventory records – Inventory records can be studied as an internal market research method in order to figure out the life of products in inventory and other similar statistics.
• Sales figures – Copies of invoices and sales figures can be compared with records of marketing data to evaluate the effectiveness and fathom ideas for future campaigning.

Internal sources of data must always act as the first line of research for businesses since they give out a lot of useful data in the cheapest, easiest and least time-consuming way. Moreover, internal data is exclusive to the business, and no other rival company can benefit from it.

External Sources

External sources are those kinds of market research sources which consist of data that is collected by people or entities outside the business’s environment. Unlike internal sources, external sources do not consist of any personal or exclusive data. This source can be used if data collected from internal sources does not prove to be sufficient. There are many kinds of external sources, and there is endless data that can be collected from them. One must exercise a restricted and controlled approach when it comes to using external sources, to avoid collecting a large amount of useless data. The following are some of the main external sources available:

• Journals and Magazines – One of the most common external secondary market research sources includes journals and magazines. The information collected from the press or media sources is an amalgamation of new products, trends of the market and projections for the future. But since there is an infinite amount of such journals and magazines, one must make it a point to go through only highly relevant ones. Only trusted, well reputed and credible journals must be referred to for finding business related information to avoid wasting time and efforts.
• Trade associations – As far as industry related information or useful statistics are concerned, trade associations can be a great secondary market external source. Not only do these associations provide contact names but also help to scan through business reports and findings from all over the world. This source provides a wide array of useful information that can be compiled, evaluated and then utilized for specific business needs or purposes. Trade associations publish not only relevant stories but also research guides, reports, articles and news pieces, etc.
• Industry and market data – Market reports, as well as industry surveys, are also an excellent secondary market research since they are capable of providing large amounts of data on the market. But one must know that finding a survey or report that exactly suits your requirement could be challenging, given the large number of such surveys present. Moreover, survey reports and results are specific to the region, demographics and products and hence finding one that matches completely could take time. Industry and market reports help to avoid the need to conduct your surveys or industry analysis through primary research methods. This research method can also help to save costs, time as well as effort as compared to primary market research.
• Company and competitor information – Another way to use external sources as a method for secondary market research is to utilize data compiled and collected about competitors or rivals . Most businesses collect and file data like annual reports, directories, rankings, etc. so that it can be used for their future purposes. This data can also be used or bought by rival companies for their research purposes. The following are a few examples of such data:
• Directories – Directories are those sources that offer physical information such as phone numbers, addresses, names of executives, trade names, product details, etc.
• Annual reports – Businesses publish their annual reports such as financial statements, press releases, prospectuses, etc. these can also be used as an external secondary market research information.
• Rankings – Businesses can use the ranking details of other companies for comparative or evaluation purposes.
• Share of market – This data includes information about numerous consumer goods and brands and the share the business has in the market.
• Demographics/consumer data – All businesses make a file of or collect information about consumers and demographic data . Such data files can also come into use of other business organizations for their research purposes. While, in most cases, consumer data may be available for free, in some situations, an entity might demand money for its usage. The following are some of the categories that can be included in this kind of data:
• Government data – Most governments publish data and information about markets, trends, growth rates, labor, economic factors, consumer behavior and other such matters that may prove to be of a lot of use for businesses.
• Other sources – Some of the other such sources include news reports, marketing data, country statistics, etc.

TIPS TO CONDUCT SECONDARY MARKET RESEARCH EFFECTIVELY

When you start conducting your secondary market research you have to understand the limitations and boundaries of the research, analyzing the public point of view, as well as select carefully the sources. Here are the details:

• Understand the boundaries of researching – One of the first tips that one can follow to conduct a secondary market research effectively and efficiently is to understand and follow the limits and boundaries of researching. Secondary market research has several branches and sub-branches that lead to a plethora of data and array of information, but it is important to draw a line and conduct research in a controlled way.
• Understand public perceptions by reviewing magazines and newspapers – Besides using the internet or government data, it is a good idea to read and review magazines and newspaper articles to understand the perceptions and preferences of the public. Media has a huge impact on how the public thinks and as a business organization, you must tap this point to benefit your research.
• Go for credible mainstream sources – Another important tip is to go only to credible and mainstream sources like government sites, trusted websites and public databases. Avoid wasting time on research that is not backed by proof and trust. Moreover, it is best to avoid trusting information on independent web pages as it may be incomplete or wrong.
• Start by simple online search – It is best to start your research by entering the topic on Google, Bing or Yahoo Search. Check the type of resources that come up and mark a few useful links and pages that are credible. This will give you a good start and may help you determine what to do next.
• Look inwards – Rather than starting with external sources for research, you must first look inwards, collect internal source data and evaluate it. Only if you are falling short of more information should you opt for other methods of research. In most cases, internal sources may fulfill your requirement and may provide information that applies to your current objectives as well.
• Avoid buying secondary market research – In most cases, you will be able to conduct secondary market research without paying a price for it. Thus, avoid dishing out your credit card without looking for free and credible information. This is a good way to save money for your business and utilize it elsewhere.

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Primary vs Secondary Research: Differences, Methods, Sources, and More

Table of Contents

Primary vs Secondary Research – What’s the Difference?

In the search for knowledge and data to inform decisions, researchers and analysts rely on a blend of research sources. These sources are broadly categorized into primary and secondary research, each serving unique purposes and offering different insights into the subject matter at hand. But what exactly sets them apart?

Primary research is the process of gathering fresh data directly from its source. This approach offers real-time insights and specific information tailored to specific objectives set by stakeholders. Examples include surveys , interviews, and observational studies.

Secondary research , on the other hand, involves the analysis of existing data, most often collected and presented by others. This type of research is invaluable for understanding broader trends, providing context, or validating hypotheses. Common sources include scholarly articles, industry reports, and data compilations.

The crux of the difference lies in the origin of the information: primary research yields firsthand data which can be tailored to a specific business question, whilst secondary research synthesizes what's already out there. In essence, primary research listens directly to the voice of the subject, whereas secondary research hears it secondhand .

When to Use Primary and Secondary Research

Selecting the appropriate research method is pivotal and should be aligned with your research objectives. The choice between primary and secondary research is not merely procedural but strategic, influencing the depth and breadth of insights you can uncover.

Primary research shines when you need up-to-date, specific information directly relevant to your study. It's the go-to for fresh insights, understanding consumer behavior, or testing new theories. Its bespoke nature makes it indispensable for tailoring questions to get the exact answers you need.

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Secondary research is your first step into the research world. It helps set the stage by offering a broad understanding of the topic. Before diving into costly primary research, secondary research can validate the need for further investigation or provide a solid background to build upon. It's especially useful for identifying trends, benchmarking, and situating your research within the existing body of knowledge.

Combining both methods can significantly enhance your research. Starting with secondary research lays the groundwork and narrows the focus, whilst subsequent primary research delves deep into specific areas of interest, providing a well-rounded, comprehensive understanding of the topic.

Primary vs Secondary Research Methods

In the landscape of market research , the methodologies employed can significantly influence the insights and conclusions drawn. Let's delve deeper into the various methods underpinning both primary and secondary research, shedding light on their unique applications and the distinct insights they offer.

Primary Research Methods:

• Surveys: Survey research is a cornerstone of primary research, offering a quantitative approach to gathering data directly from the target audience. By employing structured questionnaires, researchers can collect a vast array of data ranging from customer preferences to behavioral patterns. This method is particularly valuable for acquiring statistically significant data that can inform decision-making processes and strategy development. The application of statistical approaches for analysing this data, such as key drivers analysis, MaxDiff or conjoint analysis can also further enhance any collected data.
• One on One Interviews: Interviews provide a qualitative depth to primary research, allowing for a nuanced exploration of participants' attitudes, experiences, and motivations. Conducted either face-to-face or remotely, interviews enable researchers to delve into the complexities of human behavior, offering rich insights that surveys alone may not uncover. This method is instrumental in exploring new areas of research or obtaining detailed information on specific topics.
• Focus Groups: Focus groups bring together a small, diverse group of participants to discuss and provide feedback on a particular subject, product, or idea. This interactive setting fosters a dynamic exchange of ideas, revealing consumers' perceptions, experiences, and preferences. Focus groups are invaluable for testing concepts, exploring market trends, and understanding the factors that influence consumer decisions.
• Ethnographic Studies: Ethnographic studies involve the systematic watching, recording, and analysis of behaviors and events in their natural setting. This method offers an unobtrusive way to gather authentic data on how people interact with products, services, or environments, providing insights that can lead to more user-centered design and marketing strategies.

Secondary Research Methods:

• Literature Reviews: Literature reviews involve the comprehensive examination of existing research and publications on a given topic. This method enables researchers to synthesize findings from a range of sources, providing a broad understanding of what is already known about a subject and identifying gaps in current knowledge.
• Meta-Analysis: Meta-analysis is a statistical technique that combines the results of multiple studies to arrive at a comprehensive conclusion. This method is particularly useful in secondary research for aggregating findings across different studies, offering a more robust understanding of the evidence on a particular topic.
• Content Analysis: Content analysis is a method for systematically analyzing texts, media, or other content to quantify patterns, themes, or biases . This approach allows researchers to assess the presence of certain words, concepts, or sentiments within a body of work, providing insights into trends, representations, and societal norms. This can be performed across a range of sources including social media, customer forums or review sites.
• Historical Research: Historical research involves the study of past events, trends, and behaviors through the examination of relevant documents and records. This method can provide context and understanding of current trends and inform future predictions, offering a unique perspective that enriches secondary research.

Each of these methods, whether primary or secondary, plays a crucial role in the mosaic of market research, offering distinct pathways to uncovering the insights necessary to drive informed decisions and strategies.

Primary vs Secondary Sources in Research

Both primary and secondary sources of research form the backbone of the insight generation process, when both are utilized in tandem it can provide the perfect steppingstone for the generation of real insights. Let’s explore how each category serves its unique purpose in the research ecosystem.

Primary Research Data Sources

Primary research data sources are the lifeblood of firsthand research, providing raw, unfiltered insights directly from the source. These include:

• Customer Satisfaction Survey Results: Direct feedback from customers about their satisfaction with a product or service. This data is invaluable for identifying strengths to build on and areas for improvement and typically renews each month or quarter so that metrics can be tracked over time.
• NPS Rating Scores from Customers: Net Promoter Score (NPS) provides a straightforward metric to gauge customer loyalty and satisfaction. This quantitative data can reveal much about customer sentiment and the likelihood of referrals.
• Ad-hoc Surveys: Ad-hoc surveys can be about any topic which requires investigation, they are typically one off surveys which zero in on one particular business objective. Ad-hoc projects are useful for situations such as investigating issues identified in other tracking surveys, new product development, ad testing, brand messaging, and many other kinds of projects.
• A Field Researcher’s Notes: Detailed observations from fieldwork can offer nuanced insights into user behaviors, interactions, and environmental factors that influence those interactions. These notes are a goldmine for understanding the context and complexities of user experiences.
• Recordings Made During Focus Groups: Audio or video recordings of focus group discussions capture the dynamics of conversation, including reactions, emotions, and the interplay of ideas. Analyzing these recordings can uncover nuanced consumer attitudes and perceptions that might not be evident in survey data alone.

These primary data sources are characterized by their immediacy and specificity, offering a direct line to the subject of study. They enable researchers to gather data that is specifically tailored to their research objectives, providing a solid foundation for insightful data analysis and strategic decision-making.

Secondary Research Data Sources

In contrast, secondary research data sources offer a broader perspective, compiling and synthesizing information from various origins. These sources include:

• Books, Magazines, Scholarly Journals: Published works provide comprehensive overviews, detailed analyses, and theoretical frameworks that can inform research topics, offering depth and context that enriches primary data.
• Market Research Reports: These reports aggregate data and analyses on industry trends, consumer behavior, and market dynamics, providing a macro-level view that can guide primary research directions and validate findings.
• Government Reports: Official statistics and reports from government agencies offer authoritative data on a wide range of topics, from economic indicators to demographic trends, providing a reliable basis for secondary analysis.
• White Papers, Private Company Data: White papers and reports from businesses and consultancies offer insights into industry-specific research, best practices, and market analyses. These sources can be invaluable for understanding the competitive landscape and identifying emerging trends.

Secondary data sources serve as a compass, guiding researchers through the vast landscape of information to identify relevant trends, benchmark against existing data, and build upon the foundation of existing knowledge. They can significantly expedite the research process by leveraging the collective wisdom and research efforts of others.

By adeptly navigating both primary and secondary sources, researchers can construct a well-rounded research project that combines the depth of firsthand data with the breadth of existing knowledge. This holistic approach ensures a comprehensive understanding of the research topic, fostering informed decisions and strategic insights.

Examples of Primary and Secondary Research in Marketing

In the realm of marketing, both primary and secondary research methods play critical roles in understanding market dynamics, consumer behavior, and competitive landscapes. By comparing examples across both methodologies, we can appreciate their unique contributions to strategic decision-making.

Example 1: New Product Development

Primary Research: Direct Consumer Feedback through Surveys and Focus Groups

• Objective: To gauge consumer interest in a new product concept and identify preferred features.
• Process: Surveys distributed to a target demographic to collect quantitative data on consumer preferences, and focus groups conducted to dive deeper into consumer attitudes and desires.
• Insights: Direct insights into consumer needs, preferences for specific features, and willingness to pay. These insights help in refining product design and developing a targeted marketing strategy.

Secondary Research: Market Analysis Reports

• Objective: To understand the existing market landscape, including competitor products and market trends.
• Process: Analyzing published market analysis reports and industry studies to gather data on market size, growth trends, and competitive offerings.
• Insights: Provides a broader understanding of the market, helping to position the new product strategically against competitors and align it with current trends.

Example 2: Brand Positioning

Primary Research: Brand Perception Analysis through Surveys

• Objective: To understand how the brand is perceived by consumers and identify potential areas for repositioning.
• Process: Conducting surveys that ask consumers to describe the brand in their own words, rate it against various attributes, and compare it to competitors.
• Insights: Direct feedback on brand strengths and weaknesses from the consumer's perspective, offering actionable data for adjusting brand messaging and positioning.

Secondary Research: Social Media Sentiment Analysis

• Objective: To analyze public sentiment towards the brand and its competitors.
• Process: Utilizing software tools to analyze mentions, hashtags, and discussions related to the brand and its competitors across social media platforms.
• Insights: Offers an overview of public perception and emerging trends in consumer sentiment, which can validate findings from primary research or highlight areas needing further investigation.

Example 3: Market Expansion Strategy

Primary Research: Consumer Demand Studies in New Markets

• Objective: To assess demand and consumer preferences in a new geographic market.
• Process: Conducting surveys and interviews with potential consumers in the target market to understand their needs, preferences, and cultural nuances.
• Insights: Provides specific insights into the new market’s consumer behavior, preferences, and potential barriers to entry, guiding market entry strategies.

Secondary Research: Economic and Demographic Analysis

• Objective: To evaluate the economic viability and demographic appeal of the new market.
• Process: Reviewing existing economic reports, demographic data, and industry trends relevant to the target market.
• Insights: Offers a macro view of the market's potential, including economic conditions, demographic trends, and consumer spending patterns, which can complement insights gained from primary research.

By leveraging both primary and secondary research, marketers can form a comprehensive understanding of their market, consumers, and competitors, facilitating informed decision-making and strategic planning. Each method brings its strengths to the table, with primary research offering direct consumer insights and secondary research providing a broader context within which to interpret those insights.

What Are the Pros and Cons of Primary and Secondary Research?

When it comes to market research, both primary and secondary research offer unique advantages and face certain limitations. Understanding these can help researchers and businesses make informed decisions on which approach to utilize for their specific needs. Below is a comparative table highlighting the pros and cons of each research type.

Navigating the Pros and Cons

• Balance Your Research Needs: Consider starting with secondary research to gain a broad understanding of the subject matter, then delve into primary research for specific, targeted insights that are tailored to your precise needs.
• Resource Allocation: Evaluate your budget, time, and resource availability. Primary research can offer more specific and actionable data but requires more resources. Secondary research is more accessible but may lack the specificity or recency you need.
• Quality and Relevance: Assess the quality and relevance of available secondary sources before deciding if primary research is necessary. Sometimes, the existing data might suffice, especially for preliminary market understanding or trend analysis.
• Combining Both for Comprehensive Insights: Often, the most effective research strategy involves a combination of both primary and secondary research. This approach allows for a more comprehensive understanding of the market, leveraging the broad perspective provided by secondary sources and the depth and specificity of primary data.

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