Secondary research is also known as desk research. It is useful to compile and synthesise information on markets, competitors, media, brands and communications. Also sales, website search and traffic, sales, technology and customer trends. This contrasts with primary research, where customers provide the data.
Research sources include in-house information systems, libraries, databases, the Internet and also the ‘world about us’. In particular, we have access to EBSCO, and many other sources, via our membership of the Chartered Institute of Marketing. Data sources include published research, company accounts, advertising, and more. Though while much data is in the public domain, it is seldom complete. Thus rigorous methods such as systematic literature reviews, discourse analysis and software fill gaps, and verify information. This is most useful in business-to-business markets where it is hard to find facts.
Researchers, marketers, semioticians or statisticians working together then ensures robust market research analysis. In turn spotlighting the opportunities for your business.
For help to write or to discuss your market research brief, or seek an inspiring proposal, get in touch. Mostly we employ many research methods, though occasionally just pure desk research.
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Managing Director, BBC Worldwide
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