Secondary research is also known as desk research; it differs from primary research, where customers provide the data. It is useful to compile information on markets, competitors, media, brands and communications. Also sales, website traffic, and technology and customer trends.
Sources include in-house information systems, libraries, databases, the Internet and also the ‘world about us’. For example, via our membership of the Chartered Institute of Marketing library we also access the EBSCO online database. Data includes published research, company accounts, advertising, and more. However, data in the public domain is far from complete. So we use rigorous methods such as systematic literature reviews, discourse analysis and software to fill and verify information gaps. This is particularly useful in business-to-business markets where it is hard to find facts.
Through researchers, marketers, semioticians or statisticians working together we then analyse research findings. Thus spotlighting opportunities for your business.
Get in touch to discuss your market research brief or to ask for a proposal.
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