Secondary Research
Table of Contents
Secondary research to answer your questions
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 on sales, website traffic, and technology and customer trends.
Secondary research sources
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. Available data includes published research such as Mintel reports, company accounts, advertising spend, and more. However, data in the public domain is seldom complete. So we also 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.
We also use Google and other website analysis tools to analyse the online activity, including search term volumes, trends, website rankings. These enable us to pinpoint ways to boost search performance.
Research analysis
Finally, through researchers and marketers working together we analyse research findings and spotlight opportunities for your business.
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