Secondary research
- Created by: noe
- Created on: 02-09-20 21:23
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- SECONDARY RESEARCH
- The collection of data that already exists
- Advantages
- Relatively cheap, easy and quick to collect.
- Several sources may be used to data is verified
- Historical data may be used to show a trend
- May be used before primary research
- Drawbacks
- Data not always in the form a business wants it so has to be adapted
- Data may be irrelevant out of date
- Data may be biased or inaccurate
- METHODS
- Websites: used to gather info from rivals cheaply and easily and to identify cheapest supplier
- Social media: to gain insight into a firm's customers, market, brand appearance... through interaction and observation= objective
- Broad reach
- Specific group can be targeted
- Free/low cost, fast and easy
- Comm. with customers on a personal basis
- Newspapers/magazines
- Surveys in magazines, e.g. leisure time
- Local newspapers for small businesses
- Trade journals- source for marketing data and intelligence
- T.V./radio
- Ads analysed to gather info about rival products and marketing methods
- Some programmes provide useful data. E.g. doc. about the economy
- Reports: provide stats. like income levels or spending patterns
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