secondary research methods in business studies

Skip to main content
Skip to primary sidebar
Skip to footer
QuestionPro

Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

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.

LEARN ABOUT: Data Analytics Projects

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.

secondary research methods in business studies

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.

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.

LEARN ABOUT: 12 Best Tools for Researchers

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.

LEARN MORE FREE TRIAL

MORE LIKE THIS

We are on the front end of an innovation that can help us better predict how to transform our customer interactions.

How Can I Help You? — Tuesday CX Thoughts

Jun 5, 2024

Why Multilingual 360 Feedback Surveys Provide Better Insights

Jun 3, 2024

Raked Weighting: A Key Tool for Accurate Survey Results

May 31, 2024

Top 8 Data Trends to Understand the Future of Data

May 30, 2024

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 vs Secondary Research Comparison Appinio

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.

Join the loop 💌

Be the first to hear about new updates, product news, and data insights. We'll send it all straight to your inbox.

Get the latest market research news straight to your inbox! 💌

Wait, there's more

30.05.2024 | 29min read

Pareto Analysis: Definition, Pareto Chart, Examples

28.05.2024 | 32min read

What is Systematic Sampling? Definition, Types, Examples

16.05.2024 | 30min read

Time Series Analysis: Definition, Types, Techniques, Examples

Root out friction in every digital experience, super-charge conversion rates, and optimize digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered to teams on the ground

Know how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re are saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Explore the platform powering Experience Management

Free Account
For Digital
For Customer Care
For Human Resources
For Researchers
Financial Services
All Industries

Popular Use Cases

Customer Experience
Employee Experience
Net Promoter Score
Voice of Customer
Customer Success Hub
Product Documentation
Training & Certification
XM Institute
Popular Resources
Customer Stories
Artificial Intelligence

Market Research

Partnerships
Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.

English/AU & NZ
Español/Europa
Español/América Latina
Português Brasileiro
REQUEST DEMO
Experience Management
Primary vs Secondary Research

Try Qualtrics for free

Primary vs secondary research – what’s the difference.

14 min read Find out how primary and secondary research are different from each other, and how you can use them both in your own research program.

Primary vs secondary research: in a nutshell

The essential difference between primary and secondary research lies in who collects the data.

Primary research definition

When you conduct primary research, you’re collecting data by doing your own surveys or observations.

Secondary research definition:

In secondary research, you’re looking at existing data from other researchers, such as academic journals, government agencies or national statistics.

Free Ebook: The Qualtrics Handbook of Question Design

When to use primary vs secondary research

Primary research and secondary research both offer value in helping you gather information.

Each research method can be used alone to good effect. But when you combine the two research methods, you have the ingredients for a highly effective market research strategy. Most research combines some element of both primary methods and secondary source consultation.

So assuming you’re planning to do both primary and secondary research – which comes first? Counterintuitive as it sounds, it’s more usual to start your research process with secondary research, then move on to primary research.

Secondary research can prepare you for collecting your own data in a primary research project. It can give you a broad overview of your research area, identify influences and trends, and may give you ideas and avenues to explore that you hadn’t previously considered.

Given that secondary research can be done quickly and inexpensively, it makes sense to start your primary research process with some kind of secondary research. Even if you’re expecting to find out what you need to know from a survey of your target market, taking a small amount of time to gather information from secondary sources is worth doing.

Primary research

Primary market research is original research carried out when a company needs timely, specific data about something that affects its success or potential longevity.

Primary research data collection might be carried out in-house by a business analyst or market research team within the company, or it may be outsourced to a specialist provider, such as an agency or consultancy. While outsourcing primary research involves a greater upfront expense, it’s less time consuming and can bring added benefits such as researcher expertise and a ‘fresh eyes’ perspective that avoids the risk of bias and partiality affecting the research data.

Primary research gives you recent data from known primary sources about the particular topic you care about, but it does take a little time to collect that data from scratch, rather than finding secondary data via an internet search or library visit.

Primary research involves two forms of data collection:

Exploratory research This type of primary research is carried out to determine the nature of a problem that hasn’t yet been clearly defined. For example, a supermarket wants to improve its poor customer service and needs to understand the key drivers behind the customer experience issues. It might do this by interviewing employees and customers, or by running a survey program or focus groups.
Conclusive research This form of primary research is carried out to solve a problem that the exploratory research – or other forms of primary data – has identified. For example, say the supermarket’s exploratory research found that employees weren’t happy. Conclusive research went deeper, revealing that the manager was rude, unreasonable, and difficult, making the employees unhappy and resulting in a poor employee experience which in turn led to less than excellent customer service. Thanks to the company’s choice to conduct primary research, a new manager was brought in, employees were happier and customer service improved.

Examples of primary research

All of the following are forms of primary research data.

Customer satisfaction survey results
Employee experience pulse survey results
NPS rating scores from your customers
A field researcher’s notes
Data from weather stations in a local area
Recordings made during focus groups

Primary research methods

There are a number of primary research methods to choose from, and they are already familiar to most people. The ones you choose will depend on your budget, your time constraints, your research goals and whether you’re looking for quantitative or qualitative data.

A survey can be carried out online, offline, face to face or via other media such as phone or SMS. It’s relatively cheap to do, since participants can self-administer the questionnaire in most cases. You can automate much of the process if you invest in good quality survey software.

Primary research interviews can be carried out face to face, over the phone or via video calling. They’re more time-consuming than surveys, and they require the time and expense of a skilled interviewer and a dedicated room, phone line or video calling setup. However, a personal interview can provide a very rich primary source of data based not only on the participant’s answers but also on the observations of the interviewer.

Focus groups

A focus group is an interview with multiple participants at the same time. It often takes the form of a discussion moderated by the researcher. As well as taking less time and resources than a series of one-to-one interviews, a focus group can benefit from the interactions between participants which bring out more ideas and opinions. However this can also lead to conversations going off on a tangent, which the moderator must be able to skilfully avoid by guiding the group back to the relevant topic.

Secondary research

Secondary research is research that has already been done by someone else prior to your own research study.

Secondary research is generally the best place to start any research project as it will reveal whether someone has already researched the same topic you’re interested in, or a similar topic that helps lay some of the groundwork for your research project.

Even if your preliminary secondary research doesn’t turn up a study similar to your own research goals, it will still give you a stronger knowledge base that you can use to strengthen and refine your research hypothesis. You may even find some gaps in the market you didn’t know about before.

The scope of secondary research resources is extremely broad. Here are just a few of the places you might look for relevant information.

Books and magazines

A public library can turn up a wealth of data in the form of books and magazines – and it doesn’t cost a penny to consult them.

Market research reports

Secondary research from professional research agencies can be highly valuable, as you can be confident the data collection methods and data analysis will be sound

Scholarly journals, often available in reference libraries

Peer-reviewed journals have been examined by experts from the relevant educational institutions, meaning there has been an extra layer of oversight and careful consideration of the data points before publication.

Government reports and studies

Public domain data, such as census data, can provide relevant information for your research project, not least in choosing the appropriate research population for a primary research method. If the information you need isn’t readily available, try contacting the relevant government agencies.

White papers

Businesses often produce white papers as a means of showcasing their expertise and value in their field. White papers can be helpful in secondary research methods, although they may not be as carefully vetted as academic papers or public records.

Trade or industry associations

Associations may have secondary data that goes back a long way and offers a general overview of a particular industry. This data collected over time can be very helpful in laying the foundations of your particular research project.

Private company data

Some businesses may offer their company data to those conducting research in return for fees or with explicit permissions. However, if a business has data that’s closely relevant to yours, it’s likely they are a competitor and may flat out refuse your request.

Learn more about secondary research

Examples of secondary research data

These are all forms of secondary research data in action:

A newspaper report quoting statistics sourced by a journalist
Facts from primary research articles quoted during a debate club meeting
A blog post discussing new national figures on the economy
A company consulting previous research published by a competitor

Secondary research methods

Literature reviews.

A core part of the secondary research process, involving data collection and constructing an argument around multiple sources. A literature review involves gathering information from a wide range of secondary sources on one topic and summarizing them in a report or in the introduction to primary research data.

Content analysis

This systematic approach is widely used in social science disciplines. It uses codes for themes, tropes or key phrases which are tallied up according to how often they occur in the secondary data. The results help researchers to draw conclusions from qualitative data.

Data analysis using digital tools

You can analyze large volumes of data using software that can recognize and categorize natural language. More advanced tools will even be able to identify relationships and semantic connections within the secondary research materials.

Comparing primary vs secondary research

We’ve established that both primary research and secondary research have benefits for your business, and that there are major differences in terms of the research process, the cost, the research skills involved and the types of data gathered. But is one of them better than the other?

The answer largely depends on your situation. Whether primary or secondary research wins out in your specific case depends on the particular topic you’re interested in and the resources you have available. The positive aspects of one method might be enough to sway you, or the drawbacks – such as a lack of credible evidence already published, as might be the case in very fast-moving industries – might make one method totally unsuitable.

Here’s an at-a-glance look at the features and characteristics of primary vs secondary research, illustrating some of the key differences between them.

What are the pros and cons of primary research?

Primary research provides original data and allows you to pinpoint the issues you’re interested in and collect data from your target market – with all the effort that entails.

Benefits of primary research:

Tells you what you need to know, nothing irrelevant
Yours exclusively – once acquired, you may be able to sell primary data or use it for marketing
Teaches you more about your business
Can help foster new working relationships and connections between silos
Primary research methods can provide upskilling opportunities – employees gain new research skills

Limitations of primary research:

Lacks context from other research on related subjects
Can be expensive
Results aren’t ready to use until the project is complete
Any mistakes you make in in research design or implementation could compromise your data quality
May not have lasting relevance – although it could fulfill a benchmarking function if things change

What are the pros and cons of secondary research?

Secondary research relies on secondary sources, which can be both an advantage and a drawback. After all, other people are doing the work, but they’re also setting the research parameters.

Benefits of secondary research:

It’s often low cost or even free to access in the public domain
Supplies a knowledge base for researchers to learn from
Data is complete, has been analyzed and checked, saving you time and costs
It’s ready to use as soon as you acquire it

Limitations of secondary research

May not provide enough specific information
Conducting a literature review in a well-researched subject area can become overwhelming
No added value from publishing or re-selling your research data
Results are inconclusive – you’ll only ever be interpreting data from another organization’s experience, not your own
Details of the research methodology are unknown
May be out of date – always check carefully the original research was conducted

Related resources

Business research methods 12 min read, qualitative research interviews 11 min read, 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, request demo.

Ready to learn more about Qualtrics?

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.

What Is Market Research?
Step by Step Guide to the Market Research Process
How to Leverage UX and Market Research To Understand Your Customers
Why Your Business Needs Discovery Research
Your Market Research Plan to Succeed As a Startup
Top Reason Why Businesses Fail & What To Do About It
What To Value In A Market Research Vendor
Don’t Let The Budget Dictate Your Market Research Approach
How To Use Research To Find High-Order Brand Benefits
How To Prioritize What To Research
Don’t Just Trust Your Gut — Do Research
Understanding the Pros and Cons of Mixed-Mode Research

Subscribe to our newsletter to get notified about future articles

Subscribe and don’t miss anything!

What is Secondary Research?

Secondary research is a common approach to a systematic investigation in which the researcher depends solely on existing data in the course of the research process. This research design involves organizing, collating and analyzing these data samples for valid research conclusions.

Secondary research is also known as desk research since it involves synthesizing existing data that can be sourced from the internet, peer-reviewed journals , textbooks, government archives, and libraries. What the secondary researcher does is to study already established patterns in previous researches and apply this information to the specific research context.

Interestingly, secondary research often relies on data provided by primary research and this is why some researches combine both methods of investigation. In this sense, the researcher begins by evaluating and identifying gaps in existing knowledge before adopting primary research to gather new information that will serve his or her research.

What are Secondary Research Methods?

As already highlighted, secondary research involves data assimilation from different sources, that is, using available research materials instead of creating a new pool of data using primary research methods. Common secondary research methods include data collection through the internet, libraries, archives, schools and organizational reports.

Online Data

Online data is data that is gathered via the internet. In recent times, this method has become popular because the internet provides a large pool of both free and paid research resources that can be easily accessed with the click of a button.

While this method simplifies the data gathering process , the researcher must take care to depend solely on authentic sites when collecting information. In some way, the internet is a virtual aggregation for all other sources of secondary research data.

Data from Government and Non-government Archives

You can also gather useful research materials from government and non-government archives and these archives usually contain verifiable information that provides useful insights on varying research contexts. In many cases, you would need to pay a sum to gain access to these data.

The challenge, however, is that such data is not always readily available due to a number of factors. For instance, some of these materials are described as classified information as such, it would be difficult for researchers to have access to them.

Data from Libraries

Research materials can also be accessed through public and private libraries. Think of a library as an information storehouse that contains an aggregation of important information that can serve as valid data in different research contexts.

Typically, researchers donate several copies of dissertations to public and private libraries; especially in cases of academic research. Also, business directories, newsletters, annual reports and other similar documents that can serve as research data, are gathered and stored in libraries, in both soft and hard copies.

Data from Institutions of Learning

Educational facilities like schools, faculties, and colleges are also a great source of secondary data; especially in academic research. This is because a lot of research is carried out in educational institutions more than in other sectors.

It is relatively easier to obtain research data from educational institutions because these institutions are committed to solving problems and expanding the body of knowledge. You can easily request research materials from educational facilities for the purpose of a literature review.

Secondary research methods can also be categorized into qualitative and quantitative data collection methods . Quantitative data gathering methods include online questionnaires and surveys, reports about trends plus statistics about different areas of a business or industry.

Qualitative research methods include relying on previous interviews and data gathered through focus groups which helps an organization to understand the needs of its customers and plan to fulfill these needs. It also helps businesses to measure the level of employee satisfaction with organizational policies.

When Do We Conduct Secondary Research?

Typically, secondary research is the first step in any systematic investigation. This is because it helps the researcher to understand what research efforts have been made so far and to utilize this knowledge in mapping out a novel direction for his or her investigation.

For instance, you may want to carry out research into the nature of a respiratory condition with the aim of developing a vaccine. The best place to start is to gather existing research material about the condition which would help to point your research in the right direction.

When sifting through these pieces of information, you would gain insights into methods and findings from previous researches which would help you define your own research process. Secondary research also helps you to identify knowledge gaps that can serve as the name of your own research.

Questions to ask before conducting Secondary Research

Since secondary research relies on already existing data, the researcher must take extra care to ensure that he or she utilizes authentic data samples for the research. Falsified data can have a negative impact on the research outcomes; hence, it is important to always carry out resource evaluation by asking a number of questions as highlighted below:

What is the purpose of the research? Again, it is important for every researcher to clearly define the purpose of the research before proceeding with it. Usually, the research purpose determines the approach that would be adopted.
What is my research methodology? After identifying the purpose of the research, the next thing to do is outline the research methodology. This is the point where the researcher chooses to gather data using secondary research methods.
What are my expected research outcomes?
Who collected the data to be analyzed? Before going on to use secondary data for your research, it is necessary to ascertain the authenticity of the information. This usually affects the data reliability and determines if the researcher can trust the materials. For instance, data gathered from personal blogs and websites may not be as credible as information obtained from an organization’s website.
When was the data collected? Data recency is another factor that must be considered since the recency of data can affect research outcomes. For instance, if you are carrying out research into the number of women who smoke in London, it would not be appropriate for you to make use of information that was gathered 5 years ago unless you plan to do some sort of data comparison.
Is the data consistent with other data available from other sources? Always compare and contrast your data with other available research materials as this would help you to identify inconsistencies if any.
What type of data was collected? Take care to determine if the secondary data aligns with your research goals and objectives.
How was the data collected?

Advantages of Secondary Research

Easily Accessible With secondary research, data can easily be accessed in no time; especially with the use of the internet. Apart from the internet, there are different data sources available in secondary research like public libraries and archives which are relatively easy to access too.
Secondary research is cost-effective and it is not time-consuming. The researcher can cut down on costs because he or she is not directly involved in the data collection process which is also time-consuming.
Secondary research helps researchers to identify knowledge gaps which can serve as the basis of further systematic investigation.
It is useful for mapping out the scope of research thereby setting the stage for field investigations. When carrying out secondary research, the researchers may find that the exact information they were looking for is already available, thus eliminating the need and expense incurred in carrying out primary research in these areas.

Disadvantages of Secondary Research

Questionable Data: With secondary research, it is hard to determine the authenticity of the data because the researcher is not directly involved in the research process. Invalid data can affect research outcomes negatively hence, it is important for the researcher to take extra care by evaluating the data before making use of it.
Generalization: Secondary data is unspecific in nature and may not directly cater to the needs of the researcher. There may not be correlations between the existing data and the research process.
Common Data: Research materials in secondary research are not exclusive to an individual or group. This means that everyone has access to the data and there is little or no “information advantage” gained by those who obtain the research.
It has the risk of outdated research materials. Outdated information may offer little value especially for organizations competing in fast-changing markets.

How to Conduct Online Surveys with Formplus

Follow these 5 steps to create and administer online surveys for secondary research:

Sign into Formplus

In the Formplus builder, you can easily create an online survey for secondary research by dragging and dropping preferred fields into your form. To access the Formplus builder, you will need to create an account on Formplus.

Once you do this, sign in to your account and click on “Create Form ” to begin.

Edit Form Title

Click on the field provided to input your form title, for example, “Secondary Research Survey”.

Click on the edit button to edit the form.

Add Fields: Drag and drop preferred form fields into your form in the Formplus builder inputs column. There are several field input options for questionnaires in the Formplus builder.
Edit fields
Click on “Save”
Preview form.
Customize your Form

With the form customization options in the form builder, you can easily change the outlook of your form and make it more unique and personalized. Formplus allows you to change your form theme, add background images and even change the font according to your needs.

Multiple Sharing Options

Formplus offers multiple form sharing options which enables you to easily share your questionnaire with respondents. You can use the direct social media sharing buttons to share your form link to your organization’s social media pages.

You can send out your survey form as email invitations to your research subjects too. If you wish, you can share your form’s QR code or embed it on your organization’s website for easy access.

Why Use Formplus as a Secondary Research Tool?

Simple Form Builder Solution

The Formplus form builder is easy to use and does not require you to have any knowledge in computer programming, unlike other form builders. For instance, you can easily add form fields to your form by dragging and dropping them from the inputs section in the builder.

In the form builder, you can also modify your fields to be hidden or read-only and you can create smart forms with save and resume options, form lookup, and conditional logic. Formplus also allows you to customize your form by adding preferred background images and your organization’s logo.

Over 25 Form Fields

With over 25 versatile form fields available in the form builder, you can easily collect data the way you like. You can receive payments directly in your form by adding payment fields and you can also add file upload fields to allow you receive files in your form too.

Offline Form feature

With Formplus, you can collect data from respondents even without internet connectivity . Formplus automatically detects when there is no or poor internet access and allows forms to be filled out and submitted in offline mode.

Offline form responses are automatically synced with the servers when the internet connection is restored. This feature is extremely useful for field research that may involve sourcing for data in remote and rural areas plus it allows you to scale up on your audience reach.

Team and Collaboration

You can add important collaborators and team members to your shared account so that you all can work on forms and responses together. With the multiple users options, you can assign different roles to team members and you can also grant and limit access to forms and folders.

This feature works with an audit trail that enables you to track changes and suggestions made to your form as the administrator of the shared account. You can set up permissions to limit access to the account while organizing and monitoring your form(s) effectively.

Embeddable Form

Formplus allows you to easily add your form with respondents with the click of a button. For instance, you can directly embed your form in your organization’s web pages by adding Its unique shortcode to your site’s HTML.

You can also share your form to your social media pages using the social media direct sharing buttons available in the form builder. You can choose to embed the form as an iframe or web pop-up that is easy to fill.

With Formplus, you can share your form with numerous form respondents in no time. You can invite respondents to fill out your form via email invitation which allows you to also track responses and prevent multiple submissions in your form.

In addition, you can also share your form link as a QR code so that respondents only need to scan the code to access your form. Our forms have a unique QR code that you can add to your website or print in banners, business cards and the like.

While secondary research can be cost-effective and time-efficient, it requires the researcher to take extra care in ensuring that the data is authentic and valid. As highlighted earlier, data in secondary research can be sourced through the internet, archives, and libraries, amongst other methods.

Secondary research is usually the starting point of systematic investigation because it provides the researcher with a background of existing research efforts while identifying knowledge gaps to be filled. This type of research is typically used in science and education.

It is, however, important to note that secondary research relies on the outcomes of collective primary research data in carrying out its systematic investigation. Hence, the success of your research will depend, to a greater extent, on the quality of data provided by primary research in relation to the research context.

Connect to Formplus, Get Started Now - It's Free!

primary secondary research differences
primary secondary research method
secondary data collection
secondary research examples
busayo.longe

Primary vs Secondary Research Methods: 15 Key Differences

Difference between primary and secondary research in definition, examples, data analysis, types, collection methods, advantages etc.

What is Pure or Basic Research? + [Examples & Method]

Simple guide on pure or basic research, its methods, characteristics, advantages, and examples in science, medicine, education and psychology

Exploratory Research: What are its Method & Examples?

Overview on exploratory research, examples and methodology. Shows guides on how to conduct exploratory research with online surveys

Recall Bias: Definition, Types, Examples & Mitigation

This article will discuss the impact of recall bias in studies and the best ways to avoid them during research.

Formplus - For Seamless Data Collection

Collect data the right way with a versatile data collection tool. try formplus and transform your work productivity today..

Survey Software & Market Research Solutions - Sawtooth Software

Technical Support
Technical Papers
Knowledge Base
Question Library

Call our friendly, no-pressure support team.

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

Two images representing primary vs secondary research: woman holding a phone taking an online survey (primary research), and a stack of books bound with string (secondary research).

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.

Ready to Start Gathering Primary Research Data?

Get started with our free survey research tool today! In just a few minutes, you can create powerful surveys with our easy-to-use interface.

Start Survey Research for Free or Request a Product Tour

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.

Two women interviewing at a table. Represents primary research interviews.

Primary Research Methods:

Surveys: Surveys are 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.

The interior of a two story library with books lining the walls and study cubicles in the center of the room. Represents secondary research.

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 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.

Free Survey Maker Tool

Get access to our free and intuitive survey maker. In just a few minutes, you can create powerful surveys with its easy-to-use interface.

Try our Free Survey Maker or Request a Product Tour

Sawtooth Software

3210 N Canyon Rd Ste 202

Provo UT 84604-6508

United States of America

Support: [email protected]

Consulting: [email protected]

Sales: [email protected]

Products & Services

Support & Resources

Table of Content

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.

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.

Get your Product Pack Design tested against competitors

Got a question? Check out our FAQ’s

Maximize your research potential.

Experience why teams worldwide trust our Consumer & User Research solutions.

Book a Demo

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!

Marketing Strategy & Branding
Content Marketing & SEO
Product Focused Marketing
Digital Experience Design
Marketing Automation
Video Production

If you still have questions or prefer to get help directly from an agent, please submit a request. We’ll get back to you as soon as possible.

Please fill out the contact form below and we will reply as soon as possible.

Marketing, Advertising, Sales & PR
Principles of Marketing

Secondary Research - Explained

What is Secondary Market Research?

Written by Jason Gordon

Updated at April 17th, 2024

Marketing, Advertising, Sales & PR Principles of Marketing Sales Advertising Public Relations SEO, Social Media, Direct Marketing
Accounting, Taxation, and Reporting Managerial & Financial Accounting & Reporting Business Taxation
Professionalism & Career Development
Law, Transactions, & Risk Management Government, Legal System, Administrative Law, & Constitutional Law Legal Disputes - Civil & Criminal Law Agency Law HR, Employment, Labor, & Discrimination Business Entities, Corporate Governance & Ownership Business Transactions, Antitrust, & Securities Law Real Estate, Personal, & Intellectual Property Commercial Law: Contract, Payments, Security Interests, & Bankruptcy Consumer Protection Insurance & Risk Management Immigration Law Environmental Protection Law Inheritance, Estates, and Trusts
Business Management & Operations Operations, Project, & Supply Chain Management Strategy, Entrepreneurship, & Innovation Business Ethics & Social Responsibility Global Business, International Law & Relations Business Communications & Negotiation Management, Leadership, & Organizational Behavior
Economics, Finance, & Analytics Economic Analysis & Monetary Policy Research, Quantitative Analysis, & Decision Science Investments, Trading, and Financial Markets Banking, Lending, and Credit Industry Business Finance, Personal Finance, and Valuation Principles

What is Secondary Research?

Secondary research regards identifying and using information previously collected by third parties. Below are the most common sources of data for secondary research.

Professional (Trade) Resources Professional resources include collections of data and statistics, literary material showing customer activity (such as books, magazines, guides), etc.
Academic Resources These generally include empirical studies based on the collection of information or direct observation of individuals.
U.S. Government Sources Government resources often provide the source of raw data for further analysis (such as population and demographic statistics).

These sources are all valid methods for determining statistical information, demographic information, industry trends, consumer purchasing patterns, etc. Other useful resources are any industry groups in the area where your product or service is being offered. They can provide relevant insight into the level of demand for you product or service.

What are the Sources of Secondary Data?

Standard & Poors Industry Surveys S&P puts out the surveys for financial analysts, but they provide valuable insight into industry trends, major industry players. These surveys are generally available through university or large public libraries.
The Statistical Reference Index (SRI), published by the Congressional Information Service, reports statistical studies from major organizations, including trade associations. A second volume, SRI Abstracts, provides brief summaries of the information included in these reports.
American Marketplace: Demographics and Spending Patterns: is a publication put out by New Strategist Publication that attempts to identify and list the characteristics of U.S. consumer groups.
Sales or Marketing Magazines The best magazine in this field is Sales and Marketing Management Magazine. It publishes consumer data such as population, income levels, retail sales data per household, and other key metrics in most medium and large consumer markets across the United States.
Sales Representatives for Media Companies - Media companies generate revenue through advertisements on their media sources. Many larger organizations have marketing departments that actively research the breakdown of their customer markets. When they seek to sell advertising space, they provide this market information to prospective advertisers.
Google Scholar Google Scholar is the most well-known and fasting growing free academic research tool.
ProQuest ProQuest is an industry leading academic database that provides high quality search parameters for academic works.
County Business Patterns (CBP) The CBP, published by CENDATA, provides industry information analyzed by geography. This is a useful tool for analysis market trades within target locations.
Sourcebook of County Demographics ESRI publication of customer demographics by U.S. County.
Sourcebook of Zip Code Demographics ESRI publication of customer demographics by U.S. zip code.
Demographics USA Trade Dimensions International publication that provides consumer breakdown by regions across the U.S.
American Statistics Index (ASI) is an index to all of the statistical publications of the US Government. A volume in the index, ASI Abstracts gives an abstract of every report listed within the ASI. (Reported by the Congressional Information Service.
US Industry and Trade Outlook This provide general economic data from the past year and forecasts for the coming year. (Reported by Department of Commerce)
Current Industrial Reports (CIR) - The CIR provides industry reports on 5000 manufactured products in the US. It provides information on shipping, inventories, consumption, and the number of firms manufacturing a product.
U.S. Censuses The U.S. Census Bureau publishes a census every five years. The Economic Census provides statistical information for industries, such a services, retail trade, transportation, and manufacturing. The publications contain monthly sales figures and trends, information on sales by specific merchandise in geographic areas. An Annual Survey of Manufacturers is published in between census years.
The Chamber of Commerce The local chamber of commerce exists to serve businesses and the local economy. They provide a litany of resources that can include information on other businesses in the area.
Local Universities Aside from providing access to library resources, many local universities have Marketing Analytics Centers or Clubs. These internal organizations generally contain data (and often analysis) of many local consumer segments.

Secondary Market Research

Last updated 22 Mar 2021

Share on Facebook
Share on Twitter
Share by Email

Secondary market research uses data that already exists and has been collected by someone else for another purpose.

Sources of secondary data can come from within the firm itself – this is known as internal secondary data. External secondary data, on the other hand, is data that has been published by other organisations

What are internal sources of secondary data?

Every department within an organisation will have its own records that represent a potential source of valuable data. For instance, records of past advertising campaigns within the marketing department can be compared with copies of invoices held in the sales department in order to judge their effectiveness and get ideas for future campaigns. Past sales figures can also be used to spot trends and forecast future figures.

The increasing availability and use of loyalty cards and big data has given businesses the chance to gather a wide range of valuable information on customer buying habits, allowing them to target promotional campaigns more effectively.

Internal sources of data should always be considered as a first line of enquiry for any investigation because they are usually the quickest, cheapest and most convenient source of information available. Internal data will also be exclusive to the organisation that generated it, so that rival firms will not have access to it.

However, internal data may be incomplete or out of date, and, if a project is new, there may be no relevant data at all. In such cases, an organisation may need to consider using external sources of secondary data.

What are external sources of secondary data?

There are several sources of existing data available from outside of the business that may be of value. These include:

Commercial market research organisations – including MINTEL, Keynote and Euromonitor
The Government – the much wider availability of open data from the government has significantly increased the availability of such data
Competitors – company reports and websites are easily accessible and contain a limited amount of information
Trade Publication
The general media
Secondary research
Quantitative research
Qualitative research
Marketing research
Primary research

Research & development & new products, marketing planning (overview), hotels and market research case study..

27th January 2016

Market Mapping (Positioning)

Topic Videos

Brexit: The Uncivil War – Marketing, Big Data and Strategy

28th January 2019

Scientific Decision Making

Market research and new product sales | aqa q1.5, paper 2 2019.

Exam Support

3.3 Decision making to improve marketing performance - Impossible 5 Revision Activity

Quizzes & Activities

Our subjects

› Criminology
› Economics
› Geography
› Health & Social Care
› Psychology
› Sociology
› Teaching & learning resources
› Student revision workshops
› Online student courses
› CPD for teachers
› Livestreams
› Teaching jobs

Boston House, 214 High Street, Boston Spa, West Yorkshire, LS23 6AD Tel: 01937 848885

› Contact us
› Terms of use
› Privacy & cookies

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Publications
Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

Advanced Search
Journal List
J Adv Pract Oncol
v.10(4); May-Jun 2019

Secondary Analysis Research

In secondary data analysis (SDA) studies, investigators use data collected by other researchers to address different questions. Like primary data researchers, SDA investigators must be knowledgeable about their research area to identify datasets that are a good fit for an SDA. Several sources of datasets may be useful for SDA, and examples of some of these will be discussed. Advanced practice providers must be aware of possible advantages, such as economic savings, the ability to examine clinically significant research questions in large datasets that may have been collected over time (longitudinal data), generating new hypotheses or clarifying research questions, and avoiding overburdening sensitive populations or investigating sensitive areas. When reading an SDA report, the reader should be able to determine that the authors identified the limitation or disadvantages of their research. For example, a primary dataset cannot “fit” an SDA researcher’s study exactly, SDAs are inherently limited by the inability to definitively examine causality given their retrospective nature, and data may be too old to address current issues.

Secondary analysis of data collected by another researcher for a different purpose, or SDA, is increasing in the medical and social sciences. This is not surprising, given the immense body of health care–related research performed worldwide and the potential beneficial clinical implications of the timely expansion of primary research ( Johnston, 2014 ; Tripathy, 2013 ). Oncology advanced practitioners should understand why and how SDA studies are done, their potential advantages and disadvantages, as well as the importance of reading primary and secondary analysis research reports with the same discriminatory, evaluative eye for possible applicability to their practice setting.

To perform a primary research study, an investigator identifies a problem or question in a particular population that is amenable to the study, designs a research project to address that question, decides on a quantitative or qualitative methodology, determines an adequate sample size and recruits representative subjects, and systematically collects and analyzes data to address specific research questions. On the other hand, an SDA addresses new questions from that dataset previously gathered for a different primary study ( Castle, 2003 ). This might sound “easier,” but investigators who carry out SDA research must have a broad knowledge base and be up to date regarding the state of the science in their area of interest to identify important research questions, find appropriate datasets, and apply the same research principles as primary researchers.

Most SDAs use quantitative data, but some qualitative studies lend themselves to SDA. The researcher must have access to source data, as opposed to secondary source data (e.g., a medical record review). Original qualitative data sources could be videotaped or audiotaped interviews or transcripts, or other notes from a qualitative study ( Rew, Koniak-Griffin, Lewis, Miles, & O’Sullivan, 2000 ). Another possible source for qualitative analysis is open-ended survey questions that reflect greater meaning than forced-response items.

SECONDARY ANALYSIS PROCESS

An SDA researcher starts with a research question or hypothesis, then identifies an appropriate dataset or sets to address it; alternatively, they are familiar with a dataset and peruse it to identify other questions that might be answered by the available data ( Cheng & Phillips, 2014 ). In reality, SDA researchers probably move back and forth between these approaches. For example, an investigator who starts with a research question but does not find a dataset with all needed variables usually must modify the research question(s) based on the best available data.

Secondary data analysis researchers access primary data via formal (public or institutional archived primary research datasets) or informal data sharing sources (pooled datasets separately collected by two or more researchers, or other independent researchers in carrying out secondary analysis; Heaton, 2008 ). There are numerous sources of datasets for secondary analysis. For example, a graduate student might opt to perform a secondary analysis of an advisor’s research. University and government online sites may also be useful, such as the NYU Libraries Data Sources ( https://guides.nyu.edu/c.php?g=276966&p=1848686 ) or the National Cancer Institute, which has many subcategories of datasets ( https://www.cancer.gov/research/resources/search?from=0&toolTypes=datasets_databases ). The Google search engine is useful, and researchers can enter the search term “Archive sources of datasets (add key words related to oncology).”

In one secondary analysis method, researchers reuse their own data—either a single dataset or combined respective datasets to investigate new or additional questions for a new SDA.

Example of a Secondary Data Analysis

An example highlighting this method of reusing one’s own data is Winters-Stone and colleagues’ SDA of data from four previous primary studies they performed at one institution, published in the Journal of Clinical Oncology (JCO) in 2017. Their pooled sample was 512 breast cancer survivors (age 63 ± 6 years) who had been diagnosed and treated for nonmetastatic breast cancer 5.8 years (± 4.1 years) earlier. The investigators divided the cohort, which had no diagnosed neurologic conditions, into two groups: women who reported symptoms consistent with lower-extremity chemotherapy-induced peripheral neuropathy (CIPN; numbness, tingling, or discomfort in feet) vs. CIPN-negative women who did not have symptoms. The objectives of the study were to define patient-reported prevalence of CIPN symptoms in women who had received chemotherapy, compare objective and subjective measures of CIPN in these cancer survivors, and examine the relationship between CIPN symptom severity and outcomes. Objective and subjective measures were used to compare groups for manifestations influenced by CIPN (physical function, disability, and falls). Actual chemotherapy regimens administered had not been documented (a study limitation, but regimens likely included a taxane that is neurotoxic); therefore, investigators could only confirm that symptoms began during chemotherapy and how severely patients rated symptoms.

Up to 10 years after completing chemotherapy, 47% of women who had received chemotherapy were still having significant and potentially life-threatening sensory symptoms consistent with CIPN, did worse on physical function tests, reported poorer functioning, had greater disability, and had nearly twice the rate of falls compared with CIPN-negative women ( Winters-Stone et al., 2017 ). Furthermore, symptom severity was related to worse outcomes, while worsening cancer was not.

Stout (2017) recognized the importance of this secondary analysis in an accompanying editorial published in JCO, remarking that it was the first study that included both patient-reported subjective measures and objective measures of a clinically significant problem. Winter-Stone and others (2017) recognized that by analyzing what essentially became a large sample, they were able to achieve a more comprehensive understanding of the significance and impact of CIPN, and thus to challenge the notion that while CIPN may improve over time, it remains a major cancer survivorship issue. Thus, oncology advanced practitioners must systematically address CIPN at baseline and over time in vulnerable patients, and collaborate with others to implement potentially helpful interventions such as physical and occupational therapy ( Silver & Gilchrist, 2011 ). Other primary or secondary research projects might focus on the usefulness of such interventions.

ADVANTAGES OF SECONDARY DATA ANALYSIS

The advantages of doing SDA research that are cited most often are the economic savings—in time, money, and labor—and the convenience of using existing data rather than collecting primary data, which is usually the most time-consuming and expensive aspect of research ( Johnston, 2014 ; Rew et al., 2000 ; Tripathy, 2013 ). If there is a cost to access datasets, it is usually small (compared to performing the data collection oneself), and detailed information about data collection and statistician support may also be available ( Cheng & Phillips, 2014 ). Secondary data analysis may help a new investigator increase his/her clinical research expertise and avoid data collection challenges (e.g., recruiting study participants, obtaining large-enough sample sizes to yield convincing results, avoiding study dropout, and completing data collection within a reasonable time). Secondary data analyses may also allow for examining more variables than would be feasible in smaller studies, surveys of more diverse samples, and the ability to rethink data and use more advanced statistical techniques in analysis ( Rew et al., 2000 ).

Secondary Data Analysis to Answer Additional Research Questions

Another advantage is that an SDA of a large dataset, possibly combining data from more than one study or by using longitudinal data, can address high-impact, clinically important research questions that might be prohibitively expensive or time-consuming for primary study, and potentially generate new hypotheses ( Smith et al., 2011 ; Tripathy, 2013 ). Schadendorf and others (2015) did one such SDA: a pooled analysis of 12 phase II and phase III studies of ipilimumab (Yervoy) for patients with metastatic melanoma. The study goal was to more accurately estimate the long-term survival benefit of ipilimumab every 3 weeks for greater than or equal to 4 doses in 1,861 patients with advanced melanoma, two thirds of whom had been previously treated and one third who were treatment naive. Almost 89% of patients had received ipilimumab at 3 mg/kg (n = 965), 10 mg/kg (n = 706), or other doses, and about 54% had been followed for longer than 5 years. Across all studies, overall survival curves plateaued between 2 and 3 years, suggesting a durable survival benefit for some patients.

Irrespective of prior therapy, ipilimumab dose, or treatment regimen, median overall survival was 13.5 months in treatment naive patients and 10.7 months in previously treated patients ( Schadendorf et al., 2015 ). In addition, survival curves consistently plateaued at approximately year 3 and continued for up to 10 years (longest follow-up). This suggested that most of the 20% to 26% of patients who reached the plateau had a low risk of death from melanoma thereafter. The authors viewed these results as “encouraging,” given the historic median overall survival in patients with advanced melanoma of 8 to 10 months and 5-year survival of approximately 10%. They identified limitations of their SDA (discussed later in this article). Three-year survival was numerically (but not statistically significantly) greater for the patients who received ipilimumab at 10 mg/kg than at 3 mg/kg doses, which had been noted in one of the included studies.

The importance of this secondary analysis was clearly relevant to prescribers of anticancer therapies, and led to a subsequent phase III trial in the same population to answer the ipilimumab dose question. Ascierto and colleagues’ (2017) study confirmed ipilimumab at 10 mg/kg led to a significantly longer overall survival than at 3 mg/kg (15.7 months vs. 11.5 months) in a subgroup of patients not previously treated with a BRAF inhibitor or immune checkpoint inhibitor. However, this was attained at the cost of greater treatment-related adverse events and more frequent discontinuation secondary to severe ipilimumab-related adverse events. Both would be critical points for advanced practitioners to discuss with patients and to consider in relationship to the particular patient’s ability to tolerate a given regimen.

Secondary Data Analysis to Avoid Study Repetition and Over-Research

Secondary data analysis research also avoids study repetition and over-research of sensitive topics or populations ( Tripathy, 2013 ). For example, people treated for cancer in the United Kingdom are surveyed annually through the National Cancer Patient Experience Survey (NCPES), and questions regarding sexual orientation were first included in the 2013 NCPES. Hulbert-Williams and colleagues (2017) did a more rigorous SDA of this survey to gain an understanding of how lesbian, gay, or bisexual (LGB) patients’ experiences with cancer differed from heterosexual patients.

Sixty-four percent of those surveyed responded (n = 68,737) to the question regarding their “best description of sexual orientation.” 89.3% indicated “heterosexual/straight,” 425 (0.6%) indicated “lesbian or gay,” and 143 (0.2%) indicated “bisexual.” One insight gained from the study was that although the true population proportion of LGB was not known, the small number of self-identified LGB patients most likely did not reflect actual numbers and may have occurred because of ongoing unwillingness to disclose sexual orientation, along with the older mean age of the sample. Other cancer patients who selected “prefer not to answer” (3%), “other” (0.9%), or left the question blank (6%), were not included in the SDA to correctly avoid bias in assuming these responses were related to sexual orientation.

Bisexual respondents were significantly more likely to report that nurses or other health-care professionals informed them about their diagnosis, but that it was subsequently difficult to contact nurse specialists and get understandable answers from them; they were dissatisfied with their interaction with hospital nurses and the care and help provided by both health and social care services after leaving the hospital. Bisexual and lesbian/gay respondents wanted to be involved in treatment decision-making, but therapy choices were not discussed with them, and they were all less satisfied than heterosexuals with the information given to them at diagnosis and during treatment and aftercare—an important clinical implication for oncology advanced practitioners.

Hulbert-Williams and colleagues (2017) proposed that while health-care communication and information resources are not explicitly homophobic, we may perpetuate heterosexuality as “normal” by conversational cues and reliance on heterosexual imagery that implies a context exclusionary of LGB individuals. Sexual orientation equality is about matching care to individual needs for all patients regardless of sexual orientation rather than treating everyone the same way, which does not seem to have happened according to the surveyed respondents’ perceptions. In addition, although LGB respondents replied they did not have or chose to exclude significant others from their cancer experience, there was no survey question that clarified their primary relationship status. This is not a unique strategy for persons with cancer, as LGB individuals may do this to protect family and friends from the negative consequences of homophobia.

Hulbert-Williams and others (2017) identified that this dataset might be useful to identify care needs for patients who identify as LGBT or LGBTQ (queer or questioning; no universally used acronym) and be used to obtain more targeted information from subsequent surveys. There is a relatively small body of data for advanced practitioners and other providers that aid in the assessment and care (including supportive, palliative, and survivorship care) of LGBT individuals—a minority group with many subpopulations that may have unique needs. One such effort is the white paper action plan that came out of the first summit on cancer in the LGBT communities. In 2014, participants from the United States, the United Kingdom, and Canada met to identify LGBT communities’ concerns and needs for cancer research, clinical cancer care, health-care policy, and advocacy for cancer survivorship and LGBT health equity ( Burkhalter et al., 2016 ).

More specifically, Healthy People 2020 now includes two objectives regarding LGBT issues: (1) to increase the number of population-based data systems used to monitor Healthy People 2020 objectives, including a standardized set of questions that identify lesbian, gay, bisexual, and transgender populations; and (2) to increase the number of states and territories that include questions that identify sexual orientation and gender identity on state-level surveys or data systems ( Office of Disease Prevention and Health Promotion, 2019 ). We should help each patient to designate significant others’ (family or friends) degree of involvement in care, while recognizing that LGB patients may exclude their significant others if this process involves disclosing sexual orientation, as this may lead to continued social isolation of cancer patients. This SDA by Hulbert-Williams and colleagues (2017) produced findings in a relatively unexplored area of the overall care experiences of LGB patients.

DISADVANTAGES OF SECONDARY DATA ANALYSIS

Many drawbacks of SDA research center around the fact that a primary investigator collected data reflecting his/her unique perspectives and questions, which may not fit an SDA researcher’s questions ( Rew et al., 2000 ). Secondary data analysis researchers have no control over a desired study population, variables of interest, and study design, and probably did not have a role in collecting the primary data ( Castle, 2003 ; Johnston, 2014 ; Smith et al., 2011 ).

Furthermore, the primary data may not include particular demographic information (e.g., respondent zip codes, race, ethnicity, and specific ages) that were deleted to protect respondent confidentiality, or some other different variables that might be important in the SDA may not have been examined at all ( Cheng & Phillips, 2014 ; Johnston, 2014 ). Although primary data collection takes longer than SDA data collection, identifying and procuring suitable SDA data, analyzing the overall quality of the data, determining any limitations inherent in the original study, and determining whether there is an appropriate fit between the purpose of the original study and the purpose of the SDA can be very time consuming ( Castle, 2003 ; Cheng & Phillips, 2014 ; Rew et al., 2000 ).

Secondary data analysis research may be limited to descriptive, exploratory, and correlational designs and nonparametric statistical tests. By their nature, SDA studies are observational and retrospective, and the investigator cannot examine causal relationships (by a randomized, controlled design). An SDA investigator is challenged to decide whether archival data can be shaped to match new research questions; this means the researcher must have an in-depth understanding of the dataset and know how to alter research questions to match available data and recoded variables.

For example, in their pooled analysis of ipilimumab for advanced melanoma, Schadendorf and colleagues (2015) recognized study limitations that might also be disadvantages of other SDAs. These included the fact that they could not make definitive conclusions about the relationship of survival to ipilimumab dose because the study was not randomized, had no control group, and could not account for key baseline prognostic factors. Other limitations were differences in patient populations in several studies included in the SDA, studies that had been done over 10 years ago (although no other new therapies had improved overall survival during that time), and the fact that treatments received after ipilimumab could have affected overall survival.

READING SECONDARY ANALYSIS RESEARCH

Primary and secondary data investigators apply the same research principles, which should be evident in research reports ( Cheng & Phillips, 2014 ; Hulbert-Williams et al., 2017 ; Johnston, 2014 ; Rew et al., 2000 ; Smith et al., 2011 ; Tripathy, 2013 ).

● Did the investigator(s) make a logical and convincing case for the importance of their study?
● Is there a clear research question and/or study goals or objectives?
● Are there operational definitions for the variables of interest?
● Did the authors acknowledge the source of the original data and acquire ethical approval (as necessary)?
● Did the authors discuss the strengths and weaknesses of the dataset? For example, how old are the data? Is the dataset sufficiently large to have confidence in the results (adequately powered)?
● How well do the data seem to “fit” the SDA research question and design?
● Does the methods section allow you, the reader, to “see” how the study was done (e.g., how the sample was selected, the tools/instruments that were used, as well their validity and reliability to measure what was intended, the data collection process, and how the data was analyzed)?
● Do the findings, discussion, and conclusions—positive or negative—allow you to answer the “So what?” question, and does your evaluation match the investigator’s conclusion?

Answering these questions allows the advanced practice provider reader to assess the possible value of a secondary analysis (similarly to a primary research) report and its applicability to practice, and to identify further issues or areas for scientific inquiry.

The author has no conflicts of interest to disclose.

Ascierto P. A., Del Vecchio M., Robert C., Mackiewicz A., Chiarion-Sileni V., Arance A.,…Maio M. (2017). Ipilimumab 10 mg/kg versus ipilimumab 3 mg/kg in patients with unresectable or metastatic melanoma: A randomised, double-blind, multicentre, phase 3 trial . Lancet Oncology , 18 ( 5 ), 611–622. 10.1016/S1470-2045(17)30231-0 [ PubMed ] [ CrossRef ] [ Google Scholar ]
Burkhalter J. E., Margolies L., Sigurdsson H. O., Walland J., Radix A., Rice D.,…Maingi S. (2016). The National LGBT Cancer Action Plan: A white paper of the 2014 National Summit on Cancer in the LGBT Communities . LGBT Health , 3 ( 1 ), 19–31. 10.1089/lgbt.2015.0118 [ CrossRef ] [ Google Scholar ]
Castle J. E. (2003). Maximizing research opportunities: Secondary data analysis . Journal of Neuroscience Nursing , 35 ( 5 ), 287–290. Retrieved from https://www.ncbi.nlm.nih.gov/pubmed/14593941 [ PubMed ] [ Google Scholar ]
Cheng H. G., & Phillips M. R. (2014). Secondary analysis of existing data: Opportunities and implementation . Shanghai Archives of Psychiatry , 26 ( 6 ), 371–375. https://dx.doi.org/10.11919%2Fj.issn.1002-0829.214171 [ PMC free article ] [ PubMed ] [ Google Scholar ]
Heaton J. (2008). Secondary analysis of qualitative data: An overview . Historical Social Research , 33 ( 3 ), 33–45. [ Google Scholar ]
Hulbert-Williams N. J., Plumpton C. O., Flowers P., McHugh R., Neal R. D., Semlyen J., & Storey L. (2017). The cancer care experiences of gay, lesbian and bisexual patients: A secondary analysis of data from the UK Cancer Patient Experience Survey . European Journal of Cancer Care , 26 ( 4 ). 10.1111/ecc.12670 [ PubMed ] [ CrossRef ] [ Google Scholar ]
Johnston M. P. (2014). Secondary data analysis: A method of which the time has come . Qualitative and Quantitative Methods in Libraries (QQML) , 3 , 619–626.r [ Google Scholar ]
Office of Disease Prevention and Health Promotion. (2019). Lesbian, gay, bisexual, and transgender health . Retrieved from https://www.healthypeople.gov/2020/topics-objectives/topic/lesbian-gay-bisexual-and-transgender-health
Rew L., Koniak-Griffin D., Lewis M. A., Miles M., & O’Sullivan A. (2000). Secondary data analysis: New perspective for adolescent research . Nursing Outlook , 48 ( 5 ), 223–239. 10.1067/mno.2000.104901 [ PubMed ] [ CrossRef ] [ Google Scholar ]
Schadendorf D., Hodi F. S., Robert C., Weber J. S., Margolin K., Hamid O.,…Wolchok J. D. (2015). Pooled analysis of long-term survival data from phase II and phase III trials of ipilimumab in unresectable or metastatic melanoma . Journal of Clinical Oncology , 33 ( 17 ), 1889–1894. 10.1200/JCO.2014.56.2736 [ PMC free article ] [ PubMed ] [ CrossRef ] [ Google Scholar ]
Silver J. K., & Gilchrist L. S. (2011). Cancer rehabilitation with a focus on evidence-based outpatient physical and occupational therapy interventions . American Journal of Physical Medicine & Rehabilitation , 90 ( 5 Suppl 1 ), S5–S15. 10.1097/PHM.0b013e31820be4ae [ PubMed ] [ CrossRef ] [ Google Scholar ]
Smith A. K., Ayanian J. Z., Covinsky K. E., Landon B. E., McCarthy E. P., Wee C. C., & Steinman M. A. (2011). Conducting high-value secondary dataset analysis: An introductory guide and resources . Journal of General Internal Medicine , 26 ( 8 ), 920–929. 10.1007/s11606-010-1621-5 [ PMC free article ] [ PubMed ] [ CrossRef ] [ Google Scholar ]
Stout N. L. (2017). Expanding the perspective on chemotherapy-induced peripheral neuropathy management . Journal of Clinical Oncology , 35 ( 23 ), 2593–2594. 10.1200/JCO.2017.73.6207 [ PubMed ] [ CrossRef ] [ Google Scholar ]
Tripathy J. P. (2013). Secondary data analysis: Ethical issues and challenges (letter) . Iranian Journal of Public Health , 42 ( 12 ), 1478–1479. [ PMC free article ] [ PubMed ] [ Google Scholar ]
Winters-Stone K. M., Horak F., Jacobs P. G., Trubowitz P., Dieckmann N. F., Stoyles S., & Faithfull S. (2017). Falls, functioning, and disability among women with persistent symptoms of chemotherapy-induced peripheral neuropathy . Journal of Clinical Oncology , 35 ( 23 ) , 2604–2612. 10.1200/JCO.2016 [ PMC free article ] [ PubMed ] [ CrossRef ] [ Google Scholar ]

IMAGES

15 Secondary Research Examples (2024)
The Difference Between Primary and Secondary Research
Secondary Research: Definition, Methods & Examples
How to conduct Secondary Research
Advantages of Secondary Research
Secondary Research

VIDEO

3.Three type of main Research in education
Secondary Market Research
Philosophical Paradigms in Research
37 IGCSE Business -What is the Difference Between Primary & Secondary Market Research?
Business Research Method
TM11

COMMENTS

What is Secondary Research?
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. Example: Secondary research.
Secondary Research: Definition, Methods & Examples
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.
PDF Research Methods in Business Studies
research methods in business studies, presenting a step-by-step approach to data collection, analysis, and problem solving. Readers will learn how to ... 9 Data Collection for Quantitative Research 153 9.1 Secondary Data 154 9.1.1 The Advantages of Secondary Data 158 9.1.2 The Disadvantages of Secondary Data 158
Secondary Research: Definition, Methods & Examples
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.
What is Secondary Research? Types, Methods, Examples
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.
Primary vs secondary research
Primary research definition. When you conduct primary research, you're collecting data by doing your own surveys or observations. Secondary research definition: In secondary research, you're looking at existing data from other researchers, such as academic journals, government agencies or national statistics. Free Ebook: The Qualtrics ...
Secondary Research: Methods, Examples, and Strategic Insights
Secondary research is the analysis of pre-existing data and resources gathered by others, offering valuable insights without conducting new research. ... themes, attitudes, or trends within the material. This method is widely used in media studies, communication, and social sciences. ... documents, or publications related to the chosen case to ...
Secondary Research Advantages, Limitations, and 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 ...
Research Methods in Business Studies
This accessible guide provides clear, practical explanations of key research methods in business studies, presenting a step-by-step approach to data collection, analysis and problem solving. Readers will learn how to formulate a research question, choose an appropriate research method, argue and motivate, collect and analyse data, and present ...
What is Secondary Research? + [Methods & Examples]
Common secondary research methods include data collection through the internet, libraries, archives, schools and organizational reports. Online Data. Online data is data that is gathered via the internet. In recent times, this method has become popular because the internet provides a large pool of both free and paid research resources that can ...
Primary vs Secondary Research: Differences, Methods, Sources, and More
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 .
A Comprehensive Guide to Secondary Market Research
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 ...
Secondary Data Analysis: Using existing data to answer new questions
Introduction. Secondary data analysis is a valuable research approach that can be used to advance knowledge across many disciplines through the use of quantitative, qualitative, or mixed methods data to answer new research questions (Polit & Beck, 2021).This research method dates to the 1960s and involves the utilization of existing or primary data, originally collected for a variety, diverse ...
Primary vs secondary market research: types, sources and examples
Secondary research methods: social media monitoring, ... You can perform market research at any stage of your business life cycle, starting from pre-launch. ... 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 ...
Secondary Research
What is Secondary Research? Secondary research regards identifying and using information previously collected by third parties. Below are the most common sources of data for secondary research. Academic Resources These generally include empirical studies based on the collection of information or direct observation of individuals.
What is secondary research?
The secondary research definition is: a research method that uses information that has already been compiled and formatted. It is often used to frame new research. It's also used to find out if the information you need to uncover has already been explored. It is usually conducted before primary research.
Secondary Qualitative Research Methodology Using Online Data within the
In addition to the challenges of secondary research as mentioned in subsection Secondary Data and Analysis, in current research realm of secondary analysis, there is a lack of rigor in the analysis and overall methodology (Ruggiano & Perry, 2019). This has the pitfall of possibly exaggerating the effects of researcher bias (Thorne, 1994, 1998 ...
Methods of market research
The purpose of market research; Reducing risk and making better business decisions; Methods of market research - primary research; Methods of market research - secondary research
Research methods in business: Quantitative and ...
Research in the social sciences is built on either quantitative or qualitative analysis, depending on the research context. Using both quantitative and qualitative analyses in the same study presents major obstacles. In the real business world, empirical studies could benefit from using multiple research methodologies.
Secondary Market Research
Secondary Market Research. Secondary market research uses data that already exists and has been collected by someone else for another purpose. Sources of secondary data can come from within the firm itself - this is known as internal secondary data. External secondary data, on the other hand, is data that has been published by other ...
Saunders, Research Methods for Business Students, 8/E
"This accessible and clearly written textbook provides a comprehensive and in-depth treatment of philosophical, methodological and ethical aspects of conducting business and management research. Illustrative case studies drawing on published research studies are used throughout and readers are given multiple opportunities to consolidate their ...
Secondary Analysis Research
Example of a Secondary Data Analysis. An example highlighting this method of reusing one's own data is Winters-Stone and colleagues' SDA of data from four previous primary studies they performed at one institution, published in the Journal of Clinical Oncology (JCO) in 2017. Their pooled sample was 512 breast cancer survivors (age 63 ± 6 years) who had been diagnosed and treated for ...
Primary Research vs Secondary Research in 2024: Definitions
Primary research can be done through various methods, but this type of research is often based on principles of the scientific method (Driscoll, 2010). This means that in the process of doing primary research, researchers develop research questions or hypotheses, collect and analyze measurable, empirical data, and draw evidence-based conclusions.
Seven models of undergraduate research for student success
To enhance the student experience and increase access to experiential learning, colleges and universities have gotten creative with undergraduate research experiences. Undergraduate research opportunities are one way to provide experiential learning in many disciplines, introducing learners to research methods under the supervision of a faculty member and providing experience for a résumé.

Secondary Research: Definition, Methods and Examples.

What is Secondary Research: Definition

Secondary Research Methods with Examples

1. Data Available on The Internet

2. Government and Non-Government Agencies

3. Public Libraries

4. Educational Institutions

5. Commercial Information Sources

Key Differences between Primary Research and Secondary Research

How to Conduct Secondary Research?

Advantages of Secondary Research

Disadvantages of Secondary Research

MORE LIKE THIS

How Can I Help You? — Tuesday CX Thoughts

Why Multilingual 360 Feedback Surveys Provide Better Insights

Raked Weighting: A Key Tool for Accurate Survey Results

Top 8 Data Trends to Understand the Future of Data

Other categories

What is Secondary Research? Types, Methods, Examples

What is Secondary Research?

Benefits of Secondary Research

Primary Research vs. Secondary Research

Primary Research

Secondary Research

Types of Secondary Research

Internal Sources

External Sources

How to Conduct Secondary Research?

1. Define Your Research Objectives

2. Identify Relevant Sources

3. Evaluate Source Credibility

4. Extract and Analyze Information

5. Synthesize Findings

6. Address Limitations and Gaps

7. Contextualize Your Findings

8. Cite Your Sources

9. Integrate Secondary and Primary Research (If Applicable)

10. Communicate Your Findings

Secondary Research Examples

Market Analysis and Trend Forecasting

Academic Research and Literature Reviews

Competitive Landscape Assessment for Business Strategy

Secondary Research Limitations

How to Conduct Secondary Research in Minutes?

Wait, there's more

Try Qualtrics for free

Primary vs secondary research: in a nutshell

When to use primary vs secondary research

Primary research

Examples of primary research

Primary research methods

Focus groups

Secondary research

Books and magazines

Market research reports

Scholarly journals, often available in reference libraries

Government reports and studies

White papers

Trade or industry associations

Private company data

Examples of secondary research data

Secondary research methods

Content analysis

Data analysis using digital tools

Comparing primary vs secondary research

What are the pros and cons of primary research?

What are the pros and cons of secondary research?

Benefits of secondary research:

Limitations of secondary research

Related resources

Secondary Research Advantages, Limitations, and Sources

Advantages of Secondary Research

Limitations of Secondary Research

Lack of relevance

Lack of Accuracy

Criteria for Evaluating Secondary Research Data

Secondary Research Data Sources

Published Materials

External Databases

Syndicated Services