Secondary Research

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Cardiff Metropolitan University

Name:- Asiya Nabi Student ID:- ST20022942

Module Leader:- Eileen Gilhooly Module Code:- MBA7003

Submission date:- 19th Nov, 2012 Cohort:- Feb,2012

Assignment:- Values and Weaknesses of the secondary research and How primary research supplements secondary research

Contents
1.0 Introduction……………..………………………………………………………… 3 1.1Research definition………………………………………………………………….4 1.2 Secondary research …………………………………………………………………4 1.3 Advantages of secondary research………………………………………………… 4 1.4. Disadvantages of secondary research……………………………………………… 4 2.0 How primary research supplements secondary research…………………………… 5 2.1 Conclusion…………………………………………………………………………. .5 2.2 Bibliography…………………………………………………………………………6 2.3 Self assessment form………………………………………………………………...7

1.0 Introduction:-

Market research is “ The function that links the consumer, customer and public to the marketer through information-information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing performance; and improve the understanding of marketing as a process” definition by American marketing association (cited by Burns and Bush 2003, p no. 7). Market research is conducted either with the help of primary data or secondary data. If secondary research is cost and time effective, primary research is ahead of secondary research by providing up-to date data

1.1. “Research is formalized curiosity. It is poking and prying with a purpose.” (Zora Neale Hurston). Research helps in decision making process and includes designing, gathering, analyzing and reporting. Marketing research can be conducted either through primary data or with the help of secondary data, Burns and Bush (2003). 1.2 Secondary research, sometimes also known as “Desk research” can be defined as collecting, analyzing and summarizing existing research. Stewart and Kamins (1993) in their book have defined secondary research as an archived data which has already been collected by others. Before 90’s, secondary research was carried through access of libraries only and with the invention of internet and online databases, it’s popularity increased and presently it is the most widely used method which acts as a base to analyze what is already known and what new data is required. Company websites, magazines, journals and all published texts constitute secondary data. Robson (2000 cited by Saunders 2009) have classified secondary data into three categories which are documentary data, survey-based data and data compiled from multiple sources. 1.3 According to Ghauri and Gronhaug (2005 cited by Saunders 2009), secondary data helps in saving time, cost and provides an easy access to enormous resources which helps an individual to focus more on analyzing and interpreting large sets of data that has already been collected by different methods. During our research for presentation material on fragrances, direct access to secondary data through university electronic library account saved a lot of time as all the data was readily available. According to Stewart and Kamins (1993 cited by Saunders 2009), secondary data is high quality data as it has already been researched by experts. Moreover, readily available secondary data makes our longitudinal studies more feasible and thus a variety of sources gives a right to public to access information for little or sometimes no cost (Prescott, 2008). Some of the examples of the databases which provide reliable and valid information are Business source premier, Key note, Swetswise, Mintel etc. Another important advantage of secondary data is that it helps an individual to compare data with their findings or sometimes helps them to triangulate it which can direct to unpredicted or astonishing discoveries. It means a researcher can get a variety of information from different databases for his decision making and thus does not rely on a single...
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