Secondary - Marketing Research.

Secondary marketing research, or desk research, already exist in one form or another. It is relatively cheap, and can be conducted quite quickly .However, it tends to have been collected for reasons other than for the problem or objective at hand. So it may be untargeted, and difficult to use to make comparisons (e.g. financial data gather on Australian pensions will be different to data on Italian pensions). There are a number of such sources available to the marketer, and the following list is by no means conclusive:

  • Trade associations
  • National and local press Industry magazines
  • National/international governments
  • Websites
  • Informal contacts
  • Trade directories
  • Published company accounts
  • Business libraries
  • Professional institutes and organisations
  • Omnibus surveys
  • Previously gathered marketing research
  • Census data
  • Public records

We have given a general introduction to marketing research. Marketing research is a huge topic area and has many processes, procedures, and terminologies that build upon the points above. (See also lesson on market research, primary marketing research and secondary marketing research)