Secondary Data in Marketing Research


SecondaryData in Marketing Research

SecondaryData in Marketing Research

Secondarydata is information obtained from sources that are not originalsources of data, but collected by other researchers. The role ofsecondary data in consumer insight is to give information for brandmanagers to understand the viability of their product or service inthe market (Kotler&amp Gary, 2007).In addition, the secondary data is used by most companies to getinformation about consumer behavior and trends as published insecondary sources. Another role of secondary data is to helpcompanies get market feedback and evaluate the effectiveness of theirmarketing strategies to the relevant feedback (Bradley,2013).In general, companies use secondary data to help them improve theirproducts and services.

Toobtain secondary data, marketers use secondary sources of informationthat are published by other researchers. One of the sources isnational data collection centers and databases by the government.From this source, marketers get secondary data from national surveys,national census, and government records about the demographicfeatures of the country (Bradley,2013).Anothersource where marketers obtain secondary data is survey records fromprivate libraries and published journals. At the same time, marketersobtain secondary data from other organizations who publish theirresearch for friendly organizations to utilize(Kotler&amp Gary, 2007).Marketers also obtain secondary data from online databases that arecredible and relevant to their marketing purpose. Moreover, marketersobtain secondary data from commercial research institutions thatcarry surveys and publish reports about the market performance andconsumer behavior.

Despiteits role and availability, the use of secondary data presents someproblems to researchers and marketers. One of the problems is thatinformation obtained from some sources may not be useful to thecurrent research problem. In addition, the data obtained fromsecondary sources may not be relevant for the problems facing themarketing environment at the time. This is because the availablesecondary data may be outdated to help in making decisions on currentproblems (Kotler&amp Gary, 2007).Another problem is the challenge of establishing whether thesecondary data was collected and professionally recorded. In the samesense it is challenging to accurately establish whether it wasobjectively analyzed and reported. In this regard, it is necessaryfor the marketing researcher to conduct a thorough evaluation ofsecondary data and seek to establish if it is indeed relevant totheir research problem.


Bradley,N. (2013).&nbspMarketingResearch Tools and Techniques. Oxford:Oxford University Press

Kotler,P., &amp Gary, A. (2007).&nbspPrinciplesof Marketing,&nbspNew Jersey:Pearson,Prentice Hall