The role of secondary research is indispensable in practically every study. Often proportionate sampling is not cost-effective, impractical and in some countries impossible. Desk research furnishes the required demographic profile data of the target audience for a study, which allow the research team to develop the sample frame. Equally, secondary research provides the understanding of the market a survey is dealing with to help consultants develop an effective questionnaire.
Secondary research essentially involves the scrutiny of existing published data in the public domain. Nowadays sources are mostly found through the internet, such as government statistics (e.g. census data), press releases, published reports and company websites.
- Census data and allied demographic information.
- Population data of retailers, wholesalers/distributors or manufacturers.
- Macro economic data.
- Incidence rates of a particular respondent segment.
- Market sizes and shares (if available).
- Market trends.
- Company profiles of industry stakeholders.
- New products.
- Technical specifications.
- Pricing data for raw materials and other commodities.
- Import and export regulations/duties.
- Government policies affecting the availability of products or raw materials.