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Secondary Research: Definition, Methods, Sources, Examples, and More
Table of Contents
What is Secondary Research? Secondary Research Meaning
Secondary research involves the analysis and synthesis of existing data and information that has been previously collected and published by others. This method contrasts with primary research , which entails the direct collection of original data from sources like surveys, interviews, and ethnographic studies.
The essence of secondary research lies in its efficiency and accessibility. Researchers who leverage secondary sources, including books, scholarly articles, government reports, and market analyses, gather valuable insights without the need for time-consuming and costly data collection efforts. This approach is particularly vital in marketing research, where understanding broad market trends and consumer behaviors is essential, yet often constrained by budgets and timelines. Secondary research serves as a fundamental step in the research process, providing a solid foundation upon which additional, targeted research can be built.
Secondary research enables researchers to quickly grasp the landscape of existing knowledge, identify gaps in the literature, and refine their research questions or business strategies accordingly. In marketing research, for instance, secondary research aids in understanding competitive landscapes, identifying market trends, and benchmarking against industry standards, thereby guiding strategic decision-making.
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When to Use Secondary Research
Choosing between secondary and primary research methods depends significantly on the objectives of your study or project. Secondary research is particularly beneficial in the initial stages of research planning and strategy, offering a broad understanding of the topic at hand and helping to pinpoint areas that may require more in-depth investigation through primary methods.
In academic contexts, secondary research is often used to build a theoretical foundation for a study, allowing researchers to position their work within the existing body of knowledge. Professionally, it serves as a cost-effective way to inform business strategies, market analyses, and policy development, providing insights into industry trends, consumer behaviors, and competitive landscapes.
Combining secondary research with primary research methods enhances the comprehensiveness and validity of research findings. For example, secondary research might reveal general trends in consumer behavior, while subsequent primary research could delve into specific consumer motivations and preferences, offering a more nuanced understanding of the market.
Key considerations for integrating secondary research into your research planning and strategy include:
- Research Objectives : Clearly defining what you aim to discover or decide based on your research.
- Availability of Data : Assessing the extent and relevance of existing data related to your research question.
- Budget and Time Constraints : Considering the resources available for conducting research, including time, money, and personnel.
- Research Scope : Determining the breadth and depth of the information needed to meet your research objectives.
Secondary research is a powerful tool when used strategically, providing a cost-effective, efficient way to gather insights and inform decision-making processes across academic and professional contexts.
How to Conduct Secondary Research
Conducting secondary research is a systematic process that involves several key steps to ensure the relevance, accuracy, and utility of the information gathered. Here's a step-by-step guide to effective secondary research:
- Identifying Research Objectives, Topics, and Questions : Begin with a clear understanding of what you aim to achieve with your research. This includes defining your research objectives, topics, and specific questions you seek to answer. This clarity guides the entire research process, ensuring that you remain focused on relevant information.
- Finding Relevant Data Sources : Search for secondary data sources that are likely to contain the information you need. This involves exploring a variety of sources such as academic journals, industry reports, government databases, and news archives. Prioritize sources known for their credibility and authority in the subject matter.
- Collecting and Verifying Existing Data : Once you've identified potential sources, collect the data that pertains to your research questions. Pay close attention to the publication date, authorship, and the methodology used in collecting the original data to ensure its relevance and reliability.
- Data Compilation and Analysis : Compile the collected data in a structured format that allows for analysis. Employ analytical methods suited to your research objectives, such as trend analysis, comparative analysis, or thematic analysis, to draw insights from the data.
The success of secondary research hinges on the critical evaluation of sources for their credibility, relevance, and timeliness. It's essential to approach this process with a discerning eye, acknowledging the limitations of secondary data and the potential need for further investigation through primary research.
Types of Secondary Research Methods with Examples
Secondary research methods offer a range of approaches for leveraging existing data, each providing value in extracting insights relevant to various business and academic needs. Understanding the unique advantages of each method can guide researchers in choosing the most appropriate approach for their specific objectives.
Literature Reviews
Literature reviews synthesize existing research and publications to identify trends, gaps, and consensus within a field of study. This method provides a comprehensive overview of what is already known about a topic, saving time and resources by building on existing knowledge rather than starting from scratch.
Real-World Example : A marketing firm conducting a literature review on consumer behavior in the digital age might uncover a trend towards increased mobile shopping. This insight leads to a strategic recommendation for a retail client to prioritize mobile app development and optimize their online store for mobile users, directly impacting the client's digital marketing strategy.
Data Mining
Data mining involves analyzing large sets of data to discover patterns, correlations, or trends that are not immediately apparent. This method can uncover hidden insights from the data that businesses can use to inform decision-making, such as identifying new market opportunities or optimizing operational efficiencies.
Real-World Example : Through data mining of customer purchase histories and online behavior data, a retail company identifies a previously unnoticed correlation between the purchase of certain products and the time of year. Utilizing this insight, the company adjusts its inventory levels and marketing campaigns seasonally, significantly boosting sales and customer satisfaction.
Meta-Analysis
Meta-analysis aggregates and systematically analyzes results from multiple studies to draw general conclusions about a research question. This method provides a high level of evidence by combining findings, offering a powerful tool for making informed decisions based on a broader range of data than any single study could provide.
Real-World Example : A pharmaceutical company uses meta-analysis to combine findings from various clinical trials of a new drug. The meta-analysis reveals a statistically significant benefit of the drug that was not conclusive in individual studies. This insight supports the company's application for regulatory approval and guides the development of marketing strategies targeting specific patient demographics.
Data Analysis
Secondary data analysis applies statistical techniques to analyze existing datasets, offering a cost-effective way to gain insights without the need for new data collection. This method can identify trends, patterns, and relationships that inform strategic planning and decision-making.
Real-World Example : An investment firm analyzes historical economic data and stock market trends using secondary data analysis. They identify a recurring pattern preceding market downturns. By applying this insight to their investment strategy, the firm successfully mitigates risk and enhances portfolio performance for their clients.
Content Analysis
Content analysis systematically examines the content of communication mediums to understand messages, themes, or biases . This qualitative method can reveal insights into public opinion, media representation, and communication strategies, offering valuable information for marketing, public relations, and media strategies.
Real-World Example : A technology company employs content analysis to review online customer reviews and social media mentions of its products. The analysis uncovers a common concern among customers about the usability of a product feature. Responding to this insight, the company revises its product design and launches a targeted communication campaign to address the concerns, improving customer satisfaction and brand perception.
Historical Research
Historical research examines past records and documents to understand historical contexts and trends, offering insights that can inform future predictions, strategy development, and understanding of long-term changes. This method is particularly valuable for understanding the evolution of markets, industries, or consumer behaviors over time.
Real-World Example : A consultancy specializing in sustainable business practices conducts historical research into the adoption of green technologies in the automotive industry. The research identifies key drivers and barriers to adoption over the decades. Leveraging these insights, the consultancy advises new green tech startups on strategies to overcome market resistance and capitalize on drivers of adoption, significantly impacting their market entry strategy.
Each of these secondary research methods provides distinct advantages and can yield valuable insights for businesses and researchers. By carefully selecting and applying the most suitable method(s), organizations can enhance their understanding of complex issues, inform strategic decisions, and achieve competitive advantage.
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Examples of Secondary Sources in Research
Secondary sources are crucial for researchers across disciplines, offering a wealth of information that can provide insights, support hypotheses, and inform strategies. Understanding the unique value of different types of secondary sources can help researchers effectively harness this wealth of information. Below, we explore various secondary sources, highlighting their unique contributions and providing real-world examples of how they can yield valuable business insights.
Books provide comprehensive coverage of a topic, offering depth and context that shorter pieces might miss. They are particularly useful for gaining a thorough understanding of a subject's historical background and theoretical framework.
Example : A corporation exploring the feasibility of entering a new international market utilizes books on the country's cultural and economic history. This deep dive helps the company understand market nuances, leading to a tailored market entry strategy that aligns with local consumer preferences and cultural norms.
Scholarly Journals
Scholarly journals offer peer-reviewed, cutting-edge research findings, making them invaluable for staying abreast of the latest developments in a field. They provide detailed methodologies, rigorous data analysis, and discussions of findings in a specific area of study.
Example : An investment firm relies on scholarly articles to understand recent advancements in financial technology. Discovering research on blockchain's impact on transaction security and efficiency, the firm decides to invest in fintech startups specializing in blockchain technology, positioning itself ahead in the market.
Government Reports
Government reports deliver authoritative data on a wide range of topics, including economic indicators, demographic trends, and regulatory guidelines. Their reliability and the breadth of topics covered make them an essential resource for informed decision-making.
Example : A healthcare provider examines government health reports to identify trends in public health issues. Spotting an increase in lifestyle-related diseases, the provider expands its wellness programs, directly addressing the growing demand for preventive care services.
Market Research Reports
Market research reports provide insights into industry trends, consumer behavior, and competitive landscapes. These reports are invaluable for making informed business decisions, from product development to marketing strategies.
Example : A consumer goods company reviews market research reports to analyze trends in eco-friendly packaging. Learning about the positive consumer response to sustainable packaging, the company redesigns its packaging to be more environmentally friendly, resulting in increased brand loyalty and market share.
White Papers
White papers offer in-depth analysis or arguments on specific issues, often highlighting solutions or innovations. They are a key resource for understanding complex problems, technological advancements, and industry best practices.
Example : A technology firm exploring the implementation of AI in customer service operations consults white papers on AI applications. Insights from these papers guide the development of an AI-powered customer service chatbot, enhancing efficiency and customer satisfaction.
Private Company Data
Data from private companies, such as annual reports or case studies, provides insight into business strategies, performance metrics, and operational challenges. This information can be instrumental in benchmarking and strategic planning.
Example : By analyzing competitor annual reports, a retail chain identifies a gap in the market for affordable luxury products. This insight leads to the launch of a new product line that successfully captures this underserved segment, boosting the company's revenue and market positioning.
Advantages and Disadvantages of Secondary Research
Secondary research offers a foundation upon which organizations can build their knowledge base, informing everything from strategic planning to day-to-day decision-making. However, like any method, it comes with its own set of advantages and disadvantages. Understanding these can help researchers and businesses make the most of secondary research while being mindful of its limitations.
Advantages of Secondary Research
- Cost-Effectiveness : Secondary research is often less expensive than primary research, as it involves the analysis of existing data, eliminating the need for costly data collection processes like surveys or experiments.
- Time Efficiency : Accessing and analyzing existing data is generally faster than conducting primary research, allowing organizations to make timely decisions based on available information.
- Broad Scope of Data : Secondary research provides access to a wide range of data across different geographies and time periods, enabling comprehensive market analyses and trend identification.
- Basis for Primary Research : It can serve as a preliminary step to identify gaps in existing research, helping to pinpoint areas where primary research is needed.
Disadvantages of Secondary Research
- Relevance and Specificity : Existing data may not perfectly align with the current research objectives, leading to potential mismatches in relevance and specificity.
- Data Quality and Accuracy : The quality and accuracy of secondary data can vary, depending on the source. Researchers must critically assess the credibility of their sources to ensure the reliability of their findings.
- Timeliness : Data may be outdated, especially in fast-moving sectors where recent information is crucial for making informed decisions.
- Limited Control Over Data : Researchers have no control over how data was collected and processed, which may affect its suitability for their specific research needs.
Secondary research, when approached with an understanding of its strengths and weaknesses, has the potential be a powerful tool. By effectively navigating its advantages and limitations, businesses can lay a solid foundation for informed decision-making and strategic planning.
Primary vs. Secondary Research: A Comparative Analysis
When undertaking a research project, understanding the distinction between primary and secondary research is pivotal. Both forms of research serve their own purposes and can complement each other in providing a comprehensive overview of a given topic.
What is Primary Research?
Primary research involves the collection of original data directly from sources. This method is firsthand and is specific to the researcher's questions or hypotheses.
The main advantage of primary research is its specificity and relevancy to the particular issue or question at hand. It offers up-to-date and highly relevant data that is directly applicable to the research objectives.
Example : A company planning to launch a new beverage product conducts focus groups and survey research to understand consumer preferences. Through this process, they gather firsthand insights on flavors, packaging, and pricing preferences specific to their target market.
What is Secondary Research?
Secondary research involves the analysis of existing information compiled and collected by others. It includes studies, reports, and data from government agencies, trade associations, and other organizations.
Secondary research provides a broad understanding of the topic at hand, offering insights that can help frame primary research. It is cost-effective and time-saving, as it leverages already available data.
Example : The same company explores industry reports, academic research, and market analyses to understand broader market trends, competitor strategies, and consumer behavior within the beverage industry.
Comparative Analysis
Synergistic use in research.
The most effective research strategies often involve a blend of both primary and secondary research. Secondary research can serve as a foundation, helping to inform the development of primary research by identifying gaps in existing knowledge and refining research questions.
Understanding the distinct roles and benefits of primary and secondary research is crucial for any successful research project. By effectively leveraging both types of research, researchers can gain a deeper, more nuanced understanding of their subject matter, leading to more informed decisions and strategies. Remember, the choice between primary and secondary research should be guided by your research objectives, resources, and the specificity of information required.
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Research Methods
Secondary research.
- Primary Research
What is Secondary Research?
Advantages and disadvantages of secondary research, secondary research in literature reviews, secondary research - going beyond literature reviews, main stages of secondary research, useful resources, using material on this page.
- Quantitative Research This link opens in a new window
- Qualitative Research This link opens in a new window
- Being Critical This link opens in a new window
- Subject LibGuides This link opens in a new window
Secondary research
Secondary research uses research and data that has already been carried out. It is sometimes referred to as desk research. It is a good starting point for any type of research as it enables you to analyse what research has already been undertaken and identify any gaps.
You may only need to carry out secondary research for your assessment or you may need to use secondary research as a starting point, before undertaking your own primary research .
Searching for both primary and secondary sources can help to ensure that you are up to date with what research has already been carried out in your area of interest and to identify the key researchers in the field.
"Secondary sources are the books, articles, papers and similar materials written or produced by others that help you to form your background understanding of the subject. You would use these to find out about experts’ findings, analyses or perspectives on the issue and decide whether to draw upon these explicitly in your research." (Cottrell, 2014, p. 123).
Examples of secondary research sources include:.
- journal articles
- official statistics, such as government reports or organisations which have collected and published data
Primary research involves gathering data which has not been collected before. Methods to collect it can include interviews, focus groups, controlled trials and case studies. Secondary research often comments on and analyses this primary research.
Gopalakrishnan and Ganeshkumar (2013, p. 10) explain the difference between primary and secondary research:
"Primary research is collecting data directly from patients or population, while secondary research is the analysis of data already collected through primary research. A review is an article that summarizes a number of primary studies and may draw conclusions on the topic of interest which can be traditional (unsystematic) or systematic".
Secondary Data
As secondary data has already been collected by someone else for their research purposes, it may not cover all of the areas of interest for your research topic. This research will need to be analysed alongside other research sources and data in the same subject area in order to confirm, dispute or discuss the findings in a wider context.
"Secondary source data, as the name infers, provides second-hand information. The data come ‘pre-packaged’, their form and content reflecting the fact that they have been produced by someone other than the researcher and will not have been produced specifically for the purpose of the research project. The data, none the less, will have some relevance for the research in terms of the information they contain, and the task for the researcher is to extract that information and re-use it in the context of his/her own research project." (Denscombe, 2021, p. 268)
In the video below Dr. Benedict Wheeler (Senior Research Fellow at the European Center for Environment and Human Health at the University of Exeter Medical School) discusses secondary data analysis. Secondary data was used for his research on how the environment affects health and well-being and utilising this secondary data gave access to a larger data set.
As with all research, an important part of the process is to critically evaluate any sources you use. There are tools to help with this in the Being Critical section of the guide.
Louise Corti, from the UK Data Archive, discusses using secondary data in the video below. T he importance of evaluating secondary research is discussed - this is to ensure the data is appropriate for your research and to investigate how the data was collected.
There are advantages and disadvantages to secondary research:
Advantages:
- Usually low cost
- Easily accessible
- Provides background information to clarify / refine research areas
- Increases breadth of knowledge
- Shows different examples of research methods
- Can highlight gaps in the research and potentially outline areas of difficulty
- Can incorporate a wide range of data
- Allows you to identify opposing views and supporting arguments for your research topic
- Highlights the key researchers and work which is being undertaken within the subject area
- Helps to put your research topic into perspective
Disadvantages
- Can be out of date
- Might be unreliable if it is not clear where or how the research has been collected - remember to think critically
- May not be applicable to your specific research question as the aims will have had a different focus
Literature reviews
Secondary research for your major project may take the form of a literature review . this is where you will outline the main research which has already been written on your topic. this might include theories and concepts connected with your topic and it should also look to see if there are any gaps in the research., as the criteria and guidance will differ for each school, it is important that you check the guidance which you have been given for your assessment. this may be in blackboard and you can also check with your supervisor..
The videos below include some insights from academics regarding the importance of literature reviews.
Secondary research which goes beyond literature reviews
For some dissertations/major projects there might only be a literature review (discussed above ). For others there could be a literature review followed by primary research and for others the literature review might be followed by further secondary research.
You may be asked to write a literature review which will form a background chapter to give context to your project and provide the necessary history for the research topic. However, you may then also be expected to produce the rest of your project using additional secondary research methods, which will need to produce results and findings which are distinct from the background chapter t o avoid repetition .
Remember, as the criteria and guidance will differ for each School, it is important that you check the guidance which you have been given for your assessment. This may be in Blackboard and you can also check with your supervisor.
Although this type of secondary research will go beyond a literature review, it will still rely on research which has already been undertaken. And, "just as in primary research, secondary research designs can be either quantitative, qualitative, or a mixture of both strategies of inquiry" (Manu and Akotia, 2021, p. 4).
Your secondary research may use the literature review to focus on a specific theme, which is then discussed further in the main project. Or it may use an alternative approach. Some examples are included below. Remember to speak with your supervisor if you are struggling to define these areas.
Some approaches of how to conduct secondary research include:
- A systematic review is a structured literature review that involves identifying all of the relevant primary research using a rigorous search strategy to answer a focused research question.
- This involves comprehensive searching which is used to identify themes or concepts across a number of relevant studies.
- The review will assess the q uality of the research and provide a summary and synthesis of all relevant available research on the topic.
- The systematic review guide goes into more detail about this process (The guide is aimed a PhD/Researcher students. However, students on other levels of study may find parts of the guide helpful too).
- Scoping reviews aim to identify and assess available research on a specific topic (which can include ongoing research).
- They are "particularly useful when a body of literature has not yet been comprehensively reviewed, or exhibits a complex or heterogeneous nature not amenable to a more precise systematic review of the evidence. While scoping reviews may be conducted to determine the value and probable scope of a full systematic review, they may also be undertaken as exercises in and of themselves to summarize and disseminate research findings, to identify research gaps, and to make recommendations for the future research." (Peters et al., 2015) .
- This is designed to summarise the current knowledge and provide priorities for future research.
- "A state-of-the-art review will often highlight new ideas or gaps in research with no official quality assessment." ( MacAdden, 2020).
- "Bibliometric analysis is a popular and rigorous method for exploring and analyzing large volumes of scientific data." (Donthu et al., 2021)
- Quantitative methods and statistics are used to analyse the bibliographic data of published literature. This can be used to measure the impact of authors, publications, or topics within a subject area.
The bibliometric analysis often uses the data from a citation source such as Scopus or Web of Science .
- This is a technique used to combine the statistic results of prior quantitative studies in order to increase precision and validity.
- "It goes beyond the parameters of a literature review, which assesses existing literature, to actually perform calculations based on the results collated, thereby coming up with new results" (Curtis and Curtis, 2011, p. 220)
(Adapted from: Grant and Booth, 2009, cited in Sarhan and Manu, 2021, p. 72)
- Grounded Theory is used to create explanatory theory from data which has been collected.
- "Grounded theory data analysis strategies can be used with different types of data, including secondary data." (Whiteside, Mills and McCalman, 2012)
- This allows you to use a specific theory or theories which can then be applied to your chosen topic/research area.
- You could focus on one case study which is analysed in depth, or you could examine more than one in order to compare and contrast the important aspects of your research question.
- "Good case studies often begin with a predicament that is poorly comprehended and is inadequately explained or traditionally rationalised by numerous conflicting accounts. Therefore, the aim is to comprehend an existent problem and to use the acquired understandings to develop new theoretical outlooks or explanations." (Papachroni and Lochrie, 2015, p. 81)
Main stages of secondary research for a dissertation/major project
In general, the main stages for conducting secondary research for your dissertation or major project will include:
Click on the image below to access the reading list which includes resources used in this guide as well as some additional useful resources.
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 3.0 Unported License .
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- Last Updated: Jul 9, 2024 12:18 PM
- URL: https://libguides.tees.ac.uk/researchmethods