OTHM Ltd Cert2Primary and Secondary Research TechniquesIntroduction to the Business Environment - Session 13

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OTHM Ltd Cert2Learning OutcomesAt the end of the session students willbe able to:Explain the uses of secondary and primary dataExplain the benefits of secondary and primary dataExplain the limitations of secondary and primary data

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OTHM Ltd Cert2Secondary data is information that has been previously gathered for some purpose other than the current research projectSecondary Data

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OTHM Ltd Cert2Helps to clarify research requirementsAnswers some of the research needsEnables more insightful interpretation of primary dataProvides comparative dataProvides information that cannot be obtained through primary researchUses of Secondary Data

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OTHM Ltd Cert2FasterLess expensive to collectInternet can be used, increasing speed furtherBenefits of Secondary Data

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OTHM Ltd Cert2AvailabilityApplicabilityAccuracyComparabilityLimitations of Secondary Data

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OTHM Ltd Cert2Flowchart for Evaluating Secondary Data

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OTHM Ltd Cert2Sales figuresOperational data stock levels, etcCustomer satisfaction resultsAdvertising spendCustomer complaints recordsEffectiveness data from promotional campaignsMarketing research reports from past studiesInternal Secondary Research Sources

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OTHM Ltd Cert2Internet single search engines, and multiple search enginesDirectoriesCountry informationPublished marketing research reportsNews sourcesNewsgroups and discussion listsExternal Secondary Research Sources

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OTHM Ltd Cert2 Off-the-peg research Made-to-measure researchPrimary Data

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OTHM Ltd Cert2Primary researchNarrative, not numericalUndertaken to gain understanding of customer behaviour and perceptionsQualitative Research

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OTHM Ltd Cert2 Unstructured interviews Depth interviews Projective techniques Focus groupsQualitative Methodologies

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OTHM Ltd Cert2Research aimed at producing data that can be statistically analysed and whose results can be expressed numerically For example: market share, spend per customer, market sizeEasier to analyse than qualitative dataQuantitative Research

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OTHM Ltd Cert2Face to Face Surveys or InterviewsTelephone surveysPostal surveysObservationIn home scanningIn store testingRecording data Retail shop auditExperimental researchContinuous research

Quantitative Methodologies

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