Page 150 - GLOBAL STRATEGIC MARKETING

The process of designing the research includes consideration of the
following:

• The type of data (primary or secondary) is determined by the
research question. There is also the growth of the Internet, which
provides a massive amount of secondary data, even if the question of

quality is raised from time to time

• Where secondary data is available, the selection of the most
appropriate sources is very important. Where primary research is

planned, subjects must be selected for the research (sample)

• Data collection for primary research can be one of three types:
experimentation, observation or survey.

Where necessary, secondary data sources should be used before
conducting primary research as this can waste valuable resources, time

and money.

5.6.1 Secondary data sources

Secondary data is also called ‘available data’. This is information gathered
by an organisation that has not been collected for any specific research.

Chisnal (1992) indicates that using secondary data is economical,
comparatively speedy and can be taken with complete confidentially.

Churchill (1995) points to the advantages of secondary data as including
the following:

• Saving time and costs for the research – secondary data is available
in libraries or agencies or any institutions, saving time to collect, and
at reasonable expense

• Helping to divide the problem under investigation into stages

• Providing more accurate data (secondary data) which can be more
significantly interpreted.

The main sources of secondary data are web-based databases, trade
departments, libraries, company reports, universities and specialist