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companies (Doole and Lowe, 2008). However, Luck et al. (1982) suggest
that researchers who use secondary data should realise that the validity

of the information depends upon others’ work. Researchers should not use
secondary data without examining it first. They also point out that
researchers have to consider the reputation of the agency that collects the

information. Additionally, in the case of using the data in another study,
the researchers have to consider differences in the collecting methods.

Churchill (1995) and Terpstra and Sarathy (2000) cite the disadvantages
of the secondary data as including the following:

• The research does not fit the problem because it has been collected
for another purpose, so it is very rare for the researcher to find

secondary data that fit their current research

• The reliability and the accuracy of secondary data may be
questionable and the data less available and less reliable; especially

for many foreign markets where low per capita income countries tend
to have weaker statistical sources than those with higher per capita
income.

5.6.2 Types of secondary data

Churchill (1995) classifies secondary data into internal and external

secondary data. Internal secondary data include those found in the
company by the respondents. If the data is collected for other purposes, it
is called internal secondary data. External secondary data is shown by
Chisnal (1992) to include statistics and reports issued by governments,

trade associations and other reputable organisations. It is considered to
be important for researchers to be familiar with these. Many companies
provide libraries with information activities, addresses and distributions in