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A market researcher gathers primary data for the purpose of solving a concrete problem of marketing research.
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A market researcher gathers primary data for the purpose of solving a concrete problem of marketing research. The process of primary data collection is linked to all stages of marketing research and implies significant commitment of time and resources. Secondary data is collected for the goals, different than the goals of the marketing research in question. Such information can be acquired cheap and fast. When the problem in question is defined, researcher than starts collecting the information. The natural urge is to immediately start a survey among the qualified respondent groups. However, this must be not the first, but the last method. It would be logical to gather secondary data on the problem during the first stage of the market research. The most important advantages of secondary information are the time savings and low cost of information collection. There are, of course several problems with secondary data, namely:...
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