example for secondary research

15 Secondary Research Examples

Dave Cornell (PhD)

Dr. Cornell has worked in education for more than 20 years. His work has involved designing teacher certification for Trinity College in London and in-service training for state governments in the United States. He has trained kindergarten teachers in 8 countries and helped businessmen and women open baby centers and kindergartens in 3 countries.

Learn about our Editorial Process

Chris Drew (PhD)

This article was peer-reviewed and edited by Chris Drew (PhD). The review process on Helpful Professor involves having a PhD level expert fact check, edit, and contribute to articles. Reviewers ensure all content reflects expert academic consensus and is backed up with reference to academic studies. Dr. Drew has published over 20 academic articles in scholarly journals. He is the former editor of the Journal of Learning Development in Higher Education and holds a PhD in Education from ACU.

Secondary research is the analysis, summary or synthesis of already existing published research. Instead of collecting original data, as in primary research , secondary research involves data or the results of data analyses already collected.

It is generally published in books, handbooks, textbooks, articles, encyclopedias, websites, magazines, literature reviews and meta-analyses. These are usually referred to as secondary sources .

Secondary research is a good place to start when wanting to acquire a broad view of a research area. It is usually easier to understand and may not require advanced training in research design and statistics.

Secondary Research Examples

1. literature review.

A literature review summarizes, reviews, and critiques the existing published literature on a topic.

Literature reviews are considered secondary research because it is a collection and analysis of the existing literature rather than generating new data for the study.

They hold value for academic studies because they enable us to take stock of the existing knowledge in a field, evaluate it, and identify flaws or gaps in the existing literature. As a result, they’re almost universally used by academics prior to conducting primary research.

Example 1: Workplace stress in nursing: a literature review

Citation: McVicar, A. (2003). Workplace stress in nursing: a literature review.  Journal of advanced nursing ,  44 (6), 633-642. Source: https://doi.org/10.1046/j.0309-2402.2003.02853.x

Summary: This study conducted a systematic analysis of literature on the causes of stress for nurses in the workplace. The study explored the literature published between 2000 and 2014. The authors found that the literature identifies several main causes of stress for nurses: professional relationships with doctors and staff, communication difficulties with patients and their families, the stress of emergency cases, overwork, lack of staff, and lack of support from the institutions. They conclude that understanding these stress factors can help improve the healthcare system and make it better for both nurses and patients.

Example 2: The impact of shiftwork on health: a literature review

Citation: Matheson, A., O’Brien, L., & Reid, J. A. (2014). The impact of shiftwork on health: a literature review.  Journal of Clinical Nursing ,  23 (23-24), 3309-3320. Source: https://doi.org/10.1111/jocn.12524

In this literature review, 118 studies were analyzed to examine the impact of shift work on nurses’ health. The findings were organized into three main themes: physical health, psychosocial health, and sleep. The majority of shift work research has primarily focused on these themes, but there is a lack of studies that explore the personal experiences of shift workers and how they navigate the effects of shift work on their daily lives. Consequently, it remains challenging to determine how individuals manage their shift work schedules. They found that, while shift work is an inevitable aspect of the nursing profession, there is limited research specifically targeting nurses and the implications for their self-care.

Example 3: Social media and entrepreneurship research: A literature review

Citation: Olanrewaju, A. S. T., Hossain, M. A., Whiteside, N., & Mercieca, P. (2020). Social media and entrepreneurship research: A literature review.  International Journal of Information Management ,  50 , 90-110. Source: https://doi.org/10.1016/j.ijinfomgt.2019.05.011

In this literature review, 118 studies were analyzed to examine the impact of shift work on nurses’ health. The findings were organized into three main themes: physical health, social health , and sleep. The majority of shift work research has primarily focused on these themes, but there is a lack of studies that explore the personal experiences of shift workers and how they navigate the effects of shift work on their daily lives. Consequently, it remains challenging to determine how individuals manage their shift work schedules. They found that, while shift work is an inevitable aspect of the nursing profession, there is limited research specifically targeting nurses and the implications for their self-care.

Example 4: Adoption of electric vehicle: A literature review and prospects for sustainability

Citation: Kumar, R. R., & Alok, K. (2020). Adoption of electric vehicle: A literature review and prospects for sustainability.  Journal of Cleaner Production ,  253 , 119911. Source: https://doi.org/10.1016/j.jclepro.2019.119911

This study is a literature review that aims to synthesize and integrate findings from existing research on electric vehicles. By reviewing 239 articles from top journals, the study identifies key factors that influence electric vehicle adoption. Themes identified included: availability of charging infrastructure and total cost of ownership. The authors propose that this analysis can provide valuable insights for future improvements in electric mobility.

Example 5: Towards an understanding of social media use in the classroom: a literature review

Citation: Van Den Beemt, A., Thurlings, M., & Willems, M. (2020). Towards an understanding of social media use in the classroom: a literature review.  Technology, Pedagogy and Education ,  29 (1), 35-55. Source: https://doi.org/10.1080/1475939X.2019.1695657

This study examines how social media can be used in education and the challenges teachers face in balancing its potential benefits with potential distractions. The review analyzes 271 research papers. They find that ambiguous results and poor study quality plague the literature. However, they identify several factors affecting the success of social media in the classroom, including: school culture, attitudes towards social media, and learning goals. The study’s value is that it organizes findings from a large corpus of existing research to help understand the topic more comprehensively.

2. Meta-Analyses

Meta-analyses are similar to literature reviews, but are at a larger scale and tend to involve the quantitative synthesis of data from multiple studies to identify trends and derive estimates of overall effect sizes.

For example, while a literature review might be a qualitative assessment of trends in the literature, a meta analysis would be a quantitative assessment, using statistical methods, of studies that meet specific inclusion criteria that can be directly compared and contrasted.

Often, meta-analysis aim to identify whether the existing data can provide an authoritative account for a hypothesis and whether it’s confirmed across the body of literature.

Example 6: Cholesterol and Alzheimer’s Disease Risk: A Meta-Meta-Analysis

Citation: Sáiz-Vazquez, O., Puente-Martínez, A., Ubillos-Landa, S., Pacheco-Bonrostro, J., & Santabárbara, J. (2020). Cholesterol and Alzheimer’s disease risk: a meta-meta-analysis.  Brain sciences ,  10 (6), 386. Source: https://doi.org/10.3390/brainsci10060386

This study examines the relationship between cholesterol and Alzheimer’s disease (AD). Researchers conducted a systematic search of meta-analyses and reviewed several databases, collecting 100 primary studies and five meta-analyses to analyze the connection between cholesterol and Alzheimer’s disease. They find that the literature compellingly demonstrates that low-density lipoprotein cholesterol (LDL-C) levels significantly influence the development of Alzheimer’s disease, but high-density lipoprotein cholesterol (HDL-C), total cholesterol (TC), and triglycerides (TG) levels do not show significant effects. This is an example of secondary research because it compiles and analyzes data from multiple existing studies and meta-analyses rather than collecting new, original data.

Example 7: The power of feedback revisited: A meta-analysis of educational feedback research

Citation: Wisniewski, B., Zierer, K., & Hattie, J. (2020). The power of feedback revisited: A meta-analysis of educational feedback research.  Frontiers in Psychology ,  10 , 3087. Source: https://doi.org/10.3389/fpsyg.2019.03087

This meta-analysis examines 435 empirical studies research on the effects of feedback on student learning. They use a random-effects model to ascertain whether there is a clear effect size across the literature. The authors find that feedback tends to impact cognitive and motor skill outcomes but has less of an effect on motivational and behavioral outcomes. A key (albeit somewhat obvious) finding was that the manner in which the feedback is provided is a key factor in whether the feedback is effective.

Example 8: How Much Does Education Improve Intelligence? A Meta-Analysis

Citation: Ritchie, S. J., & Tucker-Drob, E. M. (2018). How much does education improve intelligence? A meta-analysis.  Psychological science ,  29 (8), 1358-1369. Source: https://doi.org/10.1177/0956797618774253

This study investigates the relationship between years of education and intelligence test scores. The researchers analyzed three types of quasiexperimental studies involving over 600,000 participants to understand if longer education increases intelligence or if more intelligent students simply complete more education. They found that an additional year of education consistently increased cognitive abilities by 1 to 5 IQ points across all broad categories of cognitive ability. The effects persisted throughout the participants’ lives, suggesting that education is an effective way to raise intelligence. This study is an example of secondary research because it compiles and analyzes data from multiple existing studies rather than gathering new, original data.

Example 9: A meta-analysis of factors related to recycling

Citation: Geiger, J. L., Steg, L., Van Der Werff, E., & Ünal, A. B. (2019). A meta-analysis of factors related to recycling.  Journal of environmental psychology ,  64 , 78-97. Source: https://doi.org/10.1016/j.jenvp.2019.05.004

This study aims to identify key factors influencing recycling behavior across different studies. The researchers conducted a random-effects meta-analysis on 91 studies focusing on individual and household recycling. They found that both individual factors (such as recycling self-identity and personal norms) and contextual factors (like having a bin at home and owning a house) impacted recycling behavior. The analysis also revealed that individual and contextual factors better predicted the intention to recycle rather than the actual recycling behavior. The study offers theoretical and practical implications and suggests that future research should examine the effects of contextual factors and the interplay between individual and contextual factors.

Example 10: Stress management interventions for police officers and recruits

Citation: Patterson, G. T., Chung, I. W., & Swan, P. W. (2014). Stress management interventions for police officers and recruits: A meta-analysis.  Journal of experimental criminology ,  10 , 487-513. Source: https://doi.org/10.1007/s11292-014-9214-7

The meta-analysis systematically reviews randomized controlled trials and quasi-experimental studies that explore the effects of stress management interventions on outcomes among police officers. It looked at 12 primary studies published between 1984 and 2008. Across the studies, there were a total of 906 participants. Interestingly, it found that the interventions were not effective. Here, we can see how secondary research is valuable sometimes for showing there is no clear trend or consensus in existing literature. The conclusions suggest a need for further research to develop and implement more effective interventions addressing specific stressors and using randomized controlled trials.

3. Textbooks

Academic textbooks tend not to present new research. Rather, they present key academic information in ways that are accessible to university students and academics.

As a result, we can consider textbooks to be secondary rather than primary research. They’re collections of information and research produced by other people, then re-packaged for a specific audience.

Textbooks tend to be written by experts in a topic. However, unlike literature reviews and meta-analyses, they are not necessarily systematic in nature and are not designed to progress current knowledge through identifying gaps, weaknesses, and strengths in the existing literature.

Example 11: Psychology for the Third Millennium: Integrating Cultural and Neuroscience Perspectives

This textbook aims to bridge the gap between two distinct domains in psychology: Qualitative and Cultural Psychology , which focuses on managing meaning and norms, and Neuropsychology and Neuroscience, which studies brain processes. The authors believe that by combining these areas, a more comprehensive general psychology can be achieved, which unites the biological and cultural aspects of human life. This textbook is considered a secondary source because it synthesizes and integrates information from various primary research studies, theories, and perspectives in the field of psychology.

Example 12: Cultural Sociology: An Introduction

Citation: Bennett, A., Back, L., Edles, L. D., Gibson, M., Inglis, D., Jacobs, R., & Woodward, I. (2012).  Cultural sociology: an introduction . New York: John Wiley & Sons.

This student textbook introduces cultural sociology and proposes that it is a valid model for sociological thinking and research. It gathers together existing knowledge within the field to prevent an overview of major sociological themes and empirical approaches utilized within cultural sociological research. It does not present new research, but rather packages existing knowledge in sociology and makes it understandable for undergraduate students.

Example 13: A Textbook of Community Nursing

Citation: Chilton, S., & Bain, H. (Eds.). (2017).  A textbook of community nursing . New York: Routledge.

This textbook presents an evidence-based introduction to professional topics in nursing. In other words, it gathers evidence from other research and presents it to students. It covers areas such as care approaches, public health, eHealth, therapeutic relationships, and mental health. Like many textbooks, it brings together its own secondary research with user-friendly elements like exercises, activities, and hypothetical case studies in each chapter.

4. White Papers

White papers are typically produced within businesses and government departments rather than academic research environments.

Generally, a white paper will focus on a specific topic of concern to the institution in order to present a state of the current situation as well as opportunities that could be pursued for change, improvement, or profit generation in the future.

Unlike a literature review, a white paper generally doesn’t follow standards of academic rigor and may be presented with a bias toward, or focus on, a company or institution’s mission and values.

Example 14: Future of Mobility White Paper

Citation: Shaheen, S., Totte, H., & Stocker, A. (2018). Future of Mobility White Paper.  UC Berkeley: Institute of Transportation Studies at UC Berkeley Source: https://doi.org/10.7922/G2WH2N5D

This white paper explores the how transportation is changing due to concerns over climate change, equity of access to transit, and rapid technological advances (such as shared mobility and automation). The authors aggregate current information and research on key trends, emerging technologies/services, impacts on California’s transportation ecosystem, and future growth projections by reviewing state agency publications, peer-reviewed articles, and forecast reports from various sources. This white paper is an example of secondary research because it synthesizes and integrates information from multiple primary research sources, expert interviews, and input from an advisory committee of local and state transportation agencies.

Example 15: White Paper Concerning Philosophy of Education and Environment

Citation: Humphreys, C., Blenkinsop, S. White Paper Concerning Philosophy of Education and Environment.  Stud Philos Educ   36 (1): 243–264. Source: https://doi.org/10.1007/s11217-017-9567-2

This white paper acknowledges the increasing significance of climate change, environmental degradation, and our relationship with nature, and the need for philosophers of education and global citizens to respond. The paper examines five key journals in the philosophy of education to identify the scope and content of current environmental discussions. By organizing and summarizing the located articles, it assesses the possibilities and limitations of these discussions within the philosophy of education community. This white paper is an example of secondary research because it synthesizes and integrates information from multiple primary research sources, specifically articles from the key journals in the field, to analyze the current state of environmental discussions.

5. Academic Essays

Students’ academic essays tend to present secondary rather than primary research. The student is expected to study current literature on a topic and use it to present a thesis statement.

Academic essays tend to require rigorous standards of analysis, critique, and evaluation, but do not require systematic investigation of a topic like you would expect in a literature review.

In an essay, a student may identify the most relevant or important data from a field of research in order to demonstrate their knowledge of a field of study. They may also, after demonstrating sufficient knowledge and understanding, present a thesis statement about the issue.

Secondary research involves data that has already been collected. The published research might be reviewed, included in a meta-analysis, or subjected to a re-analysis.

These findings might be published in a peer-reviewed journal or handbook, become the foundation of a book for public consumption, or presented in a more narrative form for a popular website or magazine.

Sources for secondary research can range from scientific journals to government databases and archived data accumulated by research institutes.

University students might engage in secondary research to become familiar with an area of research. That might help spark an intriguing hypothesis for a research project of master’s thesis.

Secondary research can yield new insights into human behavior , or confirm existing conceptualizations of psychological constructs.

• Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 23 Achieved Status Examples
• Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 25 Defense Mechanisms Examples
• Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 15 Theory of Planned Behavior Examples
• Dave Cornell (PhD) https://helpfulprofessor.com/author/dave-cornell-phd/ 18 Adaptive Behavior Examples

• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 23 Achieved Status Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Ableism Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 25 Defense Mechanisms Examples
• Chris Drew (PhD) https://helpfulprofessor.com/author/chris-drew-phd/ 15 Theory of Planned Behavior Examples

Leave a Comment Cancel Reply

Your email address will not be published. Required fields are marked *

• How it works

"Christmas Offer"

Terms & conditions.

As the Christmas season is upon us, we find ourselves reflecting on the past year and those who we have helped to shape their future. It’s been quite a year for us all! The end of the year brings no greater joy than the opportunity to express to you Christmas greetings and good wishes.

At this special time of year, Research Prospect brings joyful discount of 10% on all its services. May your Christmas and New Year be filled with joy.

We are looking back with appreciation for your loyalty and looking forward to moving into the New Year together.

"Claim this offer"

In unfamiliar and hard times, we have stuck by you. This Christmas, Research Prospect brings you all the joy with exciting discount of 10% on all its services.

Offer valid till 5-1-2024

We love being your partner in success. We know you have been working hard lately, take a break this holiday season to spend time with your loved ones while we make sure you succeed in your academics

Discount code: RP0996Y

Secondary Research Guide: Definition, Types & Examples

Published by Alvin Nicolas at October 16th, 2024 , Revised On October 24, 2024

There are two ways to conduct a research study. The first is collecting first-hand information through surveys , interviews and observations and developing your ideas. However, when you are not involved in the data collection process, you have to rely on the information that is available to make specific conclusions. This is known as secondary research.

While secondary research might not be as accurate and objective as primary research, it still provides insights about new trends. In this article, we shall discuss what secondary research is, its types, and methods with key examples.

What Is Secondary Research Definition?

Secondary research also known as desk research deals with collecting and analysing information and data that already exists. It involves using public and private databases, inspecting numerous literature and research papers, and examining books, journals and other sources of information both print and digital. This information can be both free or available at a limited cost.

However, it can be quite challenging to identify credible and reliable sources as there are plenty of resources to look at. Hence, it is necessary to be careful and critical in analysing the data available and not fall prey to biased resources of information.

When To Use Secondary Research?

Secondary research is about bringing information and knowledge together to draw conclusions from it. It is used when certain gaps need to be addressed in already existing research. Moreover, secondary research helps identify trends that have not been explored in the previous research.

This results in the development of theories and frameworks based on existing research. Last, secondary research also helps evaluate the effectiveness of policies, strategies and protocols implemented before and the outcomes that follow.

Methods Of Secondary Research

Secondary research uses numerous methods to gain already existing data. From examining literature reviews to scanning a well-structured research paper, secondary research employs the following methodologies to gain data:

A case study aims to understand a specific person, subject, phenomenon or event. It is a great method to gain in-depth and analytical information about the study matter. They can also be used to showcase complex concepts and practical applications. Moreover, interviews and observational studies make some effective case studies.

There are four types of case studies that are used to gain information in secondary research:

• Single Case Study
• Multiple Case Study
• Collective Case Study
• Instrumental Case Study

Statistical Analysis

While studying business and market trends and conducting scientific research, statistical analysis is used to collect, examine and interpret data that helps understand and analyse consumer preferences, behaviour and opinions. It can also be used in various disciplines such as social sciences, humanities, healthcare and medicine.

These datasets are available both in print archives and online in the form of websites that deal with huge datasets. Data can also be collected by examining credible sources such as:

• Libraries & archives
• Academic journals, newspapers and magazine articles
• Government Agencies
• Educational Institutions
• Business Consultancies

Hire an Expert Researcher

Orders completed by our expert writers are

• Formally drafted in academic style
• 100% Plagiarism free & 100% Confidential
• Never resold
• Include unlimited free revisions
• Completed to match exact client requirements

Literature Review

A literature review is a summary of previous research on your subject. It allows you to identify trends and address gaps in existing research. Structured like an academic paper, with an introduction, body, and conclusion, it provides an excellent approach to evaluating the current state of the research topic, building on recent findings, and understanding how it can be used for further research.

A literature review can take multiple forms such as:

• Research Paper
• White Paper
• Systematic Review
• Meta-Analysis
• Scoping Review
• Methodological Review

Content Analysis

Content analysis is a popular method for collecting and interpreting information in secondary research. It involves studying and critically analysing visual, spoken and written text to make inferences and conclusions.

This method can be both qualitative and quantitative, which means that it uses statistical methods to analyse numerical data and qualitative methods to understand textual data. Content analysis is commonly used in communication, psychology, marketing and social sciences.

Advantages And Disadvantages Of Secondary Research

Secondary research is efficient and quick for building on existing knowledge. It also helps address any gaps that were left in the previous research. However, some disadvantages also exist. Here are the key advantages of secondary research and disadvantages of secondary research :

Difference Between Secondary And Primary Research

Secondary research and primary research are two completely different methods of gathering information. Each has its own definition, techniques and traits. Here is how the two differ from each other:

Examples Of Secondary Research

Here are different examples of how secondary research is used to explore research topics:

Example 1: Literature Review

You want to understand the psychological effects of social media apps on the mental health of teenagers. Hence, you can conduct a literature review of existing research papers, articles and books that focus on various aspects like depression, stress, anxiety and other social behaviours that stem from the use of social media apps,

Example 2: Content Analysis

For instance, you want to analyse the portrayal of gender roles in children’s television programming. Hence, you may examine the scripts of popular children’s television shows. Sample size may depend on the researcher. The number of television shows, the genre and the number of episodes being evaluated is chosen under the supervision of the researcher.

Frequently Asked Questions

Is a systematic review part of secondary research.

Yes, a systematic review is a part of secondary research, as it relies on existing research to evaluate the topic under study and make conclusions accordingly.

How can I evaluate the quality of secondary data?

You can comprehend the quality of secondary data by examining its relevance to your topic. If it aligns with the content you want, you should proceed to evaluate its source and credibility.

What is an example of secondary research?

You are conducting research on inmates and the process of their reintegration into society. Hence, you decide to create a case study with the help of previous structured interviews conducted with inmates when they were in prison. The interviews shall help you understand the experiences and attitudes of inmates needed to structure a case study.

You May Also Like

The numerical information and data gathered by using statistical, computational and mathematical techniques is known as quantitative research.

Learn how to read a research paper using the best strategy to acquire knowledge and find references for literature review simultaneously.

As Featured On

USEFUL LINKS

LEARNING RESOURCES

COMPANY DETAILS

Splash Sol LLC

• How It Works

Root out friction in every digital experience, super-charge conversion rates, and optimize digital self-service

Uncover insights from any interaction, deliver AI-powered agent coaching, and reduce cost to serve

Increase revenue and loyalty with real-time insights and recommendations delivered to teams on the ground

Know how your people feel and empower managers to improve employee engagement, productivity, and retention

Take action in the moments that matter most along the employee journey and drive bottom line growth

Whatever they’re saying, wherever they’re saying it, know exactly what’s going on with your people

Get faster, richer insights with qual and quant tools that make powerful market research available to everyone

Run concept tests, pricing studies, prototyping + more with fast, powerful studies designed by UX research experts

Track your brand performance 24/7 and act quickly to respond to opportunities and challenges in your market

Explore the platform powering Experience Management

• Free Account
• Product Demos
• For Digital
• For Customer Care
• For Human Resources
• For Researchers
• Financial Services
• All Industries

Popular Use Cases

• Customer Experience
• Employee Experience
• Net Promoter Score
• Voice of Customer
• Customer Success Hub
• Product Documentation
• Training & Certification
• XM Institute
• Popular Resources
• Customer Stories
• Artificial Intelligence

Market Research

• Partnerships
• Marketplace

The annual gathering of the experience leaders at the world’s iconic brands building breakthrough business results, live in Salt Lake City.

• English/AU & NZ
• Español/Europa
• Español/América Latina
• Português Brasileiro
• REQUEST DEMO
• Experience Management
• Secondary Research

Try Qualtrics for free

Secondary research: definition, methods, & examples.

19 min read This ultimate guide to secondary research helps you understand changes in market trends, customers buying patterns and your competition using existing data sources.

In situations where you’re not involved in the data gathering process ( primary research ), you have to rely on existing information and data to arrive at specific research conclusions or outcomes. This approach is known as secondary research.

In this article, we’re going to explain what secondary research is, how it works, and share some examples of it in practice.

Free eBook: The ultimate guide to conducting market research

What is secondary research?

Secondary research, also known as desk research, is a research method that involves compiling existing data sourced from a variety of channels . This includes internal sources (e.g.in-house research) or, more commonly, external sources (such as government statistics, organizational bodies, and the internet).

Secondary research comes in several formats, such as published datasets, reports, and survey responses , and can also be sourced from websites, libraries, and museums.

The information is usually free — or available at a limited access cost — and gathered using surveys , telephone interviews, observation, face-to-face interviews, and more.

When using secondary research, researchers collect, verify, analyze and incorporate it to help them confirm research goals for the research period.

As well as the above, it can be used to review previous research into an area of interest. Researchers can look for patterns across data spanning several years and identify trends — or use it to verify early hypothesis statements and establish whether it’s worth continuing research into a prospective area.

How to conduct secondary research

There are five key steps to conducting secondary research effectively and efficiently:

1.    Identify and define the research topic

First, understand what you will be researching and define the topic by thinking about the research questions you want to be answered.

Ask yourself: What is the point of conducting this research? Then, ask: What do we want to achieve?

This may indicate an exploratory reason (why something happened) or confirm a hypothesis. The answers may indicate ideas that need primary or secondary research (or a combination) to investigate them.

2.    Find research and existing data sources

If secondary research is needed, think about where you might find the information. This helps you narrow down your secondary sources to those that help you answer your questions. What keywords do you need to use?

Which organizations are closely working on this topic already? Are there any competitors that you need to be aware of?

Create a list of the data sources, information, and people that could help you with your work.

3.    Begin searching and collecting the existing data

Now that you have the list of data sources, start accessing the data and collect the information into an organized system. This may mean you start setting up research journal accounts or making telephone calls to book meetings with third-party research teams to verify the details around data results.

As you search and access information, remember to check the data’s date, the credibility of the source, the relevance of the material to your research topic, and the methodology used by the third-party researchers. Start small and as you gain results, investigate further in the areas that help your research’s aims.

4.    Combine the data and compare the results

When you have your data in one place, you need to understand, filter, order, and combine it intelligently. Data may come in different formats where some data could be unusable, while other information may need to be deleted.

After this, you can start to look at different data sets to see what they tell you. You may find that you need to compare the same datasets over different periods for changes over time or compare different datasets to notice overlaps or trends. Ask yourself: What does this data mean to my research? Does it help or hinder my research?

5.    Analyze your data and explore further

In this last stage of the process, look at the information you have and ask yourself if this answers your original questions for your research. Are there any gaps? Do you understand the information you’ve found? If you feel there is more to cover, repeat the steps and delve deeper into the topic so that you can get all the information you need.

If secondary research can’t provide these answers, consider supplementing your results with data gained from primary research. As you explore further, add to your knowledge and update your findings. This will help you present clear, credible information.

Primary vs secondary research

Unlike secondary research, primary research involves creating data first-hand by directly working with interviewees, target users, or a target market. Primary research focuses on the method for carrying out research, asking questions, and collecting data using approaches such as:

• Interviews (panel, face-to-face or over the phone)
• Questionnaires or surveys
• Focus groups

Using these methods, researchers can get in-depth, targeted responses to questions, making results more accurate and specific to their research goals. However, it does take time to do and administer.

Unlike primary research, secondary research uses existing data, which also includes published results from primary research. Researchers summarize the existing research and use the results to support their research goals.

Both primary and secondary research have their places. Primary research can support the findings found through secondary research (and fill knowledge gaps), while secondary research can be a starting point for further primary research. Because of this, these research methods are often combined for optimal research results that are accurate at both the micro and macro level.

Sources of Secondary Research

There are two types of secondary research sources: internal and external. Internal data refers to in-house data that can be gathered from the researcher’s organization. External data refers to data published outside of and not owned by the researcher’s organization.

Internal data

Internal data is a good first port of call for insights and knowledge, as you may already have relevant information stored in your systems. Because you own this information — and it won’t be available to other researchers — it can give you a competitive edge . Examples of internal data include:

• Database information on sales history and business goal conversions
• Information from website applications and mobile site data
• Customer-generated data on product and service efficiency and use
• Previous research results or supplemental research areas
• Previous campaign results

External data

External data is useful when you: 1) need information on a new topic, 2) want to fill in gaps in your knowledge, or 3) want data that breaks down a population or market for trend and pattern analysis. Examples of external data include:

• Government, non-government agencies, and trade body statistics
• Company reports and research
• Competitor research
• Public library collections
• Textbooks and research journals
• Media stories in newspapers
• Online journals and research sites

Three examples of secondary research methods in action

How and why might you conduct secondary research? Let’s look at a few examples:

1.    Collecting factual information from the internet on a specific topic or market

There are plenty of sites that hold data for people to view and use in their research. For example, Google Scholar, ResearchGate, or Wiley Online Library all provide previous research on a particular topic. Researchers can create free accounts and use the search facilities to look into a topic by keyword, before following the instructions to download or export results for further analysis.

This can be useful for exploring a new market that your organization wants to consider entering. For instance, by viewing the U.S Census Bureau demographic data for that area, you can see what the demographics of your target audience are , and create compelling marketing campaigns accordingly.

2.    Finding out the views of your target audience on a particular topic

If you’re interested in seeing the historical views on a particular topic, for example, attitudes to women’s rights in the US, you can turn to secondary sources.

Textbooks, news articles, reviews, and journal entries can all provide qualitative reports and interviews covering how people discussed women’s rights. There may be multimedia elements like video or documented posters of propaganda showing biased language usage.

By gathering this information, synthesizing it, and evaluating the language, who created it and when it was shared, you can create a timeline of how a topic was discussed over time.

3.    When you want to know the latest thinking on a topic

Educational institutions, such as schools and colleges, create a lot of research-based reports on younger audiences or their academic specialisms. Dissertations from students also can be submitted to research journals, making these places useful places to see the latest insights from a new generation of academics.

Information can be requested — and sometimes academic institutions may want to collaborate and conduct research on your behalf. This can provide key primary data in areas that you want to research, as well as secondary data sources for your research.

Advantages of secondary research

There are several benefits of using secondary research, which we’ve outlined below:

• Easily and readily available data – There is an abundance of readily accessible data sources that have been pre-collected for use, in person at local libraries and online using the internet. This data is usually sorted by filters or can be exported into spreadsheet format, meaning that little technical expertise is needed to access and use the data.
• Faster research speeds – Since the data is already published and in the public arena, you don’t need to collect this information through primary research. This can make the research easier to do and faster, as you can get started with the data quickly.
• Low financial and time costs – Most secondary data sources can be accessed for free or at a small cost to the researcher, so the overall research costs are kept low. In addition, by saving on preliminary research, the time costs for the researcher are kept down as well.
• Secondary data can drive additional research actions – The insights gained can support future research activities (like conducting a follow-up survey or specifying future detailed research topics) or help add value to these activities.
• Secondary data can be useful pre-research insights – Secondary source data can provide pre-research insights and information on effects that can help resolve whether research should be conducted. It can also help highlight knowledge gaps, so subsequent research can consider this.
• Ability to scale up results – Secondary sources can include large datasets (like Census data results across several states) so research results can be scaled up quickly using large secondary data sources.

Disadvantages of secondary research

The disadvantages of secondary research are worth considering in advance of conducting research :

• Secondary research data can be out of date – Secondary sources can be updated regularly, but if you’re exploring the data between two updates, the data can be out of date. Researchers will need to consider whether the data available provides the right research coverage dates, so that insights are accurate and timely, or if the data needs to be updated. Also, fast-moving markets may find secondary data expires very quickly.
• Secondary research needs to be verified and interpreted – Where there’s a lot of data from one source, a researcher needs to review and analyze it. The data may need to be verified against other data sets or your hypotheses for accuracy and to ensure you’re using the right data for your research.
• The researcher has had no control over the secondary research – As the researcher has not been involved in the secondary research, invalid data can affect the results. It’s therefore vital that the methodology and controls are closely reviewed so that the data is collected in a systematic and error-free way.
• Secondary research data is not exclusive – As data sets are commonly available, there is no exclusivity and many researchers can use the same data. This can be problematic where researchers want to have exclusive rights over the research results and risk duplication of research in the future.

When do we conduct secondary research?

Now that you know the basics of secondary research, when do researchers normally conduct secondary research?

It’s often used at the beginning of research, when the researcher is trying to understand the current landscape . In addition, if the research area is new to the researcher, it can form crucial background context to help them understand what information exists already. This can plug knowledge gaps, supplement the researcher’s own learning or add to the research.

Secondary research can also be used in conjunction with primary research. Secondary research can become the formative research that helps pinpoint where further primary research is needed to find out specific information. It can also support or verify the findings from primary research.

You can use secondary research where high levels of control aren’t needed by the researcher, but a lot of knowledge on a topic is required from different angles.

Secondary research should not be used in place of primary research as both are very different and are used for various circumstances.

Questions to ask before conducting secondary research

Before you start your secondary research, ask yourself these questions:

• Is there similar internal data that we have created for a similar area in the past?

If your organization has past research, it’s best to review this work before starting a new project. The older work may provide you with the answers, and give you a starting dataset and context of how your organization approached the research before. However, be mindful that the work is probably out of date and view it with that note in mind. Read through and look for where this helps your research goals or where more work is needed.

• What am I trying to achieve with this research?

When you have clear goals, and understand what you need to achieve, you can look for the perfect type of secondary or primary research to support the aims. Different secondary research data will provide you with different information – for example, looking at news stories to tell you a breakdown of your market’s buying patterns won’t be as useful as internal or external data e-commerce and sales data sources.

• How credible will my research be?

If you are looking for credibility, you want to consider how accurate the research results will need to be, and if you can sacrifice credibility for speed by using secondary sources to get you started. Bear in mind which sources you choose — low-credibility data sites, like political party websites that are highly biased to favor their own party, would skew your results.

• What is the date of the secondary research?

When you’re looking to conduct research, you want the results to be as useful as possible , so using data that is 10 years old won’t be as accurate as using data that was created a year ago. Since a lot can change in a few years, note the date of your research and look for earlier data sets that can tell you a more recent picture of results. One caveat to this is using data collected over a long-term period for comparisons with earlier periods, which can tell you about the rate and direction of change.

• Can the data sources be verified? Does the information you have check out?

If you can’t verify the data by looking at the research methodology, speaking to the original team or cross-checking the facts with other research, it could be hard to be sure that the data is accurate. Think about whether you can use another source, or if it’s worth doing some supplementary primary research to replicate and verify results to help with this issue.

We created a front-to-back guide on conducting market research, The ultimate guide to conducting market research , so you can understand the research journey with confidence.

In it, you’ll learn more about:

• What effective market research looks like
• The use cases for market research
• The most important steps to conducting market research
• And how to take action on your research findings

Download the free guide for a clearer view on secondary research and other key research types for your business.

Related resources

Mixed methods research 17 min read, market intelligence 10 min read, marketing insights 11 min read, ethnographic research 11 min read, qualitative vs quantitative research 13 min read, qualitative research questions 11 min read, qualitative research design 12 min read, request demo.

Ready to learn more about Qualtrics?

• Skip to main content
• Skip to primary sidebar
• Skip to footer
• QuestionPro

• Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case AskWhy Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
• Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Market Research

Secondary Research: Definition, Methods and Examples.

In the world of research, there are two main types of data sources: primary and secondary. While primary research involves collecting new data directly from individuals or sources, secondary research involves analyzing existing data already collected by someone else. Today we’ll discuss secondary research.

One common source of this research is published research reports and other documents. These materials can often be found in public libraries, on websites, or even as data extracted from previously conducted surveys. In addition, many government and non-government agencies maintain extensive data repositories that can be accessed for research purposes.

LEARN ABOUT: Research Process Steps

While secondary research may not offer the same level of control as primary research, it can be a highly valuable tool for gaining insights and identifying trends. Researchers can save time and resources by leveraging existing data sources while still uncovering important information.

What is Secondary Research: Definition

Secondary research is a research method that involves using already existing data. Existing data is summarized and collated to increase the overall effectiveness of the research.

One of the key advantages of secondary research is that it allows us to gain insights and draw conclusions without having to collect new data ourselves. This can save time and resources and also allow us to build upon existing knowledge and expertise.

When conducting secondary research, it’s important to be thorough and thoughtful in our approach. This means carefully selecting the sources and ensuring that the data we’re analyzing is reliable and relevant to the research question . It also means being critical and analytical in the analysis and recognizing any potential biases or limitations in the data.

LEARN ABOUT: Level of Analysis

Secondary research is much more cost-effective than primary research , as it uses already existing data, unlike primary research, where data is collected firsthand by organizations or businesses or they can employ a third party to collect data on their behalf.

LEARN ABOUT: Data Analytics Projects

Secondary Research Methods with Examples

Secondary research is cost-effective, one of the reasons it is a popular choice among many businesses and organizations. Not every organization is able to pay a huge sum of money to conduct research and gather data. So, rightly secondary research is also termed “ desk research ”, as data can be retrieved from sitting behind a desk.

The following are popularly used secondary research methods and examples:

1. Data Available on The Internet

One of the most popular ways to collect secondary data is the internet. Data is readily available on the internet and can be downloaded at the click of a button.

This data is practically free of cost, or one may have to pay a negligible amount to download the already existing data. Websites have a lot of information that businesses or organizations can use to suit their research needs. However, organizations need to consider only authentic and trusted website to collect information.

2. Government and Non-Government Agencies

Data for secondary research can also be collected from some government and non-government agencies. For example, US Government Printing Office, US Census Bureau, and Small Business Development Centers have valuable and relevant data that businesses or organizations can use.

There is a certain cost applicable to download or use data available with these agencies. Data obtained from these agencies are authentic and trustworthy.

3. Public Libraries

Public libraries are another good source to search for data for this research. Public libraries have copies of important research that were conducted earlier. They are a storehouse of important information and documents from which information can be extracted.

The services provided in these public libraries vary from one library to another. More often, libraries have a huge collection of government publications with market statistics, large collection of business directories and newsletters.

4. Educational Institutions

Importance of collecting data from educational institutions for secondary research is often overlooked. However, more research is conducted in colleges and universities than any other business sector.

The data that is collected by universities is mainly for primary research. However, businesses or organizations can approach educational institutions and request for data from them.

5. Commercial Information Sources

Local newspapers, journals, magazines, radio and TV stations are a great source to obtain data for secondary research. These commercial information sources have first-hand information on economic developments, political agenda, market research, demographic segmentation and similar subjects.

Businesses or organizations can request to obtain data that is most relevant to their study. Businesses not only have the opportunity to identify their prospective clients but can also know about the avenues to promote their products or services through these sources as they have a wider reach.

Learn More: Data Collection Methods: Types & Examples

Key Differences between Primary Research and Secondary Research

Understanding the distinction between primary research and secondary research is essential in determining which research method is best for your project. These are the two main types of research methods, each with advantages and disadvantages. In this section, we will explore the critical differences between the two and when it is appropriate to use them.

How to Conduct Secondary Research?

We have already learned about the differences between primary and secondary research. Now, let’s take a closer look at how to conduct it.

Secondary research is an important tool for gathering information already collected and analyzed by others. It can help us save time and money and allow us to gain insights into the subject we are researching. So, in this section, we will discuss some common methods and tips for conducting it effectively.

Here are the steps involved in conducting secondary research:

1. Identify the topic of research: Before beginning secondary research, identify the topic that needs research. Once that’s done, list down the research attributes and its purpose.

2. Identify research sources: Next, narrow down on the information sources that will provide most relevant data and information applicable to your research.

3. Collect existing data: Once the data collection sources are narrowed down, check for any previous data that is available which is closely related to the topic. Data related to research can be obtained from various sources like newspapers, public libraries, government and non-government agencies etc.

4. Combine and compare: Once data is collected, combine and compare the data for any duplication and assemble data into a usable format. Make sure to collect data from authentic sources. Incorrect data can hamper research severely.

4. Analyze data: Analyze collected data and identify if all questions are answered. If not, repeat the process if there is a need to dwell further into actionable insights.

Advantages of Secondary Research

Secondary research offers a number of advantages to researchers, including efficiency, the ability to build upon existing knowledge, and the ability to conduct research in situations where primary research may not be possible or ethical. By carefully selecting their sources and being thoughtful in their approach, researchers can leverage secondary research to drive impact and advance the field. Some key advantages are the following:

1. Most information in this research is readily available. There are many sources from which relevant data can be collected and used, unlike primary research, where data needs to collect from scratch.

2. This is a less expensive and less time-consuming process as data required is easily available and doesn’t cost much if extracted from authentic sources. A minimum expenditure is associated to obtain data.

3. The data that is collected through secondary research gives organizations or businesses an idea about the effectiveness of primary research. Hence, organizations or businesses can form a hypothesis and evaluate cost of conducting primary research.

4. Secondary research is quicker to conduct because of the availability of data. It can be completed within a few weeks depending on the objective of businesses or scale of data needed.

As we can see, this research is the process of analyzing data already collected by someone else, and it can offer a number of benefits to researchers.

Disadvantages of Secondary Research

On the other hand, we have some disadvantages that come with doing secondary research. Some of the most notorious are the following:

1. Although data is readily available, credibility evaluation must be performed to understand the authenticity of the information available.

2. Not all secondary data resources offer the latest reports and statistics. Even when the data is accurate, it may not be updated enough to accommodate recent timelines.

3. Secondary research derives its conclusion from collective primary research data. The success of your research will depend, to a greater extent, on the quality of research already conducted by primary research.

LEARN ABOUT: 12 Best Tools for Researchers

In conclusion, secondary research is an important tool for researchers exploring various topics. By leveraging existing data sources, researchers can save time and resources, build upon existing knowledge, and conduct research in situations where primary research may not be feasible.

There are a variety of methods and examples of secondary research, from analyzing public data sets to reviewing previously published research papers. As students and aspiring researchers, it’s important to understand the benefits and limitations of this research and to approach it thoughtfully and critically. By doing so, we can continue to advance our understanding of the world around us and contribute to meaningful research that positively impacts society.

QuestionPro can be a useful tool for conducting secondary research in a variety of ways. You can create online surveys that target a specific population, collecting data that can be analyzed to gain insights into consumer behavior, attitudes, and preferences; analyze existing data sets that you have obtained through other means or benchmark your organization against others in your industry or against industry standards. The software provides a range of benchmarking tools that can help you compare your performance on key metrics, such as customer satisfaction, with that of your peers.

Using QuestionPro thoughtfully and strategically allows you to gain valuable insights to inform decision-making and drive business success. Start today for free! No credit card is required.

LEARN MORE         FREE TRIAL

MORE LIKE THIS

You Can’t Please Everyone — Tuesday CX Thoughts

Oct 22, 2024

Edit survey: A new way of survey building and collaboration

Oct 10, 2024

Pulse Surveys vs Annual Employee Surveys: Which to Use

Oct 4, 2024

Employee Perception Role in Organizational Change

Oct 3, 2024

Other categories

• Academic Research
• Artificial Intelligence
• Assessments
• Brand Awareness
• Case Studies
• Communities
• Consumer Insights
• Customer effort score
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Research
• Customer Satisfaction
• Employee Benefits
• Employee Engagement
• Employee Retention
• Friday Five
• General Data Protection Regulation
• Insights Hub
• Life@QuestionPro
• Market Research
• Mobile diaries
• Mobile Surveys
• New Features
• Online Communities
• Question Types
• Questionnaire
• QuestionPro Products
• Release Notes
• Research Tools and Apps
• Revenue at Risk
• Survey Templates
• Training Tips
• Tuesday CX Thoughts (TCXT)
• Uncategorized
• What’s Coming Up
• Workforce Intelligence

• Technical Support
• Technical Papers
• Knowledge Base
• Question Library

Call our friendly, no-pressure support team.

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.

Get Started with Market Research Today!

Ready for your next market research study? Get access to our free survey research tool. In just a few minutes, you can create powerful surveys with our easy-to-use interface.

Start Market Research for Free or Request a Product Tour

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.

Free Survey Maker Tool

Get access to our free and intuitive survey maker. In just a few minutes, you can create powerful surveys with its easy-to-use interface.

Try our Free Survey Maker or Request a Product Tour

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.

Sawtooth Software

3210 N Canyon Rd Ste 202

Provo UT 84604-6508

United States of America

Support: [email protected]

Consulting: [email protected]

Sales: [email protected]

Products & Services

Support & Resources

What is Secondary Research? Types, Methods, Examples

Appinio Research · 20.09.2023 · 13min read

Have you ever wondered how researchers gather valuable insights without conducting new experiments or surveys? That's where secondary research steps in—a powerful approach that allows us to explore existing data and information others collect.

Whether you're a student, a professional, or someone seeking to make informed decisions, understanding the art of secondary research opens doors to a wealth of knowledge.

What is Secondary Research?

Secondary Research refers to the process of gathering and analyzing existing data, information, and knowledge that has been previously collected and compiled by others. This approach allows researchers to leverage available sources, such as articles, reports, and databases, to gain insights, validate hypotheses, and make informed decisions without collecting new data.

Benefits of Secondary Research

Secondary research offers a range of advantages that can significantly enhance your research process and the quality of your findings.

• Time and Cost Efficiency: Secondary research saves time and resources by utilizing existing data sources, eliminating the need for data collection from scratch.
• Wide Range of Data: Secondary research provides access to vast information from various sources, allowing for comprehensive analysis.
• Historical Perspective: Examining past research helps identify trends, changes, and long-term patterns that might not be immediately apparent.
• Reduced Bias: As data is collected by others, there's often less inherent bias than in conducting primary research, where biases might affect data collection.
• Support for Primary Research: Secondary research can lay the foundation for primary research by providing context and insights into gaps in existing knowledge.
• Comparative Analysis : By integrating data from multiple sources, you can conduct robust comparative analyses for more accurate conclusions.
• Benchmarking and Validation: Secondary research aids in benchmarking performance against industry standards and validating hypotheses.

Primary Research vs. Secondary Research

When it comes to research methodologies, primary and secondary research each have their distinct characteristics and advantages. Here's a brief comparison to help you understand the differences.

Primary Research

• Data Source: Involves collecting new data directly from original sources.
• Data Collection: Researchers design and conduct surveys, interviews, experiments, or observations.
• Time and Resources: Typically requires more time, effort, and resources due to data collection.
• Fresh Insights: Provides firsthand, up-to-date information tailored to specific research questions.
• Control: Researchers control the data collection process and can shape methodologies.

Secondary Research

• Data Source: Involves utilizing existing data and information collected by others.
• Data Collection: Researchers search, select, and analyze data from published sources, reports, and databases.
• Time and Resources: Generally more time-efficient and cost-effective as data is already available.
• Existing Knowledge: Utilizes data that has been previously compiled, often providing broader context.
• Less Control: Researchers have limited control over how data was collected originally, if any.

Choosing between primary and secondary research depends on your research objectives, available resources, and the depth of insights you require.

Types of Secondary Research

Secondary research encompasses various types of existing data sources that can provide valuable insights for your research endeavors. Understanding these types can help you choose the most relevant sources for your objectives.

Here are the primary types of secondary research:

Internal Sources

Internal sources consist of data generated within your organization or entity. These sources provide valuable insights into your own operations and performance.

• Company Records and Data: Internal reports, documents, and databases that house information about sales, operations, and customer interactions.
• Sales Reports and Customer Data: Analysis of past sales trends, customer demographics, and purchasing behavior.
• Financial Statements and Annual Reports: Financial data, such as balance sheets and income statements, offer insights into the organization's financial health.

External Sources

External sources encompass data collected and published by entities outside your organization.

These sources offer a broader perspective on various subjects.

• Published Literature and Journals: Scholarly articles, research papers, and academic studies available in journals or online databases.
• Market Research Reports: Reports from market research firms that provide insights into industry trends, consumer behavior, and market forecasts.
• Government and NGO Databases: Data collected and maintained by government agencies and non-governmental organizations, offering demographic, economic, and social information.
• Online Media and News Articles: News outlets and online publications that cover current events, trends, and societal developments.

Each type of secondary research source holds its value and relevance, depending on the nature of your research objectives. Combining these sources lets you understand the subject matter and make informed decisions.

How to Conduct Secondary Research?

Effective secondary research involves a thoughtful and systematic approach that enables you to extract valuable insights from existing data sources. Here's a step-by-step guide on how to navigate the process:

1. Define Your Research Objectives

Before delving into secondary research, clearly define what you aim to achieve. Identify the specific questions you want to answer, the insights you're seeking, and the scope of your research.

2. Identify Relevant Sources

Begin by identifying the most appropriate sources for your research. Consider the nature of your research objectives and the data type you require. Seek out sources such as academic journals, market research reports, official government databases, and reputable news outlets.

3. Evaluate Source Credibility

Ensuring the credibility of your sources is crucial. Evaluate the reliability of each source by assessing factors such as the author's expertise, the publication's reputation, and the objectivity of the information provided. Choose sources that align with your research goals and are free from bias.

4. Extract and Analyze Information

Once you've gathered your sources, carefully extract the relevant information. Take thorough notes, capturing key data points, insights, and any supporting evidence. As you accumulate information, start identifying patterns, trends, and connections across different sources.

5. Synthesize Findings

As you analyze the data, synthesize your findings to draw meaningful conclusions. Compare and contrast information from various sources to identify common themes and discrepancies. This synthesis process allows you to construct a coherent narrative that addresses your research objectives.

6. Address Limitations and Gaps

Acknowledge the limitations and potential gaps in your secondary research. Recognize that secondary data might have inherent biases or be outdated. Where necessary, address these limitations by cross-referencing information or finding additional sources to fill in gaps.

7. Contextualize Your Findings

Contextualization is crucial in deriving actionable insights from your secondary research. Consider the broader context within which the data was collected. How does the information relate to current trends, societal changes, or industry shifts? This contextual understanding enhances the relevance and applicability of your findings.

8. Cite Your Sources

Maintain academic integrity by properly citing the sources you've used for your secondary research. Accurate citations not only give credit to the original authors but also provide a clear trail for readers to access the information themselves.

9. Integrate Secondary and Primary Research (If Applicable)

In some cases, combining secondary and primary research can yield more robust insights. If you've also conducted primary research, consider integrating your secondary findings with your primary data to provide a well-rounded perspective on your research topic.

You can use a market research platform like Appinio to conduct primary research with real-time insights in minutes!

10. Communicate Your Findings

Finally, communicate your findings effectively. Whether it's in an academic paper, a business report, or any other format, present your insights clearly and concisely. Provide context for your conclusions and use visual aids like charts and graphs to enhance understanding.

Remember that conducting secondary research is not just about gathering information—it's about critically analyzing, interpreting, and deriving valuable insights from existing data. By following these steps, you'll navigate the process successfully and contribute to the body of knowledge in your field.

Secondary Research Examples

To better understand how secondary research is applied in various contexts, let's explore a few real-world examples that showcase its versatility and value.

Market Analysis and Trend Forecasting

Imagine you're a marketing strategist tasked with launching a new product in the smartphone industry. By conducting secondary research, you can:

• Access Market Reports: Utilize market research reports to understand consumer preferences, competitive landscape, and growth projections.
• Analyze Trends: Examine past sales data and industry reports to identify trends in smartphone features, design, and user preferences.
• Benchmark Competitors: Compare market share, customer satisfaction , and pricing strategies of key competitors to develop a strategic advantage.
• Forecast Demand: Use historical sales data and market growth predictions to estimate demand for your new product.

Academic Research and Literature Reviews

Suppose you're a student researching climate change's effects on marine ecosystems. Secondary research aids your academic endeavors by:

• Reviewing Existing Studies: Analyze peer-reviewed articles and scientific papers to understand the current state of knowledge on the topic.
• Identifying Knowledge Gaps: Identify areas where further research is needed based on what existing studies still need to cover.
• Comparing Methodologies: Compare research methodologies used by different studies to assess the strengths and limitations of their approaches.
• Synthesizing Insights: Synthesize findings from various studies to form a comprehensive overview of the topic's implications on marine life.

Competitive Landscape Assessment for Business Strategy

Consider you're a business owner looking to expand your restaurant chain to a new location. Secondary research aids your strategic decision-making by:

• Analyzing Demographics: Utilize demographic data from government databases to understand the local population's age, income, and preferences.
• Studying Local Trends: Examine restaurant industry reports to identify the types of cuisines and dining experiences currently popular in the area.
• Understanding Consumer Behavior: Analyze online reviews and social media discussions to gauge customer sentiment towards existing restaurants in the vicinity.
• Assessing Economic Conditions: Access economic reports to evaluate the local economy's stability and potential purchasing power.

These examples illustrate the practical applications of secondary research across various fields to provide a foundation for informed decision-making, deeper understanding, and innovation.

Secondary Research Limitations

While secondary research offers many benefits, it's essential to be aware of its limitations to ensure the validity and reliability of your findings.

• Data Quality and Validity: The accuracy and reliability of secondary data can vary, affecting the credibility of your research.
• Limited Contextual Information: Secondary sources might lack detailed contextual information, making it important to interpret findings within the appropriate context.
• Data Suitability: Existing data might not align perfectly with your research objectives, leading to compromises or incomplete insights.
• Outdated Information: Some sources might provide obsolete information that doesn't accurately reflect current trends or situations.
• Potential Bias: While secondary data is often less biased, biases might still exist in the original data sources, influencing your findings.
• Incompatibility of Data: Combining data from different sources might pose challenges due to variations in definitions, methodologies, or units of measurement.
• Lack of Control: Unlike primary research, you have no control over how data was collected or its quality, potentially affecting your analysis. Understanding these limitations will help you navigate secondary research effectively and make informed decisions based on a well-rounded understanding of its strengths and weaknesses.

Secondary research is a valuable tool that businesses can use to their advantage. By tapping into existing data and insights, companies can save time, resources, and effort that would otherwise be spent on primary research. This approach equips decision-makers with a broader understanding of market trends, consumer behaviors, and competitive landscapes. Additionally, benchmarking against industry standards and validating hypotheses empowers businesses to make informed choices that lead to growth and success.

As you navigate the world of secondary research, remember that it's not just about data retrieval—it's about strategic utilization. With a clear grasp of how to access, analyze, and interpret existing information, businesses can stay ahead of the curve, adapt to changing landscapes, and make decisions that are grounded in reliable knowledge.

How to Conduct Secondary Research in Minutes?

In the world of decision-making, having access to real-time consumer insights is no longer a luxury—it's a necessity. That's where Appinio comes in, revolutionizing how businesses gather valuable data for better decision-making. As a real-time market research platform, Appinio empowers companies to tap into the pulse of consumer opinions swiftly and seamlessly.

• Fast Insights: Say goodbye to lengthy research processes. With Appinio, you can transform questions into actionable insights in minutes.
• Data-Driven Decisions: Harness the power of real-time consumer insights to drive your business strategies, allowing you to make informed choices on the fly.
• Seamless Integration: Appinio handles the research and technical complexities, freeing you to focus on what truly matters: making rapid data-driven decisions that propel your business forward.

Join the loop 💌

Be the first to hear about new updates, product news, and data insights. We'll send it all straight to your inbox.

Get the latest market research news straight to your inbox! 💌

Wait, there's more

19.09.2024 | 9min read

Track Your Customer Retention & Brand Metrics for Post-Holiday Success

16.09.2024 | 10min read

Creative Checkup – Optimize Advertising Slogans & Creatives for ROI

03.09.2024 | 10min read

Get your brand Holiday Ready: 4 Essential Steps to Smash your Q4