Research based on secondary data should precede primary data research. It should be used in establishing the context and parameters for primary research:
• The data can provide enough information to solve the problem at hand, thereby negating the need for further research.
• Secondary data can provide sources for hypotheses that can be explored through primary research.
• Sifting through secondary data is a necessary precursor for primary research, as it can provide information relevant to sample sizes and audience, for example.
• The data can be used as a reference base to measure the accuracy of primary research.
Companies with online properties have access to a wealth of web analytics data that are recorded digitally. These data can then be mined for insights. It’s worth remembering, though, that it’s usually impossible for you to access the web analytics data of competitors – so this method will give you information only about your own customers.
Customer communications are also a source of data that can be used, particularly communications with the customer service department. Committed customers who complain, comment or compliment are providing information that can form the foundation for researching customer satisfaction.
Social networks, blogs and other forms of social media have emerged as forums where consumers discuss their likes and dislikes, and can be particularly vocal about companies and products. These data can, and should, be tracked and monitored to establish consumer sentiment. If a community is established for research purposes, these should be considered primary data, but using social media to research existing sentiments is considered secondary research.
The Internet is an ideal starting point for conducting secondary research based on published data and findings. But with so much information out there, it can be a daunting task to find reliable resources.
The first point of call for research online is usually a search engine, such as www.google.com or www.yahoo.com. Search engines usually have an array of advanced features, which can aid online research. For example, Google offers:
• Advanced search (http://www.google.co.za/advanced_search?hl=en)
• Google Scholar (http://scholar.google.co.za/schhp?hl=en)
• Google Book Search (http://www.google.co.za/books?hl=en)
• Google News Archive (http://news.google.com/newspapers)
Many research publications are available online, some for free and some at a cost. Many of the top research companies feature analyst blogs, which provide some industry data and analysis free of charge.
Some notable resources are:
• www.e-consultancy.com
• www.experian.com/hitwise
• www.pewinternet.org (US data)
• www.nielsen.com
• www.worldwideworx.com (SA data)
