The Internet and Secondary Research

Market research based on secondary resources uses data that already exist for analysis. This includes both internal data and external data and is useful for exploring the market and marketing problems that exist.

Research based on secondary data should precede primary data research. It should be used in establishing the context and parameters for primary research.

Uses of secondary data include the following:

1. The data can provide enough information to solve the problem at hand, thereby negating the need for further research.
2. Secondary data can provide sources for hypotheses that can be explored through primary research.
3. Sifting through secondary data is a necessary precursor for primary research, as it can provide information relevant to sample sizes and audience, for example.
4. The data can be used as a reference base to measure the accuracy of primary research.

Companies that transact online have a wealth of data that can be mined that exist due to the nature of the Internet. Every action that is performed on the company Web site is recorded in the server logs for the Web site.

Customer communications are also a source of data that can be used, particularly communications with a customer service department. Committed customers who either 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 customers 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, this 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.

Figure 18.3

Google shows many entries for “research.”

The first point of call for research online is usually a search engine, such as http://www.google.com or http://www.yahoo.com. Search engines usually have an array of advanced features that can aid online research. For example, Google offers Advanced Search (http://www.google.com/advanced_ search?hl=en), Google Scholar (http://scholar.google.com), and Google Book Search (http://www.google.com/books).

Learning how to use search engines to find the information you need is a valuable skill in using the Internet for research.

Many research publications are available online, some for free and some for a fee. Many of the top research companies feature analyst blogs, which provide some industry data and analysis for free. Some notable resources are the following:

• http://www.e-consultancy.com
• http://www.jupiterresearch.com
• http://www.hitwise.com
• http://www.pewinternet.org (U.S. data)
• http://www.worldwideworx.com (South African data)

The Internet and Primary Research

Primary research involves gathering data for a specific research task. It is based on data that have not been gathered beforehand. Primary research can be either qualitative or quantitative.

Primary research can be used to explore a market and can help develop the hypotheses or research questions that must be answered by further research. Generally, qualitative data are gathered at this stage. For example, online research communities can be used to identify consumer needs that are not being met and brainstorm possible solutions. Further quantitative research can investigate what proportion of consumers share these problems and which potential solutions best meet those needs.