A marketing researcher might prefer secondary data because of cost. Secondary data is
information from past published or complied sources. It may be less expensive to gather
than primary data and the researcher often can gather secondary data in days, while
primary date may take three to four months to complete. “Primary marketing research is
proprietary, original research that you own. You either conducted the research yourself or
paid someone to do it for you. Primary research produces “trade secrets” that give you a
competitive edge. Secondary marketing research is research that’s available to you and
your competition. Government agencies, trade associations and marketing research firms
that sell research reports are common sources for secondary research data. Primary
marketing research is conducted to answer specific questions you have about your
business, your customers or your competition. It is tailored precisely to your needs.
Secondary research typically covers broad areas of generalized inquiry and may not be
timely. Primary research can be costly and time-consuming to execute. Secondary research
is usually available immediately for no cost or little cost.”(smallbusiness.chron.com)
Why might the reverse be true?
The reverse might be true because secondary date can become obsolete. Secondary data
may not
be relevant to the marketer specific needs. Primary data is conducted to answer specific
questions you have regarding your business, customers or competition. “Avoid reinventing