chapter  5
Conducting secondary research
Pages 20

Save time and money The term ‘ secondary ’ can be confusing as this is actually the first type of research that is conducted. As there is no reason to duplicate research

■ Explain the advantages of collecting secondary data at the start of the research process ■ Identify the necessary requirements of usable secondary data ■ Explore how organizations can use secondary research ■ Describe the secondary data sources that are available to the researcher ■ Understand the steps necessary to complete a successful online data search

that has already been conducted, the first step in gathering data is to determine what is already known. The costs of conducting primary research include the time spent recruiting participants, collecting the data, analyzing the data and reporting the findings. Using secondary data rather than conducting primary research can help the organization lower the cost of research by saving both time and money.