The answer is clearly "secondary".
Secondary market research data is so-called because the data comes to
the researcher" second-hand"; in other words - other people have
compiled the data. When a market researcher activiely collects new
data, for example by conducting interviews, this is called "primary
research". Secondary market research data can be found by examination
of internal records - including historical sales analysis. The point is
- these sales records were compiled for a different purpose -
originally.
Of course, the distinction is relatively academic. The real point is -
how effectively are the sales records used for research purposes - and
to what extent do they provide meaningful, actionable insights into
customer wants and behaviour.
Jim
-----Original Message-----
From: Economics, business, and related subjects
[mailto:[log in to unmask]] On Behalf Of Colin
Harber Stuart
Sent: 28 September 2002 09:14
To: [log in to unmask]
Subject: Re: primary or secondary?
Easy - it's Primary, because you are working with
original non-published source data in order to derive
new information
then again it might be Secondary, because the data
already exists and you are looking at it afresh for a
new purpose.
Colin Harber Stuart
--- Duncan <[log in to unmask]> wrote:
> Dear All,
>
> I came across a simple true/false test on market
> research and the
> "official" answer to the question below has bothered
> me. How would you
> answer this question, please?
>
> Referring to your own firm's sales records is an
> example of primary
> research ...
> True/False?
>
>
> Duncan Williamson
>
>
> ---
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