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Marketing Research: Secondary Sources: Getting Started

Middle Eastern Market

Middle Eastern Marketplace

photo by Ester Inbar, from Wikimedia Commons

Related Guide

Definition and Role of Secondary Sources

What are secondary sources of information?

Secondary data about consumer markets, competitors and related subjects are data collected and disseminated by a person or organization other than the present researcher. Since there is much valuable secondary data available to researchers, it is worthwhile to identify, and use relevant secondary sources.

Secondary data are available from both commercial and free sources. Click on the other guide tabs for links to sources available at UNR.

UNR licenses several databases that provide demographic, economic and lifestyle data, including consumer purchasing patterns.  Mintel Reports and the Global Market Information Database are two of the best sources.  Business Source Complete and Lexis-Nexis Academic provide articles from news sources and trade magazines about products, sales and marketing campaigns. Data is freely available from Nevada's Department of Employment, Training & Rehabilitation, the U.S. Bureau of Economic Analysis, Census Bureau and Department of Labor.

How will secondary sources help you market your product or service?

Secondary data may provide information about your potential customers or competitors.  It is frequently cheaper to use someone else's data than to conduct your own field research. Secondary data may also indicate the scope and limitations of available information about a population and, as such, can help you develop a workable plan to collect primary data on your market.


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Pat Ragains
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