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Secondary research

Also known as desk research. It involves collecting information that has already been collected by others and is available for use.

Secondary data can be collected from internal and external sources.

Internal sources

Information which is available for inside the business such as

  • Sales department records, customer records and sales reports
  • Opinions of distributors and public relations departments
  • Financial statements and records

External sources

These include:

  • Newspapers
  • Government statistics and census reports
  • Media reports
  • Market research agencies’ reports
  • Employers’ association reports

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