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Marketing Research

Secondary Market Research

Defined  Data and information previously gathered by someone else for another purpose

Advantages (It's all relative)

1) Low cost (even for reports that cost upward of $3000.00)

2) Quick (You'll measure the search in hours & days, not weeks and months)

3) Available (The library subscribes to many, but certainly not all, market research providers)


1) Not precisely on point.  Doesn't quite answer the question or solve the problem at hand.

2) Not Current. The information may be a bit dated.

3) Accuracy/Quality  The methods used to gather the data may not be as rigerous as you would like.

Types of Secondary Market Research

Consumer surveys, Census data, data gather by governement agencies, associations, trade groups & research organizations, market research and industry reports, trade and business news, scholarly research

Utility of Secondary Market Research

1) May be sufficient for the project/problem

2) May serve as aide for primary research design

3) Provide context and background for primary research


Market Research/Industry Reports

  Mintel Reports

  IBIS World


Surveys & Demographics

  MRI+ University Internet Reporter


  Statistical Insight (ProQuest)

  Social Explorer

  ESRI Business Analyst Online

CultureBlocks Find Philadelphia neighborhoods that match criteria

Academic Research

  PsycINFO (ProQuest)

  Business Source Premier (EBSCO)

lhauck Linda Hauck
Business Librarian
Falvey Library, Villanova University
800 Lancaster Avenue
Villanova , PA , 19085
Room 222


Last Modified: Tuesday, September 10th, 2013