Secondary Data Explained: The Pros & Cons

Secondary data for marketing research helps in so many ways. It is affordable already collected data we can use to better understand what is going on in the market. Here we go over the pros and cons of secondary marketing research data.
Filmed in Vienna, Austria
Copyright Mark Wolters 2019
Topic 9: Marketing Research
#marketing #secondaryresearch #marketingresearch
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[@tosht2515]

Yes. Bias and flawed methodology need to be emphasized repeatedly. Not sure if it is still discussed in classes today but through the '90s at least, the "Hite Report on Sexuality" was cited as a classic example of flawed data. Hite's book was groundbreaking and disclosed many rarely discussed issues with respect to female sexuality. She was a media darling and the next big thing since Masters and Johnson. Well, her methodology was challenged by professionals. She indeed sent out thousands of extensive surveys but it was discovered that 1) a very small percentage of surveys were actually returned and 2) the only ones to complete the surveys were women who had had sexual, relationship and familial issues. So, naturally the data would be heavily skewed. Really opened my eyes as a young college student to always consider *_everything you discussed in this video._* Catching up on your videos obviously. Excellent as always, Mark.

[@ProfessorWolters]

Every time I hear a study being quoted or a poll shows up in the news I question their results as I do not have their methodology. It is so easy to manipulate the results that you can get a poll to show whatever you want. Heck some people just make it all up.

[@JaniceLadyJStyleKrako]

Very well explained! Using common sense and thinking clearly in marketing makes a huge difference. Marketing transcends all business and creates successful projects.

[@ProfessorWolters]

Exactly. Yet it always shocks me how companies completely ignore their own research sometimes.

[@JaniceLadyJStyleKrako]

@@ProfessorWolters we are marketers 😎

[@Dfcameron13]

Great video - but likely needs an update. Nielsen is no longer a Marketing Research firm; Nielsen is now only a Media company. The part Wolters talks about is now NielsenIQ

[@MacGuzman]

I am liking your videos. You explain secondary data well and how to avoid mistakes using it.

[@woltersworld]

Thanks Mac

[@nabilajaman5819]

Great

[@ProfessorWolters]

thank you