Secondary Data Analysis: Understanding Data Sources and Analysis

This report provides a comprehensive overview of secondary data analysis, a crucial method in modern research, particularly in marketing. It begins by defining secondary data analysis as the examination of data collected by others for different purposes, emphasizing its prevalence and value in research, especially in the absence of primary data collection. The report then delves into the sources of secondary data, categorizing them into internal and external sources. Internal sources include data collected through sales, transport operations, and finance, while external sources encompass government statistics, commercial services, technical reports, scholarly journals, and international institutions. The report details the benefits of secondary data analysis, such as cost-effectiveness and time-saving. It also highlights the importance of a systematic process to leverage existing data effectively and concludes by emphasizing the increasing efficiency of electronic information sources for secondary data. Finally, the report references several key publications, providing a foundation for further research on the topic.