Use of Secondary Research

Paper Summary:

Secondary research (also known as desk research) involves the summary, collation and/or synthesis of existing research rather than primary research, where data is collected from, for example, research subjects or experiments. The author of this paper examines and evaluates the effective use of secondary research in two separate articles: "Interpersonal Influence and Consumer Innovativeness" by Ronald Clark and Ronald Goldsmith and "A Magic Potion? Wellness Drinks", in the January 2007 issue of the "Economist". The writer examines each article in turn and evaluates the effectiveness of secondary research as used in the specific article.

From the Paper:

"When considering the launch of a new product there are a wealth of information resources, all available through secondary data, that need to be considered. First, there is the need for creating a reasonable and accurate product plan based on unmet customers' needs. Existing market research reports and a series of market studies will define the major unmet needs of any market segment. Using demographics as the foundation for completing a comparison of multiple secondary sources would also lead to the development of an interconnected database of factors, all gleaned through secondary research, which would serve to further provide insights into the market. The use of pricing studies and pricing analysis, in addition to studies of distribution channels, could also be used to create a more realistic picture of the market."

Sample of Sources Used:

• Ronald A. Clark, Ronald E. Goldsmith. (2006). Interpersonal influence and consumer innovativeness. International Journal of Consumer Studies, 30(1), 34. Retrieved February 23, 2008, from ABI/INFORM Global database. (Document ID: 940732861).
• Alistair Davidson, Brian Leavy. (2007). Interview with innovation guru Geoffrey Moore: seeking solutions to intractable problems. Strategy & Leadership, 35(5), 4. Retrieved February 22, 2008, from ABI/INFORM Global database. (Document ID: 1332933321).
• Chris Easingwood, Steven Moxey, Henry Capleton. (2006). Bringing High Technology to Market: Successful Strategies Employed in the Worldwide Software Industry. The Journal of Product Innovation Management, 23(6), 498-511. Retrieved February 22, 2008, from ABI/INFORM Global database. (Document ID: 1169979871).
• Business: A magic potion?; Wellness drinks. (2007, January). The Economist, 382(8510), 52. Retrieved February 23, 2008, from ABI/INFORM Global database. (Document ID: 1191424611).
• Tanawat Hirunyawipada, Audhesh K. Paswan. (2006). Consumer innovativeness and perceived risk: implications for high technology product adoption. The Journal of Consumer Marketing, 23(4), 182-198. Retrieved February 24, 2008, from ABI/INFORM Global database. (Document ID: 1079220891).

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