What is secondary research?

Secondary research refers to the use of data that has already been collected for purposes other than the current research at hand. This type of research leverages existing information, such as reports, studies, market analyses, and previous surveys, to gain insights into a particular topic or area of interest. This method can save time and resources, allowing researchers to gather relevant data without conducting their own primary data collection.

In contrast, the other options involve methodologies for collecting data that are either immediate and specific to current research needs or focus on original data collection from consumers. For example, data collected for immediate purposes points to primary research, which is original and specifically gathered to address a current question. Real-time data obtained through surveys and field data from consumer interactions also pertain to primary research methods. These approaches contrast with the foundational concept of secondary research, which relies on pre-existing data.