Secondary Research (Desktop Research)

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Recent Articles

Below are the 5 most recent articles on this topic. These articles were published within the last three years and are only available to registered subscribers.

Sponsored White Paper: 11 Easy Ways to Improve Your Survey Response Rates: You can learn a lot from your customers and employees - if you can get them to fill out your survey. Surveys are a powerful and cost-effective way to not only gather information, but also identify and diagnose problems as well as uncover any new and emerging opportunities. However, one of the biggest challenges that many companies face in conducting surveys is getting enough people to take their survey (i.e. getting a high enough response rate) to ensure that their survey results are accurate. While there is no single, silver bullet for improving response rates, there are some easy steps that companies can take that, when combined, will help them improve their survey response rates. This white paper from Allegiance discusses what those steps are.
How Sony BMG used the Web to reach a disappearing audience: After losing a chunk of its audience to Web-based music consumption, Sony BMG teamed up with Globalpark to create an online panel of music fans to gain faster, deeper insight using “surveytainment.”
Researchers chart the road ahead for the auto industry: Three auto industry research experts delve into the damage done to domestics, why some manufacturers were hit worse than others and what ‘value’ will look like on showroom floors in upcoming years.
Women love smartphone features - hate shopping for them
By the Numbers: Conducting research in an extraordinary economic climate: The authors offer several suggestions for maximizing research budgets during tough times, including eliminating projects that don’t add value, changing methodologies and using free or low-cost Web-based resources to keep tabs on the competition.

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There are 20 articles in our archive related to this topic. Below are 5 selected at random and available to all users of the site.

Data Use: Marketplace segmentation by demographic characteristics: Researchers today have an abundance of information and sophisticated tools with which to work. Still, the best trained statisticians are not always clear how best to use these materials and methods. This article addresses geo-demographic clusters, which are marketed by their developers as the definitive answer to market-segmentation problems.
Mail survey tests awareness of chiropractic technique: Activator Methods, Inc. surveyed a random sample of 1036 chiropractors nationwide via mail to determine its position in the chiropractic marketplace.
Growing indoors: To determine the marketing potential of an indoor planter product, researchers applied a variety of research methods: a review secondary research, trade publications and sales materials; retail audits; in-store interviews; consumer and trade member interviews; and telephone interviews with retail buyers and distributors.
A picture is worth a thousand words: Midland bank represented its market penetration through a series of maps with different transparent overlays representing pertinent variables. These maps integrated market penetration data with U.S. census geography and income files and cartographics. In addition to documenting Community Reinvestment Act compliance, the maps provided a tool for both marketing and product development.
Polaroid “checks out” the users of its professional films: Polaroid used ResponseCheck, which combines an incentive with a survey, to profile professional film users by market in an effort to learn which film types were most used in each of the markets and with what applications.

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Related Glossary Terms

Secondary research: Analyzing information from previously conducted research projects. See also primary research.

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Related Associations

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Related Events

ESOMAR LATIN AMERICAN CONFERENCE: May 23-25, 2010; ESOMAR will hold its annual Latin America conference on May 23-25 in Cartagena, Colombia.
MULTICULTURAL MARKETING SUMMIT: October 27-29, 2010; Geoscape will hold its annual multicultural marketing summit on October 27-29 in Miami.

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