Secondary research involves summarizing, collecting, and synthesizing existing data rather than primary data collection methods. It can be as rigorous as primary research and helps clients solve problems. Some disadvantages are that it may not find specific data needed and sources vary in quality. Secondary research was important for James Michener's novel "Texas" and is virtually impossible to conduct effective paid media without syndicated research sources that provide data on audiences.
2. What Is Secondary
Research?
More Than Simple “Google” Searches
Summary, Collection and Synthesis of
Existing Data
May Not Need to Conduct Focus
Groups/Interviews or Circulate Surveys
Just as Rigorous as Primary Research
Helps Clients Solve Problems
3. James A. Michener Center For
Writers, University of Texas
Governor Bill Clements provided Michener with access to
resources/staff at UT
Pre-Internet Secondary Research: “Texas”
Michener Donated $19 million to UT
4. Disadvantages of Secondary
Research
May Not Find Specific Data
Not All Sources Are Created Equal
Historical in Nature; Not Present, Not Necessarily Predictive
How Was the Research Conducted?
Conflicting Viewpoints
Tastes Great; Less Filling
5. Record $4.5 Million for 30-
Second Super Bowl XLIX-Spot
More Than 100 Viewers?
Audience for Your Product?
High Risk/Reward
Message?
Brand Retention?
What Research?
6. Ethos: Source Credibility
U.S. Census on Population
Bureau of Labor Statistics on Unemployment
Edelman Trust Barometer on Trust
Nielsen for Television
Arbitron for Radio
Pew Research on Media
Fox News/MSNBC
NYT/WSJ
Wikipedia
10. Who Should Carry The Ball?
Friends/Family: 72 percent
Academic or Expert: 70 percent
Companies I Use: 60 percent
Journalist: 53 percent
Regular employee: 52 percent
CEO: 46 percent
Elected Official: 40 percent
Celebrities: 34 percent
Source: 2015 Edelman Trust Barometer
11. Who Is The Audience?
Customers
Employees
Shareholders
Investors
Suppliers
Distributors
Partners
Regulators
12. How Do You Reach Them?
Customers? Ads, Trade Media, Social Media, Website
Employees? Intranet, Social Media, Trade Media, Word of
Mouth
Shareholders? SEC Filings, CNBC, WSJ, Chat Rooms
Investors? SEC Filings, CNBC, WSJ, Website, Social Media
Suppliers? Trade Media, Website, Social Media, Meetings
Distributors? Trade Media, Website, Social Media, Meetings
Partners? Trade Media, Website, Social Media, Meetings
Regulators? Meetings, Website, Local Media
13. Paid Media: Virtually Impossible
Without Syndicated Research
Television and Cable: Nielsen
Radio: Arbitron
Magazines: MRI (Mediamark Research and Intelligence)
Newspapers: Scarborough Media Audit
Interactive: Nielsen, Comscore
Out-of-Home: TAB (Traffic Audit Bureau)
14. Nielsen: Ratings vs. Share
Rating: Size of Audience vs. Total Universe (99.9 percent
households with TVs
Share: Percentage of “on” televisions tuned to a specific
program
Super Bowl XLVIII Share: 46.7 rating; 69 share
Record 112 million viewers; 115 million for Bruno Mars/Red
Hot Chili Peppers Half-Time Show (e.g., Seahawks 22-0)
15. Data Mining/Era of ”Big Data”
Finding a Needle in the Haystack?
Use of Algorithms
Easier and Harder at the Same Time
Second Research
More Than a Few Mouse Clicks