the internet and secondary research
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| the internet and secondary research |
Research based on secondary data should precede primary data research. It should be used in establishing the context and parameters for primary research.
Uses of secondary data:
The data can provide enough information to solve the problem at hand, thereby negating the need for further research.
Secondary data can provide sources for hypotheses that can be explored through primary research.
Sifting through secondary data is a necessary precursor for primary research, as it can provide information relevant to sample sizes and audience, for example.
1.The data can provide enough information to solve the problem at hand, thereby negating the need for further research.
2.Secondary data can provide sources for hypotheses that can be explored through primary research.3.Sifting through secondary data is a necessary precursor for primary research, as it can provide information relevant to sample sizes and audience, for example.4.The data can be used as a reference base to measure the accuracy of primary research.
Companies that transact online have a wealth of data that exists due to the nature of the Internet that can be mined. Every action that is performed on the company website is recorded in the server logs for the website.
Customer communications are also a source of data that can be used, particularly communications with a customer service department. Committed customers who either complain, comment or compliment are providing information that can form the foundation for researching customer satisfaction.
Social networks, blogs and other forms of social media have emerged as forums where consumers discuss their likes and dislikes, and can be particularly vocal about companies and products. This data can, and should, be tracked and monitored to establish consumer sentiment. If a community is established for research purposes, this should be considered primary data, but using social media to research existing sentiments is considered secondary research.
The Internet is an ideal starting point for conducting secondary research based on published data and findings. But, with so much information out there, it can be a daunting task to find reliable resources.
The first point of call for research online is usually a search engine, such as www.google.com or www.yahoo.com. Search engines usually have an array of advanced features, which can aid online research. For example, Google offers:
Advanced search (http://www.google.co.za/advanced_search?hl=en) Google Scholar (http://scholar.google.co.za/schhp?hl=en) Google Book Search (http://www.google.co.za/books?hl=en) Learning how to use search engines to find the information you need is a valuable skill in using the Internet for research.
Many research publications are available online, some for free and some paid for. Many
of the top research companies feature analyst blogs, which provide some industry data and analysis for free. Some notable resources are:
www.e-consultancy.com
www.jupiterresearch.com
www.hitwise.com
www.pewinternet.org (US data)
www.worldwideworx.com (SA data)
Customer communications are also a source of data that can be used, particularly communications with a customer service department. Committed customers who either complain, comment or compliment are providing information that can form the foundation for researching customer satisfaction.
Social networks, blogs and other forms of social media have emerged as forums where consumers discuss their likes and dislikes, and can be particularly vocal about companies and products. This data can, and should, be tracked and monitored to establish consumer sentiment. If a community is established for research purposes, this should be considered primary data, but using social media to research existing sentiments is considered secondary research.
The Internet is an ideal starting point for conducting secondary research based on published data and findings. But, with so much information out there, it can be a daunting task to find reliable resources.
The first point of call for research online is usually a search engine, such as www.google.com or www.yahoo.com. Search engines usually have an array of advanced features, which can aid online research. For example, Google offers:
Advanced search (http://www.google.co.za/advanced_search?hl=en) Google Scholar (http://scholar.google.co.za/schhp?hl=en) Google Book Search (http://www.google.co.za/books?hl=en) Learning how to use search engines to find the information you need is a valuable skill in using the Internet for research.
Many research publications are available online, some for free and some paid for. Many
of the top research companies feature analyst blogs, which provide some industry data and analysis for free. Some notable resources are:
www.e-consultancy.com
www.jupiterresearch.com
www.hitwise.com
www.pewinternet.org (US data)
www.worldwideworx.com (SA data)
