Mizzou Marketing 4000 Exam 1 Practice Test

Secondary data are data that were collected for purposes other than the current research question and are now used to address it. Because they already exist, they’re typically cheaper and faster to obtain than gathering new information. They still require careful analysis to determine their relevance, accuracy, and timeliness for the current context, and to understand any limitations. They do not replace primary data entirely; they’re usually used to supplement primary data or to inform the research design.

For example, you might use census data or industry reports to frame your study, then collect your own primary data to fill in gaps or to answer questions the secondary data can’t fully resolve.