Doing secondary research

- [Voiceover] In any situation, personal or business,…if we make decisions based on wrong information,…incomplete information, or biased information,…our decision will be flawed.…That's why all information upon which…a report's recommendations are based,…must be accurate, valid and reliable.…To help ensure that you have strong, meaningful,…secondary research, first understand…what secondary research means.…Secondary research is simply research…that others have completed.…

Even though it may come to you, the researcher, secondhand,…it can include both external and internal data.…For external secondary research, you can use…online databases to access reputable articles…and studies from government agencies,…and industry and trade associations, for example.…These resources may be in the form of pamphlets,…trade publications, magazines, and newspapers.…They may be public sources, such as government departments.…For example, the U.S. Census Report…contains valuable marketing information,…as well as maps, demographics and business patterns.…