Difference Primary and Secondary Data

923 Words Apr 6th, 2011 4 Pages
Q.1).Who can resist chocolate? Not women, definitely. And that is the premise on which Axe, Unilever’s market leader in deodorants for men, has introduced a chocolate fragrance in its range. Dark Temptation, the new deodorant, claims to have the same effect on women as chocolate: It turns them on.
The campaign was launched in three phases. The first – the seed phase – was done by Lowe Mumbai. Lowe Mumbai put together the teaser campaign for Dark Temptation on the basis of a research study conducted in November 2007 by Unilever together with Datosclaros, a company that designs and develops market and public opinion studies.
The study involved 3,571 women in 13 countries in the age group of 18-35 years. The aim was to test preferences and
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The advantages of secondary research are that it is relatively cheap, easily accessible and can be done very quickly. Disadvantages of secondary research are that it is often not specific to your area of research and the data used can be biased and is difficult to validate. As you have not collected it yourself, you cannot be sure how accurate it is as it could be biased. This type of research can also be called desk research.
Some forms of secondary market research are as follows:
Ø Websites
Ø Magazines
Ø News/Newspapers
Ø Textbooks
Ø Journals - specialist magazines
Ø Other companies financial reports
In short, primary data is expensive and difficult to acquire, but it 's trustworthy. Secondary data is cheap and easy to collect, but must be treated with caution. Primary sources give you the raw data; secondary sources help you understand it. Both types of sources can be equally important to your research. Depends what you mean by 'more real '? Primary data will be conducted for the exact means of your study so is likely to have a greater degree of validity than any secondary data you might use. Chances are it will also be more up to date too. Data gathered years previously is less likely to provide reliable answers to the questions you data needs to answer. The type of data researchers choose can depend on many things including the research question, their budget, their skills and available