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.

1. Secondary Research
Fast and Cost-Effective
COM 300
January 26, 2015

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

7. “What’s The Headline?”

8. What Market(s)?
B2B?
B2C?
B2G?
B2C2C?

9. Where Is The Market?

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