Question

Imagine that you are describing the use of the internet/World Wide Web/email/social media to a business marketing manager who retired in 2000 (and who has had a particularly sheltered life since – let’s say, living in a log cabin without electricity or a telephone). To them, this sounds like the perfect marketing tool for gathering primary marketing research, securing secondary market intelligence and communicating with business customers. ‘Oh, well,’ you say, ‘it’s not quite as perfect as it sounds.’ Why not?

Answer 1

The secondary marketing research cannot be used similarly as in the case of the primary research as it can be used as the primary marketing research due to following reasons=

Secondary research is no organizational or need specific, these researches are conducted by the other organization keeping their needs in mind.

The accuracy of these researches are always questionable

The research data may vary from one research to others and the organization may not find it useful

There may be many types of researchers that are not available on the internet

With the help of primary research, the marketer can include the organizational specific factors and the elements that are important to analyse