Is information that has been already collected and gathered from either within the firm that has already been collected or information outside the firm using the internet or collecting the data from other firms. This research is often refered to as desk research.
The advantages of using secondary research is that it is cheap, quick and easy to gather and can cover a wide area of different business sectors.
The disadvantages of using secondary data is that is isn't 100% reliable as firms may have tampered with the information adding false information to it or taken away vital information that is needed. It doesn't inform the firm of how consumers are going to react to their ideas and if they like them and doesn't help give the firm an idea of where to best position their shop if it is going to be retail.
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