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Why might a marketing researcher prefer to use secondary data rather than primary data in a study? Why might the reverse be true?
Researchers have the advantage of easy and convenient accessibility (due to internet) to secondary research data hence they prefer it over primary research. There is low cost to acquire secondary research as primary research data is quite expensive to collect by researchers themselves. Secondary research is often used to set the stage for primary research. The researchers may be able to look out the exact information via secondary resources thus eliminating the time and expense involved in carrying out their primary research. SecondaryResearch involves analysis of discussions and opinions of many people hence it providesmore credible and broader base to researchers.Primary research is proprietary or own researchwhich might…

not cover broader perspective of things or may be bias. Government agencies, trade associations, trade journals and marketing research firms sell secondary research reports that provide reasonable and more accurate base to researchers. Extensiveness of secondary data and credibility of information are added advatanges as compared to primary research. Hence the reverse usage of primary and secondary data for market researchers is expensive, time consuming and less credible choice . .

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