Primary and secondary marketing data play a very important role in planning. They serve as the basis for market analysis and strategic decisions in the area, so that products and campaigns are more efficient. In this post, we present the main differences between primary and secondary data and how you can use them in your research.
Camila Casarotto
Apr 27, 21 | 12 min read
primary and secondary data
Reading time: 9 minutes
Gone are the days when marketing was bas on assumptions and guesswork… In the era of big data, every decision must go through data. For this reason, it is important to understand what primary data and secondary marketing data are.
In planning, this data is essential for conducting market research . It helps to better understand consumers, segment audiences, understand their behavior and expectations, and how they react to brand strategies. A large amount of insights can be extract and marketing can be built with greater precision and efficiency.
But different types of data generate different information
and can complement each other to provide a more complete view of the study. That’s why it’s so important to understand the differences and know how to use them in marketing planning and research .
In this article, you will understand what niger email list 150000 contact leads primary and secondary data are and how they can be us in your company’s marketing. Follow us!
What is primary data in research?
What is secondary data?
What are primary and secondary data us for in marketing?
Why reconcile primary and secondary marketing data?
How to collect such data in marketing research?
What is primary data in research?
Primary data is data that has never been collect . The researcher will be the first to collect it, under some research demand, directly from the original source (primary sources). It can also be call first-party data, since it is generat by the company itself.
In marketing, they can be us to better understand the characteristics, lifestyles, behaviors, attitudes, motivations and perceptions of the brand’s audiences, which may be customers, consumers, employees, sellers, competitors, partners, among others.
When you collect data from website visitors, send a form to your newsletter subscribers, conduct customer feback surveys or interview consumer groups, you are collecting primary data.
These data are sought to meet the specific nes of the ongoing research . They can then be us as secondary data by other companies and researchers, if the company allows access to them, of course.
Advantages and disadvantages of primary data
The main advantage of primary data is control , from collection to use. The company itself defines research strategies in order to specifically meet its marketing objectives.
The method, the instrument, the definition of the sample, among other elements, are aim at providing a concrete response to the problem of the current research. Therefore, primary data tend to be more accurate for research purposes than secondary data. Because they are collect by the company, they also tend to be more reliable.
Moreover, by having raw data, the company can use from offline to online: steps to digitalize your business it as it wishes, not only in decision-making, but also in marketing automation (in remarketing, for example).
Research results can also be turn into a marketing product, sold or distribut to the market, as a way of strengthening the company’s authority on that topic.
On the other hand, research using primary data tends to be more laborious , slower and more expensive. It requires more planning, more time for data collection and processing, investments in research tools and instruments, hiring researchers, preparing reports and other tasks.
In this way, research with primary data also tends to be more limit . Companies access only their audience or part of it, because it would be very complicat and expensive to cover alb directory the entire market. For this, secondary data exists, which we will learn more about below.