Primary versus Secondary Data: parte I

09/02/2018
Saper ricercare le informazioni corrette in tempi rapidi ma...su quali fonti?

Oggi c'è solo l'imbarazzo della scelta delle fonti d'informazioni, in termini di numerosità s'intende: a volte però si corre il rischio di non saper selezionare le fonti in base alla qualità, alla tempistica di aggiornamento e alle proprie necessità (di risorse e di budget).

L'articolo che segue ci guida fra le maggiori fonti di ricerca e ci aiuta a rispondere in modo più mirato alle esigenze informative che ci vengono sottoposte. In questa newsletter saranno trattate le fonti secondarie mentre il prossimo mese analizzeremo quelle primarie.

Non sempre è facile trovare dati di mercato affidabili e puntuali. Internet può essere certamente una base di partenza ma per andare più in profondità nella ricerca e fornire risultati validi è necessario utilizzare strumenti di ricerca e banche dati di comprovata esperienza.

Strategie & Innovazione è responsabile della distribuzione di Profound.com e MarketResearch.com  in Italia: le due piattaforme mettono a disposizione delle aziende un vasto numero di studi pubblicati da numerosi e differenti istituti di ricerca internazionali, come ad esempio: Global Industry Analyst, Datamonitor, Frost&Sullivan, Mintel, Freedonia Group, Economist Intelligence Unit, Euromonitor e altri ancora.
(...) At the highest level, market research data can be categorized into secondary and primary types.

What Is Secondary Data?
Secondary data is public information that has been collected by others. It is typically free or inexpensive to obtain and can act as a strong foundation to any research project — provided you know where to find it and how to judge its worth and relevance.

Secondary Data Examples
Sources of secondary data include (but are not limited to):

Government statistics are widely available and easily accessed online, and can provide insights related to product shipments, trade activity, business formation, patents, pricing and economic trends, among other topics. However, data is often not presented explicitly for the subject you are interested in, so it can take some manipulation and cross-checking of the data to get it as narrowly focused as you’d like.

Industry associations typically have websites full of useful information — an overview of the industry and its history, a list of participating companies, press releases about product and company news, technical resources, and reports about industry trends. Some information may be accessible to members only (such as member directories or market research), but industry associations are a great place to look when starting to learn about a new industry or when looking for information an industry insider would have.

Trade publications, such as periodicals and news articles, most of which make their content available online, are an excellent source of in-depth product, industry and competitor data related to specific industries. Oftentimes, news articles include insights obtained directly from executives at leading companies about new technologies, industry trends and future plans.

Company websites can be virtual goldmines of information. Public companies will have investor relations sections full of annual reports, regulatory findings and investor presentations that can provide insights into both the individual company’s performance and that of the industry at large. Public and private companies’ websites will typically provide detail around product offerings, industries served, geographic presence, organizational structure, sales methods (distribution or direct), customer relationships and innovations.

Published market research reports are another possible resource, as anyone who’s ever googled the name of the industry they’re interested in and “market research” can tell you. For a fee, they can provide a great overview of an industry, including quantitative data you might not find elsewhere related to market size, growth rates and industry participant market share. The downside is that you might not be interested in an overview — you might be interested in a niche, and that niche is only discussed on three of the report’s 300 pages. (...)

Fonte: www.marketresearch.com

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