Secondary Research

Annual reports
1. Report on a company’s activities throughout the preceding year (AO1)
  1. + "Tesco plc, strong first half progress; clear plan to create long term value" (AO2)
  2. - If they have the time to make it (AO4)
  3. - Whether the information is useful (AO4)
2. + Business knows the strengths and weaknesses (AO3)
3. + Make comparisons with competitors (AO3)
4. - If it's not detailed it is not useful (AO3)
5. - No opportunity for feedback (AO3)
Internal data
1. Data retrieved from inside the company to make decisions for successful operations, collected to determine revenue and profit (AO1)
  1. + Coca Cola: £31 billion revenue 2016 (AO2)
  2. - If they have the staff to do it (AO4)
  3. - How useful the information is to the business (AO4)
2. + Cost effective (AO3)
3. + Quick results (AO3)
4. - Could have a lack of expertise (AO3)
5. - Could be unreliable (AO3)
Competitors
1. - Competitors may be wrong (AO3)
2. + Quick and easy (AO3)
3. - Doesn't take customers into account (AO3)
4. + Cheap (AO3)
5. Collecting research on competitors to help a business see what it has to compete with and the changes it needs to make (AO1)
  1. + Pepsi: £48 billion revenue 2016 (AO2)
  2. - Whether the competitors research is useful (AO4)
  3. - Whether they collect necessary information (AO4)
Government sources
1. Sources of information supplied by the government (AO1)
  1. + health statistics (AO2)
  2. - How many people were questioned (AO4)
  3. - The types of people answering the questions (AO4)
2. + Reliable (AO3)
3. + Can give valuable information (AO3)
4. - Not always up to date (AO3)
5. - May not be relevant (AO3)
News
1. Newly received information about recent events (AO1)
  1. + BBC news (AO2)
  2. - How relevant the information is (AO4)
  3. - How much detail there is (AO4)
2. - Biased = Unreliable (AO3)
3. - Hard to reobtain information (AO3)
4. + Seen by mass population (AO3)
5. + Up to date (AO3)
Trade journals
1. Publication containing news and items of interest concerning a particular trade (AO1)
  1. + TheGrocer, ComputerWorld (AO2)
  2. - If they have the time (AO4)
  3. - How much information they collect (AO4)
2. + Keeps track of a firms information (AO3)
3. + Contains a business' strengths and weaknesses (AO3)
4. - Time consuming to make (AO3)
5. - Limited in depth (AO3)
Specialist organisation publications
1. A company that generates market research for a business (AO1)
  1. + TNS and Mintel (AO2)
  2. - Whether they have the time to do it effectively (AO4)
  3. - Whether the company are trustworthy (AO4)
2. - Might not reflect the company properly (AO3)
3. - Unplanned could be expensive (AO3)
4. + Time effective (AO3)
5. + Unbiased, reliable data and analysis (AO3)

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