Paper 2 · Market Research
State the term for market research that uses information already collected by someone else for another purpose, such as government statistics or trade journals.
Model answer
secondary research
Also accepted: secondary market research, desk research, secondary data
Explanation: Secondary or desk research draws on data that already exists. It is quicker and cheaper to obtain than field research, but it may be out of date, may not answer the exact question asked, and competitors can read the same sources.
Derived from ZIMSEC Business Enterprise Skills Paper 2, Nov 2020, Q5