What is secondary market research?

• A. Conducting fresh surveys to gather new data.
• B. Analyzing existing data collected by others to inform media product decisions.
• C. Designing marketing campaigns for new products.
• D. Interpreting consumer trends without data.

Answer: (B)

Secondary market research means analyzing data that was collected by someone else to inform decisions about a media product. Instead of gathering new information through surveys or experiments, you use existing sources such as industry reports, market statistics, published studies, or databases. This approach is helpful because it’s typically quicker and cheaper, and it can reveal overall trends, audience characteristics, and market opportunities that guide decisions. It fits the concept because it relies on data already available rather than generating new data yourself. The other ideas describe creating new data, planning campaigns, or drawing conclusions without using data, which isn’t what secondary research is about.