Why might a firm choose to use secondary data in marketing research over primary data?

A firm might choose to use secondary data in marketing research because it typically costs less than collecting primary data. Secondary data has already been gathered, analyzed, and published, which means researchers can access and utilize it without the expenses associated with designing a new study or gathering original data. This makes secondary data an appealing option, especially for businesses with limited budgets or those that want to minimize their research expenses while still gaining valuable insights.

In addition to the cost savings, secondary data can often be obtained quickly compared to primary data, which may require extensive time and effort to collect. The convenience and ease of accessing existing datasets can lead firms to prioritize secondary data when conducting their research.