EASILY AND READILY AVAILABLE DATA
FASTER RESEARCH SPEEDS
LOW FINANCIAL AND TIME COSTS
SECONDARY DATA CAN DRIVE
ADDITIONAL RESEARCH ACTIONS
SECONDARY DATA CAN BE USEFUL PRERESEARCH INSIGHTS
SECONDARY RESEARCH DATA CAN BE
OUT OF DATE
SECONDARY RESEARCH NEEDS TO BE
VERIFIED AND INTERPRETED
THE RESEARCHER HAS HAD NO
CONTROL OVER THE SECONDARY
RESEARCH
SECONDARY RESEARCH DATA IS NOT
EXCLUSIVE