Question

Jennifer Burroughs is thinking about starting a firm in the upscale​ women's fashion industry. To get a full appreciation of the competitive nature of the​ industry, and how she might position her​ products, Jennifer has spent considerable time looking at​ industry-related publications,​ Hoover's Online, and​ ABI-Inform, which is a database that provides access to articles covering a​ wide-variety of business and industry related issues. Jennifer is conducting​ ________ research.

Answer 1

Answer: Secondary

Explanation: Unlike primary data, where organisations conduct research first hand, secondary research makes use of already existing data. This is a more inexpensive technique of collecting data as it uses data that is already present. For specific types of research, such as the one conducted by Jennifer Burroughs in the scenario, the research would be collated and summarised so that it can be more useful.