Secondary Marketing Research Certificate

About Secondary Marketing Research Certificate

The Secondary Marketing Research Certificate program is a collaboration between the UTSA Libraries and the College of Business.  It is currently offered to students enrolled in selected MKT 3083 Marketing Research courses.


  • Introduce you to research strategies, core resources and search tools for common business and market research questions
  • Help you better understand the advantages and limitations of secondary resources
  • Sharpen your search skills

You will qualify for the Secondary Marketing Research Certificate if:

  • You explore these resources and answer questions. You don't have to turn in your notes.
  • Successfully pass a quiz in the course Blackboard (80 % or above, two attempts, may use any support materials).
  • Answer a survey in Blackboard.

Topics include industry, company and market research, and consumer demographic and psychographic information.

Example: research on food trucks in San Antonio

You will need to explore the resources on your own to find answers to the questions.

DUE DATE for the quiz and survey: November 30th, 2021, Tuesday, 11:59 pm.

Your digital certificates will be emailed to you after the final exam.


Secondary Market Research

Secondary research is an exploration of resources that have been created in a course of research previously conducted for other purposes. 


  • May lead to savings in cost and time
  • May provide enough information to resolve your problem
  • Source of new ideas
  • May be used for benchmarking
  • Helps define the problem and formulate hypotheses for primary research


  • Was created for other purposes and not always meets your needs
  • May be out of date
  • May be too expensive

Producers of Secondary Research

  • Government (federal, state, local)
  • Trade associations
  • Organizations (chambers of commerce, unions, non-profits, etc.)
  • Market research companies
  • Research institutions and universities
  • News organizations
  • Publishers
  • Industry experts ( via interviews)

Focus on Published External Data

Lots of business data are collected internally and considered confidential or proprietary.  These types of data are not available outside organizations. Examples include:

  • Salesforce records
  • Transactions
  • Customer records
  • Inventory records
  • Cost of transportation
  • Website visitor records
  • Trade secrets
  • Financials for private companies

Some data may be available for purchase, for example, Facebook or Google collect and sell customer online behavior data.


  • Datasets
  • Statistics
  • Scholarly articles
  • Trade articles
  • Magazines
  • Newspapers
  • Web sources  (government, NGOs, intergovernmental organizations, industry groups, research institutions, think tanks, news, expert blogs, social media, etc.)
  • Proprietary reports (industry, company, market, analyst, etc.), and more


  • Free / open source
  • Proprietary / licensed / fee-based

Evaluate Sources

A quick and critical evaluation of your sources is an important research skill.  This easy-to-remember framework may help:  


  • What is the purpose of your research project?  What is the expected output, for example, a presentation, report, analysis, research paper, etc.? 
  • Are you expected to use any specific sources?
  • What sources may have relevant information?
  • Is the information you are finding relevant to your topic and research goals?
  • How deeply do you need to dig in? How much time do you have and what is the deadline?


  • Are the sources credible?
  • Are the methods of collecting data and analysis disclosed?
  • Is the methodology sound?


  • 'Who cares' enough to collect particular data or information? This question helps identify relevant sources.
  • Is the author qualified to write on a topic?
  • What are his/her credentials and qualifications?
  • What are author's affiliations and how these affiliations influence their work and analysis?


  • Do you need current or historical data?
  • When was the information created/updated?  Is it out of date?
  • Have any major events happened since the information was published? What is the effect of those events?


  • Why was the information created?
  • Is there a discernible conflict of interest?
  • It the topic presented from alternative viewpoints?
  • Is the language neutral or emotionally "loaded"?
  • Is it factual or opinion-based?