"Secondary research can tell you how much women spent last year on running shoes, however not how much they would be willing to pay for the specific shoe."
In such a case, to make that secondary data more meaningful, would it be appropriate to compliment it with some primary data (research) to elicit the emotional drivers to purchase?
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SECONDARY AND PRIMARY DATA: TOWARD A MARKETING RESEARCH ON WOMEN'S SHOES
This study basically answers research questions on women's purchases of shoes, particularly the amount, out of their income, that they spend on shoes, their tastes and preferences on these products, as well as the factors that affect their purchase decisions, and their willingness to buy a particular kind and brand of shoes, among others.
On the research questions pertaining to the women's purchases of shoes and the amount that they have been spending on them, secondary data may be utilized to provide answers. These data have been collected by individuals, government agencies, non-government organizations, industry analysts, and other public-interest groups. These historical data that they collected may have been made for the purpose of answering their research objectives at that time but may also be used in the current study ...
This solution discusses how to make secondary data more meaningful.