Secondary market research involves gathering existing data that has been collected by other researchers for different purposes. The pitfalls of secondary market research include:
Information gathered by other researchers for other purposes: The data might not be specific to your needs.
Fit between research method and research purpose: The methods used might not align with your research goals.
Unknown sample size: The size and demographics of the sample used in the original research might not be clear.
Varying levels of quality: The quality of data can vary widely, affecting reliability.
Dated information: The data might be outdated and not reflective of current market conditions.
These challenges can limit the applicability and usefulness of secondary market research for specific research questions. Reference: "Marketing Research: An Applied Orientation" by Naresh K. Malhotra discusses these pitfalls in detail.