Study background to research study:
Razzle Holidays which is based in Cardiff operates from Cardiff, Bristol and Birmingham provides package tour to Spain, Greece, Turkey and North Africa. Their sales have decreased in recent year so they want to explore more opportunities. For this reason they hired Marketing Research organization to help them, researchers have found few data through secondary research to analyse overall UK market size, main market segment, PEST influence and competitors SWOT analysis, but these data are quite old and less relevant to present market and economic conditions. The purpose of this report is to state the limitations found in secondary data and making recommendations regarding to further research and its methodology.
1. Secondary data:
1. Advantages of secondary data for Razzle Holidays:
The main advantage of secondary data is to save resources, particularly time and money (Ghauri and Gronhaugh, 2002). Secondary data are less expensive and availability is also very easy. For Razzel Holidays study essential data were collected through Key Notes, Mintel, and other resources with out spending money and is collected in fewer times to know about the UK outbound tourism market.
In the time of urgency using secondary data is best alternative source. They provide high quality information then collecting by self because they provide an unobtrusive measure (Cowton, 1998). Collecting data from trusted organisations like Mintal will provide best information as professionalism is involved and are checked thoroughly with reliability and validity as this information will be used by other organisations also.