Secondary research was chosen as the method of research for this study. This involves using qualitative and quantitative data that has been gathered by other individuals for different purposes. This will be collected through examining the literature surrounding Saudi consumers, international brands and seasonal sales in detail, collating the information and using statistical analysis to look for patterns and trends.
There are a number of advantages to secondary research. Firstly, it is cheaper and less time consuming than primary research. This is because the information has already been collected, it is a matter of finding, collating, interpreting and analysing it. Because of this, a larger data set can be examined than is able to be through primary research.
Secondary, sometimes secondary research can give more accurate data than can be obtained through primary research. This is because a large amount of data is being collated, which gives a clearer picture than little data, and there may be government surveys or censuses that reach a large number of people that can be taken advantage of. However, it is important to take the original source and context of the data into account wherever possible to prevent accuracy being compromised.
The disadvantages of secondary research are that the questions asked in the original research may not correspond to the questions that are being asked through secondary research. ...