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ing products or service within a network where their reputation is maintained(Eisingerich et al, 2015).However, social media is still considered to be a major platform where word-of mouth takes place and it is believed that word-of-mouth marketing through social media has a significant impact on consumer behavior. It is believed that social media helps to drive awareness and interest, to influence consumers’ consideration process and to drive purchase intent (Fugoni&Lipsman, 2015). On average, word of mouth drives 13 percent of consumer sales—two-thirds ofwhich comes from offline activities and one-third online(Friedman, 2014).

2.4 Development of Social Media Marketing in China

Chapter 3 Methodology2500

3.1 The Approach of Secondary Data Analysis

3.1.1 Definition of Secondary Data Analysis

Secondary data analysis is to utilize the data that was collected by someone else for their specific purpose. In their case, the researcher releases the questions or research objectives, and then finds out the secondary data that they didn’t take part in for colleting (GLEIT and GRAHAM, 1989). The purpose of collecting such data is not to answer the researcher’s questions but just for another purpose. The same set of data could be a primary data set to some organization, but it also could be secondary data set for another organization because of different research objectives. ary data set to one researcher and a secondary data set to a different researcher (BUSSE, 2010).
By Contrast, Primary data is data that was collected by the researcher, or team of researchers, for the specific purpose or analysis under consideration (Kim and Kim, 2013). In this situation, a research team leads a research project, design the method to collect data and then collect a series of data to specially deal with its research objectives. All of works are done by the research team, not by others.
There are some important things that must be done before collecting data if utilizing secondary data in an analysis. As the researcher did not collect the data by himself, he does often not understand the data well. It needs enough time for the researcher to be familiar with the data set. The research needs to know the method of collecting such data, the research objectives, which population of study was, whether stratification needs to be explain and so on (Albury, 1985).
In a word, when utilizing secondary data, the researcher needs to be very familiar with the data set and the method of data collection.

3.1.2 Advantage Secondary Data Alalysis

The first and biggest advantage of utilizing secondary data is economics because it could save a lot of time and money. As the data is already collected, the researcher don’t need to spend the money, human resources, time and other resources to lead a new project for data collecting (BOO and FROELICHER, 2012). Even sometimes the research must spend money to buy the secondary data, the cost is still much lower than that if leading a project himself. Saving time is another big advantage for using secondary data. If leading a project of data collecting, it needs a lot of time for designing the method of data collecting, hiring a team to collect, travelling, calculating and so on. Furthermore, after the primary data was collected, the research still spends a lo