Interactive exercise: When thinking of secondary data, most of us think about company reports, but individuals and organizations produce all kinds of written documents that are rarely analysed. For example, complaint letters can tell us a lot about stakeholder relations, and seasonal greetings can reflect a firm’s values, as can its guidelines and manuals for employees. In pairs, prepare a list of unusual secondary sources that could be analysed for a management research project. Who came up with the most innovative ideas? Whose suggestions are the most practical?