6) the nature of secondary data
TRANSCRIPT
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The Nature of Secondary Data
Internal and External Sources of Secondary Data
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The Sources of Research Data
1. Secondary Data2. Commercial Surveys, Audits, and Panels3. Survey Research4. Experimentation5. Experimental Environment
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Define secondary data
• Secondary data are data that were developed for some purpose other than helping to solve the problem at hand.
• Secondary data can be used to target potential buyers or for other business applications.
• Population characteristics, values and lifestyles.
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Advantages of Secondary Data
• It can be gathered quickly and inexpensively.• Such data are already available.
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What do you think?
• If I have seen farther than others, it is because I have stood on the shoulders of giants.
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Disadvantages of Secondary Data
1. Availability2. Accuracy3. Sufficiency4. Relevance
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Four problems reduce the relevance
1. Difference of units of measurement2. Surrogate data3. Definition of classes4. Time
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Data Conversion
• The process of changing the original form of the data to a format suitable to achieve the research objective.
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Cross-checks
• Verify the accuracy of the data whenever possible by cross-checks of data by multiple sources.
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Internal Sources of Secondary Data - I
1. Accounting Records1. Name of customer2. Location of customer3. Items observed4. Quantities ordered5. Quantities shipped6. Discount allowed7. Date of shipment8. Method of shipmement
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Internal Sources of Secondary Data- II
2. Sales Force Reports1. Types of information required2. A systematic simple process of
reporting the information3. Rewards for reporting information4. Examples of the actual use of data
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Internal Sources of Secondary Data- III
3. Miscellaneous Reports1. Previous market research
studies2. Professional journals3. Commercial business periodicals4. CEDDS(complete economic and
demographic data source)5. Several guides
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Internal Sources of Secondary Data- IV
4. Internal Experts1. Members of the Sales force2. Marketing research personnel3. Technical representatives4. Advertising agency personnel5. Product managers6. Public relations personnel
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External Sources of Secondary Data-I
1. Computerized databases• A computerized database is a collection
of numeric data and/ or textual information that is made available in computer-readable form for electronic distribution.• 3500 databases from over 550 online
service enterprises
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External Sources of Secondary Data-II
2. Government Agencies• Data on population, Income, and
Housing• Data on Industrial and Commercial
Product Sales of Manufacturers, Agricultural Producers, Wholesalers, Retailers, and Service Organizations
• Data on Employment• Miscellaneous Reports
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External Sources of Secondary Data-III
3. Syndicated ServicesData on both consumer and industrial markets is collected and sold by commercial organizations.
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External Sources of Secondary Data-IV
4. Directories1. General industry directory2. Specific directories and buyers’
guides
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External Sources of Secondary Data-V
5. Other Published Sources1. Perodicals2. Books3. Dissertations4. Special reports5. Newspapers6. Journals
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External Sources of Secondary Data-VI
6. External Experts/Knowledgeable outsiders
1. People associated with the industry2. Trade association officials3. Editors and writers for trade and
business publications4. Financial analysists5. Government and university
researchers
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Recap
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International Secondary Data• International secondary data are subject to the
same advantages and disadvantages as domestic secondary data.
• Many of the disadvantages are multiplied when the data involve more than one country.
• Data availability, recency, accessibility, and accuracy vary widely from country to country.
• Data often reflect political interests.• Amount of data depends on the level of
development.
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Internal Sources of International Secondary Data
• Same as for domestic • Implementation of global information systems• Standardization across countries
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External Sources of International Secondary Data
1. Commercial Research Organizations2. Databases3. Foreign Government Sources4. Governments5. International Political Organizations6. Private databases7. Directories/Guides8. External Experts
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Recap
1. The sources of research data2. Definition of secondary data3. Advantages of secondary data4. Disadvantages of secondary data5. Data Conversion6. Cross-checks7. Internal sources of secondary data8. External sources of secondary data9. International secondary data
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Assignment
• Answer all the questions given at page number 127 of the book “Marketing Research Measurement & Method” by Donald S. Tull and Del I. Hawkins.