6) the nature of secondary data

The Nature of Secondary Data

Internal and External Sources of Secondary Data

The Sources of Research Data

1. Secondary Data2. Commercial Surveys, Audits, and Panels3. Survey Research4. Experimentation5. Experimental Environment

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.

Advantages of Secondary Data

• It can be gathered quickly and inexpensively.• Such data are already available.

What do you think?

• If I have seen farther than others, it is because I have stood on the shoulders of giants.

Disadvantages of Secondary Data

1. Availability2. Accuracy3. Sufficiency4. Relevance

Four problems reduce the relevance

1. Difference of units of measurement2. Surrogate data3. Definition of classes4. Time

Data Conversion

• The process of changing the original form of the data to a format suitable to achieve the research objective.

Cross-checks

• Verify the accuracy of the data whenever possible by cross-checks of data by multiple sources.

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

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

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

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

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

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

External Sources of Secondary Data-III

3. Syndicated ServicesData on both consumer and industrial markets is collected and sold by commercial organizations.

External Sources of Secondary Data-IV

4. Directories1. General industry directory2. Specific directories and buyers’

guides

External Sources of Secondary Data-V

5. Other Published Sources1. Perodicals2. Books3. Dissertations4. Special reports5. Newspapers6. Journals

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

Recap

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.

Internal Sources of International Secondary Data

• Same as for domestic • Implementation of global information systems• Standardization across countries

External Sources of International Secondary Data

1. Commercial Research Organizations2. Databases3. Foreign Government Sources4. Governments5. International Political Organizations6. Private databases7. Directories/Guides8. External Experts

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

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.