14 secondary data

8/3/2019 14 Secondary Data

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Business Research Method

Secondary Data


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Primary vs. Secondary Data

Primary dataare collected directly from the

respondents and are originated by a researcher

for the specific purpose of addressing the

problem at hand. Secondary dataare data which have already

been collected for purposes other than the

problem at hand. These data can be located

quickly and inexpensively.


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A Comparison of Primary &

Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problemsCollection process Very Involved Rapid & easyCollection cost High Relatively lowCollection time Long Short


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Uses of Secondary Data

Identify the problem

Better define the problem

Develop an approach to the problem Formulate an appropriate research design

(for example, by identifying the key

variables) Answer certain research questions and

test some hypotheses

Interpret primary data more insightfully


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Limitations of Secondary Data

Lack of availability for the specific study

Lack of relevance on account of changes

in situation & time factor

Inaccuracy in collection & presentation to

avoid some specific realities


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A Classification of Secondary

Data

Secondary Data

Fig. 4.1

Internal External


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Internal Secondary Data

Secondary data available withinthe organisation

---Sales Records---Financial & accounting records

---Production Data

---Miscellaneous reports includingpast studies


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Internal Secondary Data

Sales by product line

Sales by major department (e.g., men's wear,house wares)

Sales by specific stores Sales by geographical region

Sales by cash versus credit purchases

Sales in specific time periods

Sales by size of purchase

Sales trends in many of these classifications


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External Secondary Data

Secondary data that exists outside thecompany

General Business Sources

----Books & periodicals-----Directories

-----Trade & Manufacturers Associations

Government sources Syndicated Services


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A Classification of Published Secondary

Sources

AssociationsBooks &

Periodicals Directories CensusData OtherGovernmentPublications

Published SecondaryData

General BusinessSources

GovernmentSources


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A Classification of Computerized

Databases

BibliographicDatabases

NumericDatabases

Full-TextDatabases

DirectoryDatabases

Special-PurposeDatabases

ComputerizedDatabases

Online Off-LineInternet


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4-12enera us ness ources

Books & periodicals Books, Journals, Business Weeklies, Dailies

Associations Publications of industry & Trade Associations Publications of Coffee board, Coir Board, Rubber Board Publications of Cotton Mills Federation, Woolen Mills Federation Publications FICCI, ASOCHAM ,CII

Directories Industry specific directories gives first hand information about

existing players & their products Examples: Bombay Stock exchange Directories, Trade show

directories, Tata Yellow Pages (classified information on

products ,services & organizations)Special Studies Special collection consisting of diverse material University publications, Theses, Company publications

Miscellaneous research reports

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The Registrar General of India conducts population census every10 years

The Central Statistical Organization (CSO) has publicationsgiving data on National economy, statistics for various sectors

,performance of industrial sector etc The Director General of Commercial intelligence gives data on

foreign trade The National Sample Surveys gives detailed data on social,

economic, demographic ,industrial & agricultural statistics

through its various rounds The department of economic affairs ministry of finance publishes

Economic Survey Of India every year on the eve of budgetpresentation

Agricultural situation in India-Monthly- by Ministry of Food &

Agriculture Indian Labor Bureau publishes monthly Indian Labour Journal RBI has various publications giving data on banking & finance All India consumer price index , wholesale price index by the

central Government State Statistical Bureaus give state wise data

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Classification of Computerized Databases

Bibliographic databasesare composed of

citations to articles.

Numeric databasescontain numerical and

statistical information.

Full-text databasescontain the complete text ofthe source documents comprising the database.

Directory databasesprovide information on

individuals, organizations, and services.

Special-purpose databases provide

specialized information.

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Syndicated Services

Companies that collect and sell common pools of data ofknown commercial value designed to serve a number ofclients.

Syndicated sources can be classified based on the unit of

measurement (households/consumers or institutions). Household/consumer data may be obtained from surveys,

diary panels, or electronic scanner services.

Institutional data may be obtained from retailers,wholesalers, or industrial firms.

ACNielson ,ORG-MARG, IMRB

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Syndicated Services

Surveys: Commercial surveys of 3 types

Periodic Surveys : Conducted at regular intervals

Topic remains the same but respondents

change Are useful in studying trends in competitive

environment & consumer behaviour

Mail, personal interviews & telephonicinterviews

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Syndicated Services

Panel Surveys :

Conducted among group of respondents whohave agreed to be the member of the panel

Same members are surveyed withinspecified time period to find their responses

to various marketing stimuli Are useful in studying nature of individual

change

Mainly mail but also personal interviews,telephonic interviews & FGDs

It is possible to have quick access to sample

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Syndicated Services

Shared Surveys :

Questionnaires contain pool of questions of interest todifferent clients

Titled Multi client ,Omnibus or shared Surveys

Clients do not have access to data or questions asked

by other clients

Extensive demographic data available for analysis

On account of sharing the cost per question is low

Used for market segmentation ,product imagedetermination, price perception analysis &

effectiveness of ads

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Syndicated Services

Audits: An In -depth analysis of existing situation

Carried out by physical inspection Different Types of Audits Store Audits : Provides data on quantity of a packaged product

that is being sold at different types ofretail stores Helps in measuring performance of a brand against

its competitors Helps in evaluating main reasons for the product

being off the shelf

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Syndicated Services

Product Audits:

Focuses on covering all types of outlets that store aparticular product

Store audit for close up toothpaste help estimatingtotal potential market & distribution of sales by typeof retail outlets & various regions

Product audit would include wholesalers as well asdifferent types of retailers for auditing

Retail Distribution Audit :

Auditors enter a retail shop unannounced Record stock holdings ,shelf facings, prices &other

relevant information for selected product category

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Syndicated Services

Pantry Audits:

Pantry audits are conducted in the pantries of consumers

Helps in finding out consumer preferences by studyingquantity, price & type of goods purchased by the consumers

This could be followed by a questioning session to find outexact reasons for purchases

Uses of Audit : Assessing brand share & total market size

Identifying inventory problems

Developing sales potential & forecasts

Limitations Audit data cannot be associated to consumer characteristics

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Syndicated Services

Panels:

A group of individuals or organisations that have agreed to

provide information to researcher over a period of time Two Types of Panels

-Retail Scanner Panels

-Consumer Panels

Retail Scanner Panels : Retail panel consists of samples ofretail outlets which use

electronic scanner systems to scan barcodes on products

Data from checkout scanner tapes are collected to record

sales & other details for various products Two types of scanner data are available :

Volume Tracking & Scanner panels

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Syndicated Services Volume Tracking Data: The UPC of all purchases are scanned electronically

The codes are then linked to their prices stored in computers Data are analysed to deliver reports of sales by brand, size,

flavour &market share as against time, area & store type Useful in detecting price elasticities & placement of products in

stores

Difficult to link purchases to elements of marketing mix other thanprice

Scanner Panels : In Scanner panels each household member of the selected

sample household is given an I-Card

Customers are required to swipe their I-Cards at the checkoutcounters

Thus consumer identity is linked to product purchases Lifestyle & demographic data of customers can be used in

analysis

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S S


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Syndicated Services Consumer Panels: A group of individuals that have agreed to provide information to researcher

over a period of time

Two Types of Panels

-Diary Panels

-Media Panels Diary Panels : A panel of households who continuously record their purchases of selected

products in a diary Data on dates & store of purchase, number & sizes of packages, amount pai

influence of promotions Electronic diaries are also used (computer or devices) Sales forecasting, market share, ad effectiveness ,brand loyalty Not yet used extensively in India Media Panels : Used to record data on media habits of target customers Electronic devices ( Nielsons People Meter )automatically records

TV viewing behavior, supplemented by a diary Establishing advertising rates; selecting media program or air time;

establishing viewer profiles

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S di t d S i


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Syndicated Services

Warranty Cards

Post card sized cards used by dealers inconsumer durable industry

Dealers send cards to consumers who post

them back Dealers gathers information from the

consumers about the product

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