6 secondary data

7/29/2019 6 Secondary Data

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Chapter 6

Secondary Data

Research in a Digital Age


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Secondary Data

Data gathered andrecorded by someone elseprior to and for a purposeother than the currentproject

Is often:

Historical

Already assembledNeeds no access to subjects


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Advantages ofSecondary Data

Inexpensive/ Economical The cost of conducting a full scale research

is not incurred

Obtained RapidlyTime saving

Information is not

Otherwise Accessible Eg: The Bureau of Census & the sales

figures of retailers

Helps in problemdefinition, planning furtherdata collection.


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Disadvantages ofSecondary Data

Uncertain Accuracy:Arithmetic errors, clerical errors, printingerrors, emission of footnotes.

Data Not Consistent withNeeds

Inappropriate Units of

Measurement Eg: different agencies use different units

of mesurement. Expenditure census=expenditure per household but IT dept =

income @source on Individual basis.Time Period Inappropriate

(Dated)- Information may beObsolete


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Evaluating Secondary Data

Does the data help to

answer questionsset out in theproblem definition?

Does the data apply tothe time period ofinterest?

Does the data apply tothe population ofinterest?

Applicabilityto project

objectives


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Do the other termsand variable

classifications

presented apply?

Are the units of

measurement

comparable?

If possible, go to the

original source of the

data?

Evaluating Secondary Data (continued)

Applicabilityto projectobjectives

Accuracy

of the data


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Is the cost of dataacquisition worth it?

Accuracyof the data Is there a possibility

of bias?

Can the accuracy of

data collection beverified?


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Fact Finding - Identifying consumptionpatterns

- Tracking trends

Model building - Estimating market potential

- Forecasting sales

- Selecting trade areas and sites

Data Base Marketing - Development of Prospect Lists

- Enhancement of Customer Lists

Common ResearchObjectives

for Secondary Data Studies


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Data Based Marketing

Practice of maintaining acustomer data base

Names

Addresses

Past purchasesResponses to past efforts

Data from numerous

sources


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Types of Secondary Data

Internal

PUBLISHED

Balance Sheet

Auditors report

Annual Report

Inhouse Magazine

UNPUBLISHED

Budgets

Research reports

Sales reports

Sales challans

Invoices

External

PUBLISHED

Newspapers

JournalsPeriodicals

Government unions

Govt publications

eg: censusStock Exch.reports

UNPUBLISHED

Research studies

Scholors

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Internal Data

Internal and proprietarydata is more descriptive

Accounting information

Sales informationBackorders

Customer complaints


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External Data

Created, recorded, orgenerated by an entity other

than the researchersorganization

Government

Trade associations

Newspapers and journals


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External Data

Libraries

The Internet

Vendors

Producers

Books and periodicals


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External Data

Government sources

Media sources

Commercial sources


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Government Sources


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Commercial Sources

Market share datacompanies like A.C.Nielsen provideinformation about salesvolume and brand shareover time

Demographic andcensus updatesmanyorganizations supplycensus updates, in easy-to-use or custom formats


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Commercial Sources

Attitude and publicopinion research

syndicated services reportthe findings of opinionpolls

Consumption andpurchase behavior data

Advertising research

readership and audiencedata


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Global Secondary Data

Typical limitations

Additional pitfalls

Unavailable

Questionable accuracy

Lack of standardized

terminology

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