‘SOURCES OF DATA, ‘Types of Data ‘Secondary data are pieces of information that have already been collected for a different purpose, but may be relevant othe research problems at hand. Primary data, in contest, are survey, observation, oF experimental data collected to address the problem currently under investigation. SECONDARY DATA. ‘Data gathered and recorded by another source - by someone else prior to, and for a ‘purpose other than the current research project (thro research study, survey, interview) ‘© Secondary data is gathered BEFORE primary data. ‘© Because one should find out what is already known about a subject before diving into higher own investigation, > Ss + Besa son of yo gino om pay lr ten sendy eased by ober inert. Wy rine ‘© Usually historia! and requires oni sccess to respondents or subjects Drvs/HET/AM 1Primary Data SURVEYS, = Mail = Telephene INTERVIEWS = Mall intercepts ~ Personal interviews FOCUS GROUPS OBSERVATIONS. = Personal = Mechanical Dewvs/ee aM Data Types s e & Need for ‘ross-checks and eross verification Limitations of Secondary Data + Lack of Availability = Forsome research questions there are simply no available data. nasaMost counties simply donot have governmental agencies that collet on regular basis the kinds of secondary data readily available = Researchers language sis + Lack of Relevance May be measured in unis ha cannot be used bythe researcher May relate toa sample othe than the intended target May be outdated, Official statistics are sometimes too optimistic, reflecting national pride rather than practical reality, ee) = Who salle te da? = Wiywetedmctet = Howrwantedaacteceat ~ Always assess the accuracy of gata. There are a numberof potential sources ‘of err when a researcher gafrs, codes, analyzes, and presents data. + Validating secondary data GS Questions should be asked to effectively judge the reliability of secondary deta + Who collected the data? Would there be any reason for purposely misrepresenting the facts? + For what purposes were the data collected? ‘+ How were the data collected? + Are the data internally consistent and logical in light of know data sources or market factors? + Checking the consistency of one set of secondary data with other data of known validity isan effective and often-used way of judging validity. + Comparability of data onrvs/miet/em 6= Inother countries, especially those less developed, deta can be many years out ‘of date as well as having been collected on an infrequent and unpredictable schedule ~ Too frequently, data are reported indifferent categories or in estegories much ‘00 broad tobe of specific value, ‘SOURCES OF SECONDARY DATA 1. Internal and proprictary sources 2, Extemal sources 1. Producers of secondary data 2. Distributors of secondary data Therma Data 4 ids cmon we mo cl cel te se ‘a + Mayhave recs ote xy ig contd + Baamplesincude ~ Afion’shinosil record of sles = A ps ever ecto io ooo Public opinion polls conducted in the past by a political candidate's eampaign office Internal Sources of Secondary Ds + Internal Corporate Information + Accounting system, routice company documents, Selespeople's call reports, Customer complaints, Customer service records, Warranty retum cards, ete Ds/MET/AM* Ren used in ata mining projects (the use of computers o dig trough volumes of data to discover patterns). Applications include Market basket analysis -anly2ing anonymous poiatof-sale ‘transactions to identify coinciding purchases or relationships between ‘oducts purchased and other retail information. * Customer discovery - data mining to discover customer segments * Sequence discovery - mining data to detet pattems in customer urchase sequences ‘Traditional Internal Sources of Secondary Data = Customer letters = Customer comment cards ~ Maitore forms ~ Credit plication & ~ Cash reir receipts } < = Shap egsesen oS ~ Employ extiseien — Warranty cards: 2 ~ Pet mtg anh aie ae a oes —— ae ees ipa nee, ~ Isthe creation of large computerized file of customers’ and potential customer’ profiles andor purchase patterns. ‘orRvs/HUET/AM~ Isthe fastest-growing use of internal database technology, Key Soures of External Secondary Data ~ Government Documents = Census Data = Census Reports ~ Department of Commerce Data = Addional Government Reports Trade Ass a eee ees ~ Industry Ctasienion syne. gS a ~ Miscellaneous Sources we oO 3 ter Dat: Goveramet Somes * Collects extensive data about people, firms, markets, and foreign counties; more than. any other secondary datasource + Data coleete eadily available on Intemet sites * Documents published are inthe form of summary reports based on the raw data collected + The raw datas often available fora fee ‘Trade Associations + Very numerous and diverse * Many collec data relevant o and about their members DReveyMIET/AMAlso collect competitively sensitive data about members that may not be avalable to industry outsiders Syndicated Sourees + Syndicate services offered by matketing research firms + Fees are required but they are more cost effective than collecting primary data + Focus dzeetyon the needs of decison makers + Updated more fequetly than government dat + Often allows for customization + Chancisosot Sate Da Sues = Syndicated Data S ; aS expect y septic Qa tering, et egnen, dt dororma S RS) & omereace © Str ee cee eee ~ Rap evita ites eee = High evo ciety liga = Samplig err Sama Response bias omevs/hier/ana 0‘Syndicated Sources of Secondary Dita ~ Data Gathering inthe Store Audit + Productbrand sales in relation o competition rot sales and inventory level at etal + itetiveness of shel pace and displays + Sales at various price pints and levels + ietiveness of in-store prometion + Competitive marketing practices EXAMPLES OF SECONDARY DATA. ac —— studies by market research firms tha agp\Sfred forsale, tn nding nl + Theve data are availabf@Online via the Internet; * they can be located using a search engine. [New marketing data services offer single-source dat-information provided bya single fimon household demographics and ies, product purchases, ‘TV viewing behavior, and responses coupons and fre sample promotions. The principal advantage of single-source data isthe ability of one service tn collet, analyze interrelate, and present all this information, nas /MIET/RI aEXTERNAL SOURCES - PRODUCERS. 1, Government Ministries and Departments > e.g. the Central Department of Statistic, Ministry of Planning collects and compiles data from most govemment departments 2. Gowtagencies 3. Government publications Census, Bureau of Labor Stasis, ec. 4, Chambers of Commerce 5. Publishers of books and periodicals annua reports, 6. Media 7. Trede and Industry Associations Newsletters, special repors, nual “slate ofthe industry” epors, etc 8. Commercial establishments and Publications 9. Cone rsh pin, s ~ € 10, Examples of Types of Data Provided: + Maret hn ‘ + DemogSipie end census updates + Conname atid public open eet Gaia a te lv da | cones 11. Mant Ageney-Banking an ania sss 7 eas or pies ae eee 13 Naeing Reso ims 1. rable tba ind) 15. News Maia ‘eanvs/ter/ana 2External Sources - Distributors 1. The neret 2 Libraries 3. Commercial vendors Interet * Online sources such as databases and research aggregators that acqule, satalog, reforms, segment, and resell premium research reports, periodicals and newsleters, demographic dts (GIS). (URLs and Search engines) + Internet discussion groups, chatrooms, and newsgroups ‘ein rs roi Sos tay Dat + Company Iatrmatn Avalon Wek \S ~ intempo + Know This bepun@hlanviscond ~ Busioess nteigene fbr (BIP) + Corporate nfmatin — _http:/swww.conporateinformation.com ~ Addon! Uno be tat + Tack and monitor cen lats out compete + Seach esses ~ Ong, Yao), ce, Alavi ‘The Internet asa Growing Source of Secondary Data Futue of Secondary Data + Explosion of information onthe Net + Infomation Management Technology ‘oms/HET/RM B+ Interactive television and shopping + Two-way satellite communication + Athome on-demand shopping Computer Retrievable Sources of Secondary Data + Surfing the web -Searci Engines + Newsgroups on the Internet Internet sites devoted toa specific topic where people can read and post messages. + Databases ~ Arumber of conpanies offer datbase packages on DVD for pron computers or by subscription over he inet & w Other Sources of Secondary Data _\%° + deprotonation Sens ~ Compuesto andlor pinay es genie maps that vully py anor fo seach questions Evaluation of Secondary Data Sources ‘+ Six fundamental principles for developing better procedures to evaluate secondary dt ~ Purpose ee ~ Consistency ~ Geet ~ Methodology DaRVS/HIET/AM u~ Bias + Often secondary data needs tobe evaluated to determine its suitability forthe cutest project + Common evaluation Criteria 1. Appliabilty ofthe deta to objectives ofthe curent projet in terms of + Relevance to curent projets problem defisition + Applicability of ime peiod + Apol iy to relevant population + Applicability of terminology and variable classifications + Applicability of units of measurement 2 Acuney.ofthe daa & + Posty ftias gS + Verification of accurac) of data collection eee Uses of Secondary Data 1. Inexplorstory reaarch to understand the background and natwe of marketing problems, define research problem, and formulate hypotheses for testing 2, Pactfinding (escrpive research entiation of industry characteristics = Wentifieaon of consumer behavior fora product category — Trend analysis = Environmental scanning Dnuvs/HeT/aM 1sUsing Secondary Data in Fact-Finding: “Tablet: Saudi Arabia: Comumption of Mil, Laban and Soft Drinks (ines mineral seater 1922002 Als Ponns-imes.ca.uk fackeles Jats: htm! Using Secondary Data in Fact-Finding Saudi Arabia: Breakdown of soft draks consumption by pack ype, 1982-2005 Soce:1MES eta an esis a a eines F mes eco. ule /ackeles articles ney Sear: wavude imes: f eSUses of Secondary Data 3. Model Building > ex. 1. Eximating geographic market potentials 2. Forecasting > (e) environmental forecasting. (b) sles forecasting 3, Analysis of Trade Areas and Sites 4, Database Marketing - marketing activities tht are based on maintaining customer databases with customers names, adresses, phone numbers, pas purchases, demographic information te Forecasting - Linear [rend Extrapolation ws Tul Aden Ais 2 rT asa | ” sgn cong on.p00. 900 gpa p00 ‘ 1950199190 183-194 155 196 197 19H 1598 Yer revs/Hter/ame ”Forecasting - Nonlinear Trend Extrapolation kad jn old pag Lee i oie] Ms ‘oma ono a sm vn ® om om Ow 9s Ow ga we ae Forecasfing - Regression Cit Prices, Government Revenues, And Construction Aetity 7 a ea 7 Taal Gam oa | namter | tout | ucgtor| _vaeor a cet parocie | iced eee | escaca out erties | mutng | ‘Are | Stan’ | etree ce ition | Formic | Gout | quate, | Soraca var | essary pe Pe See | ie sor _| aa ets sae | Sat ma Sas (ates i oe ee aE Be Hess —| ont Tae ea Hei pan_[ peer aoe wa Sousa [ser i 13 er 3550 ores. Columns 2-4, and column 8 are token from a 1998 study by the Netlonal Commercial Bank ited "The Sau Consiruction Sector: Outlook for 1999" ce red rom “Te Stal Yarwok” ube byte My 1BAs digital sources of secondary data become more accessible, researches are using secondary information more often to 5. gain clearer insight and understanding of problems/opportunities; 6. provide guidance in evaluating and designing data collection methods and/or addressing measurement issues; 7. iMentity sampling and response rate difficulties; 8. obtain background information and jusificetio for research findings; and 9. provide solutions to problems without the need io collect any primary dat, thts reducing the time, money, and effort 10, Secondary data are usefil for addressing a numberof esearch questions, fr example: ~ Estimating musket potential = Analyzing competitors ~ Sales forecasting s ~ Assn indy tends © ~ Alerting the manager tient problems inary infomation to guide subsequent primary data caleion Providing prt Dvs/MIET/AM “Key Variables Sought in Secondary Data Search VARIABLES SOUGHT IN SECONDARY DATE SEARCH DDAKVS/HIET/RM,Flow Diagram for Conducting a Data Search DRRVS/HIET/AM a‘Summary of Key Points © ‘Secondary data are information previously gathered for a different purpose that may be relevant tothe problem at han. ‘© ‘Secondary data can come from sourees internal othe orgnization or extemal. ‘© The intemet has, in many ways, enabled the gathering of secondary data, ‘© ‘Secondary data are generally useful, low-cost, rapidly avaiable sources of information, Aloeys look jor secondary dara frst s/HeT/aua 2