Exploratory Research Design

SECONDARY
DATA
GROUP 6

1
 CHAPTER OUTLINE
1. PRIMARY VERSUS SECONDARY DATA

2. ADVANTAGES AND USES OF SECONDARY DATA

3. DISADVANTAGES OF SECONDARY DATA

4. CRITERIA FOR EVALUATING SECONDARY DATA

5. CLASSIFICATION OF SECONDARY DATA

6. INTERNAL SECONDARY DATA

7. PUBLISHED EXTERNAL SECONDARY SOURCES

8. COMPUTERIZED DATABASES

9. SYNDICATED SOURCES OF SECONDARY DATA

10. SYNDICATED DATA FROM HOUSEHOLDS

11. SYNDICATED DATA FROM INSTITUTIONS

12. SINGLE-SOURCES DATA

13. INTERNATIONAL MARKETING RESEARCH

14. ETHICS IN MARKETING RESEARCH

2
15. SUMMARY
Primary data and Secondary data
Primary data
Data originated by the researcher for the specific purpose of addressing the
research problem.

Secondary data
Data collected for some purpose other than the problem at hand.

A Comparison of Primary and Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid and easy

Collection cost High Relatively low

Collection time Long Short

3
Advantages and Disadvantages of using
Secondary Data
Advantages
1. Identify the problem.
2. Better define the problem.
3. Develop an approach to the problem.
4. Formulate an appropriate research design (for example, by identifying
the problem).
5. Answer certain research questions and test some hypotheses.
6. Interpret primary data more insightfully.

Disadvantages
1. The usefulness to the current problem may be limited in several
important ways, including relevance and accuracy.
2. The objectives, nature, and methods used to collect the secondary data
may not be appropriate to the present situation.
3. Secondary data may be lacking in accuracy, or they may not be
completely current or dependable.

4
Criteria for Evaluating Secondary Data

CRITERIA ISSUES REMARKS

The objective will determine

Why were the date collected?
the relevance of the data.
Objective

Reconfigure the data to

increase their usefulness, if
Definition of key variables
possible.
Nature Units of measurement
Categories used
Relationships examined

Expertise, credibility,
reputation, and
Expertise, credibility, reputation, and
trustworthiness of the
Dependability trustworthiness of the source
source

5
Classification of Secondary Data

SECONDARY DATA

INTERNAL EXTERNAL

Ready to use Requires Published Computerized Syndicated

further Materials Databases Services
processing

6
Internal Secondary Data
• The starting point in the search for secondary data.
• Two significant advantages: easily available and inexpensive.

Project Research
Extensive analysis was conducted on internal secondary data in the
department store patronage project. This provided several rich insights. For
example, sales were analyzed to obtain
• Sales by product line
• Sales by major department (e.g., menswear, housewares)
• Sales by specific stores
• Sales by geographical region
• Sales by cash versus credit purchases
• Sales in specific time periods
• Sales by size of purchase
7
Internal Secondary Data
Database Marketing

Database marketing involves the use of computers to capture and

track customer profiles and purchase detail.

This secondary information serves as:

• The foundation for marketing programs
• An internal source of information related to customer behavior.
For many companies, the first step in creating a database is to transfer
raw sales information, such as that found on sales call reports or on
invoices, to a microcomputer.

This consumer purchase information is then enhanced by overlaying it

with demographic and psychographic information for the same
customers, available from syndicated firms.
8
Published External Secondary Sources

• If the secondary data you have collected from internal sources will
not be sufficient, you can turn to external sources of data.

• External data is data that is collected by other people or

organizations from your organization's external environment.

9
Published External Secondary Sources
General Business Sources

Guides Directories Indexes

Non-governmental Statistical Data 10

Published External Secondary Sources
Guides
• An excellent source of standard or recurring information
• Helpful in identifying other important sources of directories,
• trade associations, and trade publications
• One of the first sources a researcher should consult
Directories
• Helpful for identifying individuals or organizations that collect
• specific data
• Examples: Consultants and Consulting Organizations Directory,
• Encyclopedia of Associations, FINDEX: The Directory of Market
• Research Reports, Studies and Surveys, and Research
• Services Directory
Indexes
• Helpful in locating information on a particular topic in several
different publications

11
Published External Secondary Sources
Government Sources

Census Data

Other Government Publications

12
Computerized Databases
• Computerized databases are electronic files, usually referred to as “Data Files”
• Provide the capability to store, organize, format and search digital data
• In order to save your data within a computerized database the data needs to be
converted from its original form into binary data types.

13
Classification of Computerized Databases
COMPUTERIZED
DATABASES

ONLINE INTERNET OFF-LINE

Bibliographic Numeric Full-Text Directory Special-Purpose

Databases Databases Databases Databases Databases

14
Classification of Computerized Databases
• Bibliographic databases are composed of
citations to articles.

• Numeric databases contain numerical and

statistical information.

• Full-text databases contain the complete text of the source

documents comprising the database.

• Directory databases provide information on individuals,

organizations, and services.

• Special-purpose databases provide specialized information.

15
Syndicated sources of secondary data

• Syndicated sources are companies that collect and sell common pools of data
of known commercial value designed to serve a number of clients.

• 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.

16
Syndicated sources of secondary data

UNIT OF MEASUREMENT

HOUSEHOLDS/
INSTITUTIONS
CONSUMERS

17
Syndicated sources of secondary data
A CLASSIFICATION OF SYNDICATED SERVICES

HOUSEHOLD CONSUMERS

CONSUMER ELECTRONIC SCANNER

SURVEYS
PANELS SERVICES

Advertising Scanner Panels with Cable

Media
Evaluation TV

Psychographics
Purchase Scanner Panels
& Lifestyles

General Volume Tracking Data

18
Syndicated sources of secondary data
Overview

19
Syndicated sources of secondary data
Overview

20
Syndicated sources of secondary data
A CLASSIFICATION OF SYNDICATED SERVICES

INSTITUTIONS

RETAILERS WHOLESALERS INDUSTRIAL FIRMS

Direct Clipping Corporate

Audit
Requires Services Reports

21
 Syndicated sources of secondary data
Overview
Type

Audit
Services

Industrial
Product
Syndicat
ed
Services

22
Syndicated sources of secondary data

23
24
A Classification of International Sources

International Secondary Data

Domestic International Organizations in

Organizations in Organizations in Foreign Countries
the United States the United States

Government Nongovernment International Trade

Governments Organizations Association
Sources Sources
s

25
Marketing Research Ethics

Refers to take an aboveboard approach to conduct marketing research

does no harm to the participants
• Privacy issues
• Confidentiality issues

26
SUMMARY
STEP 1: Problem Definition

STEP 2: Approach to the problem

STEP 3: Research Design

Secondary Data Primary Data

Internal External

Data Mining Published Computerized Syndicated

Customer relationship Materials Databases Services
management
Database Marketing

27
 SUMMARY Syndicated data

Households/ Consumers Institutions

Retailers Industrial Firms/

Wholesalers
Organizations

Panels Surveys Electronic

Scanners

Purchase Media

Psychographics Advertising General

& Lifestyles Evaluation

Volume Scanner Scanner Panels with

Tracking Panels Cable TV

28
THANK YOU

29