SECONDARY

DATA RESEARCH
 IN A 
DIGITAL AGE 
LEARNING OUTCOMES
After studying this chapter, you should be able to:
1.Discuss the advantages and disadvantages of secondary data
2.Define types of secondary data analysis conducted by business
research managers
3.Identify various internal and proprietary sources of secondary data
4.Give examples of various external sources of secondary data
5.Describe the impact of single-source data and globalization on
secondary data research
Introduction
Research projects often begin with secondary
data, which are gathered and recorded by
someone else prior to (and for purposes other
than) the current project. Secondary data usually
are historical and already assembled. They require
no access to respondents or subjects
What is secondary data in the digital
age?
Secondary Data - Data gathered and recorded by
someone else prior to and for a purpose other
than the current project.
What are the benefits of using
secondary data in research?
- The biggest advantage of using secondary data is
economics. Someone else has already collected the data,
so the researcher does not have to devote money, time,
energy, and other resources to this phase of research.
Advantages of Secondary Disadvantages of Secondary
Data
•Availability
•Consider the money and
time saved by researchers
•Faster and less expensive
than acquiring primary data
•Requires no access to subject
•Inexpensive - government
data is often free
•May provide information
otherwise not accessible
Data
•Uncertain validity
•Data is not designed
specifically to meet the
researchers’ needs
•Inappropriate units of
measurement
•Too old
Data conversion
- (also called data transformation) is the
process of changing the original form of data
to a format more suitable for achieving a
stated research objective.
Cross-Checks
- the comparison of data from one source
with data from another source to determine
the similarity of independent projects
Typical Objectives for Secondary
Data Research Designs
It would be impossible to identify all the purposes
of research using secondary data. However, some
common business and marketing problems that can
be addressed with secondary research designs are
useful.
The table shows three general categories of research objectives:
fact-finding, model building, and database marketing

Broad Objective Specific Research Example

Fact-finding Identifying consumption patterns Tracking

trends

Model building Estimating market potential Forecasting

sales Selecting trade areas and sites

Database marketing Enhancing customer databases Developing

prospect lists
1) Fact finding - Identification of consumer behavior for
a product category
•Trend Analysis
- Market Tracking - the observation and analysis of
trends in industry volume and brand share over time
•Environmental Scanning - information gathering
and fact-finding that is designed to detect indications
of environmental changes in their initial stages of
development
2) Model Building - Estimating market potential for
geographic area
a) Forecasting sales and Analysis of trade areas and sites
•Data Mining - the use of powerful computers to dig
through volumes of data to discover patterns about an
organization's customers and products; applies to many
different form of analysis
•Neutral Network - a form of artificial intelligence
in which a computer is programmed to mimic the way
that human brains process information.
•Market-Basket Analysis - A form of data mining
that analyzes anonymous point-of-sale transaction
databases to identify coinciding purchases or
relationships b/w products purchased and other retail
shopping information
•Customer Discovery - involves mining data to
look for patterns identifying who is likely to be a
valuable customer
3) Database Marketing
- the use of customer relationship management
(CRM) databases to promote one-to-one
relationships with customers and create precisely
targeted promotions
- - The practice of maintaining a Customer Database
of: Names and Addresses | Past Purchases |
Responses to part efforts | data from numerous
other outside sources
Sources of Secondary Data
Secondary data can be classified as either internal to
the organization or external. Modern infor-mation
technology makes this distinction seem somewhat
simplistic. Some accounting documents are
indisputably internal records of the organization.
internal data
should be defined as data that originated in
the organization, or data created, recorded, or
generated by the organization. Internal and
proprietary data is perhaps a more descriptive
term.

Internal and proprietary data

- is Secondary data that originates inside the
organization.
Sources of Internal Secondary Data:
1) Internal and Proprietary Data
•Accounting Information
•Sales information and Backorders
•Customer complaints
•service records
•warranty card returns
•Other records
•Intranets
Sources of External Secondary Data:
External Data - generated or recorded by an
entity other than the researcher’s organization
Information as a product and its distribution:
•Libraries
•Internet
•Vendors
•Producers
-Government
- Media
-Commercial Sources
•Trade Associations
•Books and Periodicals
Commercial Sources:
•Market-share Data
• Demographic and census updates
• Consumer attitude and public opinion research
• Consumption and purchase behavior data
•Advertising Research
Single-Source and Global Research Data:
Single-Source Data
- diverse types of data offered by a single company
-Usually integrated on the basis of a common variable
(i.e. geographic area)
Government Agencies
•Global Secondary Data - typically limitations of
secondary data
•Additional pitfalls:
-unavailable in some countries
-questionable accuracy (political influences)
-lack of standardized research terminology
•CIA’s World Factbook; National Trade Data Bank
Reference :

https://silo.tips/download/chapter-8-secondary-data
research-in-a-digital-age
https://www.studocu.com/en-ca/document/seneca-college/
applied-research-methodology/chapter-8-secondary-data-
research-in-a-digital-age/5568201
THANKYOU!!!
 GROUP8
KRISTEL ANNE B. BALID
CHARLES JEOFFREY GONZALES
MICHAEL CONTRERAS