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SECONDARY DATA

Presented by : Group 4
Anusree K.S Catherine Kuruvilla Jinu John Merin .K. Varghese Roshan .J. Kavalaparambil

What Is Secondary Data?

Data collected for some purpose other than the problem at the hand. Data that have been already collected by and readily available from other source.

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 ______________________________________________________________________ .

Interpret primary data more insightfully. Identify the problem.  . 2. 6.  Inexpensive. 4. 5. Develop an approach to the problem. 3. Answer certain research questions and test some hypotheses. Better define the problem. Formulate an appropriate research design.Advantages & Uses Easily accessible. USES: 1.

Lack accuracy.Disadvantages   Usefulness to the current problem may be limited. .

Criteria for Evaluating Secondary Data       Specifications/Methodology Error/Accuracy Currency Objective Nature Dependability .

A Classification of Secondary Data Secondary Data Internal External Ready to Use Requires Further Processing Published Materials Syndicated Services Computerized Databases .

. This information is available in a ready to use format. This information exist within the organization.Internal Secondary Data    Those generated within the organization for which the research is being conducted.

    Internal secondary data is the starting point. Data are readily available and provide useful insight. Possible to process routinely collected sales data. Example: departmental store .

Advantages and Disadvantages     They are easily available They are inexpensive Suitable geographic and product breakdowns Minimal time   Hard to handle volume of information Data in accounting format .

 This secondary information serves as the foundation for marketing programmes.expand. .  This information can then be analyzed in terms of a customer’s activity.protect customer relationship.Sources of Internal Secondary Data Data base marketing  Involves computer to capture and track customer profiles.  It provides the tools needed to nurture.

These PICs collect data on all aspects . As a part of CRM personal information centers are implemented.   Customer relationship management is a unique type of database –driven marketing.

EXTERNAL SOURCES OF SECONDARY DATA  Published Materials  Computerised Databases  Syndicated Services .

A Classification of Published Secondary Sources Published Secondary Data General Business Sources Statistical Data Government Sources Guides Census Data Directories Indexes Other Government Publications .

A Classification of Computerized Databases Computerized Databases Online Internet Offline Bibliographic Databases Special Purpose Databases Full.Text Databases Directory Databases Numeric Databases .

A Classification of Syndicated Services Unit of Measurement Households/ Consumers Institutions .

A Classification of Syndicated Services: Household/Consumers Household Consumers Electronic Scanner Services Mail Diary Panels Surveys Psychographic & Lifestyles Advertising Evaluation Purchase Volume Tracking Data Scanner Diary Panels Scanner Diary Panels w/ Cable TV Media General .

Classification of Syndicated Survey Research Surveys by Syndicated Firms Periodic Panel Shared Psychographic and Lifestyles Advertising Evaluation General .

Classification of Syndicated Services : Institutions Institutions Retailers Wholesalers Industrial Firms Audits Direct Inquiries Clipping Services Corporate Reports .

THANK YOU .

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