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Churchill Brown Suter

Basic Marketing Research

Secondary Data
Chapter 7
 Learning Objectives

 Explain the difference between primary and secondary data

 Cite two advantages offered by secondary data

 Specify two problems common to secondary data

 List the three criteria researchers should use in judging the

accuracy of secondary data
 State the most fundamental rule in using secondary data

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 Learning Objectives
 Explain the difference between internal and external data

 List some of the key sources researchers should consider in

conducting a search process

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 Stages in the Research Process

Formulate Problem
Determine Research Design

Determine Data Collection Method

Design Data Collection Forms

Design Sample and Collect Data

Analyze and Interpret Data

Prepare Written/Verbal Report
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 Primary versus Secondary Data

 Primary Data  Secondary Data

 Information collected  Information not gathered
specifically for the for the immediate study at
investigation at hand hand but for some
other purpose

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 Secondary Data

 Advantages of  Disadvantages of
Secondary Data Secondary Data
 Time savings  Problems of fit
 Cost savings  Problems of accuracy

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 Disadvantages of Secondary Data

 Problems of Fit  Problems of Accuracy

 Different units of  Primacy of source (i.e.,
measurement originating source)
 Different class definitions  Purpose of publication
 Age of the data  General evidence of
quality

The most fundamental rule in using secondary data is to

always use the primary source or the originating source of
secondary data.
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 Problems of Accuracy

 Who sponsored the research?

 Advocacy research, or research conducted to support a position
rather than to find the truth about an issue, is blatantly unethical

 What is the ability of the researchers?

 Experience is an important consideration for assessing quality

 Process of data collection

 Bias-free access to respondents is an important consideration
for assessing quality

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 Internal versus External (Secondary)
Data

 Internal Data  External Data

 Data that originate  Data that originate
within the organization outside the organization
for which the research is for which the research is
being done being done

Most studies should begin with a search for internal data.

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 Examples of Secondary Data

Churchill Brown Suter/Basic Marketing Research

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 Key Sources for Conducting Search
 Reference librarians

 Associations

 Online computer searches

 General business guides/directories

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