Chapter 6

Secondary Data Research in a Digital Age

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Secondary Data
Data gathered and recorded by someone else prior to and for a purpose other than the current project Is often: Historical Already assembled Needs no access to subjects
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Advantages of Secondary Data

Inexpensive/ Economical
The cost of conducting a full scale research is not incurred

Obtained Rapidly Time saving Information is not Otherwise Accessible

Eg: The Bureau of Census & the sales figures of retailers

Helps in problem definition, planning further data collection.

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Disadvantages of Secondary Data

Uncertain Accuracy:
Arithmetic errors, clerical errors, printing errors, emission of footnotes.

Data Not Consistent with Needs Inappropriate Units of Measurement

Eg: different agencies use different units of mesurement. Expenditure census= expenditure per household but IT dept = income @source on Individual basis.

Time Period Inappropriate (Dated)- Information may be

Obsolete
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Evaluating Secondary Data

Does the data help to answer questions set out in the problem definition? Applicability to project objectives Does the data apply to the time period of interest?

Does the data apply to the population of interest?

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Evaluating Secondary Data (continued)

Applicability to project objectives

Do the other terms and variable classifications presented apply?

Are the units of measurement comparable?

Accuracy of the data

If possible, go to the original source of the data?

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Is the cost of data acquisition worth it?

Accuracy of the data

Is there a possibility of bias?

Can the accuracy of data collection be verified?

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Common Research Objectives for Secondary Data Studies

Fact Finding - Identifying consumption patterns - Tracking trends
Model building - Estimating market potential - Forecasting sales - Selecting trade areas and sites
Data Base Marketing - Development of Prospect Lists

- Enhancement of Customer Lists

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Data Based Marketing

Practice of maintaining a customer data base Names Addresses Past purchases Responses to past efforts Data from numerous sources

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Types of Secondary Data

Internal
PUBLISHED Balance Sheet Auditors report Annual Report Inhouse Magazine

External
PUBLISHED Newspapers Journals Periodicals Government unions Govt publications eg: census Stock Exch.reports UNPUBLISHED Research studies Scholors

UNPUBLISHED Budgets Research reports Sales reports Sales challans Invoices

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Internal Data
Internal and proprietary data is more descriptive Accounting information Sales information Backorders Customer complaints

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External Data
Created, recorded, or generated by an entity other than the researchers organization

Government
Trade associations Newspapers and journals

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External Data
Libraries The Internet Vendors Producers Books and periodicals
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External Data
Government sources Media sources Commercial sources

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Government Sources

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Commercial Sources
Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time Demographic and census updatesmany organizations supply census updates, in easyto-use or custom formats
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Commercial Sources
Attitude and public opinion research syndicated services report the findings of opinion polls Consumption and purchase behavior data Advertising research readership and audience data
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Global Secondary Data

Typical limitations Additional pitfalls Unavailable Questionable accuracy Lack of standardized terminology

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