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Final ppt sec.data.coll

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  • 1. SECONDARY DATA COLLECTION
    Presented By:
    • Amit Kadam 10
    • 2. Amit Kamble 11
    • 3. SameetaKhambe 12
    • 4. PoojaKulkarni 13
  • Defining Research
    Systematic : well organised and planned
    Objectivity : unbiased and unemotional
    The information is used to identify and define opportunities and problems, and make recommendations on solutions
    Market Research links consumer, customer and the public to the marketers through information.
    Generate, refine and evaluate marketing actions, performance and the marketing process.
  • 5. Defining Market Research
    Research is the systematic and objective approach to investigate a specific problem that needs a solution.
    Research is a process by which a series of well thought out and carefully executed activities enable one to enquire, investigate or examine a problem to discover new facts to deal with the problem.
  • 6. Marketing Research
    The process of planning, collecting, and analyzing data relevant to a marketing decision.
  • 7. Issues to consider with Problem definition
  • 6
    Objectives
    Information requirements
    Primary Research
    Secondary Research
    Quantitative Research
    Qualitative Research
    Sampling
    Data Collection Methods
    Data Processing
    Reporting
    THE RESEARCH PROCESS
    • Defining the issue/objectives
    • 21. Reviewing primary versus secondary research options
    • 22. Deciding on the mix of qualitative and quantitative research
    • 23. Making a sampling plan (separate review)
    • 24. Selecting the data collection method
    • 25. Presenting the final report
    Decision points
    The Research Process
  • 26. Primary vs. Secondary Data
    Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process.
    Secondary data are data which have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.
  • 27. A Comparison of Primary & Secondary Data
    Primary DataSecondary Data
    Collection purpose For the problem at hand For other problems
    Collection process Very involved Rapid & easy
    Collection cost High Relatively low
    Collection time Long Short
  • 28. Uses of Secondary Data
    Identify the problem
    Better define the problem
    Develop an approach to the problem
    Formulate an appropriate research design (for example, by identifying the key variables)
    Answer certain research questions and test some hypotheses
    Interpret primary data more insightfully
  • 29. Criteria for Evaluating Secondary Data
    Specifications: Methodology Used to Collect the Data
    Error: Accuracy of the Data
    Currency: When the Data Were Collected
    Objective(s): The Purpose for Which the Data Were Collected
    Nature: The Content of the Data
    Dependability: Overall, How Dependable Are the Data
  • 30. Criteria for Evaluating Secondary Data
    Table 4.2
    Criteria Issues Remarks
    Data should be reliable, valid, & generalizable to the problem.
    Assess accuracy by comparing data from different sources.
    Census data are updated by syndicated firms.
    The objective determines the relevance of data.
    Reconfigure the data to increase their usefulness.
    Data should be obtained from an original source.
    Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, fieldwork.
    Examine errors in approach,
    research design, sampling, data
    collection & analysis, & reporting.
    Time lag between collection &
    publication, frequency of updates.
    Why were the data collected?
    Definition of key variables, units of
    measurement, categories used, relationships examined.
    Expertise, credibility, reputation, & trustworthiness of the source.
    Specifications & Methodology
    Error & Accuracy
    Currency
    Objective
    Nature
    Dependability
  • 31. Advantages of Secondary Data
    Primary advantages:
    Acquisition cost
    Acquisition time
    Convenience
    Some Info is available only from secondary data sources eg: market shares, industry data from trade associations etc..
    Additional advantages:
    May help clarify or redefine the problem definition
    May provide a solution to the problem
    May aid in primary research design
    May provide background info. and foster creativity
  • 32. Limitations of Secondary Data
    Lack of availability
    Lack of relevance
    Inaccuracy
    Who gathered the data?
    What was the purpose of the study?
    What information was collected?
    When was the information collected?
    How was the information obtained?
    Is the information consistent with other information?
    Insufficient Data
  • 33. Secondary Data
    Internal
    External
    Requires
    Further Processing
    Syndicated Services
    Ready to Use
    Published
    Materials
    Computerized Databases
    A Classification of Secondary Data
  • 34.
  • 35. Internal Secondary Data
    Department Store Project
    Sales were analyzed to obtain:
    Sales by product line
    Sales by major department (e.g., men's wear, house wares)
    Sales by specific stores
    Sales by geographical region
    Sales by cash versus credit purchases
    Sales in specific time periods
    Sales by size of purchase
    Sales trends in many of these classifications were also examined.
  • 36.
  • 37. A Classification of Published Secondary Sources
    Census Data
    Other Government Publications
    Statistical
    Data
    Indexes
    Guides
    Directories
    Published Secondary Data
    General Business Sources
    Government Sources
  • 38. 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
    Indices
    Helpful in locating information on a particular topic in several different publications
  • 39. A Classification of Computerized Databases
    Computerized Databases
    Online
    Off-Line
    Internet
    Full-Text
    Databases
    Numeric Databases
    Special-Purpose Databases
    Bibliographic Databases
    Directory Databases
  • 40. 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.
  • 41. InfoUSA: : Here, There, Everywhere
    InfoUSA (www.infousa.com) markets subsets of its data in a number of forms, including the professional online services (LEXIS-NEXIS and DIALOG), the general online services (CompuServe and Microsoft Network), the Internet (look-ups), and on CD-ROM. The underlying database on which all these products are based contains information on 113 million residential listings and 14 million business listings, as of 2003. These are verified with over 16 million phone calls annually. The products derived from these databases include sales leads, mailing lists, business directories, mapping products, and also delivery of data on the Internet.
  • 42. Syndicated Services
    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.
  • 43. A Classification of Syndicated Services
    Unit of
    Measurement
    Households/
    Consumers
    Institutions
  • 44. Syndicated Services: Consumers
    Households / Consumers
    Panels
    Electronic scanner services
    Purchase
    Media
    Scanner Diary Panels with Cable TV
    Volume Tracking Data
    Scanner Diary Panels
    Surveys
    Psychographic
    & Lifestyles
    Advertising
    Evaluation
    General
  • 45. Syndicated Services: Institutions
    Institutions
    Wholesalers
    Industrial firms
    Retailers
    Audits
    Direct Inquiries
    Clipping Services
    Corporate
    Reports
  • 46. Type of Individual/Household Level DataAvailable from Syndicated Firms
    I. Demographic Data
    - Identification (name, address, telephone)
    - Sex
    - Marital status
    - Names of family members
    - Age (including ages of family members)
    - Income
    - Occupation
    - Number of children present
    - Home ownership
    - Length of residence
    - Number and make of cars owned
  • 47. Type of Individual/Household Level Data Available from Syndicated Firms
    II. Psychographic Lifestyle Data
    - Interest in golf
    - Interest in snow skiing
    - Interest in book reading
    - Interest in running
    - Interest in bicycling
    - Interest in pets
    - Interest in fishing
    - Interest in electronics
    - Interest in cable television
    There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.
  • 48. A Classification of International Sources
    International Secondary Data
    Fig. 4.5
    Domestic Organizations in
    India
    International Organizations in India
    Organizations in Foreign Countries
    International Organizations
    Trade Associations
    Government Sources
    Nongovernment
    Sources
    Governments
  • 49. Other Sources of Secondary Data
    Geographic Information Systems
    Computer-based systems that use secondary and/or primary data to generate maps that visually display answers to research questions.
  • 50. Summary of Key Points
    Secondary data are information previously gathered for a different purpose that may be relevant to the problem at hand.
    Secondary data can come from sources internal to the organization or external.
    The internet and syndicated firms have, in many ways, enabled the gathering of secondary data.
    Secondary data are generally useful, low-cost, rapidly available sources of information.
    Always look for secondary data first
  • 51. THANK YOU

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