Primary secondarydata

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This is about data which is collected by survey and business comapnies to make decisions

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Primary secondarydata

  1. 1. Primary and Secondary Data
  2. 2. Primary Versus Secondary Data <ul><li>Primary data: I n formation that is developed or gathered by the researcher specifically for the research project at hand. </li></ul><ul><li>Secondary data: I nfo rmation that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand </li></ul>
  3. 3. Classification of Secondary Data <ul><li>Internal secondary data: D ata that have been collected within the firm </li></ul><ul><li>Internal databases: D atabases (collection of data and information describing items of interest) consisting of information gathered by a company typically during the normal course of business transactions </li></ul>
  4. 4. Classification of Secondary Data…cont. <ul><li>External secondary data : data obtained from outside the firm </li></ul><ul><li>Types: </li></ul><ul><ul><li>Published </li></ul></ul><ul><ul><li>Syndicated Services Data </li></ul></ul><ul><ul><li>External Databases </li></ul></ul>
  5. 5. Classification of Secondary Data…cont. Types of External Secondary Data <ul><li>External secondary data </li></ul><ul><ul><li>Published: S ources of information prepared for public distribution and found in libraries or a variety of other entities </li></ul></ul><ul><ul><li>Syndicated Services Data: D ata provided by firms that collect data in a standard format and make them available to subscribing firms </li></ul></ul>
  6. 6. Classification of Secondary Data…cont. Types of External Secondary Data <ul><li>External Databases: D atabases provided by outside firms; many are now available online (online information databases) </li></ul><ul><ul><ul><li>Bibliographic databases.. citations by subject </li></ul></ul></ul><ul><ul><ul><li>Numeric or statistical databases, 2000 Census </li></ul></ul></ul><ul><ul><ul><li>Directory or list databases, AMA membership list </li></ul></ul></ul><ul><ul><ul><li>Comprehensive databases, Contain all of the above, i.e.Lexis-Nexis </li></ul></ul></ul>
  7. 7. The New York Chapter of the AMA Publishes a Directory of Marketing Research firms
  8. 8. Advantages of Secondary Data <ul><li>Obtained quickly (compared to primary data gathering) </li></ul><ul><li>Inexpensive (compared to primary data gathering) </li></ul><ul><li>Usually available </li></ul><ul><li>Enhances existing primary data </li></ul>
  9. 9. Disadvantages of Secondary Data <ul><li>Mismatch of the units of measurement </li></ul><ul><li>Differing class definitions used – Need users “in between” heavy, medium or light users </li></ul><ul><li>Timeliness </li></ul><ul><li>Need to assess the credibility of the reported data </li></ul>
  10. 10. Evaluating Secondary Data <ul><li>How to assess the credibility of the reported data </li></ul><ul><li>What was the purpose of the study? </li></ul><ul><li>Who collected the information and when was this done? </li></ul><ul><li>What information was collected (questions, scales, etc.)? </li></ul><ul><li>How was the information obtained (sampling frame, method of sample draw, communication method, resulting sample, etc.)? </li></ul>

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