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Primary secondarydata

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

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

Published in: Business, Technology, Education

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

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