2. Secondary data are statistics that already exist. They
have been gathered not for immediate use.
This may be described as “those data that have
been compiled by some agency other than the user or
researcher in question”.
3. Secondary data can be classified as:
Internal secondary data
External secondary data
4. Internal Secondary Data
Internal secondary data is a part of the company’s
record, for which research is already conducted.
Internal data are those that are found within the
organization.
Example: sales in units, credit outstanding. Call
reports of sales persons, daily production report,
monthly collection report, etc.
5. External Secondary Data
The data collected by the researcher from outside
the company. This can be divided into four parts:
Census data
Individual project report being published
Data collected for sale on a commercial basis called
syndicated data
Miscellaneous data
6. Census data
It is the most important data among the sources of
data. The following are some of the data that can
obtain by census records.
Census of the wholesale trade
Census of the retail trade
Population census
Census of manufacturing industries
7. Individual project report being published
Encyclopedia of business information sources
Product finder
Syndicated data
These techniques involve data collection on a
commercial basis, i.e., data collected by this method is
sold to interested clients on payment.
8. Example of such organizations is AC, Nielson, ORG
Margo, IMRB, etc.
These organizations provide NRS called National
Readership survey to the sponsors and advertising
agencies. They also provide business relationship
survey called BRS which estimates the following:
Rating
Profile of the company, etc.
9. There is also a study called FSRP which covers
children in the age group of 10-19 years. Beside their
demographics and psychographics, the study covers
areas such as:
Children as decision-makers
Role models of Indian children
Pocket money and its usage
Media reviews
Favored personalities and advertising.
Brand awareness and advertising recall.
10. Syndicated data may be classified as:
Consumer purchase data
Retailer and wholesaler data
Advertising data.
11. Consumer Purchase Data or Panel Type Data
This is one type of syndicated data. In this
method there are consumer panels. Members of this
panel will be representative of the entire population.
Panel members keep diaries in which they record all
purchases made by them.
12. Limitations
Low-income groups are not represented.
Some people do not want to take the trouble of
keeping records of their purchases. Therefore, relevant
data is not available.
Advantages
Use of scanner tied to the central computer helps the
panel members to record their purchases early (almost
immediately).
It also provides reliability and speed.
