The document discusses secondary data sources for research. It defines secondary data as data collected for other purposes than the current problem. Secondary data has advantages of quick and cheap collection but disadvantages of potential inaccuracies or lack of relevance. The document outlines internal sources like accounting records and sales reports, as well as external sources including databases, government agencies, directories, and experts. It also discusses using secondary data for international research.

1. The Nature of Secondary Data
Internal and External Sources of
Secondary Data

2. The Sources of Research Data
1. Secondary Data
2. Commercial Surveys, Audits, and Panels
3. Survey Research
4. Experimentation
5. Experimental Environment

3. Define secondary data
• Secondary data are data that were developed
for some purpose other than helping to solve
the problem at hand.
• Secondary data can be used to target
potential buyers or for other business
applications.
• Population characteristics, values and
lifestyles.

4. Advantages of Secondary Data
• It can be gathered quickly and inexpensively.
• Such data are already available.

5. What do you think?
• If I have seen farther than others, it is
because I have stood on the shoulders
of giants.

6. Disadvantages of Secondary Data
1. Availability
2. Accuracy
3. Sufficiency
4. Relevance

7. Four problems reduce the relevance
1. Difference of units of measurement
2. Surrogate data
3. Definition of classes
4. Time

8. Data Conversion
• The process of changing the original form of
the data to a format suitable to achieve the
research objective.

9. Cross-checks
• Verify the accuracy of the data whenever
possible by cross-checks of data by multiple
sources.

10. Internal Sources of Secondary Data - I
1. Accounting Records
1. Name of customer
2. Location of customer
3. Items observed
4. Quantities ordered
5. Quantities shipped
6. Discount allowed
7. Date of shipment
8. Method of shipmement

11. Internal Sources of Secondary Data- II
2. Sales Force Reports
1. Types of information required
2. A systematic simple process of
reporting the information
3. Rewards for reporting information
4. Examples of the actual use of data

12. Internal Sources of Secondary Data- III
3. Miscellaneous Reports
1. Previous market research
studies
2. Professional journals
3. Commercial business periodicals
4. CEDDS(complete economic and
demographic data source)
5. Several guides

13. Internal Sources of Secondary Data- IV
4. Internal Experts
1. Members of the Sales force
2. Marketing research personnel
3. Technical representatives
4. Advertising agency personnel
5. Product managers
6. Public relations personnel

14. External Sources of Secondary Data-I
1. Computerized databases
• A computerized database is a collection
of numeric data and/ or textual
information that is made available in
computer-readable form for electronic
distribution.
• 3500 databases from over 550 online
service enterprises

15. External Sources of Secondary Data-II
2. Government Agencies
• Data on population, Income, and
Housing
• Data on Industrial and Commercial
Product Sales of Manufacturers,
Agricultural Producers, Wholesalers,
Retailers, and Service Organizations
• Data on Employment
• Miscellaneous Reports

16. External Sources of Secondary Data-III
3. Syndicated Services
Data on both consumer and industrial
markets is collected and sold by
commercial organizations.

17. External Sources of Secondary Data-IV
4. Directories
1. General industry directory
2. Specific directories and buyers’
guides

18. External Sources of Secondary Data-V
5. Other Published Sources
1. Perodicals
2. Books
3. Dissertations
4. Special reports
5. Newspapers
6. Journals

19. External Sources of Secondary Data-VI
6. External Experts/Knowledgeable outsiders
1. People associated with the industry
2. Trade association officials
3. Editors and writers for trade and
business publications
4. Financial analysists
5. Government and university
researchers

20. Recap

21. International Secondary Data
• International secondary data are subject to the
same advantages and disadvantages as domestic
secondary data.
• Many of the disadvantages are multiplied when
the data involve more than one country.
• Data availability, recency, accessibility, and
accuracy vary widely from country to country.
• Data often reflect political interests.
• Amount of data depends on the level of
development.

22. Internal Sources of International
Secondary Data
• Same as for domestic
• Implementation of global information systems
• Standardization across countries

23. External Sources of International
Secondary Data
1. Commercial Research Organizations
2. Databases
3. Foreign Government Sources
4. Governments
5. International Political Organizations
6. Private databases
7. Directories/Guides
8. External Experts

24. Recap
1. The sources of research data
2. Definition of secondary data
3. Advantages of secondary data
4. Disadvantages of secondary data
5. Data Conversion
6. Cross-checks
7. Internal sources of secondary data
8. External sources of secondary data
9. International secondary data

25. Assignment
• Answer all the questions given at page
number 127 of the book “Marketing Research
Measurement & Method” by Donald S. Tull
and Del I. Hawkins.