This document discusses secondary data collection and provides classifications of different types of secondary data sources. It begins by defining secondary data as information previously collected for other purposes that can be relevant to the current research problem. It then categorizes secondary data sources as internal or external. External sources include published materials like census data, government publications, indexes, guides and directories. They also include computerized databases that are online, offline, full-text, numeric, special-purpose or bibliographic. Syndicated services and international sources are also outlined. Throughout, advantages and limitations of secondary data are noted.

1. SECONDARY DATA COLLECTIONPresented By:Amit Kadam 10

2. Amit Kamble 11

3. SameetaKhambe 12

4. PoojaKulkarni 13Defining Research Systematic : well organised and plannedObjectivity : unbiased and unemotionalThe information is used to identify and define opportunities and problems, and make recommendations on solutionsMarket 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 ResearchResearch 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 ResearchThe process of planning, collecting, and analyzing data relevant to a marketing decision.

7. Issues to consider with Problem definitionPast information(secondary data/MIS)

8. Resources and constraints

9. Objectives

10. Buyerbehaviour(human or organisational)

11. Legal environment

12. Economic environment

13. Marketing and technological skills

14. P

15. R

16. O

17. B

18. L

19. E

20. M6ObjectivesInformation requirementsPrimary ResearchSecondary ResearchQuantitative ResearchQualitative ResearchSamplingData Collection MethodsData ProcessingReportingTHE 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 pointsThe Research Process

26. Primary vs. Secondary DataPrimary 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 DataPrimary DataSecondary DataCollection purpose For the problem at hand For other problemsCollection process Very involved Rapid & easyCollection cost High Relatively lowCollection time Long Short

28. Uses of Secondary DataIdentify the problemBetter define the problemDevelop an approach to the problemFormulate an appropriate research design (for example, by identifying the key variables)Answer certain research questions and test some hypothesesInterpret primary data more insightfully

29. Criteria for Evaluating Secondary DataSpecifications: Methodology Used to Collect the DataError: Accuracy of the DataCurrency: When the Data Were CollectedObjective(s): The Purpose for Which the Data Were CollectedNature: The Content of the DataDependability: Overall, How Dependable Are the Data

30. Criteria for Evaluating Secondary DataTable 4.2Criteria Issues RemarksData 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, datacollection & 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 & MethodologyError & AccuracyCurrencyObjectiveNatureDependability

31. Advantages of Secondary DataPrimary advantages:Acquisition costAcquisition timeConvenienceSome 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 definitionMay provide a solution to the problemMay aid in primary research designMay provide background info. and foster creativity

32. Limitations of Secondary DataLack of availabilityLack of relevanceInaccuracyWho 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 DataInternalExternalRequires Further ProcessingSyndicated ServicesReady to UsePublishedMaterialsComputerized DatabasesA Classification of Secondary Data

35. Internal Secondary DataDepartment Store ProjectSales were analyzed to obtain:Sales by product lineSales by major department (e.g., men's wear, house wares)Sales by specific storesSales by geographical regionSales by cash versus credit purchasesSales in specific time periodsSales by size of purchaseSales trends in many of these classifications were also examined.

37. A Classification of Published Secondary SourcesCensus DataOther Government PublicationsStatisticalDataIndexesGuidesDirectoriesPublished Secondary DataGeneral Business SourcesGovernment Sources

38. Published External Secondary SourcesGuidesAn excellent source of standard or recurring informationHelpful in identifying other important sources of directories, trade associations, and trade publicationsOne of the first sources a researcher should consultDirectoriesHelpful for identifying individuals or organizations that collect specific dataExamples: Consultants and Consulting Organizations Directory, Encyclopedia of Associations, FINDEX: The Directory of Market Research Reports, Studies and Surveys, and Research Services DirectoryIndicesHelpful in locating information on a particular topic in several different publications

39. A Classification of Computerized DatabasesComputerized DatabasesOnlineOff-LineInternetFull-Text DatabasesNumeric DatabasesSpecial-Purpose DatabasesBibliographic DatabasesDirectory Databases

40. Classification of Computerized DatabasesBibliographic 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, EverywhereInfoUSA (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 ServicesCompanies 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 ServicesUnit ofMeasurementHouseholds/ConsumersInstitutions

44. Syndicated Services: ConsumersHouseholds / ConsumersPanelsElectronic scanner servicesPurchaseMediaScanner Diary Panels with Cable TVVolume Tracking DataScanner Diary PanelsSurveysPsychographic& LifestylesAdvertisingEvaluationGeneral

45. Syndicated Services: InstitutionsInstitutionsWholesalersIndustrial firmsRetailersAuditsDirect InquiriesClipping ServicesCorporateReports

46. Type of Individual/Household Level DataAvailable from Syndicated FirmsI. 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 FirmsII. 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 televisionThere are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.

48. A Classification of International SourcesInternational Secondary DataFig. 4.5Domestic Organizations in IndiaInternational Organizations in IndiaOrganizations in Foreign CountriesInternational OrganizationsTrade AssociationsGovernment SourcesNongovernment SourcesGovernments

49. Other Sources of Secondary DataGeographic Information SystemsComputer-based systems that use secondary and/or primary data to generate maps that visually display answers to research questions.

50. Summary of Key PointsSecondary 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

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