Marketing research lecture-4-Primary and secondary data

1. Marketing Research
Lecture-4 : Primary & Secondary Data
Faculty : Ravi Kumar Singh, International School of management Patna

2. Lecture-4 : Data & Information
● Topics to be covered :
● Data & information
● Data types

3. Data :
Data is raw, unorganized facts and figures, collection of numbers or
characters. We can say data as units of information.
Example : Test score of each student
Information:
Information is a set of data which is processed in a meaningful way
according to the given requirement.
It is processed, structured, or presented in a given context to make it
meaningful and useful.
Data & Information

4. ● Secondary Data:
○ Data that have previously been gathered and that
might be relevant to the problem at hand. It is
collected for some other purpose by
● Primary Data:
○ Data collected by the researcher to solve a
particular problem.
Step 2: Developing an Approach to the Problem (cont…)

5. ● Internal / Proprietary data:
○ Information originating within the company
● External Data:
○ Outside sources of secondary information like
Library, Internet, Government, Professional
association, Vendors etc
Sources of Secondary Data

6. Application of Secondary Data
● Why we use Secondary Data ?
○ 1. Clarify the problem.
○ 2. May provide a solution.
○ 3. May provide primary data research method alternatives
○ 4. May alert the marketing researcher to potential problems or
difficulties.
○ 5. May provide necessary background information and build
creativity
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7. Advantages of Secondary Data
1. Ease of availability
2. Cost less compare to primary data
3. Secondary data analysis can save time also
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8. Limitations of Secondary Data
○ Lack of Availability the required data
• Lack of Relevance (for ex- outdated)
• Inaccuracy
• Insufficiency
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9. ● Quantitative Data- Numerical data
● Qualitative Data- Non-Numerical data (
sentences, observation recording, Focus group
data etc)
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Quantitative and Qualitative Data

10. Secondary
Data
Primary
Qualitative Data
Primary
Quantitative
Data
Exploration
Description
Experiment
Primary Data: Qualitative vs Quantitative Research