2. Primary Data
• “Primary data are those which are collected fresh
and for the first time”.
• “Primary data are information that is developed
or gathered by the researcher specifically for the
research project at hand”.
2DR. AMITABH MISHRA
3. • The collection of primary data involves all six
steps of the marketing research process .
• It is preferable to use primary data where
ever possible.
3DR. AMITABH MISHRA
4. Advantages of Primary Data
• It is original source of data
• It is possible to capture the changes
occurring in the course of time.
• Extensive research study is based on primary
data
DR. AMITABH MISHRA 4
5. Disadvantages of Primary Data
• Primary data is expensive to obtain
• It is time consuming
• It requires extensive research personnel who
are skilled
• It is difficult to administer.
DR. AMITABH MISHRA 5
6. A Classification of Primary Data
Survey
Data
Observational
and Other Data
Experimental
Data
Qualitative Data Quantitative Data
Descriptive Causal
Primary Data
6DR. AMITABH MISHRA
7. Qualitative vs. Quantitative Research
• The distinction between qualitative and
quantitative research closely parallels
between exploratory and conclusive research
• Quantitative research must be preceded by
the qualitative research.
DR. AMITABH MISHRA 7
8. • “Qualitative
research is an
unstructured ,
exploratory
research
methodology
based on small
sample that
provides insight
and
understanding of
problem setting”
DR. AMITABH MISHRA 8
Associatio
n
Techniques
Completio
n
Techniques
Construction
Techniques
Expressive
Techniques
Direct
(Non- disguised)
Indirect
(Disguised)
Focus
Groups
Depth
Interviews
Projective
Techniques
Qualitative Research
Procedures
9. “Quantitative research is a
research methodology
that seeks to quantify
the data and typically
applies some form of
statistical analysis”
DR. AMITABH MISHRA 9
Survey
Data
Observational
and
Other Data
Experimental
Data
Quantitative
Data
Descriptive Causal
10. Qualitative Vs. Quantitative Research
Qualitative Research
To gain a qualitative
understanding of the underlying
reasons and motivations
Small number of non-
representative cases
Unstructured
Non-statistical
Develop an initial understanding
Objective
Sample
Data Collection
Data Analysis
Outcome
Quantitative Research
To quantify the data and generalize
the results from the sample to the
population of interest
Large number of representative
cases
Structured
Statistical
Recommend a final course of action
10DR. AMITABH MISHRA
11. Secondary data
• “Data that has previously been gathered by
someone other than the researcher and/or for some
other purpose than the research project at hand”.
• “Data which are not originally collected but rather
obtained from published or unpublished sources are
known as secondary data”
11DR. AMITABH MISHRA
12. • Secondary data are data that have already been
collected for purposes other than the problem at hand.
• These data can be located quickly and inexpensively.
• The data are primary for the individual agency or
institution collecting them whereas for rest of the world
they are secondary.
DR. AMITABH MISHRA 12
13. Advantages of Secondary Data
– Are obtained quickly
– Are inexpensive-government data is often free
– May provide information is not otherwise
accessible
– Are usually available
– May achieve research objective
DR. AMITABH MISHRA 6-13
14. Drawbacks of Secondary Data
• Two major difficulties must be overcome-
– Finding data to suit project.
– Finding data of known accuracy.
DR. AMITABH MISHRA 14
15. Drawbacks of Secondary Data:
Finding data to suit project
• Quite often secondary data do not satisfy immediate need
because they have been compiled for other purpose.
• Three variations of this type which frequently damage the
value of secondary data are-
– Units of measurement.
– Definition of classes.
– Recency.
DR. AMITABH MISHRA 15
16. Drawbacks of Secondary Data:
Finding data of known accuracy
• Before using secondary data the researcher must know
the circumstances under which they were generated.
• Accuracy of data cannot be verified.
• A secondary data may be derived from-
– Another secondary sources.
– From an original sources.
DR. AMITABH MISHRA 16
17. Other Disadvantages
• Frequently outdated
– E.g. census data
• Potentially unreliable
– not always sure where information has come from.
• May not be applicable
– May not totally answer your research questions
• Lack of availability
– i.e. No data available or very difficult to obtain
DR. AMITABH MISHRA 17
18. Uses of Secondary Data
• Identify the problem
• Better define the problem
• Develop an approach to the problem
• Formulate an appropriate research design (for example, by
identifying the key variables)
• Answer certain research questions and test some
hypotheses
• Interpret primary data more insightfully 18DR. AMITABH MISHRA
19. Classification of Secondary Data
Secondary Data
Ready to
Use
Requires
Further
Processing
Published
Materials
Computerized
Databases
Syndicated
Services
Internal External
19DR. AMITABH MISHRA
21. • “Internal secondary data are data that have been
collected within the firm”. Such as-
– Sales records
– Purchase requisitions
– Invoices
– etc.
• Internal secondary data (files, records, reports,
etc.) is used for database marketing.
DR. AMITABH MISHRA 21
22. “Database marketing is the process of building, maintaining
customer (internal) databases and other (internal) databases for
the purpose of contacting, transacting, and building
relationships”.
Examples: CRM and DATA Mining
– There is practice of maintaining a customer database of:
• Names and addresses
• Past purchases
• Responses to past efforts
• Data from numerous other outside sources
DR. AMITABH MISHRA 6-22
23. Internal Secondary Data
Department Store Project Example-
Sales were analyzed to obtain:
• Sales by product line
• Sales by major department (e.g., men's wear, house wares)
• Sales by specific stores
• Sales by geographical region
• Sales by cash versus credit purchases
• Sales in specific time periods
• Sales by size of purchase
23DR. AMITABH MISHRA
25. External Secondary Data
“External data are supplied by organizations
outside the firm such as online information
databases”.
DR. AMITABH MISHRA 6-25
26. A Classification of Published Secondary Sources
Statistical
Data
Guides Directories Indexes Census
Data
Other
Government
Publications
Published Secondary
Data
General Business
Sources
Government
Sources
26DR. AMITABH MISHRA
28. • Bibliographic 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
28DR. AMITABH MISHRA
29. Syndicated Services External Secondary Data
“Syndicated Services Data are provided by
firms that collect data in a standard format
and make them available to subscribing firms”
DR. AMITABH MISHRA 6-29
30. Syndicated Services
• Syndicated services are companies 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
30DR. AMITABH MISHRA
31. A Classification of Syndicated
Services
Unit of
Measurement
Households/
Consumers Institutions
31DR. AMITABH MISHRA
32. Syndicated Services: Consumers
Psychographic
& Lifestyles
General
Advertising
Evaluation
Households /
Consumers
Scanner Panels
with Cable TV
Surveys Volume
Tracking Data
Scanner Panels
Electronic scanner
servicesPurchase Media
Panels
32DR. AMITABH MISHRA
