This document discusses secondary data sources for research. Secondary data is data that was collected by someone else for another purpose. It has advantages like being inexpensive and rapid to obtain, but disadvantages like uncertain accuracy and potentially being outdated. When using secondary data, researchers should evaluate if the data is applicable to their research questions, population, and time period of interest. Common objectives for using secondary data include fact finding, model building, and data-based marketing. The document provides examples of internal, external, government, and commercial secondary data sources.

1. Research Methodology Lecture 6 Ms Farha Hassan

2. Secondary Data Data gathered and recorded by someone else prior to and for a purpose other than the current project Is often: Historical Already assembled Needs no access to subjects

3. Advantages of Secondary Data Inexpensive Obtained Rapidly Information is not Otherwise Accessible

4. Government Data Is Often Free Copyright © 2000 by Harcourt, Inc. All rights reserved.

5. Disadvantages of Secondary Data Uncertain Accuracy Data Not Consistent with Needs Inappropriate Units of Measurement Time Period Inappropriate (Dated)

6. Secondary Data may be Dated The Economic Census profiles the U.S. economy every 5 years, from the national to the local level.

7. Evaluating Secondary Data Does the data help to answer questions set out in the problem definition? Does the data apply to the time period of interest? Does the data apply to the population of interest? Applicability to project objectives

8. Do the other terms and variable classifications presented apply? Are the units of measurement comparable? If possible, go to the original source of the data? Evaluating Secondary Data (continued) Applicability to project objectives Accuracy of the data

9. Is the cost of data acquisition worth it? Accuracy of the data Is there a possibility of bias? Can the accuracy of data collection be verified?

10. Objectives for Secondary Data Studies Fact Finding Model Building Data Based Marketing

11. Common Research Objectives for Secondary Data Studies Fact Finding - Identifying consumption patterns - Tracking trends Model building - Estimating market potential - Forecasting sales - Selecting trade areas and sites Data Base Marketing - Development of Prospect Lists - Enhancement of Customer Lists

12. Fact Finding Identify consumer behavior Trend analysis Environmental scanning

13. Model Building Market potential Forecasting sales Analysis of trade areas

14. Data Based Marketing Practice of maintaining a customer data base Names Addresses Past purchases Responses to past efforts Data from numerous sources

15. Internal Data Internal and proprietary data is more descriptive Accounting information Sales information Backorders Customer complaints

16. Data Mining

17. External Data Created, recorded, or generated by an entity other than the researcher’s organization Government Trade associations Newspapers and journals

18. External Data Libraries The Internet Vendors Producers Books and periodicals

19. External Data Government sources Media sources Commercial sources

20. Government Sources

21. U.S. Population by Race and Hispanic Origin, July 1, 1997 (in thousands) White Black American Indian Asian & Pacific & Alaska Native Islander non-Hispanic 194,571 32,324 1,977 9,532 Hispanic 26,746 1,649 347 598

22. Commercial Sources Market share data companies like A.C. Nielsen provide information about sales volume and brand share over time Demographic and census updates—many organizations supply census updates, in easy-to-use or custom formats

23. Commercial Sources Attitude and public opinion research—syndicated services report the findings of opinion polls Consumption and purchase behavior data Advertising research—readership and audience data

24. Single Source Data Diverse types of data offered from a single source - e.g., television viewing and scanner purchase data