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8/3/2019 14 Secondary Data
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Business Research Method
Secondary Data
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Primary vs. Secondary Data
Primary dataare collected directly from the
respondents and are originated by a researcher
for the specific purpose of addressing the
problem at hand. Secondary dataare data which have already
been collected for purposes other than the
problem at hand. These data can be located
quickly and inexpensively.
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A Comparison of Primary &
Secondary Data
Primary Data Secondary Data
Collection purpose For the problem at hand For other problemsCollection process Very Involved Rapid & easyCollection cost High Relatively lowCollection time Long Short
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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
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Limitations of Secondary Data
Lack of availability for the specific study
Lack of relevance on account of changes
in situation & time factor
Inaccuracy in collection & presentation to
avoid some specific realities
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A Classification of Secondary
Data
Secondary Data
Fig. 4.1
Internal External
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Internal Secondary Data
Secondary data available withinthe organisation
---Sales Records---Financial & accounting records
---Production Data
---Miscellaneous reports includingpast studies
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Internal Secondary Data
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
Sales trends in many of these classifications
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External Secondary Data
Secondary data that exists outside thecompany
General Business Sources
----Books & periodicals-----Directories
-----Trade & Manufacturers Associations
Government sources Syndicated Services
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A Classification of Published Secondary
Sources
AssociationsBooks &
Periodicals Directories CensusData OtherGovernmentPublications
Published SecondaryData
General BusinessSources
GovernmentSources
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A Classification of Computerized
Databases
BibliographicDatabases
NumericDatabases
Full-TextDatabases
DirectoryDatabases
Special-PurposeDatabases
ComputerizedDatabases
Online Off-LineInternet
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Books & periodicals Books, Journals, Business Weeklies, Dailies
Associations Publications of industry & Trade Associations Publications of Coffee board, Coir Board, Rubber Board Publications of Cotton Mills Federation, Woolen Mills Federation Publications FICCI, ASOCHAM ,CII
Directories Industry specific directories gives first hand information about
existing players & their products Examples: Bombay Stock exchange Directories, Trade show
directories, Tata Yellow Pages (classified information on
products ,services & organizations)Special Studies Special collection consisting of diverse material University publications, Theses, Company publications
Miscellaneous research reports
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The Registrar General of India conducts population census every10 years
The Central Statistical Organization (CSO) has publicationsgiving data on National economy, statistics for various sectors
,performance of industrial sector etc The Director General of Commercial intelligence gives data on
foreign trade The National Sample Surveys gives detailed data on social,
economic, demographic ,industrial & agricultural statistics
through its various rounds The department of economic affairs ministry of finance publishes
Economic Survey Of India every year on the eve of budgetpresentation
Agricultural situation in India-Monthly- by Ministry of Food &
Agriculture Indian Labor Bureau publishes monthly Indian Labour Journal RBI has various publications giving data on banking & finance All India consumer price index , wholesale price index by the
central Government State Statistical Bureaus give state wise data
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Classification of Computerized Databases
Bibliographic databasesare composed of
citations to articles.
Numeric databasescontain numerical and
statistical information.
Full-text databasescontain the complete text ofthe source documents comprising the database.
Directory databasesprovide information on
individuals, organizations, and services.
Special-purpose databases provide
specialized information.
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Syndicated Services
Companies that collect and sell common pools of data ofknown commercial value designed to serve a number ofclients.
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.
ACNielson ,ORG-MARG, IMRB
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Syndicated Services
Surveys: Commercial surveys of 3 types
Periodic Surveys : Conducted at regular intervals
Topic remains the same but respondents
change Are useful in studying trends in competitive
environment & consumer behaviour
Mail, personal interviews & telephonicinterviews
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Syndicated Services
Panel Surveys :
Conducted among group of respondents whohave agreed to be the member of the panel
Same members are surveyed withinspecified time period to find their responses
to various marketing stimuli Are useful in studying nature of individual
change
Mainly mail but also personal interviews,telephonic interviews & FGDs
It is possible to have quick access to sample
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Syndicated Services
Shared Surveys :
Questionnaires contain pool of questions of interest todifferent clients
Titled Multi client ,Omnibus or shared Surveys
Clients do not have access to data or questions asked
by other clients
Extensive demographic data available for analysis
On account of sharing the cost per question is low
Used for market segmentation ,product imagedetermination, price perception analysis &
effectiveness of ads
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Syndicated Services
Audits: An In -depth analysis of existing situation
Carried out by physical inspection Different Types of Audits Store Audits : Provides data on quantity of a packaged product
that is being sold at different types ofretail stores Helps in measuring performance of a brand against
its competitors Helps in evaluating main reasons for the product
being off the shelf
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Syndicated Services
Product Audits:
Focuses on covering all types of outlets that store aparticular product
Store audit for close up toothpaste help estimatingtotal potential market & distribution of sales by typeof retail outlets & various regions
Product audit would include wholesalers as well asdifferent types of retailers for auditing
Retail Distribution Audit :
Auditors enter a retail shop unannounced Record stock holdings ,shelf facings, prices &other
relevant information for selected product category
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Syndicated Services
Pantry Audits:
Pantry audits are conducted in the pantries of consumers
Helps in finding out consumer preferences by studyingquantity, price & type of goods purchased by the consumers
This could be followed by a questioning session to find outexact reasons for purchases
Uses of Audit : Assessing brand share & total market size
Identifying inventory problems
Developing sales potential & forecasts
Limitations Audit data cannot be associated to consumer characteristics
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Syndicated Services
Panels:
A group of individuals or organisations that have agreed to
provide information to researcher over a period of time Two Types of Panels
-Retail Scanner Panels
-Consumer Panels
Retail Scanner Panels : Retail panel consists of samples ofretail outlets which use
electronic scanner systems to scan barcodes on products
Data from checkout scanner tapes are collected to record
sales & other details for various products Two types of scanner data are available :
Volume Tracking & Scanner panels
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Syndicated Services Volume Tracking Data: The UPC of all purchases are scanned electronically
The codes are then linked to their prices stored in computers Data are analysed to deliver reports of sales by brand, size,
flavour &market share as against time, area & store type Useful in detecting price elasticities & placement of products in
stores
Difficult to link purchases to elements of marketing mix other thanprice
Scanner Panels : In Scanner panels each household member of the selected
sample household is given an I-Card
Customers are required to swipe their I-Cards at the checkoutcounters
Thus consumer identity is linked to product purchases Lifestyle & demographic data of customers can be used in
analysis
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S S
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Syndicated Services Consumer Panels: A group of individuals that have agreed to provide information to researcher
over a period of time
Two Types of Panels
-Diary Panels
-Media Panels Diary Panels : A panel of households who continuously record their purchases of selected
products in a diary Data on dates & store of purchase, number & sizes of packages, amount pai
influence of promotions Electronic diaries are also used (computer or devices) Sales forecasting, market share, ad effectiveness ,brand loyalty Not yet used extensively in India Media Panels : Used to record data on media habits of target customers Electronic devices ( Nielsons People Meter )automatically records
TV viewing behavior, supplemented by a diary Establishing advertising rates; selecting media program or air time;
establishing viewer profiles
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S di t d S i
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Syndicated Services
Warranty Cards
Post card sized cards used by dealers inconsumer durable industry
Dealers send cards to consumers who post
them back Dealers gathers information from the
consumers about the product