M3-SEC DATA

8/8/2019 M3-SEC DATA

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Secondary Data - Introduction

Secondary data is data that is collected for some purpose other than the problemat hand. Collecting secondary data often takes considerably less time thancollecting primary data where you would have to gather every information fromscratch. It is thus possible to gather more data this way. The following are someways of collecting secondary data:

Books Records Newspapers

Published censuses or other statistical data

Data archives Internet articles

Research articles by other researchers (journals)

Databases

Secondary data is data collected by someone other than the user.

Common sources of secondary data for social science include

censuses, surveys, organizational records and data collected through

qualitative methodologies or qualitative research.


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Primary vs. Secondary Data


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ADVANTAGES OF SECONDARY DATAADVANTAGES OF SECONDARY DATA

Inexpensive

Obtained Rapidly

Information is not Otherwise Accessible


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DISADVANTAGES OF SECONDARYDISADVANTAGES OF SECONDARY

DATADATA

Uncertain Accuracy

Data Not Consistent with Needs

Inappropriate Units of Measurement

Time Period Inappropriate (Dated)


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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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Criteria for evaluating Secondary Data

Data Specifications:Methodology Used to Collectthe Data

Error:Accuracy of the DataCurrency:When the Data Were Collected

Objective(s): The Purpose for Which the Data WereCollected

Nature:The Content of the DataDependability:Overall, How Dependable Are the

Data


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Evaluating Secondary DataEvaluating Secondary Data

Does the data help toanswer questions

set out in the

problem definition?

Does the data apply tothe time period of

interest?

Does the data apply to

the population of

interest?

Applicability

to project

objectives


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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)Evaluating Secondary Data (continued)

Applicability

to project

objectives

Accuracy

of the data


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Is the cost of dataacquisition worth it?

Accuracy

of the dataIs there a possibility

of bias?

Can the accuracy

of data collection

be verified?

Evaluating Secondary Data (continued)Evaluating Secondary Data (continued)


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OBJECTIVES FOR SECONDARYDATAOBJECTIVES FOR SECONDARYDATA

STUDIESSTUDIES

Fact Finding

Model Building

Data Based Marketing


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COMMONRESEARCHOBJECTIVESCOMMONRESEARCHOBJECTIVES

FOR

SECON

DARY

DATA STUDIESFOR

SECON

DARY

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


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DATA BASED MARKETING

PRACTICE OF MAINTAINING A CUSTOMER

DATA BASE

NAMES

ADDRESSES

PAST PU

RCHASES RESPONSES TO PAST EFFORTS

DATA FROM NUMEROUS SOURCES


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Secondary Data

Internal External

Syndicated

Services

Computerized

Data

Bases

Published

Material

Required

Further

Processing

Ready To

Use

A Classification of Secondary Data


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INTERNAL DATA

INTERNAL AND PROPRIETARY DATA ISINTERNAL AND PROPRIETARY DATA IS

MORE DESCRIPTIVEMORE DESCRIPTIVE

ACCOUNTINGACCOUNTING

INFORMATIONINFORMATION

SALES INFORMATIONSALES INFORMATION BACKORDERSBACKORDERS

CUSTOMER COMPLAINTSCUSTOMER COMPLAINTS


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Internal Secondary Data

Department Store Project

Sales were analyzed to obtain:

Sales by product line

Sales by major department (e.g., men's wear, housewares)

Sales by specific stores

Sales by geographical region

Sales by cash versus credit purchases Sales in specific time periods

Sales by size of purchase


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Published

Secondary Data

Govt. Sources General

Business Sources

IndexesStatistical

Data

Guides/

Directories

Other

Govt.

Publications

Census Data

A Classification of Published Secondary Sources


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Unit of

Measurement

Industrial

firMs

Institution

Wholesalers

Media

Diary

Panels

Purchase

Households/

Consumers

Retailers

Audits

Direct

Enquiries

Clipping

services

Corporate

Reports

Electronic

Scannerservice

Volume

Tracking dataScannerDiary

Panels

Scannerdiary

panels with

cable TV

Surveys

Psychographic

And LifestylesGeneral

Advertising

Evaluation

Syndicated sources


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DATA MINING


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Information Producer

(Central Government)

Library(Storage of

government

documents

and books)

Company User

Indirect Channel

UsingIntermediary

Traditional DistributionTraditional Distribution


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Information Producer

(Central Government)

Company User

Direct Channel

Traditional DistributionTraditional Distribution


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Direct, Computerized DistributionDirect, Computerized Distribution

Information producers

(Just-in-time inventory partner)

computerized database

Company user


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Information producer A

(Central government-census data)

Information producer B

(Grocery store-retailscanner data)

Information producer C

(Audience research company-television viewing data)

Vendor/externaldistributor

(Computerized database

integrating all three data

sources for any

geographic area)

Company User

Modern Distribution of Secondary DataModern Distribution of Secondary Data


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SINGLE SOURCE DATA

E.G. TELEVISION VIEWING AND SCANNER PURCHASE DATA

DIVERSETYPES OF DATA OFFERED FROM A SINGLE SOURCEDIVERSETYPES OF DATA OFFERED FROM A SINGLE SOURCE

Single-source data provide integrated information on household

variables, including media consumption and purchases, and

marketing variables, such as product sales, price, advertising,

promotion, and in-store marketing effort.


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Secondary data: Examples

Government Organization

RegistrarGeneral of India- It is an office which generates

demographic data. It includes details of gender, age, occupation

etc

Central Statistical Organization- This organization publishes the

national accounts statistics. It contains estimates of national incomefor several years, growth rate, and rate of major economic activities.

Annual survey of Industries is also published by the CSO. It gives

information about the total number of workers employed, production

units, material used and value added by the manufacturer.

DirectorGeneral ofCommercial Intelligence- It gives information

about foreign trade i.e. import and export. These figures are providedregion-wise and country-wise.

Ministry ofCommerce and Industries- This ministry through the office

of economic advisor provides information on wholesale price index.

These indices may be related to a number of sectors like food, fuel,

power, food grains etc.


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Secondary data: Examples Cntd

Government Organization

Planning Commission- It provides the basic statistics of Indian

Economy

Reserve Bank of India- This provides information on Banking Savings

and investment. RBI also prepares currency and finance reports.

LaborBureau- It provides information on skilled, unskilled, white collaredjobs etc.

National Sample Survey- This is done by the Ministry of Planning and it

provides social, economic, demographic, industrial and agricultural

statistics

Department ofEconomicAffairs- It conducts economic survey and it

also generates information on income, consumption, expenditure,investment, savings and foreign trade

State Statistical Abstract- This gives information on various types of

activities related to the state like commercial activities, education,

occupation etc.


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Secondary data: Examples Cntd

Non-Government Organization

The Indian Cotton Mill Association

Various chambers of commerce

Various Associations of Press Media.

Syndicate Services

Operations Research Group (ORG)

The Indian Marketing Research Bureau (IMRB).

International Organization

The International Labor Organization (ILO)

The Organization forEconomic Co-operation and development

(OECD)

The International Monetary Fund (IMF)Example of computerized data base - PopulationResearch Bureau,

Censusindia.net

Documents

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