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BUSINESS RESEARCH METHOD

Course Code : 524

The methods of collecting secondarydata for research in business

SUBMITTED BY: HUSNAIN KHALID ROLL # AD 511764

SUBMITTED TO: FAIZ AHMAD BHATTI

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INTRODUCTION Secondary data is data that is collected from the primary sources which can be used in the current

research study. Collecting secondary data often takes considerably less time than collecting primary

data where you would have to gather every information from scratch. It is thus possible to gather

more data this way. The following are some ways of collecting secondary data:

Books

Records

Biographies

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. Primary data, by contrast, are collected by the

investigator conducting the research.

Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in

the case of quantitative data, provides larger and higher-quality databases than would be unfeasible

for any individual researcher to collect on their own. In addition to that, analysts of social and

economic change consider secondary data essential, since it is impossible to conduct a new survey

that can adequately capture past change and/or developments.

Husnain Khalid AD511764 AIOU

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1) Overview

2) Primary versus Secondary Data

3) Advantages & Uses of Secondary Data

4) Disadvantages of Secondary Data


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5) Criteria for Evaluating Secondary Data

i. Specifications: Methodology Used to Collectthe Data

ii. Error : Accuracy of the Dataiii. Currency: When the Data Were Collected

iv. Objective(s): The Purpose for Which the DataWere Collected

v. Nature: The Content of the Data

vi. Dependability: Overall, How Dependableare the Data


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6) Classification of Secondary Data

7) Internal Secondary Data

8) Published External Secondary Sources

i. General Business Sources

a. Guides

b. Directories

c. Indexes

d. Non-governmental Statistical Data


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ii. Government Sources

a. Census Data

b. Other Government Publications

9) Computerized Databases

i. Classification of Computerized Databases

ii. Directories of Databases

10) Syndicate Sources of Secondary Data


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11) Syndicated Data from Households

i. Surveys

a. Psychographics & Lifestyles

b. Advertising Evaluation

c. General Surveys

d. Uses of Surveys

e. Advantages & Disadvantages of Surveys

ii. Panels

a. Purchase Panels

b. Media Panels

c. Uses of Panels

d. Advantages & Disadvantages of Panels


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12) Electronic Scanner Services

i. Volume Tracking Data

a. Scanner Diary Panels

b. Scanner Diary Panels with Cable TV

c. Uses of Scanner Servicesd. Advantages & Disadvantages

13) Syndicated Data from Institutions

i. Retailers & Wholesalers

a. Uses of Audit Data

b. Advantages & Disadvantages of Audit Data


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ii. Industry Services

a. Uses of Industry Services

b. Advantages & Disadvantages of Industry

Services

14) Combining Information from Different Sources:

Single-Source Data

15) Applications of Secondary Data

i. Computer Mapping


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16) International Marketing Research

17) Ethics in Marketing Research

18) Internet and Computer Applications

19) Focus on Burke

20) Summary

21) Key Terms & Concepts


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Primary vs. Secondary Data

Primary data are originated by aresearcher for the specific purpose of addressing the problem at hand. The

collection of primary data involves all sixsteps of the marketing research process

Secondary data are data which havealready been collected for purposes

other than the problem at hand. Thesedata can be located quickly andinexpensively.


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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 researchdesign (for example, by identifying thekey variables)

Answer certain research questions andtest some hypotheses

Interpret primary data more insightfully


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Criteria for Evaluating Secondary Data

Specifications: Methodology Used to

Collect the Data

Error : Accuracy of the Data

Currency: When the Data Were Collected

Objective(s): The Purpose for Which the

Data Were Collected

Nature: The Content of the Data Dependability: Overall, How Dependable

Are the Data


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Criteria for Evaluating Secondary Data


Criteria Issues Remarks

Specifications& Methodology

Error & Accuracy

Currency

Objective

Nature

Dependability

Data collection method, responserate, quality & analysis of data,sampling technique & size,

questionnaire design, fieldwork.Examine errors in approach,research design, sampling, datacollection & analysis, & reporting.

Time lag between collection & publication, frequency of updates.

Why were the data collected?

Definition of key variables, units of measurement, categories used,relationships examined.Expertise, credibility, reputation, & trustworthiness of the source.

Data should be reliable,valid, & generalizable tothe problem.

Assess accuracy bycomparing data fromdifferent sources.

Census data are updatedby syndicated firms.

The objective determinesthe relevance of data.Reconfigure the data toincrease their usefulness.

Data should be obtainedfrom an original source.

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A Classification of Secondary

Data


Secondary Data

Ready toUse

RequiresFurtherProcessing

PublishedMaterials

ComputerizedDatabases

SyndicatedServices

Internal External

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Internal Secondary Data

Department Store ProjectSales 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

Sales trends in many of these classifications werealso examined.


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Type of Individual/Household Level Data

Available from Syndicated Firms


I. Demographic Data

- Identification (name, address, telephone)

- Marital status

- Names of family members

- Age (including ages of family members)

- Income

- Occupation

- Number of children present

- Home ownership

- Length of residence

- Number and make of cars owned

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A Classification of Published Secondary

Sources


StatisticalDataGuides Directories IndexesCensusData

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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Published External Secondary

Sources

Guides An excellent source of standard or recurring information Helpful in identifying other important sources of directories,

trade associations, and trade publications One of the first sources a researcher should consult

Directories Helpful for identifying individuals or organizations that collect

specific data Examples: Consultants and Consulting Organizations

Directory, Encyclopedia of Associations, FINDEX: TheDirectory of Market Research Reports, Studies and Surveys,and Research Services Directory

Indices Helpful in locating information on a particular topic in several

different publications


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Classification of Computerized

Databases

Bibliographic databases are composedof citations to articles.

Numeric databases contain numerical andstatistical information.

Full-text databases contain the completetext of the source documents comprisingthe database.

Directory databases provide information

on individuals, organizations, and services. Special-purpose databases provide

specialized information.


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Single-Source Data

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.

Recruit a test panel of households and meter eachhome's TV sets.

Survey households periodically on what they read.

Grocery purchases are tracked by UPC scanners.

Track retail data, such as sales, advertising, andpromotion.


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InternationalOrganizations

GovernmentSources

NongovernmentSources

GovernmentsTrade

Associations

A Classification of International Sources


DomesticOrganizations inthe United States

InternationalOrganizations inthe United States

Organizations inForeign Countries

International Secondary Data

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