Secondary DataSecondary Data

What is Secondary Data?

• Data gathered and recorded previously for purposes other than the current project.–Usually historical and already

assembled

–Require no access to respondents or subjects

A Comparison of Primary and Secondary Data

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PRIMARY DATA SECONDARY DATA

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Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid and easy

Collection cost High Relatively low

Collection time Long Short

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Table 4.1 A Comparison of Primary

and Secondary Data

Advantages

• Time savings

• Relevance

• Availability

• Obtainable in a short period of time

• Low cost

• Accessibility

• Complements primary data

Disadvantages• May be inaccurate• May be inconsistent• Inconvenient to compare• May be inaccessible• Outdated information• Collected for a purpose other than the

purpose at hand• Variations in definitions of terms• Different units of measurement

Is the Secondary Data appropriate for your study?

• Is the subject matter consistent with your problem definition?

• Do the data apply to the population of interest?• Do the data apply to the time period of interest?• Do the data appear in the correct units of

measurement?• Do the data cover the subject of interest in

adequate detail?

Additional Questions to Ask• Who collected the data?• For whom was the data collected?• What was the purpose of the research?• When was the data collected?• How was the data collected?• How was the data analyzed?• How does the data compare with similar

information from different sources?

Common Secondary Data Study Objectives

• Fact-finding– Identifying consumption patterns– Tracking trends

• Model building– Estimating market potential– Forecasting sales– Selecting trade areas and sites

• Database marketing– Enhancing customer databases– Developing prospect lists

Index of Retail Saturation

• Calculation that describes the relationship between retail demand and supply

• Calculation–Local market potential (demand)

divided by

–Square feet of retailing space

Example Using the Index of Retail Saturation

• Assume– Population = 261,785– Annual per capita shoe sales = $54.43– Local market potential = $14,249,000– Square feet of retail space used to sell shoes = 94,000

sq. ft.– Index of retail saturation = 152

• Compare to other areas to determine which sites have the greatest potential with the least amount of retail competition.

• Index values above 200 are considered to indicate exceptional opportunities.

Plagiarism

• Using someone’s work without giving credit or without obtaining permission, where necessary

Tips for Avoiding Plagiarism• NEVER use someone else’s research and fail to cite

the individual(s).• Do not copy information from a source text without

proper acknowledgement• Always use quotation marks when reproducing

material from a source text, and use proper documentation

• Do not paraphrase material from a source text without appropriate documentation

• Always cite the research service when purchasing completed research from the service

Adapted from Strong, William S. (1993), The Copyright Book: A Practical Guide, (London: MIT Press), 1.

Getting Copyright Permission• Determine if permission is needed

– Is the material protected under law?– Would your use of the material violate the law?

• Identify the owner• Identify the rights you need• Plan ahead for permissions• Negotiate whether payment is required• Get it in writing

Source: Stim, Richard (2000), Getting Permission: How to License & Clear Copyrighted Materials Online & Off, (Berkley, CA: Nolo Press), 1-6.

A Classification of Secondary Data

Secondary Data

Internal

Requires Further

Processing

Ready to Use

Published Materials

Computerized Databases

SyndicatedServices

External

Sources of Secondary Data

• Internal Sources– Accounting records– Marketing records– Production personnel– Information systems personnel– Sales force– Other expert employees

Sources of Secondary Data• External Sources

– Government agencies– Libraries– The Internet– Vendors– Producers– Books & Periodicals– Media Sources– Trade Associations– Commercial Sources

Published SecondaryData

GeneralBusinessSources

Other GovernmentPublications

Census Data

Government Sources

A Classification of Published Secondary Sources

GuidesDirectories

Indexes

StatisticalData

Computerized Databases

Online Internet Offline

Special Purpose

Databases

Directory Databases

Full- TextDatabases

BibliographicDatabases

Numeric Databases

A Classification of Computerized Databases

National Trade Data Bank (NTDB)• Established by the Omnibus Trade and

Competitiveness Act of 1988

• Purpose was to provide reasonable public access, including electronic access, to an export promotion data system that was centralized, inexpensive, and easy to use

• Over 1,000 libraries offer access to the NTDB through the Federal Depository Library system.

Examples of Information Contained in the NTDB

• Agricultural commodity production & trade

• Basic export information• Calendars of trade fairs• Capital markets & export

financing• Exchange rates• Export licensing info• International trade terms

directory

• Maritime & shipping information

• Market research reports• Overseas contacts• Price indexes• Overseas & domestic

industry information• Small business info• State exports• State trade contacts

Syndicated Sources of Secondary Data

Syndicated Sources (Services)

• Firms that collect and sell common pools of data designed to serve information needs shared by a number of clients, including competing firms in the same industry.

Unit of Measurement

Households/Consumers Institutions

A Classification of Syndicated Services

Household Consumers

Surveys

Mail Diary Panels

Electronic Scanner Services

Psychographic & Lifestyles

General

Advertising Evaluation

Media

Purchase

Scanner Diary Panels

Volume Tracking

Data

Scanner Diary Panels

w/ Cable TV

A Classification of Syndicated Services: Household/Consumers

Surveys by Syndicated Firms

Periodic Panel Shared

Psychographic and

LifestylesGeneral

Advertising

Evaluation

Classification of Syndicated Survey Research

Surveys

• Periodic Surveys– Collect data on the same set of variables at

regular intervals, each time sampling from a new group of respondents.

• Panel Surveys– Measure the same group of respondents over

time but not necessarily on the same variables.

• Shared Surveys– Developed and executed for multiple clients,

each of whom shares the expense.

Surveys

• Psychographic Surveys– Quantified psychological profiles of individuals

and psychologically based measures of lifestyles, such as brand loyalty and risk taking.

• Lifestyle Surveys– Data that describes individuals’ distinctive

pattern of living• Described by the activities people engage in• The interests they have• The opinions they hold of themselves• The opinions they hold of the world around them

Surveys

• Advertising Evaluation Surveys– Measure the size and profile of the advertising

audience, and– Assess the effectiveness of advertising using

print and broadcast media

• General Surveys– Conducted for a variety of other purposes (I.e.,

examination of purchase and consumption behavior)

Consumer Diary Panels

• Made up of a group of individuals and households that record their purchases and behavior in a diary over time.

• Frequent attempts are made to maintain the representativeness of the panel in relation to the U.S. population (on the basis of demographics)

Consumer Diary Panels

• Diary Purchase Panels– Data-gathering technique in which respondents

record their purchases in a diary.

• Diary Media Panels– Data-gathering technique composed of samples

of respondents whose television viewing behavior is automatically recorded by electronic devices

– Supplemented by the purchase information recorded in a diary

Electronic Scanner Services• Scanner Data

– Data obtained by passing merchandise over a laser scanner that reads the UPC (Universal Product Code) from the packages.

– Volume-tracking Data• Scanner data that provides information on purchases

by brand, size, price, and flavor or formulation

– Scanner Diary Panels• Panel members issued an ID card allowing panel

members’ purchases to be linked to their identity

– Scanner Diary Panels with Cable TV• Combination of scanner diary panels with

manipulations of the advertising that is being broadcast by cable television companies.

Classification of Syndicated Services : Institutions

Institutions

Retailers WholesalersIndustrial Firms

Audits DirectInquiries

ClippingServices

CorporateReports

Syndicated Data from Institutions• Retailer and Wholesaler Audits

– Collect of product movement data for wholesalers & retailers

– Periodic audits may be• A physical count of inventory, or• May be managed through a link to the scanning

process

– Track inventory flow, current inventory levels, and the impact of both promotional & pricing programs on inventory levels

• Industrial Research Services– Secondary data derived from industrial sources &

intended for industrial use