SECONDARY DATA
Presented by : Group 4 Anusree K.S
Catherine Kuruvilla
Jinu John
Merin .K. Varghese
Roshan .J. Kavalaparambil
What Is Secondary Data?
Data collected for some purpose other than the problem at the hand.
Data that have been already collected by and readily available from other source.
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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Advantages & Uses
Easily accessible. Inexpensive.USES:1. Identify the problem.2. Better define the problem.3. Develop an approach to the problem.4. Formulate an appropriate research design.5. Answer certain research questions and test some
hypotheses.6. Interpret primary data more insightfully.
Disadvantages
Usefulness to the current problem may be limited. Lack accuracy.
Criteria for Evaluating Secondary Data
Specifications/Methodology Error/Accuracy Currency Objective Nature Dependability
A Classification of Secondary Data
Secondary Data
Internal
Requires Further
Processing
Ready to Use
Published Materials
Computerized Databases
SyndicatedServices
External
Internal Secondary Data
Those generated within the organization for which the research is being conducted.
This information is available in a ready to use format.
This information exist within the organization.
Internal secondary data is the starting point. Data are readily available and provide useful
insight. Possible to process routinely collected sales data. Example: departmental store
Advantages and Disadvantages
They are easily available
They are inexpensive Suitable geographic
and product breakdowns
Minimal time Hard to handle
volume of information Data in accounting
format
Sources of Internal Secondary Data
Data base marketing Involves computer to capture and track customer
profiles. This secondary information serves as the foundation for marketing programmes. This information can then be analyzed in terms of a
customer’s activity. It provides the tools needed to nurture,expand,protect
customer relationship.
Customer relationship management is a unique type of database –driven marketing.
As a part of CRM personal information centers are implemented.
These PICs collect data on all aspects
EXTERNAL SOURCES OF SECONDARY DATA
Published Materials
Computerised Databases
Syndicated Services
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
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
Classification of Syndicated Services : Institutions
Institutions
Retailers WholesalersIndustrial Firms
Audits DirectInquiries
ClippingServices
CorporateReports
THANK YOU