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Disadvantages• May be inaccurate• May be inconsistent• Inconvenient to compare• May be inaccessible• Outdated information• Collected for a purpose other than the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