research design formulation - secondary data

chapter 4

In contrast to primary data, which originate with a researcher for the specific purpose of the problem hand, secondary data is data originally collected for other purposes. Secondary data can be obtained quickly and is relatively inexpensive. However, they have limitations and should be carefully evaluated to determine the appropriateness for the problem at hand. The evaluation criteria consist of specifications, error, currency, objectivity, nature, and dependability.

A wealth of information exists in the organization for which the research is being conducted. This information constitutes internal secondary data. External data is generated by sources outside the organization. This data exists in the form of published material, online, Internet, and off-line databases, or information made available by syndicated services. Published external sources may be broadly classified as general business data or government data. General business sources comprise guides, directories, indexes, and statistical data. Government sources may be broadly categorized as census data and other data. Computerized databases may be online, Internet, or off-line. These databases may be further classified as bibliographic, numeric, full text, directory, or specialized databases.

Syndicated sources are companies that collect and sell common pools of data designed to serve a number of clients. Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions). Household/consumer data may be obtained via surveys, purchased in media panels, or a chronic skin or services. When institutions are the unit of measurement, the data may be obtained from retailers, wholesalers, or industrial firms. It is desirable to combine information obtained from different secondary sources.

There are several specialized sources of secondary data useful for conducting international marketing research. However, the evaluation of secondary data becomes even more critical as the usefulness and accuracy of the data can vary widely. Ethical dilemmas that can arise include the unnecessary collection of primary data, they use of only secondary data one primary data is needed, they used a secondary data that is not applicable, and the use a secondary data that has been gathered through morally questionable means. the Internet and computers can be used to access, analyze, and store information available from secondary sources.

Primary data -- data originated by the researcher for the specific purpose of addressing the research problem
secondary data -- data collected for some purpose other than the problem hand
volume tracking data -- scanner data that provides information on purchases by Brion, size, price, and flavor or formulation
internal data -- internal data is data available within the organization for which the research is being conducted
external data -- data that originates externally from the organization
database marketing -- database marketing involves the use of computers to capture and track customer profiles and purchase details
online databases -- databases, stored in computers, which require a telecommunications network to access
Internet databases -- Internet databases can be accessed, searched, and analyzed over the Internet. It is also possible to download data from the Internet and store them in the computer storage device
off-line databases -- databases that are available on diskette, CD-ROM, or portable media
bibliographic databases -- databases composed of citations to articles and journals, magazines, newspapers, marketing research studies, technical reports, government documents, and the like. They often provide summaries or abstracts of the material cited the
numeric databases -- numeric databases contain numerical and statistical information that may be important sources of secondary data
fulltext databases -- databases containing the complete text of secondary source documents comprising the database
directory databases -- directory databases provide information on individuals, organizations, and services
specific purpose databases -- data bases that contain information on a specific nature, example -- data on a specialized industry
syndicated services -- information services offered by marketing research organizations that provide information from a common database to different firms that subscribe to their services
surveys -- interviews with a large number of respondents using a predesigned question here
psycho geographics -- quantified psychological profiles of individuals
lifestyles -- a lifestyle may be defined as a distinctive pattern of living that is described by the activities people engage in, the interests they have, and the opinions they hold of themselves and the world around them
purchase panels -- a data gathering technique in which respondents record their purchases online or in a diary
media panels -- a data gathering technique that is comprised of samples of respondents whose television viewing behavior is automatically recorded by electronic devices, supplementing the purchase information recorded online or in a diary
scanner data -- data obtained by passing merchandise over a laser scanner that reads the UPC code from the packages
scanner panels -- scanner panel members are identified by an ID card, allowing each pay no members purchase is to be stored with respect to his or her identity
scanner panels with cable TV -- the combination of scanner panel with manipulations of the advertising that is being broadcast by cable television companies
audit -- a data collection process derived from physical records or performing inventory analysis. Data is collected personally by the researcher or by representatives of the researcher, and the data at is based upon counts usually a physical objects other than people
industry services -- provide syndicated data about industrial firms, businesses, and other institutions
single source data -- an effort to combine data from different sources by gathering integrated information on household and marketing variables applicable to the same set of respondents
computer mapping -- maps that solve marketing problems are called thematic maps. They combine geographer he lives demographic information and accompanies sales data or other proprietary information and are generated by a computer