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