Secondary Research

1
Secondary Research

• The Place to Start

2
Secondary Data

• Definition information originally collected for
  some other purpose than the study currently at
  hand

3
Secondary Data Advantages

• Time efficiencies
• Cost economies
• Helps to increase understanding and to clarify
  the problem
• Insight into theory and analytical frameworks
• Identify variables that need to be studied
• Point of comparison for trends

4
Disadvantages of Secondary Data

• 1) PROBLEMS OF FIT
• Measurement units differ
• Class definitions differ
• Out of date

5
2000 Census Categorizing Ethnicity Changes
for 2010??
Attempt to clarify the meaning of Latino or
Hispanic - PROBLEM 43 of those who answered
Yes in Q8, Answered some other race in Q9 BUT
97 classifying themselves as some other race
were Hispanic or Latino YOU FIGURE IT
OUT?? Need to work on how to ask these questions
6
Disadvantages of Secondary Data

• 2) PROBLEMS OF ACCURACY
• Difficulty assessing accuracy
• Primary vs. secondary source
• ALWAYS use the primary source
• Purpose of publication
• Advocacy?
• General evidence of quality
• Amount of detail

7
Evaluating Secondary Data

• Methodology used to collect the data
• Accuracy of data
• Currency of the data
• Purpose of the study
• Content of the data
• Dependability of the data

8
Internal Secondary Data

• Data originating within the firm
• Sales invoices
• Sales reports
• Warranty cards
• Individual customer records
• Scanner data
• Customer data bases..

9
External Secondary Data

• Almost too many things to choose from
• General Business Data
• Nongovernmental Statistics
• Governmental Sources
• Census
• SIC/NAICS
• Computerized Databases
• Online
• Internet
• CD.

10
Standardized Marketing Info Services

• Customer Profiles (e.g., NAICS)
• Geodemographic (e.g., Prizm)
• Product Sales and Market Share
• Diary Panels (e.g., NPD Group)
• Store Audits (e.g., ACNielsen Retail Index)
• Scanners (e.g., ACNielsen Scantrack IRI)
• Ad Exposure
• TV Radio (Nielson Television Index Arbitron)
• Print (Roper Starch Readership )
• Multimedia (Simmons Media/Marketing Services)

11
International Information

• Department of Commerce
• Small Business Administration
• Department of State
• Lots more problems with data Fit

12
THE LAW

• Always conduct secondary data search before you
  do primary data collection.
• AND NO. it doesnt matter what type of research
  design you are using!!!