SECONDARY DATA COLLECTION METHODS

Sources of data
 Research application of Secondary data
1. Problem identification and formulation stage
2. Hypothesis designing
3. Sampling consideration
4. Primary base.

Past studies on the subject make the current

study simpler
 Classification of data
Primary data is original, problem or project specific
and collected for the specific objectives and needs spelt
out by the researcher. The authenticity and relevance is
reasonably high.

Secondary data is information that is not topical or

research specific and has been collected and compiled
by some other researcher or investigative body. It is
recorded and published in a structured format.
 Benefits of secondary data
Resource advantage

Accessibility of data

Accuracy and stability of data

Assessment of data
 Drawbacks of secondary data
Applicability of data: the purpose for which the
information was earlier collected was unique to
that study and thus the information might not be
absolutely applicable or relevant for the current
study objective.

Accuracy of data: the source and data credibility

is a serious issue of concern when using past data
and records.
Authentication of secondary data
Methodology check: in terms of sampling frame used, data
collection tools and methods of analysis and hypotheses testing

Accuracy check: establishing source credibility.

Misrepresentation of data

Topical check: aims at investigating the information that is being

used or cited in the research study for periodical
upgradation(recency of findings and similarity of the
environment under study with past study)

Financial check: the cost of accessing past or recorded data in

terms of the relevance for the study
 Internal data sources
Company records: historical as well as current manufacturing
information, process and policy documents

Employee records: demographic data sets, performance

appraisals & grievance data

Sales data: cash register receipts, salespersons call records, sales

invoices and sales reports

Other sources: customer databases, CRM data, warranty records,

etc.
 External data sources
Published data: data that is in on public domains, which
could be compiled by public or private sources
Government sources: census data, other documented and
available government publications
Other data sources: essentially non-government sources
like books, periodicals, guides and directories, Indices and
standardized non-government statistical data
Government publications
Non-government publications
Computerized databases
 Computerized databases

Based on content of information: reference

data bases, source databases

Based on storage and recovery mechanisms:

online data bases, CD-ROM databases
 Syndicate data sources
Household/ individual data–conducted on individual
consumers. They are usually of the following types
Surveys: are usually one-time assessments conducted on
a large representative respondent base.
Product purchase panels: These specially selected
respondents groups periodically record certain identified
purchases, generally related to household products and
groceries.
Media-specific panels: media panels are created for
collecting information related to promotion and
advertising. They generally make use of different kinds of
electronic equipments to automatically record consumer
viewing behaviour.
Institutional syndicated data–the second group of
syndicated sources collect information from
organizations and institutions.
Retailer audits: for various product/service
categories periodically recorded data is available to
track the movement of stocks at the retail end.

Wholesaler audits: these measure warehouse

movement. Participating operators include
wholesalers, super and hyper markets and
frozen-food warehouses.