Chapter 8:

Secondary Data
Research in a Digital Age
Summary
 Research in a digital age is a kind of research which deal with historical already assembled and
needs no access to subjects and it is based on secondary data inexpensive obtained rapidly and
information is not otherwise accessible and disadvantages of secondary data is Uncertain
Accuracy data not consistent with needs and inappropriate units of management and time period
inappropriate dated and the evaluating secondary is Does the data help to answers questions set
out the problem definition and does the data apply to the time period of interest and data apply
the population of interest and evaluating data continued the variable classifications presented
apply and measurement comparable and go to the original source of data and accuracy of data is
cost of data acquisition worth it and there a possibility of bias and accuracy data collection be
verified.
 Common Research Objectives for secondary data studies is based on three things fact finding and
model building and data base marketing in fact finding identify consumer behavior trend analysis
and environmental scanning in model building market potential and analysis of trade areas in data
base marketing name addresses and past purchases.
And research in a digital age is based on internal data accounting information sales information
and backorders and customer complaints and external data is based on government trade
associations and news papers and journals.
 Libraries
 The Internet
 Vendors
 Producers
 Books and periodicals