Secondary Data

What is Secondary Data?

Data gathered and recorded previously for purposes other than the current project.
Usually historical and already assembled Require no access to respondents or subjects

A Comparison of Primary and Secondary Data __________________________________________________________________________ PRIMARY DATA SECONDARY DATA

________________________________________________________________ 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

______________________________________________________________________

Advantages
Time savings Relevance Availability Obtainable in a short period of time Low cost Accessibility Complements primary data

Disadvantages
May be inaccurate May be inconsistent Inconvenient to compare May be inaccessible Outdated information Collected for a purpose other than the purpose at hand Variations in definitions of terms Different units of measurement

Is the Secondary Data appropriate for your study?

Is the subject matter consistent with your problem definition? Do the data apply to the population of interest? Do the data apply to the time period of interest? Do the data appear in the correct units of measurement? Do the data cover the subject of interest in adequate detail?

Additional Questions to Ask

Who collected the data? For whom was the data collected? What was the purpose of the research? When was the data collected? How was the data collected? How was the data analyzed? How does the data compare with similar information from different sources?

Common Secondary Data Study Objectives

Fact-finding
Identifying consumption patterns Tracking trends

Model building
Estimating market potential Forecasting sales Selecting trade areas and sites

Database marketing
Enhancing customer databases Developing prospect lists

Index of Retail Saturation

Calculation that describes the relationship between retail demand and supply Calculation
Local market potential (demand) divided by Square feet of retailing space

 Assume

Example Using the Index of Retail Saturation

Population = 261,785 Annual per capita shoe sales = $54.43 Local market potential = $14,249,000 Square feet of retail space used to sell shoes = 94,000 sq. ft. Index of retail saturation = 152

Compare to other areas to determine which sites have the greatest potential with the least amount of retail competition. Index values above 200 are considered to indicate exceptional opportunities.

Plagiarism

Using someones work without giving credit or without obtaining permission, where necessary

Tips for Avoiding Plagiarism

NEVER use someone elses research and fail to cite the individual(s). Do not copy information from a source text without proper acknowledgement Always use quotation marks when reproducing material from a source text, and use proper documentation Do not paraphrase material from a source text without appropriate documentation Always cite the research service when purchasing completed research from the service
Adapted from Strong, William S. (1993), The Copyright Book: A Practical Guide, (London: MIT Press), 1.

Getting Copyright Permission

Determine if permission is needed
Is the material protected under law? Would your use of the material violate the law?

Identify the owner Identify the rights you need Plan ahead for permissions Negotiate whether payment is required Get it in writing
Source: Stim, Richard (2000), Getting Permission: How to License & Clear Copyrighted Materials Online & Off, (Berkley, CA: Nolo Press), 1-6.

A Classification of Secondary Data

Secondary Data

Internal

External

Ready to Use

Requires Further Processing

Published Materials

Syndicated Services Computerized Databases

Sources of Secondary Data

Internal Sources
Accounting records Marketing records Production personnel Information systems personnel Sales force Other expert employees

Sources of Secondary Data

External Sources
Government agencies Libraries The Internet Vendors Producers Books & Periodicals Media Sources Trade Associations Commercial Sources

A Classification of Published Secondary Sources Published Secondary Data General Business Sources Statistical Data

Government Sources

Guides

Census Data

Directories

Indexes

Other Government Publications

A Classification of Computerized Databases Computerized Databases

Online

Internet

Offline

Bibliographic Databases

Special Purpose Databases

Full- Text Databases Directory Databases

Numeric Databases

National Trade Data Bank (NTDB)

Established by the Omnibus Trade and Competitiveness Act of 1988 Purpose was to provide reasonable public access, including electronic access, to an export promotion data system that was centralized, inexpensive, and easy to use Over 1,000 libraries offer access to the NTDB through the Federal Depository Library system.

Examples of Information Contained in the NTDB

Agricultural commodity production & trade Basic export information Calendars of trade fairs Capital markets & export financing Exchange rates Export licensing info International trade terms directory Maritime & shipping information Market research reports Overseas contacts Price indexes Overseas & domestic industry information Small business info State exports State trade contacts

Syndicated Sources of Secondary Data

Syndicated Sources (Services)

Firms that collect and sell common pools of data designed to serve information needs shared by a number of clients, including competing firms in the same industry.

A Classification of Syndicated Services

Unit of Measurement

Households/ Consumers

Institutions

A Classification of Syndicated Services: Household/Consumers

Household Consumers

Electronic Scanner Services

Mail Diary Panels

Surveys

Psychographic & Lifestyles

Advertising Evaluation

Purchase

Volume Tracking Data Scanner Diary Panels Scanner Diary Panels w/ Cable TV

Media

General

Classification of Syndicated Survey Research Surveys by Syndicated Firms

Periodic

Panel

Shared

Psychographic and Lifestyles

Advertising Evaluation

General

Surveys
Periodic Surveys
Collect data on the same set of variables at regular intervals, each time sampling from a new group of respondents.

Panel Surveys
Measure the same group of respondents over time but not necessarily on the same variables.

Shared Surveys
Developed and executed for multiple clients, each of whom shares the expense.

Surveys
Psychographic Surveys
Quantified psychological profiles of individuals and psychologically based measures of lifestyles, such as brand loyalty and risk taking.

Lifestyle Surveys
Data that describes individuals distinctive pattern of living
Described by the activities people engage in The interests they have The opinions they hold of themselves The opinions they hold of the world around them

Surveys
Advertising Evaluation Surveys
Measure the size and profile of the advertising audience, and Assess the effectiveness of advertising using print and broadcast media

General Surveys
Conducted for a variety of other purposes (I.e., examination of purchase and consumption behavior)

Consumer Diary Panels

Made up of a group of individuals and households that record their purchases and behavior in a diary over time. Frequent attempts are made to maintain the representativeness of the panel in relation to the U.S. population (on the basis of demographics)

Consumer Diary Panels

Diary Purchase Panels
Data-gathering technique in which respondents record their purchases in a diary.

Diary Media Panels

Data-gathering technique composed of samples of respondents whose television viewing behavior is automatically recorded by electronic devices Supplemented by the purchase information recorded in a diary

Electronic Scanner Services

Scanner Data
Data obtained by passing merchandise over a laser scanner that reads the UPC (Universal Product Code) from the packages. Volume-tracking Data
Scanner data that provides information on purchases by brand, size, price, and flavor or formulation

Scanner Diary Panels

Panel members issued an ID card allowing panel members purchases to be linked to their identity

Scanner Diary Panels with Cable TV

Combination of scanner diary panels with manipulations of the advertising that is being broadcast by cable television companies.

Classification of Syndicated Services : Institutions

Institutions

Retailers

Wholesalers

Industrial Firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Syndicated Data from Institutions

Retailer and Wholesaler Audits
Collect of product movement data for wholesalers & retailers Periodic audits may be
A physical count of inventory, or May be managed through a link to the scanning process

Track inventory flow, current inventory levels, and the impact of both promotional & pricing programs on inventory levels

Industrial Research Services

Secondary data derived from industrial sources & intended for industrial use