CH07 COLLECTING

SECONDARY DATA

Spring, 2020
Instructor: Jane(Xu Jing)
njutxujing@163.com
15850732300
Where we are:
Stage 3: Design Data-Collection Method
and Forms
2

Formulate Problem

Determine Research Design

Design Data-Collection Method

and Forms

Sampling and Data Collection

Analyze and Interpret Data

Prepare and Present Research

Report
 Objectives
3

 What are secondary data? What are the

advantages and disadvantages of these sources
of information?

 What are some of the key sources of internal and

external secondary data?

 Difference between primary and secondary data

4 Secondary data
 Secondary data
5

 Secondary data are statistics that already

exist; they had been gathered for a
previous purpose, not your particular
study.
 Usually historical and already assembled
 Require no access to respondents or subjects
 Advantages
6

 Time savings
 Low cost

 Obtainable in a short period of time

 Accessibility
 Complements primary data
 Disadvantages
7

 Don’t completely fit the problem

 Different units of measurement
 Inconvenient to compare(class definitions)
 Outdated information
 Accuracy
 May be inaccurate
 May be inconsistent
 Additional Questions to Ask
8

 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
9

 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
 Types of secondary data

Secondary
Data

Internal External

Syndicated
Ready to Published
Requires Services
Use Materials
Further
Processing Computerized
Databases
 Types of secondary data
11

 Internal Sources
 Data that originate within the firm are
internal data.
 Sales invoices
 Salespeople call report
 Salespeople expense accounts
 Credit memos
 Warranty cards
 Types of secondary data
12

 External Sources
 Data that obtained from outside sources.
 Government agencies
 Libraries
 The Internet
 Books & Periodicals
 Media Sources
 Trade Associations
 Commercial Sources
 A Classification of Published Secondary Sources

Published Secondary
Data

General Government
Business
Sources Sources

Statistical
Guides Data Census Data
Directories
Other
Government
Indexes Publications
 A Classification of Computerized Databases

Computerized
Databases

Online Internet Offline

Special
Bibliographic Purpose
Databases Databases

Numeric Full- Text Directory

Databases Databases Databases
15
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/
Institutions
Consumers
 A Classification of Syndicated Services: Household/Consumers
Electronic
Household Consumers Scanner
Services
Mail Diary
Panels
Surveys
Volume
Tracking
Purchase Data
Psychographic
& Lifestyles Scanner
Diary
Media Panels
Advertising
Evaluation Scanner Diary
Panels
General / Cable TV
 Classification of Syndicated Survey Research

Surveys by Syndicated Firms

Periodic Panel Shared

Psychograph Advertisin
ic and g General
Lifestyles Evaluation
 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

Industri
Retailers Wholesalers
al Firms

Direct Clipping Corporate

Audits Inquiries Services 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
27 Primary vs. secondary data
 Primary vs. Secondary Data
28

 Primary data are originated by a

researcher for the specific purpose of
addressing the problem at hand.

 Secondary data are data which have

already been collected for purposes other
than the problem at hand.
 A Comparison of Primary & Secondary
Data
29

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid & easy
Collection cost High Relatively low
Collection time Long Short