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com

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Secondary Data Analysis

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Secondary data are the data gathered and recorded by someone else prior to, and for a purpose other than, the current project. Examples: Mass media data, Annual report data, Census data, etc.
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Thus, by nature, secondary data:

are historical, are already assembled, and need no access to subjects.

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Inexpensive Quickly obtainable Easily accessible Improves the understanding of the problem Makes primary data collection more specific Provides a basis for comparison for the data

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Uncertain accuracy Not consistent with needs Out-of-date Inappropriate units of measurement Not available for all types of enquiries

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Aspects

Primary Data

Secondary Data

Collection purpose
Collection process Collection cost

For the problem at hand

Very involved High

For other problems

Rapid & easy Relatively low

Collection time

Long

Short

1. Fact Finding

- Identifying consumption patterns - Tracking trends - Environmental scanning

- Estimating market potential - Forecasting sales - Selecting trade areas and sites - Development of prospect lists - Enhancement of customer lists

2. Model building

3. Database Marketing

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Criteria Specifications & Methodology

Issues Data collection method, response rate, quality & analysis of data, sampling technique & size, questionnaire design, fieldwork. Examine errors in approach, research design, sampling, data collection & analysis, & reporting. Time lag between collection & publication, frequency of updates. Why were the data collected?

Remarks Data should be reliable, valid, & generalizable to the problem. Assess accuracy by comparing data from different sources. Census data are updated by syndicated firms. The objective determines the relevance of data.

Error & Accuracy Currency Objective Nature

Definition of key variables, units of Reconfigure the data to measurement, categories used, relationships increase their usefulness. examined. Expertise, credibility, reputation, & trustworthiness of the source. Data should be obtained from an original source.

Dependability

Who collected the data? For whom were the data collected? What was the purpose of the research? When were the data collected? How were the data collected? How were the data analyzed? How do the data compare with similar information from different sources?
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Do the data help to answer questions set out in the problem definition?
Applicability to project objectives

Do the data apply to the time period of interest?

Do the data apply to the population of interest?

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Applicability to project objectives

Do the other terms and variable classifications presented apply? Are the units of measurement comparable?

Accuracy of the data

If possible, go to the original source of the data?

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Is the cost of data acquisition worth it?

Accuracy of the data

Is there a possibility of bias?

Can the accuracy of data collection be verified?

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Secondary Data

Internal

External

Ready-to-use

Requires Further Processing

Published Materials

Computerized Databases

Syndicated Services

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 Internal data are the data that are available within the organization for which the research is being conducted. They include accounting information, sales information, backorders, customer complaints etc. They may be of the following:
Ready-to-use information routinely supplied by the management decision support system Requires further processing a variety of information found on sales invoices
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 External data are those that are Created, recorded, or generated by an entity other than the researchers organization. The sources include government, trade associations, newspapers and journals, libraries, the internet, books and periodicals They may be in the form of:
Published materials Computerized databases Syndicated services
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Published Secondary Data

General Business Sources Government Sources

Guides

Directories

Indexes

Statistical Data

Census Data

Other Government Publications

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Computerized Databases

Online

Internet

Off-Line

Bibliographic Databases

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose Databases

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Unit of Measurement

Households/ Consumers

Institutions

Households/ Consumers

Panels Electronic scanner services

Purchase

Media

Surveys

Volume Tracking Data Advertising Evaluation

Scanner Diary Panels

Scanner Diary Panels with Cable TV

Psychographic & Lifestyles

General

Institutions

Retailers

Wholesalers

Industrial firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

1. 2. 3. 4. 5. 6. 7.

Government Ministries and Departments Chambers of Commerce Bangladesh Statistics Bureau Regulatory bodies Annual reports of listed companies Mass media Public libraries
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 Identification of consumption patterns Trend Analysis Environmental Scanning

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 Secondary data study assists to uncover all available information about consumption patterns for a particular product category. Marketers might want to know consumption patterns within a region, a town, a zip code, or a phone exchange. Patterns of consumption may provide marketers with valuable insights.
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Drinks, Water, 50%, 50% Drinks, Cola, 25%, 25% Drinks, Others, 5%, 5% Drinks, Juice, 20%, 20%

Percent of Consumptions of Different Drinks

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 By looking at secondary data collected over time, especially data collected by the government, marketers may be able to identify longer-term trends and thus anticipaterather than merely react tochanges in the environment. This type of analysis involves comparisons with competitors data or the companys own data in comparable time periods.
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 Environmental scanning entails information gathering and fact-finding designed to detect indications of environmental changes in their initial stages of development. Secondary data for fact finding could help with environmental scanning, not merely to track trends, but also to identify fundamental structural marketplace changes that have occurred over time.
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