Chapter6 Secondary Data and Online Information Databases

Primary Versus Secondary Data Primary data: information that is developed or gathered by the researcher specifically for the research project at hand Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand

Classification of Secondary Data Internal secondary data: data that have been collected within the firm Internal databases: databases (collection of data and information describing items of interest) consisting of information gathered by a company typically during the normal course of business transactions

Classification of Secondary Data…cont. External secondary data: data obtained from outside the firm Types: Published Syndicated Services Data External Databases

Classification of Secondary Data…cont. Types of External Secondary Data External secondary data Published: sources of information prepared for public distribution and found in libraries or a variety of other entities Syndicated Services Data: data provided by firms that collect data in a standard format and make them available to subscribing firms

Classification of Secondary Data…cont. Types of External Secondary Data External secondary data External Databases: databases provided by outside firms; many are now available online (online information databases) Bibliographic databases..citations by subject, i.e. ABI Inform Numeric or statistical databases, 2000 Census Directory or list databases, AMA membership list Comprehensive databases, Contain all of the above, i.e.Lexis-Nexis

The New York Chapter of the AMA Publishes a Directory of Marketing Research firms

Advantages of Secondary Data Obtained quickly (compared to primary data gathering) Inexpensive (compared to primary data gathering) Usually available Enhances existing primary data

Disadvantages of Secondary Data Mismatch of the units of measurement Need daily data yet only monthly available, need incomes of $75,000 and over only available $50,000 and over Differing class definitions used – Need users “in between” heavy, medium or light users Timeliness (how current is the secondary data) Lack of information needed to assess the credibility of the reported data (next slide)

Evaluating Secondary Data What was the purpose of the study? Who collected the information and when was this done? What information was collected (questions, scales, etc.)? How was the information obtained (sampling frame, method of sample draw, communication method, resulting sample, etc.)? How consistent is the information with other published information?

Locating Secondary Data Sources Step 1:Identify what you wish to know and what you already know about your topic. Step 2:Develop a list of key words and names. Step 3:Begin your search using several library and Web sources. Step 4:Compile the literature you have found and evaluate your findings.

Locating Secondary Data Sources…cont. Step 5:If you are unhappy with what you have found or are otherwise having trouble and the reference librarian you contact has not been able to identify sources, use an authority (if available). Step 6:Report results.

Search Strategies Used for Searching Online Databases Make certain you are an efficient information searcher…See MRI 6.4 on Standard Subject Headings Also, use the Help Guide in any database you use to learn how to use: Boolean Logic (AND, OR, NOT) Field-Searching (Title, Subject, Author, etc.) Proximity Operators (words - how close and in which order, e.g. ADJ, NEAR, SAME) Truncation (allows root of word to be submitted)

Search Strategies Used for Searching Online Databases Nesting (two terms combined as one in search) Limiting (records with specific language, location, format, date – “advanced” search)

Key Sources of Secondary Data for Marketers Survey of Buying Power Effective Buying Income (EBI) is income after taxes Buying Power Index (BPI) How to calculate BPI: BPI =(Population of Market Area A/Total U.S. Population * 2) + (EBI of Market Area A/Total U.S. EBI) * 5 + (Retail Sales of Market Area A/Total U.S. Retail Sales) *3 Demographics USA provides several other indices for measuring a market’s buying power, i.e. Hi-Tech BPI, Manufacturing BPI, and BPI’s for Premium, Moderate and Economy Priced products.