1. Chapter Four
Exploratory Research Design: Secondary Data

2. Chapter Outline
Overview
Primary Versus Secondary Data
Advantages & Uses of Secondary Data
Types of Secondary Data

3. Primary Vs. Secondary Data
Primary data are originated by a researcher for the specific purpose of addressing the problem at hand. The collection of primary data involves all six steps of the marketing research process (Chapter 1).
Secondary data are data that have already been collected for purposes other than the problem at hand. These data can be located quickly and inexpensively.

4. A Comparison of Primary & Secondary Data
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
Table 4.1

5. Uses of Secondary Data
Identify the problem
Better define the problem
Develop an approach to the problem
Formulate an appropriate research design (for example, by identifying the key variables)
Answer certain research questions and test some hypotheses
Interpret primary data more insightfully

6. Criteria for Evaluating Secondary Data
Criteria Issues Remarks
Specifications & Methodology
Error & Accuracy
Currency
Objective
Nature
Dependability
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?
Definition of key variables, units of
measurement, categories used, relationships examined.
Expertise, credibility, reputation, and trustworthiness of the source.
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.
Reconfigure the data to increase their usefulness.
Data should be obtained from an original source.
Table 4.2

7. A Classification of Secondary Data
Ready to Use
Requires Further Processing
Published
Materials
Computerized Databases
Syndicated Services
Fig. 4.1
Internal
External

8. Sources of Internal Secondary Data
Sales invoices
Accounts receivable reports
Quarterly sales reports
Sales activity reports
Online registration
Web data
Customer letters/ comments
Call center records
Mail-order forms
Credit applications
Warranty cards
Past studies
Sales person expense forms

9. What can one learn from external secondary data?
Demographic dimensions
Employment characteristics
Economic data
Competitive characteristics
Supply characteristics
Regulations
International market characteristics

10. Government statistics
· Population censuses · Social surveys, family expenditure surveys · Import/export statistics · Production statistics · Agricultural statistics.
Trade associations
Trade associations differ widely in the extent of their data collection and information dissemination activities. At the very least one would normally expect that they would produce a trade directory and, perhaps, a yearbook.
Commercial services
Published market research reports and other publications are available from a wide range of organizations which charge for their information. Typically, marketing people are interested in media statistics and consumer information which has been obtained from large scale consumer or farmer panels.
National and international institutions
Bank economic reviews, university research reports, journals and articles are all useful sources to contact. International agencies such as World Bank, IMF, IFAD, UNDP, ITC, FAO and ILO produce a plethora of secondary data which can prove extremely useful to the marketing researcher.

11. Turkish secondary data sources
Bakanlıklar
Müsteşarlıklar (örn.
Devlet Planlama Teşkilatı
Bakanlıklar ve bağlı kuruluşlar
İhracatı Geliştirme Etüd Merkezi
Odalar, borsalar, Sektörel birlik ve dernekler, TUSIAD...
Üniversite kütüphaneleri, veri tabanları
Konuya/sektöre göre değişmekle beraber daha onlarca…

12. A Classification of Published Secondary Sources
Statistical
Data
Guides
Directories
Indexes
Census Data
Other Government Publications
Fig. 4.2
Published Secondary Data
General Business Sources
Government Sources

13. A Classification of Computerized Databases
Bibliographic Databases
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose Databases
Fig. 4.3
Computerized Databases
Online
Off-Line
Internet

14. Published External Secondary Sources
Guides
An excellent source of standard or recurring information
Helpful in identifying other important sources of directories, trade associations, and trade publications
One of the first sources a researcher should consult
Directories
Helpful for identifying individuals or organizations that collect specific data
Examples: Consultants and Consulting Organizations Directory, Encyclopedia of Associations, FINDEX: The Directory of Market Research Reports, Studies and Surveys, and Research Services Directory
Indices
Helpful in locating information on a particular topic in several different publications

15. Classification of Computerized Databases
Bibliographic databases are composed of citations to articles
Numeric databases contain numerical and statistical information
Full-text databases contain the complete text of the source documents comprising the database
Directory databases provide information on individuals, organizations, and services
Special-purpose databases provide specialized information

16. Syndicated Services
Syndicated services are companies that collect and sell common pools of data of known commercial value designed to serve a number of clients
Syndicated sources can be classified based on the unit of measurement (households/consumers or institutions)
Household/consumer data may be obtained from surveys, diary panels, or electronic scanner services
Institutional data may be obtained from retailers, wholesalers, or industrial firms

17. A Classification of Syndicated Services
Unit of
Measurement
Fig. 4.4
Households/
Consumers
Institutions

18. Overview of Syndicated Services
Table 4.3
Overview of Syndicated Services

19. Overview of Syndicated Services
Table 4.3 cont.

20. Single-Source Data
Single-source data provide integrated information on household variables, including media consumption and purchases, and marketing variables, such as product sales, price, advertising, promotion, and in-store marketing effort
Recruit a test panel of households and meter each home's TV sets
Survey households periodically on what they read
Grocery purchases are tracked by UPC scanners
Track retail data, such as sales, advertising, and promotion

21. Benefits Risks Consumer Panels Lower cost than other methods
Rapid availability and timeliness
Accurate reporting of sensitive purchases
High level of specificity
e.g.
Risks
Sampling error (low minority representation)
Turnover of panel members
Response bias

22. Store Audits
Examination of how much of a particular product or brand has sold at retail level
Product sales in relation to competition
Effectiveness of shelf space/POP displays
Sales at various price points
Effectiveness of coupons
Direct sales by store type, location, etc
e.g.

23. Nielsen Retail Index

24. A Classification of International Sources
International Organizations
Government Sources
Nongovernment Sources
Governments
Trade Associations
Domestic Organizations in
the home country
International Organizations in the home country
Organizations in Foreign Countries
International Secondary Data

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