1. Secondary Data Sources
Presentation for the
Marketing Research module

2. Generating Data + / - Data is generated in 2 basic ways:
Secondary data:
Data already existing – may have been collected for other purposes
Primary data:
Original data – collected for a specific purpose
+ / -

4. Secondary Data Secondary data is information
that has been previously gathered
for some purpose other than the
current research project

5. Example

6. Uses of secondary data Helps to clarify research requirements
Answers some of the research needs
Enables more insightful interpretation of primary data
Provides comparative data
Provides information that cannot be obtained through primary research

7. Benefits of secondary data
Faster
Less expensive to collect
Internet can be used, increasing speed further

8. Limitations of secondary data
Availability
Applicability
Accuracy
Comparability

9. Evaluation of secondary data
Is relevant data available?
Is the cost of data acquisition acceptable?
Is the data in an appropriate format?
Does the data apply to the time period of interest?
If ‘Yes’, go to original source if possible –
Is the data likely to be unbiased?
Can the accuracy of the data be verified?
Can it be obtained within the timescale of the project?
If ‘Yes’, then use the data
If ‘No’, then undertake primary research

10. Internal Secondary Research Sources
Sales figures
Operational data – stock levels, etc.
Customer satisfaction results
Advertising spend
Customer complaints records
Effectiveness data from promotional
campaigns
Marketing research reports from
past studies

11. External Secondary Research Sources
Internet – single search engines, and multiple search engines
Directories
Country information
Published marketing research reports
News sources
Newsgroups and discussion lists

12. The management information system (MIS)
“A system within an organisation that supplies information and communication services and resources to meet organisation needs.”
(CIM) 12

13. The marketing information system (MkIS)
“People, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers”
(Kotler et al) 13

14. The structure of an information system
Technology
infrastructure
Hardware
Systems software
Applications software
Communications
Personnel
Technology developers
Systems operators
Systems maintainers
Users
User support
Data
infrastructure
Databases
Database management
Archiving 14

15. The marketing information system (MkIS)
environment
Marketing information system
Marketing
managers
Developing information
Target markets
Marketing channels
Competitors
Publics
Macro- environment forces
Analysis
Planning
Implementation
Organisation
Control
Assessing
information
needs
Marketing
intelligence
Internal
records
Distributing
information
Marketing
research
Information
analysis
Marketing decisions and communications
Source: Kotler et al 15