Secondary Data Research in a Digital Age

8/11/2019 Secondary Data Research in a Digital Age

1/30

Business

Research Methods

William G. Zikmund

Chapter 8:

Secondary Data

Research in a Digital Age


2/30

Secondary Data

Data gathered and recorded by someone else

prior to and for a purpose other than the

current project

Is often:

Historical

Already assembled

Needs no access to subjects


3/30

Advantages of Secondary Data

Inexpensive

Obtained Rapidly

Information is not Otherwise Accessible


4/30

Copyright 2000 by Harcourt, Inc. All rights reserved.

Government Data Is Often Free


5/30

Disadvantages of Secondary Data

Uncertain Accuracy

Data Not Consistent with Needs

Inappropriate Units of Measurement

Time Period Inappropriate (Dated)


6/30

Secondary Data may be Dated

The Economic Census profiles the

U.S. economy every 5 years, from the

national to the local level.


7/30

Evaluating Secondary Data

Does the data help to

answer questions

set out in theproblem definition?

Does the data apply to

the time period of

interest?

Does the data apply to

the population ofinterest?

Applicability

to project

objectives


8/30

Do the other terms

and variable

classifications

presented apply?

Are the units of

measurementcomparable?

If possible, go to the

original source of thedata?

Evaluating Secondary Data (continued)

Applicability

to project

objectives

Accuracy

of the data


9/30

Is the cost of data

acquisition worth it?

Accuracy

of the data

Is there a possibility

of bias?

Can the accuracy ofdata collection be

verified?


10/30

Objectives for Secondary Data

Studies Fact Finding

Model Building

Data Based Marketing


11/30

Fact Finding - Identifying consumption patterns

- Tracking trends

Model building - Estimating market potential- Forecasting sales

- Selecting trade areas and sites

Data Base Marketing - Development of Prospect Lists

- Enhancement of Customer Lists

Common Research Objectives

for Secondary Data Studies


12/30

Fact Finding

Identify consumer

behavior

Trend analysis

Environmental

scanning


13/30

Model Building

Market potential

Forecasting sales

Analysis of trade areas


14/30

Data Based Marketing

Practice of maintaining a customer data

base

Names

Addresses

Past purchases

Responses to past efforts

Data from numerous sources


15/30

Internal Data

Internal and proprietary data is more descriptive

Accounting information Sales information

Backorders

Customer complaints


16/30

Data Mining


17/30

Information Producer

(Federal Government)

Library

(Storage of

government

documentsand books)

Company User

Traditional Distribution

Indirect Channel Using Intermediary


18/30

Information Producer

(Federal Government)

Company User

Traditional Distribution

Direct Channel


19/30

Direct, Computerized Distribution Using Intermediary

Information producers

(Just-in-time inventory partner)

computerized database

Company user


20/30

Modern Distribution of Secondary Data

Information producer A(Federal government-

census data)

Information producer B(Grocery store-retail

scanner data)

Information producer C(Audience research company-

television viewing data)

Vendor/external

distributor

(Computerized database

integrating all three data

sources for any

geographic area)

Information producer A

(Federal government-

census data)


21/30

External Data

Created, recorded, or generated by an entity

other than the researchers organization

Government

Trade associations

Newspapers and journals


22/30

External Data

Libraries

The Internet

Vendors

Producers

Books and periodicals


23/30

External Data

Government sources

Media sources

Commercial sources


24/30

Government Sources


25/30

U.S. Population by Race and Hispanic Origin, July 1, 1997in thousands)

White Black American Indian Asian & Pacific

& Alaska Native Islander

non-Hispanic 194,571 32,324 1,977 9,532

Hispanic 26,746 1,649 347 598


26/30

Race and Ethnicity

The race and Hispanic origin categories used by the

Census Bureau are mandated by Office of Management

and Budget

All federal record keeping and data presentation to use

four race categories (White, Black, American Indian

and Alaska Native, Asian and Pacific Islander) and two

ethnicity categories (Hispanic, non-Hispanic).

These classifications are not intended to be scientific innature, but are designed to promote consistency in

federal record keeping and data presentation.


27/30

Commercial Sources

Market share data companies like A.C.

Nielsen provide information about sales

volume and brand share over time

Demographic and census updatesmany

organizations supply census updates, in

easy-to-use or custom formats


28/30

Commercial Sources Attitude and public opinion research

syndicated services report the findings of

opinion polls Consumption and purchase behavior data

Advertising researchreadership and

audience data


29/30

Single Source Data

Diverse types of data offered from a single

source

- e.g., television viewing and scanner

purchase data

- e.g., Prizim and ClusterPlus


30/30

Global Secondary Data

Typical limitations

Additional pitfalls

Unavailable

Questionable accuracy

Lack of standardized terminology

Documents

Secondary Data Research in a Digital Age