Secondary Data Data previously gathered by someone other than the researcher for some purpose other than the research at hand.

Sources of Secondary Data zInternal - data collected within the firm. zExternal - data collected outside the firm.

External Secondary Information zPublished (free or nominal fee) y Government x(e.g. government census data - y Trade Magazines x(e.g. Sales & Marketing Management) y Trade Associations x(e.g. National Automotive Dealers’ Association)

External Secondary Information zSyndicated yHighly specialized data not available to general public. yInformation sold to multiple subscribers.

External Secondary Information zSyndicated yNielsen Media Services viewership data yArbitron radio listenership data yJ.D. Power customer satisfaction data yGallup Organization poll data yClaritas, Inc. psychographic data ySimmons Market Research Bureau consumer data

Databases zInternal yCustomer Information yCompany Product Information yCompetitor Information zExternal yBibliographic yNumeric yFull-text

Internet zExcellent source for primary or secondary data collection

Internet zAdvantages: y Inexpensive y Fast y Global y Expansive zDisadvantages y Data quality questionable y Navigation often cumbersome

Internet zSearch Engine: Software containing algorithms that allow users to search for and find information on web using subjects or keywords z Homepage: First page of a website z Browser: Software with a graphical user interface that allows web navigation zURL: Internet Address zISP: Provides access to the Internet zHotlink: Address/icon/word that links user to a specific website