1. Chapter Four
Exploratory Research Design: Secondary Data

2. Primary Vs. Secondary Data
Primary data are originated by a researcher for the specific purpose of addressing the problem at hand.
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.

3. Secondary Data
The data are often found internally, and also from published materials, computerized databases, or from syndicated services

4. Scope of secondary data
Secondary data can cover a broad range of factors that affect the problem at hand.
It does not always fit the specific problem at hand, but can be useful in developing an approach to the problem and providing a comprehensive understanding of the problem environment.

5. 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

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

7. Internal Secondary Data
Department Store Project
Sales were analyzed to obtain:
Sales by product line
Sales by major department (e.g., men's wear, house wares)
Sales by specific stores
Sales by geographical region
Sales by cash versus credit purchases
Sales in specific time periods
Sales by size of purchase
Sales trends in many of these classifications were also examined

8. 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

9. 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

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

11. Syndicated Services: Consumers
Fig. 4.4 cont.
Psychographic
& Lifestyles
General
Advertising
Evaluation
Households / Consumers
Scanner Panels with Cable TV
Surveys
Volume Tracking Data
Scanner Panels
Electronic scanner services
Purchase
Media
Panels

12. 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

13. Type of Individual/Household Level Data Available from Syndicated Firms
I. Demographic Data
- Identification (name, address, , telephone)
- Sex
- Marital status
- Names of family members
- Age (including ages of family members)
- Income
- Occupation
- Number of children present
- Home ownership
- Length of residence
- Number and make of cars owned

14. Type of Individual/Household Level Data Available from Syndicated Firms
II. Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.

15. Electronic scanner data?
Detailed data on sales of consumer goods obtained by 'scanning' the bar codes for individual products at electronic points of sale in retail outlets. The data can provide detailed information about quantities, characteristics and values of goods sold as well as their prices

16. Electronic scanner data?
Advantages: 1.The data collected are free from any biases. 2.In-store variables, such as pricing, promotions, and displays, are part of the data set. 3.The data are likely to be more current as compared to other methods. 4.The data reflect actual purchases, not just intended purchases. Disadvantages: 1.Scanner services are limited as to geographical dispersion. 2.Quality of scanner data may be impaired due to various factors. For example, not all product categories may be scanned, the item may not scan on the first try, etc.

17. Panels
A panel as a sample of respondents that provide specified information at regular intervals over an extended period of time. The distinguishing feature of purchase panels is that the respondents in the panel are required to record specific behaviors as they occur.
In media panels, the behavior is automatically recorded by electronic devices.

18. Most panels are not representative
Advantages:
1. Panels provide longitudinal data, i.e. data obtained from the same respondents repeatedly.
2. Panel members may provide higher quality data than would a sample because of their willingness to serve on the panel.
Disadvantages:
Most panels are not representative
Over a period of time maturation sets in and the panel members must be replaced.
Response biases may occur as simply being on the panel may alter behavior. 18

19. Syndicated Services: Institutions
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig. 4.4 cont.
Institutions
Retailers
Wholesalers
Industrial firms

20. The sources of international market information
Important government sources are:
Department of Commerce
Agency for International Development
Small Business Administration
Export-Import Bank
Department of Agriculture
Department of State
Department of Labor
Port Authority

21. The sources of international market information
Nongovernment organizations:
United Nations
Organization for Economic Cooperation and Development (OECD)
International Monetary Fund (IMF)
World Bank, International Chambers of Commerce
Commission of the European Community to the United States
Japanese External Trade Organization (JETRO).