1. Secondary Data and Online Information Databases
Chapter 6
Secondary Data and Online Information Databases

2. Primary Versus Secondary Data
Primary data: information that is developed or gathered by the researcher specifically for the research project at hand
Secondary data: information that has previously been gathered by someone other than the researcher and/or for some other purpose than the research project at hand

3. Classification of Secondary Data
Internal secondary data: data that have been collected within the firm
Internal databases: databases (collection of data and information describing items of interest) consisting of information gathered by a company typically during the normal course of business transactions (such as customer databases, suppliers databases, inventory databases, etc.

4. Classification of Secondary Data…cont.
External secondary data: data obtained from outside the firm
Types:
Published
Syndicated Services Data
External Databases
Census.gov.;stat-usa.gov.;
Fedstat.gov.;factiva

5. Classification of Secondary Data…cont.
Types of External Secondary Data
External secondary data
Published: sources of information prepared for public distribution and found in libraries or a variety of other entities
Syndicated Services Data: data provided by firms that collect data in a standard format and make them available to subscribing firms for a fee.

6. Classification of Secondary Data…cont.
Types of External Secondary Data
External secondary data
External Databases: databases provided by outside firms; many are now available online (online information databases ):
Bibliographic databases
Numeric or statistical databases
Directory or list databases
Comprehensive databases

7. Advantages of Secondary Data
Obtained quickly
Inexpensive
Usually available
Enhances existing primary data

8. Disadvantages of Secondary Data
Mismatch of the units of measurement
Differing definitions used to classify the data
Timeliness of secondary data
Lack of information needed to assess the credibility of the reported data

9. Evaluating Secondary Data
What was the purpose of the study?
Who collected the information?
What information was collected?
How was the information obtained?
How consistent is the information with other information?

10. Locating Secondary Data Sources
Step 1: Identify what you wish to know and what you already know about your topic.
Step 2: Develop a list of key words and names.
Step 3: Begin your search using several library sources.
Step 4: Compile the literature you have found and evaluate your findings.

11. Locating Secondary Data Sources…cont.
Step 5: If you are unhappy with what you have found or are otherwise having trouble and the reference librarian has not been able to identify sources, use an authority.
Step 6: Report results.

12. Search Strategies Used for Searching Online Databases
Boolean Logic
Field-Searching
Proximity Operators
Truncation
Nesting
Limiting

13. Key Sources of Secondary Data for Marketers
Survey of Buying Power
Effective Buying Income (EBI)
Buying Power Index (BPI)
How to calculate BPI:
BPI = (Population of Market Area A/Total U.S. Population * 2)
+ (EBI of Market Area A/Total U.S. EBI) * 5
+ (Retail Sales of Market Area A/Total U.S. Retail Sales) *3
Published by: Sales and Marketing Management magazine annually on August issue.

14. Demographics USA Breakdown including: Total Business BPI,
High tech BPI,
Manufacturing BPI,
BPI for high tech markets, etc.

15. Case 6.2 The Hobbit’s Choice
Please read Case 6.2 on p.174
Analyze the case and answer questions 1, 2, 3, and 4.