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13.11.2019
CHAPTER 4
1.What are the differences between primary data, secondary data and marketing
intelligence?
The fundamental differences between primary and secondary data are discussed in the
following points:
1. The term primary data refers to the data originated by the researcher for the first
time. Secondary data is the already existing data, collected by the investigator
agencies and organisations earlier.
2. Primary data is a real-time data whereas secondary data is one which relates to the
past.
3. Primary data is collected for addressing the problem at hand while secondary data
is collected for purposes other than the problem at hand.
4. Primary data collection is a very involved process. On the other hand, secondary
data collection process is rapid and easy.
5. Primary data collection sources include surveys, observations, experiments,
questionnaire, personal interview, etc. On the contrary, secondary data collection
sources are government publications, websites, books, journal articles, internal
records etc.
6. Primary data collection requires a large amount of resources like time, cost and
manpower. Conversely, secondary data is relatively inexpensive and quickly
available.
2. What are the relative advantages and disadvantages of secondary data?
Advantages of Secondary data
1. Secondary data is something that seldom fits in the framework of the marketing research
factors. Reasons for its non-fitting are:-
a. Unit of secondary data collection-Suppose you want information on disposable
income, but the data is available on gross income. The information may not be same
as we require.
b. Class Boundaries may be different when units are same.
3.At what stages of the marketing research process can secondary data be
used?
Secondary data is collected for some purpose other than the problem at hand. This data includes
information made available by business and government sources, commercial marketing research
firms, and computerized databases. Secondary data is an economical and quick source of
background information.
Let's dig a little deeper into each of these general categories. Examples of internal sources of data include,
but are certainly not limited to, the following:
-Balance sheets
-Sales figures
-Inventory records
If the secondary data you have collected from internal sources will not be sufficient, you can turn
to external sources of data. Some external sources include:
-Government sources
-Corporate filings
-Media
-Universities
-Foundations
Because of the above mentioned disadvantages of secondary data, we will lead to evaluation of
secondary data. Evaluation means the following four requirements must be satisfied:-
1. Availability- It has to be seen that the kind of data you want is available or not. If it is not
available then you have to go for primary data.
2. Relevance- It should be meeting the requirements of the problem. For this we have two
criterion:-
a. Units of measurement should be the same.
b. Concepts used must be same and currency of data should not be outdated.
3. Accuracy- In order to find how accurate the data is, the following points must be
considered: -
a. Specification and methodology used;
b. Margin of error should be examined;
c. The dependability of the source must be seen.
4. Sufficiency- Adequate data should be available.
9. What criteria would you look for when examining the design and
specifications of secondary data? Why is it important to examine these
criteria?
The eight-stage process we propose below is based around a general strategy of identifying
stakeholders and their information requirements, identifying overlap in these requirements,
and then designing a strategy for data collection and sharing based upon stakeholder
incentives and capacity.
The first step is to identify the main stakeholders involved in management of the resource,
and their responsibilities and capacities (Stage 1) which will help define their potential roles
in the system. Management planning (Stage 2) is key to designing successful data collection
and sharing systems because the management objectives and strategies will be defined in the
plan. Based on the objectives in the plan, the data that will need to be collected can be
identified (Stage 3). Existing data that are already collected by different institutions are then
reviewed (Stage 4) and gaps are identified, so that for the remaining data that are required by
the stakeholders, a strategy can be identified to collect those data (Stage 5). Pathways and
methods to share those data between stakeholders are agreed in Stage 6, and ways of
recording, storing and managing the data are identified in Stage 7. Finally in Stage 8, the
system is implemented, evaluated and refined. A scaled-down pilot system could be
implemented at first, involving a reduced number of data variables and stakeholders, so that
all involved can get a feel for the system and which ideas will work well or not in practice.
10.To what extend should you use a secondary data source if you cannot see
any explicit objectives attached to that research?
Secondary analysis refers to the use of existing research data to find answer to a question
that was different from the original work. Secondary data can be large scale surveys or data
collected as part of personal research. Although there is general agreement about sharing the
results of large scale surveys, but little agreement exists about the second. While the
fundamental ethical issues related to secondary use of research data remain the same, they
have become more pressing with the advent of new technologies. Data sharing, compiling
and storage have become much faster and easier. At the same time, there are fresh concerns
about data confidentiality and security.
11.If you had two sources of secondary data for a project, the first being
dependable but out of date, the second not dependable but up to date,
which would you prefer?
It will depend from type of project, because I can use both of them. If project always requires
a new information, so I can not use data which is out of date.
12.Evaluate the desirability of using multiple sources of secondary data and
intelligence?
The secondary analysis of existing data has become an increasingly popular method of
enhancing the overall efficiency of the health research enterprise. But this effort depends on
governments, funding agencies, and researchers making the data collected in primary
research studies and in health-related registry systems available to qualified researchers who
were not involved in the original research or in the creation and maintenance of the registry
systems. The benefits of doing this are clear but the barriers are many, so the effort of
increasing access to such material has been slow, particularly in low- and middle income
countries.
13.List and describe the main types of syndicated sources of secondary data?
- Surveys
- Purchase panel
- Media plans
- Scanner volume-tracking data
- Scanner panels with cable TV
- Audit services
- Industrial product syndicated services
14.Explain what an online panel is, giving examples of different types panel.
What are the advantages and disadvantages of online panels?