SECONDARY DATA

Presented by : Group 4
Anusree K.S
Catherine Kuruvilla
Jinu John
Merin .K. Varghese
Roshan .J. Kavalaparambil
What Is Secondary Data?

Data collected for some purpose other than the

problem at the hand.

Data that have been already collected by and

readily available from other source.
 AComparisonofPrimaryandSecondaryData

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PRIMARYDATA SECONDARYDATA

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Collectionpurpose Fortheproblemathand Forotherproblems

Collectionprocess Veryinvolved Rapidandeasy

Collectioncost High Relativelylow

Collectiontime Long Short

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Advantages & Uses

Easily accessible.
Inexpensive.

USES:
1. Identify the problem.

2. Better define the problem.

3. Develop an approach to the problem.

4. Formulate an appropriate research design.

5. Answer certain research questions and test some

hypotheses.
6. Interpret primary data more insightfully.
Disadvantages
Usefulness to the current problem may be limited.
Lack accuracy.
 Specifications/Methodology
Error/Accuracy

Currency

Objective
Criteria
Nature
for Evaluating Secondary Data
Dependability
 A Classification of Secondary Data

Secondary
Data

Internal External

Ready to Syndicated
Published Services
Use Requires
Materials
Further
Processing Computerized
Databases
Internal Secondary Data

Those generated within the organization for which

the research is being conducted.
This information is available in a ready to use
format.
This information exist within the organization.
 Internal secondary data is the starting point.
Data are readily available and provide useful
insight.
Possible to process routinely collected sales data.
Example: departmental store
Advantages and Disadvantages
They are easily
available
They are inexpensive
Suitable geographic
and product
breakdowns
Hard to handle volume
Minimal time of information
Data in accounting
format
 Sources of Internal Secondary Data

Data base marketing

Involves computer to capture and track customer

profiles.
This secondary information serves as the

foundation for marketing programmes.

This information can then be analyzed in terms of a

customers activity.
It provides the tools needed to nurture,expand,protect

customer relationship.
 Customer relationship management is a unique type
of database driven marketing.
As a part of CRM personal information centers are
implemented.
These PICs collect data on all aspects
EXTERNAL SOURCES OF SECONDARY DATA

Published Materials

Computerised Databases

Syndicated Services
 A Classification of Published Secondary Sources

Published Secondary
Data

General Government
Business Sources
Sources

Statistical
Guides Data Census Data
Directories
Other
Government
Indexes Publications
 A Classification of Computerized Databases

Computerized
Databases

Online Internet Offline

Special
Bibliographic Purpose
Databases Databases

Numeric Full- Text Directory

Databases Databases Databases
 A Classification of Syndicated Services

Unit of Measurement

Households/
Consumers Institutions
 A Classification of Syndicated Services: Household/Consumers
Electronic
Household Consumers Scanner
Services
Mail Diary
Panels
Surveys
Volume
Tracking
Purchase Data
Psychographic
& Lifestyles Scanner
Diary
Media Panels
Advertising
Evaluation Scanner Diary
Panels
General w/ Cable TV
 Classification of Syndicated Survey Research

Surveys by Syndicated Firms

Periodic Panel Shared

Psychograph Advertisin
ic and g General
Lifestyles Evaluation
 Classification of Syndicated Services : Institutions

Institutions

Industri
Retailers Wholesalers
al Firms

Direct Clipping Corporate

Audits Inquiries Services Reports
THANK YOU