Download Secondary Data Research

PRIMARY DATA vs SECONDARY DATA
RESEARCH
Lesson 23 June 2016
Primary Source
A primary source is a document created at the
time of your research subject, about your
research subject. These documents are directly
connected with the events or people being
researched.
www.concordia.edu/library
Primary Source
Data and Original Research
Diaries and Journals
Speeches and Interviews
Letters and Memos
Autobiographies and Memoirs
Books or articles written at the time of the event
Government Documents
Census Statistics
Organizational Records
Documentaries
Photographs
Art (from the time period)
Maps (from the time period)
Internet communications (including listservs and Emails)
www.concordia.edu/library
Secondary Source
A secondary source is a document created at a
later time than the event being researched, by
someone who did not experience the said event.
These documents have no direct connection with
the events or people being researched.
www.concordia.edu/library
Secondary Source
Encyclopedias
Chronologies
Biographies
Monographs (a specialized book or article)
Most journal articles (unless written at the time of the event)
Most published books (unless written at the time of the event)
Abstracts of articles
Paraphrased quotations
Dictionaries
Textbooks
www.concordia.edu/library
Secondary Source
What would be a source for the following data? Use
Google to answer this.
1. Population, average income, and employment rates
2. Annual sales of the top ten fast-food companies
3. Divorce trends
Research Activity
Demand for Gas Guzzlers
Secondary Data Research
Does It Matter?
Secondary research
shows that services and
value are most
important to consumers.
8-9
Secondary Data Research (cont’d)
• Data conversion
– The process of changing the original form of the
data to a format suitable to achieve the research
objective
• Also called data transformation
• Cross-checks
– The comparison of data from one source with data
from another source to determine the similarity of
independent projects.
8–10
Typical Objectives for Secondary-Data
Research Designs
• Fact Finding
• Identification of consumer behavior for a
product category
• Trend Analysis
• Market tracking—the observation and analysis of
trends in industry volume and brand share over time.
• Environmental Scanning
• Information gathering and fact-finding that is
designed to detect indications of environmental
changes in their initial stages of development.
8–11
Typical Objectives for Secondary-Data
Research Designs
• Model Building
– Estimating market potential for geographic area
– Forecasting sales
– Analysis of trade areas and sites
8–12
Is the secondary
data suitable?
8–13
Secondary Data for Calculating an Index of Retail
Saturation
8–14
Data Mining
• Data Mining
– The use of powerful computers to dig through
volumes of data to discover patterns about an
organization’s customers and products; applies to
many different forms of analysis.
• Neural Network
– A form of artificial intelligence in which a computer
is programmed to mimic the way that human brains
process information.
8–15
Mining Data from Blogs
Data-mining software, like
Buzz Report, search millions
of blogs looking for
messages related to
particular products and
trends.
8-16
Data Mining (cont’d)
• Market-Basket Analysis
– A form of data mining that analyzes anonymous
point-of-sale transaction databases to identify
coinciding purchases or relationships between
products purchased and other retail shopping
information.
• Customer Discovery
– Involves mining data to look for patterns
identifying who is likely to be a valuable customer.
8–17
Database Marketing and Customer
Relationship Management
• Database Marketing
• The use of customer relationship management
(CRM) databases to promote one-to-one
relationships with customers and create precisely
targeted promotions.
• The practice of maintaining a customer database
of:
•
•
•
•
Names and addresses
Past purchases
Responses to past efforts
Data from numerous other outside sources
8–18
Sources of Internal Secondary Data
• Internal and Proprietary Data
– Accounting information
– Sales information and backorders
– Customer complaints, service records, warranty
card returns, and other records.
– Intranets
8–19
External Secondary Data Sources
• External Data
– Generated or recorded by an entity other than the researcher’s
organization.
• Information as a product and its distribution
–
–
–
–
Libraries
Internet
Vendors
Producers
•
•
•
•
•
Books and periodicals
Government
Media
Trade associations
Commercial sources
8–20
Information
as a Product
and its
Distribution
Channels
8–21
Commercial Sources
•
•
•
•
•
Market-share data
Demographic and census updates
Consumer attitude and public opinion research
Consumption and purchase behavior data
Advertising research
8–22
Secondary Data Research
Data gathered and recorded by someone else prior to
and for a purpose other than the current project.
Advantages
•
•
•
•
•
Disadvantages
Available
Faster and less expensive
than acquiring primary data
Requires no access to subjects
Inexpensive—government
data is often free
May provide information
otherwise not accessible
•
•
•
•
8–23
Uncertain validity
Data not consistent with needs
Inappropriate units of
measurement
Too old
Primary Data Research
• Survey
• Observation
• Experiment