Secondary Data Methods:

Transcription

1 PART TWO Chapter 3 Secondary Data Methods: Traditional, Electronic and Internet 1-1

2 Chapter Objectives After reading this chapter, you should be able to: Define the nature and scope of secondary data. Analyse the advantages and disadvantages of secondary data Evaluate secondary data. Describe the different sources of secondary data. Discuss the syndicated sources of secondary data collected from households/consumers and industrial and business. Explain the need to use multiple sources of secondary data and describe single-source data. Discuss the application of the Internet in researching secondary data. 3-2

3 Primary vs Secondary Data Primary data Originated by the research for the specific purpose of addressing the problem at hand. eg. Interviewing respondents to determine their satisfaction with their Internet Service Provider Secondary data Data which has been collected for purposes other than the problem at hand. eg. ABS data reporting the proportion of Australian households who have access to the Internet. 3-3

4 Comparison of Primary and Secondary data Primary Data Secondary Data Collection purpose For the problem at hand For other problems Collection process Very involved [6 Steps] Rapid and easy Collection cost High Relatively low Collection time Long Short 3-4

5 Uses of Secondary Data Identify the problem Better define the problem Develop an approach to the problem Formulate an appropriate research design Answer certain research questions and test some hypotheses Interpret primary data more insightfully Exhaust all appropriate secondary data sources before proceeding to undertake primary data. 3-5

6 Criteria for Evaluating Secondary Data Specifications: methodology used to collect data Size and nature of sample Response rate and quality Questionnaire design and administration Procedures used for fieldwork Data analysis Reporting procedures 3-6

7 Criteria for Evaluating Secondary Data cont. Error: accuracy of data Currency: when the data were collected Objective: purpose for which the data were collected Nature: the content of the data Dependability: how dependable are the data? Expertise, credibility, reputation and trustworthiness of source 3-7

8 Figure 3.1 A Classification of Secondary Data Secondary Data Internal External Ready to use Requires further processing Published sources Computerised databases Syndicated services 3-8

9 Internal Secondary data Data generated within the organisation for which the research is being conducted. [sales invoices, Annual reports, CRM] Easily available and inexpensive. 3-9

10 External secondary data Data generated by sources outside the organisation. Examples Published secondary data [general business & Government sources] Computerised data bases Syndicated data from households Syndicated data on industry and business 3-10

11 General Business Data Information published by business Examples Guides Directories Indexes statistical data 3-11

12 Government Sources Information published by Government Examples census data other government publications 3-12

13 Example of Census Data Source: ABS (2003) Australian Demographic Statistics, Cat , June, ABS, Canberra, p

14 Example of Census Data Source: ABS (2000) Use of the Internet by Household, Cat , November, ABS, Canberra, p

15 Computerised Databases Information made available in computer-readable form for electronic distribution. Advantages Current information Faster data search Low cost convenience 3-15

16 Figure 3.5 A Classification of Computerised Databases 3-16

17 Examples of Computerised Databases ABI/Inform Academic Search Elite Annual Reports AusStats Business Source Premier Emerald Fulltext Factiva Market Comparative Analysis Sport Discus 3-17

18 Syndicated Sources of Secondary Data 3-18

19 Syndicated Services Nielsen/NetRatings Quantum Market Research YouthSCAN Roy Morgan Single Source Data Grey worldwide Eye on Australia Roy Morgan MindSets OzTam Peoplemeters 3-19

20 Combining Information from Different Sources Single-source data Measure lifestyles, attitudes, media consumption, brand and product use, purchase intentions, retail visits, and recreation and leisure activities. [Roy Morgan single-source data] Computer mapping Combines geographic and demographic information to develop thematic geo-demographic maps. [MAPINFO, Mosaics] 3-20

21 WWW for Secondary Research Search engines Yahoo!, Google, AltaVista Internal secondary Intranets General business sources BRW, Forbes, Wall St Journal Government data Computerised databases Syndicated sources if information Organisations and associations