Chapter 5. Secondary Sources of Data Collection. Chapter 5 Secondary Sources of Data Collection Marketing Research

Transcription

1 Chapter 5 Secondary Sources of Data Collection Chapter 5 Secondary Sources of Data Collection Marketing Research

2 Learning Objective 1. Meaning of secondary objective and how to obtain it 2. Utility of secondary data information 3. Benefit of using secondary data 4. Understand the limited extent of using secondary data 5. Identify how secondary information can be obtained from within the form 6. Identify how secondary data can be obtained from outside sources

3 Meaning of Secondary Research It is usually concerned with the use of information that is already available Such data's are already collected and analyzed by someone else for other purposes Wide range of secondary data are available like company reports, government statistics, newspapers etc.

4 Sequencing of Secondary Data Search Internal data sources refer to those which are available within the organization External sources are those information published by other researchers/institutions agencies, accessible in a range of forms

5 Sequencing the Steps Involved in Secondary Data Search A. Specify the data requirements B. Ascertain how much information can be obtained from internal sources C. Try to obtain secondary data from Libraries Trade Journals/Associations Data service directories D. Collect secondary data

6 E. Workout the data s validity by: Evaluating the researcher/organization Study the objective of the original work done Do an appraisal of the methods employed and money spent

7 Advantages of Secondary Data It is more economical to the researcher in terms of savings in cost and time as compared to primary data collection Availability of secondary data will help the researcher to familiarize himself with the drawbacks or limitations of the study By examining the secondary data relevant to his project/study, the researcher may develop a better understanding of the problem In certain cases, secondary data will be more accurate and reliable than primary data

8 Limitations of Secondary Data They are collected in the past and for reasons/ purposes other than the research under study. Thus with the time gap-problems with regard to the unit of measurement could occur There is no way for the researcher to understand how the data were collected nor any control over the data collected in terms of how accurate it was or its bound to error At times the secondary data may be outdated and may not be useful for the current research

9 Advantages of Secondary Data 1. It involves low cost (time & money) 2. Compared to primary data, less effort is required 3. Earlier studies can familiarize researcher to avoid similar deficiencies and problems 4. It can be used for comparative base with primary data and better understanding of current study 5. At times certain information can only be obtained from secondary sources

10 Limitation of Secondary Data 1. Originally collected for some other purposes 2. May be difficult to find data to suit the project under study 3. Difficult to ascertain the accuracy /reliability of secondary sources 4. It may be outdated 5. It may be difficult to find the accurate unit of measurement due to the time gap 6. May not meet the current research requirements and a number of assumptions may have to be made.

11 Sources of Internal Data

12 External Sources of Secondary Data A. Public Libraries B. Census Data C. Registration Data D. Private Institutions / Organizations E. Market Agencies Engaged in Syndicated Research

13 ORG (Operations Research Group) ORG was established in 1960 and was the first to introduce the concept of syndicated research in India. ORG evaluates, monitors and analyses consumer, trade, community and organizational level behavior and practices

14 The syndicated services offered by ORG include: Retail Audit Consumer Products Audit Pharmaceutical Audit Prescription Audit Advertising Audit

15 NCAER (National Council of Applied Economic Research) This is a non-profit, nonfunded premier research institute specializing in the field of applied economics. It conducts a comprehensive surveythe annual Market Information Survey of Households (MISH) on the market, for a number of durables and consumer goods

16 IMRB (Indian Market Research Bureau) IMRB has carried out many media studies and market measurement as a part of the syndicated research services. They include National Readership Survey Business Men Readership Survey (BRS)

17 Television Rating Points System (TRP) It is a continuous television measurement system, to estimate the audience size for the TV medium as a whole as well as for specific programmes and time slots. More specifically it is a panel based system and covers around 3,124 households, in nine cities spread across the country

18 Summary Secondary research refers to data which has been collected and analyzed by someone else for some other purpose Secondary data is more economical and more easily available compared to a primary research. It has limitations such as no way to understand how data was collected, data may be outdated and so on.