Secondary Data Methods:

(1)

PART TWO

Chapter 3

Secondary Data Methods:

(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)

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

eg. ABS data reporting the proportion of

Australian households who have access to the

Internet.

(4)

Comparison of Primary and Secondary data

Primary Data

Secondary Data

Collection

purpose

Collection

process

Collection cost

For the problem

at hand

Very involved

[6 Steps]

High

For other

problems

Rapid and easy

(5)



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.

(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

(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

(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

(9)

Internal Secondary data



Data generated within the organisation for which

the research is being conducted.

[sales invoices, Annual reports, CRM]

(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

(11)

General Business Data



Information published by business



Examples



Guides



Directories



Indexes

(12)

Government Sources



Information published by Government



Examples



census data

(13)

Example of Census Data

(14)

(15)

Computerised Databases



Information made available in computer-readable

form for electronic distribution.



Advantages



Current information



Faster data search



Low cost

(16)

(17)

Examples of Computerised Databases



ABI/Inform



Academic Search Elite



Annual Reports



AusStats



Business Source Premier



Emerald Fulltext



Factiva



Market Comparative Analysis

(18)

(19)

Syndicated Services



Nielsen/

NetRatings



Quantum Market Research

YouthSCAN



Roy Morgan

Single Source Data



Grey worldwide

Eye on Australia



Roy Morgan

MindSets

(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.

(21)

WWW for Secondary Research



Search engines

Yahoo!, Google, AltaVista



Internal secondary

Intranets



General business sources

BRW, Forbes, Wall St Journal



Government data

www.abs.gov.au

www.yahoo.com/Government/Statistics



Computerised databases

www.roymorgan.com

www.acnielsen.com



Syndicated sources if information

www.dnb.com



Organisations and associations

Secondary Data Methods:

PART TWO

Chapter 3

Secondary Data Methods:

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.

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.

Comparison of Primary and Secondary data

Primary Data

Secondary Data

Collection

purpose

Collection

process

Collection cost

For the problem

at hand

Very involved

[6 Steps]

High

For other

problems

Rapid and easy



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.

Criteria for Evaluating Secondary Data



Specifications: methodology used to collect data



Size and nature of sample



Response rate and quality



Questionnaire design and administration

