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Secondary Data Sources. Presentation for the Marketing Research module. Generating Data. Data is generated in 2 basic ways:. Secondary data : Data already existing – may have been collected for other purposes. Primary data: Original data – collected for a specific purpose. + / -.

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Secondary Data Sources

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Secondary Data Sources

Presentation for the

Marketing Research module


Generating Data

Data is generated in 2 basic ways:

Secondary data:

Data already existing – may have been collected for other purposes

Primary data:

Original data – collected for a specific purpose

+ / -


Secondary Data

Secondary data is information

that has been previously gathered

for some purpose other than the

current research project


Example


Uses of secondary data

  • Helps to clarify research requirements

  • Answers some of the research needs

  • Enables more insightful interpretation of primary data

  • Provides comparative data

  • Provides information that cannot be obtained through primary research


Benefits of secondary data

  • Faster

  • Less expensive to collect

  • Internet can be used, increasing speed further


Limitations of secondary data

  • Availability

  • Applicability

  • Accuracy

  • Comparability


Evaluation of secondary data

  • Is relevant data available?

  • Is the cost of data acquisition acceptable?

  • Is the data in an appropriate format?

  • Does the data apply to the time period of interest?

    If ‘Yes’, go to original source if possible –

  • Is the data likely to be unbiased?

  • Can the accuracy of the data be verified?

  • Can it be obtained within the timescale of the project?

    If ‘Yes’, then use the data

    If ‘No’, then undertake primary research


Internal Secondary Research Sources

  • Sales figures

  • Operational data – stock levels, etc.

  • Customer satisfaction results

  • Advertising spend

  • Customer complaints records

  • Effectiveness data from promotional

    campaigns

  • Marketing research reports from

    past studies


External Secondary Research Sources

  • Internet – single search engines, and multiple search engines

  • Directories

  • Country information

  • Published marketing research reports

  • News sources

  • Newsgroups and discussion lists


The management information system (MIS)

“A system within an organisation that supplies information and communication services and resources to meet organisation needs.”

(CIM)


The marketing information system (MkIS)

“People, equipment and procedures to gather, sort, analyse, evaluate and distribute needed, timely and accurate information to marketing decision makers”

(Kotler et al)


The structure of an information system

Technology

infrastructure

  • Hardware

  • Systems software

  • Applications software

  • Communications

Personnel

  • Technology developers

  • Systems operators

  • Systems maintainers

  • Users

  • User support

Data

infrastructure

  • Databases

  • Database management

  • Archiving


The marketing information system (MkIS)

Marketing

environment

Marketing

managers

Marketing information system

Developing information

  • Target markets

  • Marketing channels

  • Competitors

  • Publics

  • Macro-environment forces

  • Analysis

  • Planning

  • Implementation

  • Organisation

  • Control

Assessing

information

needs

Marketing

intelligence

Internal

records

Distributing

information

Marketing

research

Information

analysis

Marketing decisions and communications

Source: Kotler et al


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