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Lesson 4 - Secondary Sources of Data

This document discusses secondary sources of information for research. There are three main types of data sources: primary data collected directly by the researcher, secondary data collected from outside sources, and commercial data that is secondary data sold by syndicated services. Secondary data is useful for research as it can potentially solve research problems without needing to collect primary data, is cheaper than collecting primary data, and can help supplement primary research. However, secondary data must be evaluated for reliability and relevance. The document also outlines internal and external sources of secondary data.

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58 views

Lesson 4 - Secondary Sources of Data

This document discusses secondary sources of information for research. There are three main types of data sources: primary data collected directly by the researcher, secondary data collected from outside sources, and commercial data that is secondary data sold by syndicated services. Secondary data is useful for research as it can potentially solve research problems without needing to collect primary data, is cheaper than collecting primary data, and can help supplement primary research. However, secondary data must be evaluated for reliability and relevance. The document also outlines internal and external sources of secondary data.

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Secondary Sources

of Information
ANALIE M. MONTSERRAT
LESSON 4
There are three data sources:
• Primary data is collected by the researcher. Respondents are asked questions while the
researcher collects the responses. These can be verbal or written. Responses can also be
observed via the respondent’s behavior. Collecting primary data is vital in finding solutions to
research problems.

• Secondary data is collected from research. This information is often found in outside sources.
However, don’t overlook your own company’s records or your competitors’ open records. Such
information can help build a strong foundation for your research project.

• Commercial data is secondary data sold by syndicated services. Marketing research firms or
industry associations collect this information. It is similar to both primary and secondary data
because commercial data is initially collected as primary data to address a research problem.
However, it is not specific to the purchaser’s current research problem. Commercial data tends
to be general enough to apply to a variety of projects, but it can be quite useful. Researchers
can purchase this information and incorporate it into their study as secondary source material.
REASONS FOR OBTAINING SECONDARY
INFORMATION
• SECONDARY INFORMATION MAY SOLVE THE PROBLEM
• If enough information is available, you may solve the problem and avoid doing
primary research.

• SECONDARY INFORMATION SEARCHES COST LESS


• Compared to original research, an in-depth search of secondary sources takes
a fraction of the time and budget. Numerous research publications and
databases can be accessed online for free. The rewards of a secondary
information search far outweigh the costs. Such information allows you to
avoid redundancy in your primary research. Furthermore, you can use the
primary research budget elsewhere. In fact, many research programs won’t
approve expenditures on primary research if a secondary information source
can be utilized.
• SECONDARY INFORMATION HAS IMPORTANT SUPPLEMENTARY
USE
Sometimes, secondary information isn’t enough to solve your
research problem, but it can still be useful. Supplementary uses for
secondary information include:
1. Defining the problem and formulating hypotheses about its uses. As you’re
refining yourresearch question and developing a hypothesis, you want as much
information as possible. Secondary information will develop the context for your
research problem, and may even suggest new solutions.
2. Planning the collection of primary data. Analyzing data collection techniques
in secondaryresearch can provide input on what will work for your research
project.
3. Defining the population and selecting the sample. Past information on the
population, sample, and appropriate sampling techniques can help establish a
framework for your primary research.
• SECONDARY INFORMATION PITFALLS
Secondary data must be readily available, relevant to
your needs, accurate, and pertinent to the problem. When
you research secondary sources, you must evaluate why
the data was originally collected, if it is reliable, and if the
right techniques were used.
In short, you can’t always expect to find consistency
among the data you consider. Data may not use the same
categories or demographics. You have to know what
techniques were used and what the original purpose for
the data was as you research secondary sources.
TYPES OF SECONDARY INFORMATION
• INTERNAL SECONDARY DATA
• Companies collect information as they conduct business everyday. They
receive orders, fill orders, record costs, receive warranty cards, submit sales
reports, and make engineering reports. These sources are called internal
secondary data. Even though this information is collected for other purposes,
you can easily access it for a research project. The key to internal data is
knowing where to find it. In order to use internal data effectively, the
company must have an effective information system.
• EXTERNAL SECONDARY DATA
• Data that you obtain from outside sources is called external secondary data.
External data is available in staggering amounts and assortments. It is often
available for major types of marketing research, focusing on non-controllable
aspects of the problem (total market size; market characteristics; competitor
products, prices, promotional efforts, and distribution needs).
SOURCES OF EXTERNAL SECONDARY DATA

• The major sources of external


secondaryinformation include:
• Government (supranational, federal, state, local, etc.)
•Trade associations and trade press
•Periodicals and professional journals
•Institutions (universities, research organizations, etc.)
• Commercial services

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