Secondary Data

1
Secondary Data

• Data previously gathered by someone other
• than the researcher for some purpose other
• than the research at hand.

2
Sources of Secondary Data

• Internal - data collected within the firm.
• External - data collected outside the firm.

3
External Secondary Information

• Published (free or nominal fee)
• Government
• (e.g. government census data - www.census.gov)
• Trade Magazines
• (e.g. Sales Marketing Management)
• Trade Associations
• (e.g. National Automotive Dealers Association)

4
External Secondary Information

• Syndicated
• Highly specialized data not available to general
  public.
• Information sold to multiple subscribers.

5
External Secondary Information

• Syndicated
• Nielsen Media Services viewership data
• Arbitron radio listenership data
• J.D. Power customer satisfaction data
• Gallup Organization poll data
• Claritas, Inc. psychographic data
• Simmons Market Research Bureau consumer data

6
Databases

• Internal
• Customer Information
• Company Product Information
• Competitor Information
• External
• Bibliographic
• Numeric
• Full-text

7
Internet

• Excellent source for primary or secondary data
  collection

8
Internet

• Advantages
• Inexpensive
• Fast
• Global
• Expansive
• Disadvantages
• Data quality questionable
• Navigation often cumbersome

9
Internet

• Search Engine Software containing algorithms
  that allow users to search for and find
  information on web using subjects or keywords
• Homepage First page of a website
• Browser Software with a graphical user
  interface that allows
• web navigation
• URL Internet Address
• ISP Provides access to the Internet
• Hotlink Address/icon/word that links user to a
  specific
• website