Title: Secondary Data
1Secondary Data
2Nature and Scope of Secondary Data
Internal
External
3Assessing Quality of Secondary Data
- Purpose
- Accuracy
- Consistency
- Credibility
- Methodology
- Bias
4Sources of Internal Secondary Data
- Sales invoices
- Accounts receivable reports
- Quarterly sales reports
- Sales activity reports
- Online registration
- Customer letters/ comments
- Mail-order forms
- Credit applications
- Warranty cards
- Past studies
- Sales person expense forms
5External Secondary Data Sources
- NAICS
- Government documents
- Business sources
- Editors and Publishers Market Guide
- Source Book of Demographics and Buying Power for
Every Zip Code in the USA
6External Secondary Data Sources (continued)
- Statistical sources of information
- Standard and Poors Industrial Surveys
- American Statistics Index
- Statistical Reference Index
- Commercial publications and newspapers
7External Secondary DataSyndicated (compiled)
Sources
- Commercial vendors collect information and sell
the reports - 80 of firms report purchasing and spending at
least 10 hours per week analyzing this
information - Firms spend an average of 15,000 annually on
syndicated sources
8External Secondary DataSyndicated (compiled)
Sources
- http//www.nielsen-netratings.com/
9External Secondary DataSyndicated (compiled)
Sources Consumer Panels
- Benefits
- Lower cost than other methods
- Rapid availability and timeliness
- Accurate reporting of sensitive purchases
- High level of specificity
- Risks
- Sampling error (e.g., low minority
representation) - Turnover of panel members
- Response bias
10External Secondary DataSyndicated (compiled)
Sources Store Audits
- Examination of how much of a particular product
or brand has sold at retail level - Product sales in relation to competition
- Effectiveness of shelf space/POP displays
- Sales at various price points
- Effectiveness of POS coupons
- Direct sales by store type, location, etc
11Literature Reviews and Hypotheses
12Literature Review
A literature review is a comprehensive examination
of available information that is related to
your research topic
13Conceptualization
Conceptualization involves developing a model
that shows variables and proposed relationships
among variables as well as relationships among
variables and constructs
14- An observable item that used as a measure on a
questionnaire is called a _____. - Variable
- An unobservable concept measured by a group of
related variables is a _____. - Construct
15Relationships and variables
Independent variables
Dependent variables
16Process of Conceptualization
- Identify variables of interest in the research
- Specify proposed relationships
- Prepare a diagram that represents the
relationships visually
17Hypothesis
A hypothesis is an empirically testable
statement developed in order to help
explain phenomena through research
18Parameters and Sample Statistics
A parameter is the true value of a variable,
that is the value of a variable in a
population. A sample statistic is the estimated
value of a variable based on the data collected
from a sample (subset) of a population
19Types of Hypotheses
- Null
- Alternate
- Nondirectional
- Inverse (negative) directional
- Direct (positive) directional
20Examples - Null Hypotheses
- There is no significant difference in the
preference for interest-bearing checking accounts
between white-collar banking customers and
blue-collar banking customers - There is no significant difference in the number
of cases annually of flu between patients who
have received flu shots and those who have not
received flu shots.
21Examples Alternate Hypotheses, Nondirectional
- There is a significant difference in the
satisfaction levels reported by iPod users and
Zune users - There is a significant difference in the number
of hours spent playing online games between males
and females
22Examples Alternate Hypotheses, Inverse
- Students with high GPAs consume less alcohol than
those with lower GPAs. - The more pressure to close sales perceived by
salespeople, the fewer follow up sales calls made
to customers who have already completed purchases
23Examples Alternate Hypotheses, Direct
- Effective study habits are related positively to
GPA. - Students with high GPAs will be more likely to
participate in campus leadership opportunities.