Chapter 6 Flashcards
Compare secondary and primary data
Secondary Data
▪Data already exists
▪Gathered for other purpose
▪Sales records, cost
information, distributors’
reports, books, periodicals,
government agencies’ reports
Primary Data
▪Specifically collected for
problem/opportunity
▪Surveys, observation,
experimentation
(Chapters 7 & 8)
How to collect secondary data steps (6)
- Specify data requirements
- Determine data obtainable from internal sources
- Seek external sources of secondary data
- Obtain secondary data
- Scrutinise validity of data
- Identify data to be obtained from primary sources
What are the uses of secondary data ?
- Formulating decision-making problem;
- Suggesting methods and types of data for meeting
information needs; - Interpreting and evaluating primary data;
- Monitoring enterprise’s external environment
- Basis for final decision making
- Longitudinal research studies.
What are the inherent problems of secondary data ?
1Tracing desired data from numerous sources
2 Processing / adapting the data to suit problem situation
3 Determining accuracy and reliability
Advantages of secondary data (4)
- Collected with less effort
- Enhances collection of primary data.
- Can be more accurate than primary data
- Provides comparative data = illuminates primary data
interpretation
Disadvantages of secondary data (6)
- Doesn’t apply to specific problem
- Accuracy questionable - research errors
- Dates quickly in a dynamic environment.
- Different sources define & classify terms differently
- Different measures used in different sources
- Secondary publications contain only relevant data, not all data
Advantages of original publications
- Helps evaluate reliability of data.
- Detailed descriptions of terms and concepts.
- Eliminates possible errors in transferring data from original to secondary publication
What are the 2 types of secondary data and explain
Internal Data / In-house Data
❑Generated by enterprise
commissioning research
❑E.g. Invoices, sales reports,
financial analyses, previous
research surveys
❑Collected in normal business
transactions NOT to solve
specific problem
External Data
❑Outside enterprise
❑E.g. Reports and bulletins
published by government, semigovernment bodies,
associations, computerised
bibliographies, syndicated
services etc.
What are the external data categories and explain
Syndicated Data/Services
▪Research organisations that collect & sell common data standardised to meet information needs shared by group of clients.
▪Open or closed
E.g. ACNielsen South Africa,
Bureau of Marketing Research
(BMR)
Pooled Data
▪Shared by interested organisations
▪Participating parties have input into type of data and format of results
▪Standardised data to independent organisations who process & redistribute information to
participating parties
E.g. NAAMSA to SA motor
manufacturers
Other Published Sources
▪General business and
government data
▪Published in books, periodicals,
journals, newspapers, magazines, reports & trade literature
e.g. Journal of Marketing
Management, Forbes magazine,
Databases
▪Collection of interrelated data
organised in logical manner &
stored for future use.
▪Print/Paper-based or computerised
e.g. ScienceDirect, Yellow pages
What are the advantages of computerised databases ? (5)
- Data easier to update = data more likely to be up to date
- Computers = primary production technology.
- Search process = simpler, more comprehensive, faster. Numerous databases available online.
- Relatively low cost of searching due to accurate, fast locating and
download of data. - Access to data is convenient via a personal computer linked to a communications network
Name the 7 points of evaluating secondary data and explain each
- Purpose - How does the data relate to the current study
- Accuracy – Is it applicable to the problem/opportunity in question
- Consistency – Seek multiple sources of same data
- Credibility – Status of publication, quality of source, publisher
- Methodology – Flawed methodology = invalid, unreliable, unusable
- Bias – Why was this data collected?
- Currency – How old is the data?
name the 6 Online computer search options
1 Browsing
2 Search Engines
3 Subject Directories
4 Mailing Lists
5 Virtual Reference Libraries & Bookshops
6 Social Media
