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Secondary Data in Marketing Research

The document discusses primary and secondary data collection methods for marketing research. It describes secondary data as already collected data from external sources, which is cost-effective but may not match the research needs. Primary data is collected directly through methods like observation, questionnaires, and surveys. Questionnaires are research instruments used to gather information directly from respondents through a set of questions.

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7 views18 pages

Secondary Data in Marketing Research

The document discusses primary and secondary data collection methods for marketing research. It describes secondary data as already collected data from external sources, which is cost-effective but may not match the research needs. Primary data is collected directly through methods like observation, questionnaires, and surveys. Questionnaires are research instruments used to gather information directly from respondents through a set of questions.

Uploaded by

sridip
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd

MARKETING RESEARCH - DATA COLLECTION

DATA COLLECTION
MARKETING RESEARCH - DATA COLLECTION

1. Secondary data
2. Evaluating Secondary data
3. Sources of Secondary data
MARKETING RESEARCH - DATA COLLECTION

Secondary Data

Secondary data is the data


that have been already
collected by and readily
available from other sources.
MARKETING RESEARCH - DATA COLLECTION

Advantages of Secondary Data

1. Economical
2. Time Saving
3. Understanding of the problem
can be improved
MARKETING RESEARCH - DATA COLLECTION

Disadvantages of Secondary Data


1. The unit in which secondary data are expressed may not be the
same as is required in the research project.

2. Even if the units are same as those required by the research


project, it may just be the case that class boundaries are diff.

3. Accuracy of the secondary data.

4. A severe limitation in the use of secondary data is that they


MARKETING RESEARCH - DATA COLLECTION

Evaluating Secondary Data


1. Availability

2. Relevance

3. Accuracy of the secondary data.

4. Sufficiency
MARKETING RESEARCH - DATA COLLECTION

Sources of Secondary Data


1. Internal Data

2. External Data
MARKETING RESEARCH - DATA COLLECTION

1. Internal Data
a. Accounting Records

b. Sales force reports

C. Miscellaneous reports

d. Internal experts
MARKETING RESEARCH - DATA COLLECTION

2. External Data
i. Government Publications

ii. Non- Government Publications


MARKETING RESEARCH - DATA COLLECTION

i. Government Publications
a. Regular Publications
E.g. Census Data, annual reports, journals

b. Ad hoc Publications
E.g. Enquiry reports
MARKETING RESEARCH - DATA COLLECTION

ii. Non- Government Publications


a. Industry and Trade associations

b. Universities
c. Syndicated services
d. Consumer Research services

e. Publications of International organizations


MARKETING RESEARCH - DATA COLLECTION

Primary Data

Data observed or collected


directly from first-hand
experience.
MARKETING RESEARCH - DATA COLLECTION

1. Observation
2. Methods of Observation
3. Questionnaire
4. Designing a Questionnaire
5. Choice of survey method
MARKETING RESEARCH - DATA COLLECTION

Observation

Observation is one of the Methods of


collecting data.
Instead of asking respondents
about their current behavior, we
may observe it and record our
observations.
MARKETING RESEARCH - DATA COLLECTION

Advantages

1. Can be recorded as when it occurs.


2. It can be used regardless of whether
the respondent is willing to report
or not.
MARKETING RESEARCH - DATA COLLECTION

Disadvantages

1. Only the current behavior of a


person or a group of persons can be
observed.
2. It is very slow and long time required
for this purpose.
MARKETING RESEARCH - DATA COLLECTION

Questionnaire

A questionnaire is a research
instrument consisting of a series of
questions and other prompts for
the purpose of gathering
information from respondents.
MARKETING RESEARCH - DATA COLLECTION

Classification of Questionnaire

Questionnaires

Structured Non Structured

Disguised Non Disguised Non

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