Secondary Data

Front 1

Primary Data

Back 1

information developed or gathered by the researcher specifically for the research project at hand

Front 2

Secondary Data

Back 2

Previously gathered by someone other than the researcher and/or for some other purpose than the research project at hand

Front 3

two types of secondary data

Back 3

1. internal secondary data
2. external secondary data

Front 4

internal secondary data

Back 4

Data collected within the firm

Front 5

external secondary data

Back 5

data obtained outside the firm

Front 6

Database

Back 6

collection of data and info describing items of interest

Front 7

Record and an example

Back 7

Each unit of info in a database
-usually rows of a spread sheet
- single customer, supplier, or product

Front 8

Field and an example

Back 8

Subcomponents of information in a record
-address, dat joined, date purchased
usually colomns on a spread sheet

Front 9

Data mining

Back 9

Use of powerful software to dig through large databases to discover patterns

Front 10

Example of internal secondary data

Back 10

scanning frequent shoper card

Front 11

Uses of internal secondary data (5)

Back 11

1. identify prospects
2. decide which customers should recieve particular offer
3. deepen customer loyalty through customization
4. reactivate customer purchases
5. avoid serious customer mistakes

Front 12

External secondary data

Back 12

public info gathered by government

Front 13

Examples of external secondary data

Back 13

birth certificate, divorce records, marriage license

Front 14

Syndicated data

Back 14

Sold by firms that collect data

Front 15

Advantages of sindicated data

Back 15

-costs are spread among companies
-can get up to date data quickly
-data is high quality for well established firms

Front 16

Disadvantages of syndicated data

Back 16

- buyers have little control over what data is collected
- buyers locked into terms of the contract
- competitors can buy data also so it doesnt give you a strategic competative advantage

Front 17

Advantages of secondary data

Back 17

-can be obtained quickly
-less expensive
-can enhance primary data
-inform researchers which primary data should be collected
-may be all that is needed to achieve research goals

Front 18

Disadvantages of Secondary data

Back 18

-incompatible reports
-measurement units do not match
-class definition may not be usable
-data is outdated

Front 19

You should use __________ data before ________ data

Back 19

Secondary; primary

Front 20

When using secondary data avoid taking _____ and ___________ at face value

Back 20

data and conclusions

Front 21

what ?s should you ask about secondary data? (5)

Back 21

1. what was the true purpose of the study
2. who collected the data
3. what information was collected?
4. How was the info obtained?
5. how consistent is the info across sources