Chapter 6
Secondary Data and Online
Information Databases
Primary Versus Secondary Data
• Primary data: information that is developed or
gathered by the researcher specifically for the
research project at hand
• Secondary data: information that has previously
been gathered by someone other than the
researcher and/or for some other purpose than
the research project at hand
Classification of Secondary Data
• Internal secondary data: data that have been
collected within the firm
• Internal databases: databases (collection of data
and information describing items of interest)
consisting of information gathered by a company
typically during the normal course of business
transactions
Classification of Secondary Data…cont.
• External secondary data: data obtained from
outside the firm
• Types:
• Published
• Syndicated Services Data
• External Databases
Classification of Secondary Data…cont.
Types of External Secondary Data
• External secondary data
• Published: sources of information prepared for
public distribution and found in libraries or a
variety of other entities
• Syndicated Services Data: data provided by
firms that collect data in a standard format and
make them available to subscribing firms
Classification of Secondary Data…cont.
Types of External Secondary Data
• External secondary data
• External Databases: databases provided by
outside firms; many are now available online
(online information databases)
• Bibliographic databases..citations by
subject, i.e. ABI Inform
• Numeric or statistical databases, 2000 Census
• Directory or list databases, AMA
membership list
• Comprehensive databases, Contain all of
the above, i.e.Lexis-Nexis
The New York Chapter of the AMA
Publishes a Directory of Marketing
Research firms
Advantages of Secondary Data
• Obtained quickly (compared to primary data
gathering)
• Inexpensive (compared to primary data
gathering)
• Usually available
• Enhances existing primary data
Disadvantages of Secondary Data
• Mismatch of the units of measurement
Need daily data yet only monthly available, need incomes of
$75,000 and over only available $50,000 and over
• Differing class definitions used – Need users “in
between” heavy, medium or light users
• Timeliness (how current is the secondary data)
• Lack of information needed to assess the
credibility of the reported data (next slide)
Evaluating Secondary Data
• What was the purpose of the study?
• Who collected the information and when was this
done?
• What information was collected (questions,
scales, etc.)?
• How was the information obtained (sampling
frame, method of sample draw, communication
method, resulting sample, etc.)?
• How consistent is the information with other
published information?
Locating Secondary Data Sources
• Step 1:
• Step 2:
• Step 3:
• Step 4:
Identify what you wish to know and what
you already know about your topic.
Develop a list of key words and names.
Begin your search using several library
and Web sources.
Compile the literature you have found and
evaluate your findings.
Locating Secondary Data Sources…cont.
• Step 5:
• Step 6:
If you are unhappy with what you have
found or are otherwise having trouble and
the reference librarian you contact has not
been able to identify sources, use an
authority (if available).
Report results.
Search Strategies Used for Searching Online
Databases
• Make certain you are an efficient information
searcher…See MRI 6.4 on Standard Subject
Headings
• Also, use the Help Guide in any database you use
to learn how to use:
• Boolean Logic (AND, OR, NOT)
• Field-Searching (Title, Subject, Author, etc.)
• Proximity Operators (words - how close and in which order,
e.g. ADJ, NEAR, SAME)
• Truncation (allows root of word to be submitted)
Search Strategies Used for Searching Online
Databases
• Nesting (two terms combined as one in search)
• Limiting (records with specific language, location, format,
date – “advanced” search)
Key Sources of Secondary Data for Marketers
Survey of Buying Power
• Effective Buying Income (EBI) is income after taxes
• Buying Power Index (BPI)
• How to calculate BPI:
BPI =
(Population of Market Area A/Total U.S. Population * 2)
+ (EBI of Market Area A/Total U.S. EBI) * 5
+ (Retail Sales of Market Area A/Total U.S. Retail Sales) *3
Demographics USA provides several other indices for measuring a
market’s buying power, i.e. Hi-Tech BPI, Manufacturing BPI, and BPI’s
for Premium, Moderate and Economy Priced products.