Secondary Data

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Secondary Data
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Nature and Scope of Secondary Data
Internal
External
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Assessing Quality of Secondary Data

• Purpose
• Accuracy
• Consistency

• Credibility
• Methodology
• Bias

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Sources 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

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External 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

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External Secondary Data Sources (continued)

• Statistical sources of information
• Standard and Poors Industrial Surveys
• American Statistics Index
• Statistical Reference Index
• Commercial publications and newspapers

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External 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

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External Secondary DataSyndicated (compiled)
Sources

• http//www.nielsen-netratings.com/

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External 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

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External 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

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Literature Reviews and Hypotheses
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Literature Review
A literature review is a comprehensive examination
of available information that is related to
your research topic
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Conceptualization
Conceptualization involves developing a model
that shows variables and proposed relationships
among variables as well as relationships among
variables and constructs
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• 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

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Relationships and variables
Independent variables
Dependent variables
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Process of Conceptualization

• Identify variables of interest in the research
• Specify proposed relationships
• Prepare a diagram that represents the
  relationships visually

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Hypothesis
A hypothesis is an empirically testable
statement developed in order to help
explain phenomena through research
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Parameters 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
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Types of Hypotheses

• Null
• Alternate
• Nondirectional
• Inverse (negative) directional
• Direct (positive) directional

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Examples - 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.

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Examples 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

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Examples 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

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Examples 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.