Data Sekunder

Exploratory Research Design:Exploratory Research Design:Secondary DataSecondary Data

Yang akan DibahasYang akan Dibahas• Overview.• Perbedaan Data primer dan data

sekunder.• Kelebihan dan Kekurangan Data

Sekunder.• Kriteria untuk Evaluasi data

sekunder.• Klasifikasi data sekunder.

OverviewOverview• Sebelum pengumpulan data primer,

peneliti perlu mengumpulkan data sekunder yang relevan terlebih dahulu.

• Data sekunder sangat penting terutama untuk penelitian dengan anggaran yang terbatas.

PENGERTIAN DATA PRIMER PENGERTIAN DATA PRIMER DAN DATA SEKUNDERDAN DATA SEKUNDER

• Data primer merupakan data yang dikumpulkan langsung oleh peneliti untuk tujuan penelitian tersebut.

• Data sekunder data yang dikumpulkan oleh pihak lain untuk beberapa tujuan.

Perbedaan Data Primer dan Perbedaan Data Primer dan SekunderSekunder

Data Primer Data Sekunder

Tujuan Langsung untuk masalah.

Tidak langsung untuk masalah.

Proses Keterlibatannya tinggi

Keterlibatannya rendah

Biaya Tinggi Relative murah

Waktu Lama Singkat

Manfaat Data SekunderManfaat Data Sekunder• Mengidentifikasi masalah.• Menentukan masalah menjadi lebih tepat.• Mengembangkan pendekatan terhadap

masalah.• Menformulasikan riset desain dengan

tepat (mengidentfikasikan variabel kunci).• Menjawab pertanyaan penelitian dan

pengujian hipotesis.• Melakukan interpretasi data primer lebih

jelas.

Kelemahan Data SekunderKelemahan Data Sekunder• Karena data sekunder dikumpulkan

bukan untuk kepentingan langsung perneliti, maka:– Seringkali tidak relevan.– Seringkali tidak akurat.

• Tujuan, variabel, metode yang digunakan seringkali tidak tepat dengan situasi sekarang.

Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder

• Spesifikasi dan Metodologi– Metode Pengumpulan Data– Respon Rate– Sample Teknik– Ukuran Sampel– Analisis Data

Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder

• Eror dan Ketepatan– Menguji tingkat kesalahan– Desain Penelitian– Sampel– Analisis Data– Pelaporan

Untuk mengukur ketepatan dengan dilakukan dengan membandingkan dengan sumber yang berbeda.

Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder

• Kemutahiran– Jeda waktu antara pengumpulan dan

publikasi.– Frekuensi data di update.

Sensus data secara periodik akan di update.

Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder

• Kemutahiran– Jeda waktu antara pengumpulan dan

publikasi.– Frekuensi data di update

Sensus data secara periodik akan di update.

Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder

• Tujuan– Mengapa data di kumpulkan ?

Tujuan pengumpulan data menentukan relevansi data.

Kriteria Evaluasi Data Kriteria Evaluasi Data SekunderSekunder

• Dasar/Isi Data– Definisi variabel kunci.– Unit pengukuran.– Kategori penggunaan.

Tujuan pengumpulan data menentukan relevansi data.

Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder

• Kemandirian– Keahlian– Kredibility.– Reputasi.

Data yang didapatkan semestinya dikonfirmasikan dengan sumbernya.

KLASIFIKASI DATA SEKUNDERKLASIFIKASI DATA SEKUNDER

Secondary Data

Internal External

Ready to Use

Requires further processing

PublishedMaterials

Computerized Databases

Syndicated Services

Fig. 4.1Fig. 4.1

Data Sekunder InternalData Sekunder Internal• Data sekunder yang berasal dari dalam

perusahaan.• Lebih murah dan mudah didapatkan.• Data Base Marketing

– Penjualan berdasarkan produk line– Penjualan berdasarkan departemen– Penjualan berdasarkn toko tertentu– Penjualan berdasarkan daerah geogarfis– Penjualan kas dan kredit– Penjualan berdasarkan periode waktu– Penjualan berdasarkan jumlah pembelian

Data Sekunder InternalData Sekunder Internal• Siap untuk digunakan.• Harus diolah terlebih dahulu.

Data Sekunder EksternalData Sekunder Eksternal• Data sekunder yang berasal dari luar

perusahaan seperti dari pemerintah, organisasi non profit, asosiasi perdagangan, organisasi profesional, comersial publisher, perusahaan pialang investasi, profesional marketing researchs.

• Sumber data Eksternal– Publish Material– Computer database– Syndicate service

Statistical Data

Published Secondary Data

General Business Sources

Government Sources

Guides Directories Indexes Census Data

Other Government Publications

A Classification of Published A Classification of Published Secondary SourcesSecondary Sources

Fig. 4.2Fig. 4.2

Publish MaterialPublish Material• General Business Source

– Guideline– Directories– Indexes– Statistical Data

• Government Source– Census Data– Other Government Publication

Bibliographic Databases

Computerized Databases

On-Line Off-Line

Numeric Databases

Full-Text Databases

Directory Databases

Special-Purpose Databases

A Classification of A Classification of Computerized DatabasesComputerized Databases

Fig. 4.3Fig. 4.3

Internet

Unit of Measurement

A Classification of Syndicated ServicesA Classification of Syndicated ServicesFig. 4.4Fig. 4.4

Households/Consumers

Institutions

Computerized DatabaseComputerized Database• Online and Off Line

– Bibliographies Data Bases– Numeric Databases– Full Text Databases– Directory Databases– Special Purpose Database

Syndicated Data from HouseholdsSyndicated Data from Households i. Surveysi. Surveys a. Psychographics & Lifestylesa. Psychographics & Lifestyles b. Advertising Evaluationb. Advertising Evaluation c. General Surveysc. General Surveys

d. Uses of Surveysd. Uses of Surveys e. Advantages & Disadvantages of Surveyse. Advantages & Disadvantages of Surveys

ii. Diary Panelsii. Diary Panels a. Diary Purchase Panelsa. Diary Purchase Panels b. Diary Media Panelsb. Diary Media Panels c. Uses of Dairy Panelsc. Uses of Dairy Panels

d. Advantages & Disadvantages of Dairy Panelsd. Advantages & Disadvantages of Dairy Panels iii. Electronic Scanner Servicesiii. Electronic Scanner Services a. Volume Tracking Dataa. Volume Tracking Data b. Scanner Diary Panelsb. Scanner Diary Panels c. Scanner Diary Panels with Cable TVc. Scanner Diary Panels with Cable TV d. Uses of Scanner Servicesd. Uses of Scanner Services

e. Advantages & Disadvantagese. Advantages & Disadvantages

12) Syndicated Data from Institutions12) Syndicated Data from Institutions

i. i. Retailers & WholesalersRetailers & Wholesalers

a. Uses of Audit Dataa. Uses of Audit Data

b. Advantages & Disadvantages of Audit Data b. Advantages & Disadvantages of Audit Data

ii. Industry Servicesii. Industry Services

a. Uses of Industry Services a. Uses of Industry Services

b. Advantages & Disadvantages of Industry b. Advantages & Disadvantages of Industry

ServicesServices

Type of Individual/Household Level Data Type of Individual/Household Level Data Available from Syndicated FirmsAvailable from Syndicated Firms

RIP 4.1RIP 4.1

I.I. Demographic Data

- Identification (Name, address, telephone)

- Sex

- Marital status

- Names of family members

- Age (including ages of family members)

- Income

- Occupation

- Number of children present

- Home ownership

- Length of residence

- Number and make of cars owned

II. Psychographic Lifestyle Data

- Interest in golf

- Interest in snow skiing

- Interest in book reading

- Interest in running

- Interest in bicycling

- Interest in pets

- Interest in fishing

- Interest in electronics

- Interest in cable television

There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.

Syndicated Services: ConsumersSyndicated Services: ConsumersFig. 4.4 Contd.Fig. 4.4 Contd.

Households / Consumers

Surveys

Mail Diary Panels

Electronic scanner servicesPurchase Media

Psychographic& Lifestyles

GeneralAdvertisingEvaluation

Volume Tracking Data

Scanner Diary Panels

Scanner Diary Panels with Cable TV

Syndicated Services: InstitutionsSyndicated Services: Institutions

Institutions

Retailers Wholesalers Industrial firms

Audits

Direct Inquiries

Clipping Services

Corporate Reports

Fig. 4.4 Contd.Fig. 4.4 Contd.

Type Characteristics Advantages Disadvantages UsesSurveys Surveys conducted at

regular intervalsMost flexible way ofobtaining data;information onunderlying motives

Interviewer errors;respondent errors

Marketsegmentation,advertising themeselection andadvertisingeffectiveness

DiaryPurchasePanels

Households providespecific informationregularly over anextended period oftime; respondentasked to recordspecific behaviors asthey occur

Recorded purchasebehavior can belinked to thedemographic /psychographiccharacteristics

Lack ofrepresentativeness;response bias;maturation

Forecasting sales,market share andtrends; establishingconsumer profiles,brand loyalty andswitching; evaluatingtest markets,advertising, anddistribution

DiaryMediaPanels

Electronic devicesautomaticallyrecording behavior,supplemented by adiary

Same as diarypurchase panel

Same as diarypurchase panel

Establishingadvertising rates;selecting mediaprogram or air time;establishing viewerprofiles

Table 4.3Table 4.3 Overview of Syndicated ServicesOverview of Syndicated Services

Type Characteristics Advantages Disadvantages UsesScannerVolumeTrackingData

Householdpurchases arerecorded throughelectronic scannersin supermarkets

Data reflects actualpurchases; timelydata, less expensive

Data may not berepresentative; errorsin recordingpurchases; difficult tolink purchases toelements ofmarketing mix otherthan price

Price tracking,modeling,effectiveness of in-store promotions

ScannerDiaryPanelswith CableTV

Scanner panels ofhouseholds thatsubscribe to cableTV

Data reflect actualpurchases; samplecontrol; ability to linkpanel data tohouseholdcharacteristics

Data may not berepresentative;quality of datalimited

Promotional mixanalyses, copytesting, new producttesting, positioning

Auditservices

Verification ofproduct movementby examiningphysical records orperforminginventory analysis

Relatively preciseinformation at theretail and wholesalelevels

Coverage may beincomplete; matchingof data oncompetitive activitymay be difficult

Measurement ofconsumer sales andmarket share,competitive activity,analyzingdistribution patterns:tracking of newproducts

IndustrialProductSyndicatedServices

Data banks onindustrialestablishmentscreated throughdirect inquiries ofcompanies, clippingservices, andcorporate reports

Important source ofinformation onindustrial firms,particularly useful ininitial phases of theprojects

Data are lacking interms of content,quantity, and quality

Determining marketpotential bygeographic area,defining salesterritories, allocatingadvertising budget

Table 4.3 ContdTable 4.3 Contd..