Sagar Presentation

8/7/2019 Sagar Presentation

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MODULE -2

SOURCES OF

RESEARCH DATA


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What is primary data ?Primary data it can be defined asresearch which involves collectinginformation specifically for study on

hand , form the actual sources such asconsumers , dealers or other entitiesinvolved in the research .


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2. What is secondary data ?

Secondary data is any information we mayuse , but which as not been specifically

collected for the current marketing research .this includes published sources of data e.g.newspaper and internet .


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Sources of secondary dataThere are two major sources of secondary data

1. Internal

2. External


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Internal records in the company are generallyused as a starting point in any marketingresearch. This includes information about theproduct being researched, its history , company

background and competitor information.


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External information sources includesyndicated reports such as retail sales data, ormarket share data . some of this informationmay not be available form the public sources

such as business newspapers or magazines , orindustry associations.


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1. LOW COST. The relatively low cost ofsecondary data is one of its most attractivecharacteristics. The cost of this data is relativelylow when it is obtained from publishedsources. There is no design cost and only thecost of the time required to obtain the data isincurred.


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2.SPEED.A secondary data search can beaccomplished in a much shorter time framethan can primary data collection that requiresdesign and execution of a primary data-collection instrument.


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3.AVAILABILITY.Some information isavailable only in the form of secondary data.For example, census information is availableonly in secondary form. Some types of personaland financial data can not be obtained on aprimary basis.


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4. FLEXIBILITY.Secondary data isflexible and provides great variety.


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1.APOOR|FIT.}The secondary datacollected for some other research objective orpurpose may not be relevant to the researchquestion at hand. In most cases, the secondarydata will not adequately fit the problem


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2.ACCURACY.The question of accuracytakes several things into consideration. First ofall, there is the question of whether thesecondary data came from a primary orsecondary source. Secondary sources ofsecondary data should be avoided.


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3. AGE.A major problem with published andsecondary data is the timeliness of theinformation. Old information is not necessarilybad information, however, in many dynamicmarkets, up-to-date information is an absolutenecessity.


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4. QUALITY.Information quality issometimes unknown. The reputation

and capability of the collectingagency is important to assessing thequality of the information provided.


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There are different ways of survey can becarried out. It can be done by telephone , bymail or in personally . In present times , it can

be done by email using the internet .


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This is a another major technique inquantitative research . this involves morecontrol over the cause and effect, when

compared to survey . in experiments, we try tomeasure the effect of one or more variables bychanging the level of some variables , andmeasures the effects


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Experiments can beconducted with varingdesigns and varing amountsof controls


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L

aboratory Experimentstypically have the bestcontrols


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Field experiments have been leastsimulations done on a computer can

controls any variable , which maynot be possible when we deal withthe human being in a contrived

setting in an experiment designedto measure


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This is the name used for a class of controlledin marketing research . Its objective is topredict sales ( either absolute in terms of units,

or relative in terms of market share), based onchanges in marketing variables such as price,distribution, promotion, advertising

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