Presentation on

Secondary Data
By: Roll No.- 1 10

SECONDARY DATA
Data that have been previously collected for some purpose other than one at hand Advantages
Money & Time Saved Primary Data Collection are eliminated

Disadvantages
Outdated Information Variation in definition term Different units of measurement Lack of information to verify data s accuracy

Typical objectives for secondary data design

Fact Finding A secondary data research objective aimed at collecting the descriptive information to support design making. Model Building- An attempt to specify relationship between variables based on secondary data, sometimes using descriptive or predictive equations Data Mining The use of powerful computers to dig through and analyze volumes of data to discover patterns about an organization's customers, product, and activities.

DATA MINING
Use of powerful computers to dig through volumes of data to discover patterns about an organization`s customers, product and activities Example:- Wal-Mart Forms of Data Mining: Market Basket Ex: Osco Drugs Customer Discovery Ex: Credit Card

CLASSIFICATION OF SECONDARY DATA Secondary data are either internal or external to the organization
INTERNAL & PROPRIETARY DATA
Organizations routinely gather, record, & store internal data to help managers solve future problems. Examples: Sales volumes by product & region Information related to orders received Back orders, unfulfilled orders Files of salespersons call reports Employee complaints Personnel records

EXTERNAL SOURCES
External data are generated or recorded by an entity other than the researcher s organization. Books & Periodicals Government Sources Regional publications Media Sources Commercial Sources i. Market Share Data ii. Demographic & Census Updates iii. Consumer Attitude & Public Opinion Research iv. Stock Market Sources

External sources of secondary data

Books and periodicals Government sources Trade association source Media source Commercial source

Regional Publications
Federal Reserve Bank divided into 12 Federal Reserve Districts Bank has it s own website (e.g. http//:www.stls.frb.org)  Metropolitan Planning Agencies  Publish information on internet.

COMMERCIAL SOURCES
Market Share Data- Info scan is a syndicated store tracking service that collects scanner data weekly from more than 32000 super market , drug & mass merchandisers outlets across the USA. This service gathers sales & marketing data Demographic & Census Updates- A no. of firms like CACI MKT systems & urban info system offers computerized census files Consumer & Public Opinion Research Many research firms offer services that report findings from attitude research & opinion pools Stock Market Sources-so many firms are also providing the stock market data like standards & poor stock reports are 2 pages report on companies which are listed in NY stock exchange Other Financial Report-Some reports are also collected from some other resources like firm s annual reports Brokerage firms reports

EXTERNAL DATA
Traditional Distribution Modern Distribution

THANK YOU