Secondary data are collected from sources that have already been created for the purpose of first time use and future uses. The secondary data collection involves less cost, time and effort. In certain cases more accurate data can be obtained only from secondary data. There is no control over secondary data collection and hence it may not be accurate for many applications and may not be available in the required format. Sometimes, it may be outdated and may not meet the requirements of the study under investigation.
Researchers should always conduct a thorough data search in the development and execution of any research program. The uses of secondary data can be conveniently arranged into the following four categories.
1. Problem recognition: A constant monitoring of secondary data can provide the impetus for problem recognition. Moreover, exploratory studies may be initiated to identify future opportunities or weaknesses in the firm’s current operations.
2. Problem clarification: Secondary data can also fruitfully be used to help clarify the specific problem that we may be facing. Here, clarification usually means making the decision problem more reachable by delineating the components of the situation. Another related use of secondary data is that they can help plan the study design and provide information to write the research proposal.
3. Formulation of feasible alternatives: Alternatives must exist before decision-making can take place. Secondary data are very useful in generating viable alternatives to solve problems. The multiplicity of data sources, research approaches and managerial styles usually lead to a number of possibilities which should be examined by the researcher.
4. Problem solution: Not only are secondary data helpful in the definition and development of a problem, they are often sufficient in and of themselves, to generate a problem’s solution.
The secondary data can be obtained internally (i.e.) within the firm or externally (i.e.) from one or more outside agencies. Internal secondary data are those which are generated within the firm. These include financial accounts, sales and other records maintained by the firm. The secondary data can be collected from the originating sources or from secondary sources. For example, the Office of the Economic Adviser, Government of India, is the originating source for data on wholesale prices. In contrast, a publication such as the RBI bulletin containing some parts of the series of wholesale prices is a secondary source of secondary data.
Generally, the originating source of external secondary data should be preferred since it would be more informative, complete and accurate. The government agencies regularly provide certain data. For example, the Central Statistical Organization (CSO) brings out statistics of national income. The Director General of Commercial Intelligence, Government of India publishes monthly statistics of the foreign trade of India. The National Sample Survey under Ministry of Planning has been conducting multi-purpose socio-economic surveys in the form of rounds. Apart from these, there are several non-government publications like the ones of National Stock Exchange Directory, SAIL, FICCI, etc. Syndicated services are provided by certain organizations, that collect marketing information on a continuing basis. Reports based on such information are sent periodically by these organizations to clients who are subscribers. In India, some of the agencies engaged in syndicated research are the Operations Research Group (ORG), Indian Market Research Bureau (IMRB), Pathfinders: India and National Council of Applied Economic Research (NCAER).
Once research objectives and information needs have been specified, the researcher turns to the task of formulating research design and determining the appropriate sources of marketing data. There are two types of data sources available to the researcher—primary and secondary. Secondary data are already published data collected for purposes other than the specific research needs at hand.
The major advantage of secondary data is economy. Since the data are available, they can be obtained at a comparatively low cost. The secondary data can be obtained quickly and enable the researchers to identify the deficiencies in the data and make primary data collection specific. They are useful in the case of exploratory researches as they provide increased understanding of the problem and act as a basis for comparison after primary data are collected. They provide for data, which cannot obtain by the typical organization like census reports.
Secondary data also suffers from certain limitations. The available data may not suit the current objective of research, due to incompleteness and lack of generalities. Information may be outdated or obsolete. The methodology used in collecting the data such as the size of the sample, schedule of the research, etc., may not be known. All the findings of a research study may not be made public. Conflicting data may exist. It may be difficult to determine the accuracy of the secondary data.
EVALUATION OF SECONDARY DATA:The researcher before using any secondary data has to satisfy himself as to their accuracy and reliability. He has to evaluate secondary data on the following considerations:
Researchers should always conduct a thorough data search in the development and execution of any research program. The uses of secondary data can be conveniently arranged into the following four categories.
1. Problem recognition: A constant monitoring of secondary data can provide the impetus for problem recognition. Moreover, exploratory studies may be initiated to identify future opportunities or weaknesses in the firm’s current operations.
2. Problem clarification: Secondary data can also fruitfully be used to help clarify the specific problem that we may be facing. Here, clarification usually means making the decision problem more reachable by delineating the components of the situation. Another related use of secondary data is that they can help plan the study design and provide information to write the research proposal.
3. Formulation of feasible alternatives: Alternatives must exist before decision-making can take place. Secondary data are very useful in generating viable alternatives to solve problems. The multiplicity of data sources, research approaches and managerial styles usually lead to a number of possibilities which should be examined by the researcher.
4. Problem solution: Not only are secondary data helpful in the definition and development of a problem, they are often sufficient in and of themselves, to generate a problem’s solution.
The secondary data can be obtained internally (i.e.) within the firm or externally (i.e.) from one or more outside agencies. Internal secondary data are those which are generated within the firm. These include financial accounts, sales and other records maintained by the firm. The secondary data can be collected from the originating sources or from secondary sources. For example, the Office of the Economic Adviser, Government of India, is the originating source for data on wholesale prices. In contrast, a publication such as the RBI bulletin containing some parts of the series of wholesale prices is a secondary source of secondary data.
Generally, the originating source of external secondary data should be preferred since it would be more informative, complete and accurate. The government agencies regularly provide certain data. For example, the Central Statistical Organization (CSO) brings out statistics of national income. The Director General of Commercial Intelligence, Government of India publishes monthly statistics of the foreign trade of India. The National Sample Survey under Ministry of Planning has been conducting multi-purpose socio-economic surveys in the form of rounds. Apart from these, there are several non-government publications like the ones of National Stock Exchange Directory, SAIL, FICCI, etc. Syndicated services are provided by certain organizations, that collect marketing information on a continuing basis. Reports based on such information are sent periodically by these organizations to clients who are subscribers. In India, some of the agencies engaged in syndicated research are the Operations Research Group (ORG), Indian Market Research Bureau (IMRB), Pathfinders: India and National Council of Applied Economic Research (NCAER).
Once research objectives and information needs have been specified, the researcher turns to the task of formulating research design and determining the appropriate sources of marketing data. There are two types of data sources available to the researcher—primary and secondary. Secondary data are already published data collected for purposes other than the specific research needs at hand.
The major advantage of secondary data is economy. Since the data are available, they can be obtained at a comparatively low cost. The secondary data can be obtained quickly and enable the researchers to identify the deficiencies in the data and make primary data collection specific. They are useful in the case of exploratory researches as they provide increased understanding of the problem and act as a basis for comparison after primary data are collected. They provide for data, which cannot obtain by the typical organization like census reports.
Secondary data also suffers from certain limitations. The available data may not suit the current objective of research, due to incompleteness and lack of generalities. Information may be outdated or obsolete. The methodology used in collecting the data such as the size of the sample, schedule of the research, etc., may not be known. All the findings of a research study may not be made public. Conflicting data may exist. It may be difficult to determine the accuracy of the secondary data.
EVALUATION OF SECONDARY DATA:The researcher before using any secondary data has to satisfy himself as to their accuracy and reliability. He has to evaluate secondary data on the following considerations:
- The units of measurement related to the secondary data must be the same as units of measurement intended to be used in the current research and it should also be applicable to the current time period. Further, the classes of data must also match the classes used in the current research.
- The research has to examine the source of the organization that has collected the data and the purposes for which they have been collected and published.
- The authenticity, reliability and previous experience of the organization may be a valuable consideration in examining the secondary data.
- The researchers should also try to examine the data collection methods adopted by the source (who has collected the data) so as to determine the soundness of the methodology and the accuracy of the data.
- The researchers may also look for general evidences that may indicate the care taken by the organization collecting the data like presentation of the information in an organized manner, appropriate designing of tables, etc.
- The researchers may compare the same data available from different sources so as to determine the most accurate data.
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