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Chapter 6; Collection of secondary data, :warning: - Coggle Diagram
Chapter 6; Collection of secondary data
steps for collecting secondary Data
Specify data requirements, the reason they want data is to understand the reason and nature on customer data, or in context to see how the booking industry is in the South African market.
Determine which data would be obtainable from internal sources,
all the information we have in our space, booking can look at the purchasing behaviour, and top spots for services, the can consider. This is info we have in the company. Most cost efficent
Seek external sources of secondary data, look at the data outside the organisation. Stat database or industry database, i.e. euromonitor
Obtain secondary data, occurs when the data actually happens, how to obtain the info, the will use the availbe data and purchase data in order to futher understanding of consumer behaviour
Scrutinise validity of data
Does that data makes and address the key issues at hand, they willl evaluate it based on relevency and consistency on the consumers, all info must be in the past 5 yrs and constantly updated
a. evaluate collecting data orgs
b. consider objectives of the original study
c. Appraise;
the criteria that we are gonna use to ensure the right data was gatherd
Methods employed
Defs and classifications
Currency
First step in data collection is to determine whether secondary data already exist to shed light on the problem, thus saving a great amount of time and money on primary research
pros and cons of secondary Data
Secondary data
data already exists, the info had been previously gathered for some other purpose, not for the specific study
i.e. sales records, cost info, distributor's reports, etc.
Pros;
saves time and effort compared to primary data
It enhances the collection of primary data
Can be more accurate than primary data, since info on past events can be obtained accurately from secondary sources
Provides a comparative data that make for more illuminating interpretation of primary data
Cons;
Accuracy is questionable
it dates quickly in a dynamic environment
Different sources define and classify term differently
Secondary data uses different measures
evaluation of secondary data;
ANA; Percy Ate Carrot Cake More Before Carol
there are a number of aspects that researchers and users of external secondary data should be considered;
Purpose
Accuracy
Consistency
Credibility
Methodology
Bias
Currency
Purpose
, the secondary data was not gathered for the immediate study at hand but for some other purpose. Info on purchasing data was used to understand the purchasing behaviour not the problem at hand.
Accuracy;
Researchers need to keep in mind what was actually measured and assess the generalisation of the data. when we source data from any secondary source, it must be collect from a large sample of people
Consistency;
when evaluating secondary data, researchers should seek multiple sources of the same data to ensure consistency. a researcher must use multiple sources to get a consistent data, instead of relying on a singular sources
Credibility;
Researchers should always question the credibility of the source. must check for recency and the data must come from a widely recognized and accredit source, registered, and data that is within a time period.
Methodology;
the quality of the data is only as good as the methodology used
Bias;
Researchers must try to determine the reason why the data was collected, must not manipulate the data to serve themselves but must use it responsibly, must inform on the problem but not be used for the data
Currency/relevancy
; even if data was well collected, it may be of no use if it is no20 yrs
types of secondary data
Internal secondary data;
is collected by the enterprise in the course of its normal business transactions.
i.e. invoices, sales, fin analyses and research surveys previously conducted.
it is not collected to solve the specific marketing problem
External data;
is found in sources outside the enterprise and comprises all data appearing in a wide variety of reports and bulletins published by government departments, semi-gov bodies, associations, etc.
Should preferably be obtained from og publications, as they usually provide info about the data collection method.
Syndicated data;
research org that collect and sell common data which is standardised to meet the info needs shared by a group of clients, org that are associated with syndicate research incl. ANC
Pooled data;
data shared by interested orgs, these orgs provide standardised data to an independent org which processes and redistributes the info to participating parties
other publisher sources of secondary data;
published data incl. general business and gov data, published in books, periodicals, journals, newspapers. etc.., i.e. marketing research
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