secondary data

(noun)

information collected by someone other than the user of the data

Related Terms

Examples of secondary data in the following topics:

  • Plan the Research Design

    • This process is guided by discussions with management and industry experts , case studies and simulations, analysis of secondary data, qualitative research, and pragmatic considerations.
    • Decisions are also made regarding what data should be obtained from the respondents (e,g,, by conducting a survey or an experiment).
    • The research plan outlines sources of existing data and spells out the specific research approaches, contact methods, sampling plans, and instruments that researchers will use to gather data.
    • Secondary data analysis is one of the steps involved in formulating a Research Design

  • Defining Objectives and Formulating Problems

    • An example of problem definition is reviewing secondary data about a recently launched product and identifying that there seem to be more unmet needs that should be further explored to enhance advertising communication and better connect with the target consumer.
    • Marketing research uses the scientific method in that data are collected and analyzed to test prior notions or hypotheses.
    • This stage involves discussion with the decision makers, interviews with industry experts, analysis of secondary data, and, perhaps, some qualitative research, such as focus groups.

  • Collecting Data

    • In marketing research, an example of data collection is when a consumer goods company hires a market research company to conduct in-home ethnographies and in-store shop-alongs in an effort to collect primary research data.
    • This is especially important in the data collection phase.
    • The data collected will be analysed and used to make marketing decisions.
    • Hence, it is vital that the data collection process be free of as much bias as possible.
    • There are many sources of information a marketer can use when collecting data.

  • Understanding The Consumer + The Planning Process

    • But mostly data.
    • Primary and Secondary research.
    • A good example of secondary research is the U.S.
    • This data is free.
    • Most secondary research information costs money.

  • Primary and Secondary Research

  • Competitive Intelligence

    • CI seeks to make the organization more competitive relative to its entire environment and stakeholders: customers, competitors, distributors, technologies, and macro-economic data.
    • Secondary research – This process involves the use of secondary research sources, such as by gathering published information.

  • Analyzing Data

    • Data Analysis is an important step in the Marketing Research process where data is organized, reviewed, verified, and interpreted.
    • Data mining is a particular data analysis technique that focuses on modeling and knowledge discovery for predictive rather than purely descriptive purposes.
    • In statistical applications, some people divide data analysis into descriptive statistics, exploratory data analysis (EDA), and confirmatory data analysis (CDA).
    • All are varieties of data analysis.
    • Summarize the characteristics of data preparation and methodology of data analysis

  • Making Appropriate Changes to Product, Placement, Promotion, and Pricing

    • Social networking sites can act as secondary or tertiary corporate sites that integrate and link these promotional elements back to the brand's messaging.

  • Developing Insights and an Action Plan

    • An example of a presentation is a PowerPoint document supported by graphs, media, or visual elements that showcase the research objectives, data collection, insights, and conclusions/recommendations.
    • During the Report Preparation & Presentation step, the entire project should be documented in a written report that addresses the specific research questions identified; describes the approach, the research design, data collection, and data analysis procedures adopted; and presents the results and the major findings.
    • Final conclusions (based on the insights gathered from data collected) that effectively meet the initial objectives of the research

  • Cultural Values

    • Secondary values also exist in any culture.
    • Secondary values are less permanent values that can sometimes be influenced by marketing communications.
    • In addition, core values are held by virtually an entire culture, whereas secondary values are not.
    • A subculture is a group of people who share a set of secondary values, such as environmentalists.