Amsrs secondary research answers the research question

SECONDARY DATA RESEARCH

• Data gathered and recorded by someone else prior to and for purposes other than the current project.

• External data is created, recorded or generated by an entity other than the researcher’s organisation, including the government. I used to produce
syndicated quarterly reports.

Many third party companies exist by working with clients to combine these sources!

Below is an update for you on the latest developments
within MarketLine

We have a great deal of new content available with more than 259
new industry reports, 20 new Analyst Insight pieces, 3716 Company
Profile Updates, 4 Case Studies, 11 Country report updates and 3 Data
Files.

• Libraries (Tiffany Mitchell is the BBS librarian – she is coming to class next week)
• Commercial sources (e.g. IbisWorld for excellent industry reports)• The internet (Yes, I read what Wikipedia has to say…)
– Google vs. Google scholar
• Vendors (Market research firms, industry whitepapers)
• Government sources (e.g. ABS)
• Media sources
• Trade association sources (e.g. AMI, AMSRS)

Remember: If secondary research answers the research question, it is a reason to not conduct primary research.

– Roy Morgan Research Australia’s opinion polls.

• CIA’s The World Factbook (https://www.cia.gov/the-world-factbook/ ) and National Trade Data Bank for data about foreign countries.

• Economic Intelligence Unit.

• variation in definition of terms (GDP measured different ways).

• different units of measurement (hectares vs. acres) or levels of aggregation(ages 18-21 vs, 18-25).

TYPICAL OBJECTIVES FOR SECONDARY DATA RESEARCH

• Use of “secondary” data to specify relationships between two or more variables.

– A job I had was to build LOGIT models to predict one’s creditworthiness (based on internal and external data): • good/bad customer= f(number of credit cards, debt on credit cards, number of late payments, etc …)• Used to estimate market potential for geographic areas.

Used to analyse trade areas and retail sites
(gravitational pull). Consider GIS (geographic information systems) – I assume it is still a hot job opportunity area:

https://www.esri.com/en-us/industries/retail/segments/market-planning

– Example: Data-mining software can look for patterns in social media posts related to products and trends.

– See article in iLearn: Harvard Business Review – Using AI to track how customers feel

Person

Food and Beverage Data

VIDEO 2:
DATA MINING

(similar to previous video)

DATABASE MARKETING AND CUSTOMER RELATIONSHIP
MANAGEMENT (LIKELY TO COMBINE INTERNAL WITH EXTERNAL DATA)
• Customer relationship management (CRM):

– Key distinction from primary data which are gathered for a specific purpose. It may be internal data.

• Does not require access to respondents or subjects (although access may have been required when initially collected).

• Myriad of sources: internal vs. external, government vs. commercial.

• Data from social media playing an increasingly important role and source for organisations.