2014 slides9 - SECONDARY MARKET RESEARCH SLIDE SET 9 Summer...

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SECONDARY MARKET RESEARCH SLIDE SET 9 Summer 2014
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Secondary research methodologies
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Secondary data plays a substantial role in the exploratory phase of the research when the task at hand is to define the research problem and to generate hypotheses. improves the researcher's understanding of the marketing problem, the various lines of inquiry that could or should be followed and the alternative courses of action which might be pursued. Sometimes .. primary data collection simply is not necessary. ROLE OF SECONDARY DATA 3
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Definition of Terms etc. Researchers have to be careful, when making use of secondary data, of the definitions used by those responsible for its preparation. Note: definitions may change over time and where this is not recognized erroneous conclusions may be drawn. PROBLEMS OF SECONDARY DATA 4
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Measurement error Researcher doing primary research will estimate inaccuracies in measurement through the standard deviation and standard error, but these are sometimes not published in secondary sources. PROBLEMS OF SECONDARY DATA - CONTINUED 5
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Source bias Concern of vested interests Those responsible for their compilation may have reasons for wishing to present a more optimistic or pessimistic EX: those responsible for estimating food shortages to exaggerate figures before sending aid requests to potential donors. EX: commercial firms have been known to inflate estimates of their market shares. PROBLEMS OF SECONDARY DATA CONTINUED 6
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Reliability The reliability of published statistics may vary over time. Specifically, aspects of research methodology that affect the reliability of secondary data is the sample size, response rate, questionnaire design and modes of analysis.
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