The document discusses secondary data sources that can be used for marketing research, including internal sources within an organization as well as external sources from published materials, websites, and government records. It notes that secondary data is useful for addressing research questions around market potential, competitors, trends and forecasting, while also being more readily available and cost effective than primary data collection. However, secondary data can also be biased, incomplete or lack availability in some subject areas.

1. MARKETING
RESEARCH
PRESENTED TO
MS.PREETI BAJAJ

2. SMART SCHOLARS
• RIMPI SINHA
• SARVANI
• RAMYA
• PRERANA
• IVY
• FABINA

3. SECONDARY DATA
Secondary data are pieces
of information that have
already been collected for a
different purpose, but may
be relevant to the research
problems at hand

4. USES
• Secondary data are useful for addressing a
number of research questions, for example:
• Estimating market potential
• Analyzing competitors
• Sales forecasting
• Assessing industry trends
• Alerting the manager to potential problems
• Providing preliminary information to guide
subsequent primary data collection

5. Advantages
• It is economical. It saves efforts and
expenses.
• It is time saving.
• Basic of Primary Research
• It helps to improve the understanding of
the problem.
• It provides a basis for comparison for
the data that is collected by the
researcher.
• Extensiveness of data

6. DISADVANTAGES
• Bias:
Many documents used in research were not
originally intended for research purposes.
• Selective survival:
Since documents are usually written on paper,
they do not stand with the elements well
unless care is taken to preserve them.

7. • Incompleteness:
Many documents provide incomplete account to
the researcher who has had no prior experience with
or knowledge of the events or behavior discussed.
• Lack of availability of documents:
In addition to thee bias, incompleteness, and
selective survival of documents, there are many areas
of study for which no documents are available.

8. Sources of Secondary
Data:
• While primary data can be collected through
questionnaires, depth interview, focus group interviews,
case studies, experimentation and observation; The
secondary data can be obtained through
• Internal Sources - These are within the organization
• External Sources - These are outside the organization

9. INTERNAL SOURCES:
 Accounting resources
 Sales Force Report
 Internal Experts
 Miscellaneous Reports

10. External Sources
• Computerized database
• Associations
• External experts
• Syndicate services
• Directories

11. • Secondary data is often readily available. After
the expense of electronic media and internet the
availability of secondary data has become much
easier.
Published Printed Sources
• There are varieties of published printed sources.
• For example, on the writer, publishing company
and time and date when published.
Books
• The uses of books start before even you have
selected the topic.
• Books are secondary source but most authentic
one in secondary sources.

12. Journals/periodicals
• Journals provide up-to-date information which at times books
cannot and
• secondly journals can give information on the very specific
topic on which you are researching rather talking about more
general topics.
Magazines/Newspapers
• Newspaper on the other hand is more reliable and in some
cases the information can only be obtained from newspapers.
Published Electronic Sources
As internet is becoming more advance, fast and
reachable to the masses; it has been seen that much
information that is not available in printed form is available on
internet.

13. E-journals:
• E-journals are more commonly available than printed journals.
General Websites:
• Generally websites do not contain very reliable information so their
content should be checked for the reliability before quoting from
them.
Weblogs:
• They are actually diaries written by different people.
• These diaries are as reliable to use as personal written diaries.
Unpublished Personal Records
Diaries:
• Diaries are personal records and are rarely available but if you are
conducting a descriptive research then they might be very useful.
• The Anne Franks diary is the most famous example of this. That
diary contained the most accurate records of Nazi wars.

14. • Government Records
• Government records are very important for
marketing, management, humanities and
social science research.
• Census Data/population statistics
• Health records
• Educational institutes records
• Public Sector Records
• NGO's survey data
• Other private companies records