Documente Academic
Documente Profesional
Documente Cultură
Dr. J. K.Nayak
DEPARTMENT OF MANAGEMENT STUDIES
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Where do data come from?
• We’ve seen our data for this lab, all nice and
collated in a database – from:
– Insurance companies (claims, medications,
procedures, diagnoses, etc.)
– Firms (demographic data, productivity data, etc.)
PRIMARY & SECONDARY DATA
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Primary Data
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A Classification of Primary Data Source
Primary Data
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Case: Wrigley’s
• 1891, William Wrigley
• Soaps and baking powder
• Sticks of gums (free incentives)
• Only women should chew gum.
• Sweet Sixteen Orange and Lotta Gum
• In 1893, Wrigley’s Spearmint® and Juicy Fruit®.
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Advantages of Primary Data
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Secondary Data
Secondary data are data which have
already been collected for purposes
other than the problem at hand.
These data can be located quickly and
inexpensively.
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PURPOSE OF SECONDARY DATA
• Extracting the relevant information from other sources,
previous studies
• Fact findings: Descriptive information to support research
• Model Building: specifying relationship between two or
more variables
• Data mining : Exploring data through computer . Using
computer technology to go through volumes of data to
discover trends about an organization’s sales customers
and products. IT is primarily used
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Secondary Data – Examples of Sources
• Vital Statistics – birth, death certificates
• Hospital, clinic, school nurse records
• Private and foundation databases
• City and county governments
• Surveillance data from state government programs
• National statistics - Census, weather etc.
Case: High Touch Goes High Tech
• In many ageing nations - decline in the number of young (16-24 age) workers
• This potential shortage of young workers has caused many fast food restaurant to switch
from a “high touch” to a “high tech” services orientation
• Many services formally rendered by workers are now performed by consumers by using
high-tech equipment
• Touch screen kiosks is becoming a popular trend that provides a new avenue to cut labour
cost and increase customer service.
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A Comparison of Primary & Secondary Data
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Advantages of secondary data
• Less expensive and time saving.
• No need to reinvent the wheel.
• Can result in unforeseen discoveries through data reanalyzes.
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Disadvantages of secondary data
• May be collected for a purpose that does not match your need.
• May be out of date for what you want to analyze.
• May not have been collected long enough for detecting trends.
• Access may be difficult or costly when data is collected for commercial reason.
• Aggregations processes and definitions may be unsuitable.
• No real control for data quality.(Missing data)
• Initial purpose may dictate how data are presented. e.g., published company reports presented
different from unpublished, also newspaper report.
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A Classification of Secondary Data
Secondary Data
Internal External
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Internal Data
Internal data are data available within the organization for which the research is being
conducted
• Ready to use : It may be in the form of ready to use such as information routinely supplied
by management decision support system
• Require further processing: On the other hand, it may be in raw form that requires further
processing before they are useful to the management such as sales invoice
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External Data
External data are data generated by sources outside the organization.
• Published Material: Sources of published external secondary data include federal, state and
local governments, nonprofit organizations (e.g. chamber of commerce), trade association
and professional marketing research firm.
• It includes
Guides
Directories
Indexes
Statistical Data
Census
Other Government Publication
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Computerized Database
• Computerized Database: Computerized database consist of information that has been made
available in computer-readable form for electronic distribution
• It includes:
Online database
Offline database
Internet database
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Syndicated Services
• Syndicated services: Syndicated services also referred to as syndicated sources, are
companies that collect and sell common pools of data of known commercial value designed
to serve information needs shared by a number of clients
• Syndicated sources can be classified based on the unit of measurement
(households/consumers or institutions).
It includes:
Survey
Panels
Electronic scanner service
Audit
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RESEARCH ERROR
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Potential Sources of Error in Research Designs
Total Error
Random Non-sampling
Sampling Error Error
Response Non-response
Error Error
• Random sampling error is the variation between the true mean value for the
population and the true mean value for the original sample.
• Non-sampling errors can be attributed to sources other than sampling, and they
may be random or nonrandom: including errors in problem definition, approach,
scales, questionnaire design, interviewing methods, and data preparation and
analysis. Non-sampling errors consist of non-response errors and response errors.
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Errors in Marketing Research
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Errors in Marketing Research
Response error (by researcher)
• Surrogate information error may be defined as the variation between the
information needed for the marketing research problem and the information
sought by the researcher.
• Measurement error may be defined as the variation between the information
sought and information generated by the measurement process employed by the
researcher.
• Population definition error may be defined as the variation between the actual
population relevant to the problem at hand and the population as defined by the
researcher.
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Errors in Marketing Research
• Sampling frame error may be defined as the variation between the population
defined by the researcher and the population as implied by the sampling frame
(list) used.
• Data analysis error encompasses errors that occur while raw data from
questionnaires are transformed into research findings.
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Errors in Marketing Research
Response error (by interviewer)
• Respondent selection error occurs when interviewers select respondents other
than those specified by the sampling design or in a manner inconsistent with the
sampling design.
• Questioning error denotes errors made in asking questions of the respondents or
in not probing, when more information is needed.
• Recording error arises due to errors in hearing, interpreting and recording the
answers given by the respondents.
• Cheating error arises when the interviewer fabricates answers to a part or the
whole of the interview.
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Errors in Marketing Research
Response error (by respondent)
• Inability error results from the respondent’s inability to provide accurate answers.
Respondents may provide inaccurate answers because of unfamiliarity, fatigue,
boredom, faulty recall, question format, question content and other factors.
• Unwillingness error arises from the respondent’s unwillingness to provide
accurate information.
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THANK YOU
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