Secondary data sources

Secondary data sources
See also
Post hoc analysis Value of information Flow of information Multivariate data analysis Search for information Focus group interviews Decision support systems Qualitative content analysis Critical incident technique

Secondary data sources are data that have been collected from existing sources. These sources can include surveys, studies, research, official reports, and even data collected from primary research studies. Secondary data sources are often used by management to understand their customer base, identify trends, make decisions, and measure performance. They are also used to develop and test theories, benchmark competitor performance, and gain insight into customer behaviors and preferences. Secondary data sources provide a wealth of information that can be used to drive various business decisions and strategies.

Example of secondary data sources

• Government Records: Government records such as census data, economic indicators, and public spending data can provide valuable insights into the current and future state of the economy. This data can help businesses make strategic decisions about their operations and investments.
• Academic Research: Academic research studies are another valuable source of secondary data. These studies often provide in-depth analysis on specific topics, such as consumer behavior or economic trends.
• Market Research: Market research is an important source of secondary data that can be used to understand customer needs, preferences, and behavior. Market research studies can provide valuable insights into competitor activities and industry trends.
• Social Media: Social media platforms such as Twitter and Facebook can be used to track customer conversations and gain insights into their views, opinions, and behaviors.
• Surveys: Surveys are a great way to gather data from customers, employees, and other stakeholders. Surveys can be used to understand customer satisfaction, gather feedback, and measure performance.

When to use secondary data sources

Secondary data sources can be a useful tool for gaining insight into a variety of business situations. They can be used to develop and test theories, benchmark competitor performance, gain insight into customer behavior and preferences, and inform decisions and strategies. They are particularly useful in situations where primary research is difficult or impossible, such as when researching past events or when analyzing data that is already available. Examples of when to use secondary data sources include:

• To gain insight into customer behaviors and preferences: Secondary data sources can provide valuable information about customer demographics, buying habits, and preferences that can help inform marketing efforts and product development.
• To inform decisions and strategies: By analyzing data from past events or existing sources, managers can gain insight into what works and what doesn’t, and use this information to inform decisions and strategies.
• To benchmark competitor performance: Secondary data sources can be used to compare the performance of different firms or products in a given market. This can help managers determine how their own performance stacks up against the competition.
• To develop and test theories: By analyzing existing data, researchers can develop and test theories about how certain phenomena work.
• To gain insight into past events: Secondary data sources can be used to gain insight into past events that are difficult or impossible to study through primary research.

Types of secondary data sources

A list of secondary data sources includes:

• Government Data: This includes official national, state, and local reports, agency records, and other public documents.
• Industry Data: This includes industry publications, trade journals, and other research related to the industry.
• Market Research: This includes surveys, polls, focus groups, and other market research conducted by companies or organizations.
• Social Media: This includes posts, likes, comments, and other types of data collected from social media platforms.
• Academic Research: This includes studies, articles, and other research published by universities and scholarly journals.
• Demographic Data: This includes census data, population trends, consumer behavior, and other demographic data.
• Competitor Data: This includes analysis of competitor’s products, services, marketing strategies, and other information to gain a competitive advantage.
• Historical Data: This includes past events, trends, developments, and other data that can help inform decision-making.

Advantages of secondary data sources

Secondary data sources provide numerous advantages to businesses. These advantages include:

• Cost-Effectiveness: Secondary data sources are often much less expensive than conducting primary research. This allows businesses to access a wealth of information without breaking the bank.
• Time-Efficiency: It is often much faster to access existing data than to gather new data. This can be especially helpful when a business needs to make quick decisions.
• Accessibility: Secondary data sources can often be accessed online and downloaded quickly, making them easy to access and use.
• Variety: Secondary data sources can provide an array of information from different sources, allowing businesses to gain a comprehensive view of their customers and the marketplace.
• Validity: Secondary data sources are often collected from reliable sources and can provide accurate and up-to-date information.

Limitations of secondary data sources

Secondary data sources have several limitations that should be taken into consideration when using them for business decisions. These limitations include:

• Timeliness: Secondary data is usually not up-to-date and may not reflect the most recent market trends or customer preferences.
• Accuracy: Secondary data sources may not be reliable or accurate. They may be based on outdated or incomplete information.
• Consistency: Secondary data sources may not be consistent across different sources. This can lead to inconsistencies in the data when comparing different sources.
• Accessibility: Some secondary data sources may be difficult to access or not available at all. This can make it difficult to collect or analyze the data.
• Cost: The cost for secondary data sources can be high and may not be cost-effective for some businesses.
• Reliability: The reliability of secondary data sources can be questionable, as some sources may provide outdated or incorrect information.
• Bias: Secondary data sources can be subject to bias and may not reflect the true state of the market or customer preferences.

Other approaches related to secondary data sources

In addition to the use of secondary data sources, there are several other approaches related to data collection. These include:

• Primary data collection – This involves collecting data directly from individuals or groups, as opposed to relying on existing sources. This approach can provide more detailed information, and is usually conducted through interviews, surveys, and/or focus groups.
• Text mining – This is a process of extracting and analyzing data from unstructured sources such as webpages, social media, emails, and other sources. Text mining is used to extract useful information from large volumes of data.
• Predictive analytics – Predictive analytics uses data from past events and trends to forecast future outcomes. It is used to identify patterns and trends in order to make informed decisions.
• Machine learning – This is an artificial intelligence technique that uses algorithms to learn from data and make predictions. Machine learning is used to automate processes and make decisions without human intervention.

In summary, there are several approaches related to data collection, including primary data collection, text mining, predictive analytics, and machine learning. Each of these approaches can provide valuable insights and can help organizations make informed decisions.

Suggested literature

• Sørensen, H. T., Sabroe, S., & Olsen, J. (1996). A framework for evaluation of secondary data sources for epidemiological research. International journal of epidemiology, 25(2), 435-442.
• Rabinovich, E., & Cheon, S. (2011). Expanding horizons and deepening understanding via the use of secondary data sources. Journal of Business Logistics, 32(4), 303-316.