How is secondary data collected?

 

Let's take a closer look at the methods of marketing research that I use in my paper. This will help me plan my research and collect better information.

Secondary information, or secondary data, is collected for purposes other than those of this study. It can be obtained quickly and inexpensively. Compared to the primary, secondary information is collected quite easily and quickly, while the financial and time costs are insignificant [Malhotra, 2000].

In some cases, secondary data is the only source of information (in the absence of the possibility of obtaining primary data). Although it is unlikely that all questions of the unique problem under study can be answered using only secondary data, they still have great potential for useful action and a diverse scope [Czinkota and Ronkamen, 1994 and Jain, Mahajan and Muller, 1991].

Secondary data allows:

1) the occurrence of a problem;

2) accurately formulate it;

3) develop an approach to solving the problem;

4) develop the right research plan (for example, identify major changes);

5) find answers to identified questions and check for suspicions;

6) more carefully study and correctly interpret the primary data.

Based on the listed advantages and potential uses of secondary data, general rules can be obtained. Secondary data should be carefully examined before starting to collect primary data. start with the frequency of the latter. It is possible to proceed to the collection of primary data only when all sources of secondary data have been exhausted or severely limited.

Since secondary data is usually collected for purposes other than those currently facing the marketer, their usefulness and applicability to a particular research problem may be significantly limited. It is also necessary to check the degree of correlation of secondary data with the problem being solved, as well as their accuracy, since the goals, means and methods by which these data were obtained may not correspond to the current situation. In addition, secondary data may be outdated or unreliable. Therefore, before using it, it is necessary to check the available information according to certain criteria, which are described in more detail below.

The methodology for collecting secondary data should be critically evaluated in order to identify sources of possible errors in the process of obtaining information. The researcher must determine whether the available information is accurate enough to be used for the current study. Determining the accuracy of secondary data is not easy because the researcher was not directly involved in its collection.

In addition, the researcher must remember that secondary data may become outdated, since when it is collected, there is usually a significant time gap between their receipt and publication, as a result of which the data may lose its relevance. To carry out market research, only "fresh", up-to-date data is needed, so if secondary data is outdated, its value is significantly reduced.

It goes without saying that data is collected not just like that, but to solve a specific problem. Therefore, before using it, it is necessary to determine the primary purpose for which it was intended. Clarifying the purpose of collecting secondary data will help determine the range of tasks for which it is advisable to use this data, since information specially collected for a specific purpose may be completely inapplicable to achieve another goal.

The only way to make sure that data is (or not) trustworthy is to check the competence, reputation and reliability of the source of information. You should be careful about data published to stimulate sales, promote someone's interests or propaganda. The same applies to anonymous data and information, the methodology and process of collection of which is deliberately hidden. It is also important to establish whether the source of information is original or the data in it has already been processed.

Secondary data can be internal and external. Internal data refers to data generated within the organization for which the study is being carried out. Such information can either be stored in a ready-made form, such as data traditionally provided by a decision support system, or it is available internally in an unfinished form that is not applicable for research.

External data is understood as data, the source of which is outside the organization for which marketing research is being conducted. They may be available in the form of published materials, computer databases or information as part of the provision of syndicated services (by subscription). Before looking at external data, it is necessary to analyze internal secondary data.

The researcher, by selecting secondary data, assumes certain ethical obligations, ensuring that they are suitable for solving the research problem. Data is considered unethical if it has been collected in any way that harms respondents or infringes on their personal freedom.

The limitations of secondary data often dictate the need to collect primary data that will form the basis for making the right decision.

In relation to my research, secondary data plays an important role. Firstly, it allowed me to identify the problem and accurately to formulate it. An article [Product Habits Blog, 2018] helped me with this.

Secondly, based on the existence of this problem, hypotheses were formulated and an approach to solving the problem was developed. Thirdly, secondary data will provide some statistical data and information about the object of study - various mobile applications for learning foreign languages ​​and will allow you to test the existing hypotheses. Fourthly, it will allow a more thorough study and a more correct interpretation of the primary data - the results of the survey.

Consider further the procedure and some rules for conducting a survey. The collected secondary data you can find in the Empirical part.