Brm ppt
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Secondary data refers to statistics that have already been collected by other agencies for purposes other than the current research. Secondary data can come from internal sources within an organization, such as sales reports, or from external sources like census data, syndicated data services, and individual research reports. Syndicated data services collect consumer purchase data through consumer panels who record their purchases to provide information on brand awareness, advertising recall, and consumer profiles.
Brm ppt
- 1. SECONDARY DATA PRESENTED BY Yashwith .K. j.
- 2. Secondary data are statistics that already exist. They have been gathered not for immediate use. This may be described as “those data that have been compiled by some agency other than the user or researcher in question”.
- 3. Secondary data can be classified as: Internal secondary data External secondary data
- 4. Internal Secondary Data Internal secondary data is a part of the company’s record, for which research is already conducted. Internal data are those that are found within the organization. Example: sales in units, credit outstanding. Call reports of sales persons, daily production report, monthly collection report, etc.
- 5. External Secondary Data The data collected by the researcher from outside the company. This can be divided into four parts: Census data Individual project report being published Data collected for sale on a commercial basis called syndicated data Miscellaneous data
- 6. Census data It is the most important data among the sources of data. The following are some of the data that can obtain by census records. Census of the wholesale trade Census of the retail trade Population census Census of manufacturing industries
- 7. Individual project report being published Encyclopedia of business information sources Product finder Syndicated data These techniques involve data collection on a commercial basis, i.e., data collected by this method is sold to interested clients on payment.
- 8. Example of such organizations is AC, Nielson, ORG Margo, IMRB, etc. These organizations provide NRS called National Readership survey to the sponsors and advertising agencies. They also provide business relationship survey called BRS which estimates the following: Rating Profile of the company, etc.
- 9. There is also a study called FSRP which covers children in the age group of 10-19 years. Beside their demographics and psychographics, the study covers areas such as: Children as decision-makers Role models of Indian children Pocket money and its usage Media reviews Favored personalities and advertising. Brand awareness and advertising recall.
- 10. Syndicated data may be classified as: Consumer purchase data Retailer and wholesaler data Advertising data.
- 11. Consumer Purchase Data or Panel Type Data This is one type of syndicated data. In this method there are consumer panels. Members of this panel will be representative of the entire population. Panel members keep diaries in which they record all purchases made by them.
- 12. Limitations Low-income groups are not represented. Some people do not want to take the trouble of keeping records of their purchases. Therefore, relevant data is not available. Advantages Use of scanner tied to the central computer helps the panel members to record their purchases early (almost immediately). It also provides reliability and speed.
- 13. Thank you….