Mastering Secondary Data Research Methods

External Secondary Data Sources

The GO-CART method provides a structured framework for planning secondary data research:

• Goals: Define the specific objectives for the research.
• Objectify: Classify and gather all relevant information.
• Characteristics: Determine the specific attributes of the information needed.
• Activities: Plan the necessary steps to be carried out.
• Reliability: Consult multiple sources to verify information accuracy.
• Tabulation: Document and organize all data sources.

External Secondary Data Categories

• Industry Classification Codes: Used to increase uniformity in government formalities and documentation.
• Government Documents: The Census Bureau provides essential statistical data on the population.
• Commercial Advertising: Recent, content-rich data stored chronologically.
• Commercial Secondary Sources: Analyzes statistics and market trend characteristics.

Commercial Secondary Data Sources

Panels are stable samples that regularly provide data on specific variables and behaviors.

A. Consumer Panel

Panelists provide detailed information regarding product acquisition, brands, outlets, prices, and quantities.

Types of Panels

• Housewives Panel: Focuses on preferences for brands, packaging, and facilities.
• Baby Panel: Targeted at families with children under two years old.
• Specific Product Panel: Covers sectors such as automobiles, perfumes, textiles, footwear, and pharmaceuticals.
• Box Panel: Data collected and sent via mail.
• Staff Panel: A designated person responsible for home data collection.
• Dustbin Panel: Collection of labels, proofs of purchase, and packaging from household waste.

B. Retail Panel

A permanent observation method that allows companies to monitor the distribution of their products.

Forming a Retailer Panel

1. Establishment Selection: Choose establishments that best fit the company profile.
2. Sample Selection: Select establishments with the highest distribution weight.

C. Audience Panel

Information obtained from a sample of households, specifically regarding television possession and viewing habits.