Page 115 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes 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 organisation.

Example: Sales in units, credit outstanding, call reports of sales persons, daily production
report, monthly collection report, etc.

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
Census data: Census data is the most important data among the sources of data. The following
are some of the data that can obtained by census records:
 Census of the wholesale trade
 Census of the retail trade

 Population Census
 Census of manufacturing industries
 Individual project report being published
 Encyclopedia of business information sources
 Product finder

 Thomas registers etc.

Special Techniques of Market Research or 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. Example of such organisation is Neilson Retail, ORG
Marg, 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:
(a) Rating
(b) Profile of the company etc.
(c) These people also provide TRP rating namely television rating points on a regular basis.
This provides:
(i) Viewership figures
(ii) Duplication between programmes etc. Some of the interesting studies made by
IMRB are SNAP – Study of Nations Attitude and Awareness Programme. In this
study, the various groups of the Indian population and their life styles, attitudes of
Indian housewives are detailed.

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