data sekunder
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Exploratory Research Design:Exploratory Research Design:Secondary DataSecondary Data
Yang akan DibahasYang akan Dibahas• Overview.• Perbedaan Data primer dan data
sekunder.• Kelebihan dan Kekurangan Data
Sekunder.• Kriteria untuk Evaluasi data
sekunder.• Klasifikasi data sekunder.
OverviewOverview• Sebelum pengumpulan data primer,
peneliti perlu mengumpulkan data sekunder yang relevan terlebih dahulu.
• Data sekunder sangat penting terutama untuk penelitian dengan anggaran yang terbatas.
PENGERTIAN DATA PRIMER PENGERTIAN DATA PRIMER DAN DATA SEKUNDERDAN DATA SEKUNDER
• Data primer merupakan data yang dikumpulkan langsung oleh peneliti untuk tujuan penelitian tersebut.
• Data sekunder data yang dikumpulkan oleh pihak lain untuk beberapa tujuan.
Perbedaan Data Primer dan Perbedaan Data Primer dan SekunderSekunder
Data Primer Data Sekunder
Tujuan Langsung untuk masalah.
Tidak langsung untuk masalah.
Proses Keterlibatannya tinggi
Keterlibatannya rendah
Biaya Tinggi Relative murah
Waktu Lama Singkat
Manfaat Data SekunderManfaat Data Sekunder• Mengidentifikasi masalah.• Menentukan masalah menjadi lebih tepat.• Mengembangkan pendekatan terhadap
masalah.• Menformulasikan riset desain dengan
tepat (mengidentfikasikan variabel kunci).• Menjawab pertanyaan penelitian dan
pengujian hipotesis.• Melakukan interpretasi data primer lebih
jelas.
Kelemahan Data SekunderKelemahan Data Sekunder• Karena data sekunder dikumpulkan
bukan untuk kepentingan langsung perneliti, maka:– Seringkali tidak relevan.– Seringkali tidak akurat.
• Tujuan, variabel, metode yang digunakan seringkali tidak tepat dengan situasi sekarang.
Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder
• Spesifikasi dan Metodologi– Metode Pengumpulan Data– Respon Rate– Sample Teknik– Ukuran Sampel– Analisis Data
Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder
• Eror dan Ketepatan– Menguji tingkat kesalahan– Desain Penelitian– Sampel– Analisis Data– Pelaporan
Untuk mengukur ketepatan dengan dilakukan dengan membandingkan dengan sumber yang berbeda.
Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder
• Kemutahiran– Jeda waktu antara pengumpulan dan
publikasi.– Frekuensi data di update.
Sensus data secara periodik akan di update.
Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder
• Kemutahiran– Jeda waktu antara pengumpulan dan
publikasi.– Frekuensi data di update
Sensus data secara periodik akan di update.
Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder
• Tujuan– Mengapa data di kumpulkan ?
Tujuan pengumpulan data menentukan relevansi data.
Kriteria Evaluasi Data Kriteria Evaluasi Data SekunderSekunder
• Dasar/Isi Data– Definisi variabel kunci.– Unit pengukuran.– Kategori penggunaan.
Tujuan pengumpulan data menentukan relevansi data.
Kreiteria Evaluasi Data Kreiteria Evaluasi Data SekunderSekunder
• Kemandirian– Keahlian– Kredibility.– Reputasi.
Data yang didapatkan semestinya dikonfirmasikan dengan sumbernya.
KLASIFIKASI DATA SEKUNDERKLASIFIKASI DATA SEKUNDER
Secondary Data
Internal External
Ready to Use
Requires further processing
PublishedMaterials
Computerized Databases
Syndicated Services
Fig. 4.1Fig. 4.1
Data Sekunder InternalData Sekunder Internal• Data sekunder yang berasal dari dalam
perusahaan.• Lebih murah dan mudah didapatkan.• Data Base Marketing
– Penjualan berdasarkan produk line– Penjualan berdasarkan departemen– Penjualan berdasarkn toko tertentu– Penjualan berdasarkan daerah geogarfis– Penjualan kas dan kredit– Penjualan berdasarkan periode waktu– Penjualan berdasarkan jumlah pembelian
Data Sekunder InternalData Sekunder Internal• Siap untuk digunakan.• Harus diolah terlebih dahulu.
Data Sekunder EksternalData Sekunder Eksternal• Data sekunder yang berasal dari luar
perusahaan seperti dari pemerintah, organisasi non profit, asosiasi perdagangan, organisasi profesional, comersial publisher, perusahaan pialang investasi, profesional marketing researchs.
• Sumber data Eksternal– Publish Material– Computer database– Syndicate service
Statistical Data
Published Secondary Data
General Business Sources
Government Sources
Guides Directories Indexes Census Data
Other Government Publications
A Classification of Published A Classification of Published Secondary SourcesSecondary Sources
Fig. 4.2Fig. 4.2
Publish MaterialPublish Material• General Business Source
– Guideline– Directories– Indexes– Statistical Data
• Government Source– Census Data– Other Government Publication
Bibliographic Databases
Computerized Databases
On-Line Off-Line
Numeric Databases
Full-Text Databases
Directory Databases
Special-Purpose Databases
A Classification of A Classification of Computerized DatabasesComputerized Databases
Fig. 4.3Fig. 4.3
Internet
Unit of Measurement
A Classification of Syndicated ServicesA Classification of Syndicated ServicesFig. 4.4Fig. 4.4
Households/Consumers
Institutions
Computerized DatabaseComputerized Database• Online and Off Line
– Bibliographies Data Bases– Numeric Databases– Full Text Databases– Directory Databases– Special Purpose Database
Syndicated Data from HouseholdsSyndicated Data from Households i. Surveysi. Surveys a. Psychographics & Lifestylesa. Psychographics & Lifestyles b. Advertising Evaluationb. Advertising Evaluation c. General Surveysc. General Surveys
d. Uses of Surveysd. Uses of Surveys e. Advantages & Disadvantages of Surveyse. Advantages & Disadvantages of Surveys
ii. Diary Panelsii. Diary Panels a. Diary Purchase Panelsa. Diary Purchase Panels b. Diary Media Panelsb. Diary Media Panels c. Uses of Dairy Panelsc. Uses of Dairy Panels
d. Advantages & Disadvantages of Dairy Panelsd. Advantages & Disadvantages of Dairy Panels iii. Electronic Scanner Servicesiii. Electronic Scanner Services a. Volume Tracking Dataa. Volume Tracking Data b. Scanner Diary Panelsb. Scanner Diary Panels c. Scanner Diary Panels with Cable TVc. Scanner Diary Panels with Cable TV d. Uses of Scanner Servicesd. Uses of Scanner Services
e. Advantages & Disadvantagese. Advantages & Disadvantages
12) Syndicated Data from Institutions12) Syndicated Data from Institutions
i. i. Retailers & WholesalersRetailers & Wholesalers
a. Uses of Audit Dataa. Uses of Audit Data
b. Advantages & Disadvantages of Audit Data b. Advantages & Disadvantages of Audit Data
ii. Industry Servicesii. Industry Services
a. Uses of Industry Services a. Uses of Industry Services
b. Advantages & Disadvantages of Industry b. Advantages & Disadvantages of Industry
ServicesServices
Type of Individual/Household Level Data Type of Individual/Household Level Data Available from Syndicated FirmsAvailable from Syndicated Firms
RIP 4.1RIP 4.1
I.I. Demographic Data
- Identification (Name, address, telephone)
- Sex
- Marital status
- Names of family members
- Age (including ages of family members)
- Income
- Occupation
- Number of children present
- Home ownership
- Length of residence
- Number and make of cars owned
II. Psychographic Lifestyle Data
- Interest in golf
- Interest in snow skiing
- Interest in book reading
- Interest in running
- Interest in bicycling
- Interest in pets
- Interest in fishing
- Interest in electronics
- Interest in cable television
There are also firms such as Dun & Bradstreet and American Business Information which collect demographic data on businesses.
Syndicated Services: ConsumersSyndicated Services: ConsumersFig. 4.4 Contd.Fig. 4.4 Contd.
Households / Consumers
Surveys
Mail Diary Panels
Electronic scanner servicesPurchase Media
Psychographic& Lifestyles
GeneralAdvertisingEvaluation
Volume Tracking Data
Scanner Diary Panels
Scanner Diary Panels with Cable TV
Syndicated Services: InstitutionsSyndicated Services: Institutions
Institutions
Retailers Wholesalers Industrial firms
Audits
Direct Inquiries
Clipping Services
Corporate Reports
Fig. 4.4 Contd.Fig. 4.4 Contd.
Type Characteristics Advantages Disadvantages UsesSurveys Surveys conducted at
regular intervalsMost flexible way ofobtaining data;information onunderlying motives
Interviewer errors;respondent errors
Marketsegmentation,advertising themeselection andadvertisingeffectiveness
DiaryPurchasePanels
Households providespecific informationregularly over anextended period oftime; respondentasked to recordspecific behaviors asthey occur
Recorded purchasebehavior can belinked to thedemographic /psychographiccharacteristics
Lack ofrepresentativeness;response bias;maturation
Forecasting sales,market share andtrends; establishingconsumer profiles,brand loyalty andswitching; evaluatingtest markets,advertising, anddistribution
DiaryMediaPanels
Electronic devicesautomaticallyrecording behavior,supplemented by adiary
Same as diarypurchase panel
Same as diarypurchase panel
Establishingadvertising rates;selecting mediaprogram or air time;establishing viewerprofiles
Table 4.3Table 4.3 Overview of Syndicated ServicesOverview of Syndicated Services
Type Characteristics Advantages Disadvantages UsesScannerVolumeTrackingData
Householdpurchases arerecorded throughelectronic scannersin supermarkets
Data reflects actualpurchases; timelydata, less expensive
Data may not berepresentative; errorsin recordingpurchases; difficult tolink purchases toelements ofmarketing mix otherthan price
Price tracking,modeling,effectiveness of in-store promotions
ScannerDiaryPanelswith CableTV
Scanner panels ofhouseholds thatsubscribe to cableTV
Data reflect actualpurchases; samplecontrol; ability to linkpanel data tohouseholdcharacteristics
Data may not berepresentative;quality of datalimited
Promotional mixanalyses, copytesting, new producttesting, positioning
Auditservices
Verification ofproduct movementby examiningphysical records orperforminginventory analysis
Relatively preciseinformation at theretail and wholesalelevels
Coverage may beincomplete; matchingof data oncompetitive activitymay be difficult
Measurement ofconsumer sales andmarket share,competitive activity,analyzingdistribution patterns:tracking of newproducts
IndustrialProductSyndicatedServices
Data banks onindustrialestablishmentscreated throughdirect inquiries ofcompanies, clippingservices, andcorporate reports
Important source ofinformation onindustrial firms,particularly useful ininitial phases of theprojects
Data are lacking interms of content,quantity, and quality
Determining marketpotential bygeographic area,defining salesterritories, allocatingadvertising budget
Table 4.3 ContdTable 4.3 Contd..
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