Primary and Secondary Data

Objectives of this lesson: Primary and Secondary DataDefine secondary and primary dataDescribe primary data collection methodsDescribe sampling techniquesIdentify advantages disadvantages of different data gathering techniquesConstruct a survey

Secondary DataData gathered by another source (e.g. research study, survey, interview)Secondary data is gathered BEFORE primary data. WHY?Because you want to find out what is already known about a subject before you dive into your own investigation. WHY?Because some of your questions can possibly have been already answered by other investigators or authors. Why reinvent the wheel?

Primary DataData never gathered beforeAdvantage: find data you need to suit your purposeDisadvantage: usually more costly and time consuming than collecting secondary dataCollected after secondary data is collected

Sampling TechniquesPopulation - total group of respondents that the researcher wants to study. Populations are too costly and time consuming to study in entirety.

Sample - selecting and surveying respondents (research participants) from the population.

Sampling TechniquesA probability sample is one that gives every member of the population a known chance of being selected.simple random sample - anyonestratified sample - different groups (ages)cluster sample - different areas (cities)

All are selected randomly.

Sampling TechniquesA non-probability sample is an arbitrary grouping that limits the use of some statistical tests. It is not selected randomly.convenience sample - readily availablequota sample - maintain representation

Primary Research MethodsFocus Groups bring together respondents with common characteristicsObservation - actually view respondentsExperiment - controlled variables and respondent groups.Non-personal survey on site, telephone, mail, fax, computer, panelPersonal interview - one-on-one survey with respondentsCompany records internal document survey research

Constructing the QuestionnaireSelect the correct types of questions:open ended harder to score but get richer informationclosed ended, dichotomous offer two either/or responses (true/false; yes/no; for/againstmultiple choice select one or more than onescaled response gather range of values (strongly disagree, somewhat disagree, neutral, somewhat agree, strongly agree

1. Have you had any of the following medical preventive tests/exams?_____ mammogram (if a women)_____ prostate exam (if a man)_____ lung x-ray_____ electrocardiogram_____ stress test

2. Do you currently smoke?

_____ YES

_____ NO

Please evaluate the following statement:

I understand the Universitys code of conduct as it relates to plagiarism.____absolutely agree____somewhat agree____neutral____somewhat disagree____absolutely disagree

Important characteristics of good questionnairesPlan a user-friendly formatGather demographic data age, gender, etc., when necessary. Guarantee anonymityEnsure ease of tabulation Scantron formsAsk well-phrased and unambiguous questions that can be answeredDevelop for completeness get all the dataPilot test the instrument

AssignmentPrepare a questionnaire (word processed on paper) that you utilized to gather the primary data for the formal report case.The questionnaire will be inserted as an appendix at the end of your formal report.

Remember, you should include on the survey:an introductory statement about the purpose of the survey,a motivational reason why customers should take it, anda reminder to participants that they are taking the survey anonymously.

You should NOT include on the survey:answer percentages

ensure anonymitypurpose of the survey

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