Institute of Professional StudiesSchool of Research and Graduate

Studies

Collecting Secondary and Primary Data

Lecture Nine

Outline of Presentation Introduction Difference between Secondary and

Primary data Secondary data, Types, Sources and uses Advantages and Disadvantages of

Secondary Data Primary Data through Observation Primary Data through Interviews Primary Data through Questionnaires

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Introduction In considering how to answer your research question(s) and objective(s), you probably will need to decide whether you will need use data that has been collected for some other purpose already or collect new data by yourself.

While it may be possible to answer some research questions with secondary data or primary data alone, others may require both.

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Difference between Secondary and Primary Data

Primary data refers to data that is freshly collected for achieving the purpose of the current study while Secondary Data refers to data which was originally collected for a different purpose but it is being used for another purpose.

The decision to use Primary or secondary data may be based on: AvailabilityAccessibilitySuitabilityAdequacyCost and benefits4

Types of Secondary DataSecondary data may be quantitative (numerical) or qualitative (non-numerical).

It may also be Raw data, where there has been little or no processing, or Compiled data, where the data has received some form of processing or transformation.

Saunders, Lewis and Thornhil (2007) have categorized secondary data into:Documentary Secondary dataSurvey-based secondary data andSecondary data compiled from Multiple sources

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Types of Secondary Data Cont’d

Documentary Secondary Data are often used in research project that also use primary data collection methods.

Documentary secondary data include written materials such as notices, correspondences, minutes of meetings, reports to shareholders, diaries, transcripts of speeches and administrative and public records.

Documentary secondary data also include non-written materials such as voice and video recordings, pictures, drawings, films and television programmes. 6

Types of Secondary Data Cont’d

Survey-based secondary data refers to data collected using a survey strategy usually by questionnaires that have already been analysed for their original purpose.

Survey-based secondary data might have been collected through one of three distinct subtypes of survey strategies:CensusesContinuous and regular surveysAd hoc surveys

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Types of Secondary Data Cont’d

Censuses are usually carries out by governments and are unique because participation is obligatory. They provide very good coverage of the population survey.

Continuous and regular surveys are those surveys, excluding censuses that are repeated over time.

Ad hoc surveys are usually one-off surveys and are far more specific in their subject matter. They include data from questionnaires that have been undertaken by independent researchers as well as interviews undertaken by organizations and government8

Types of Secondary Data Cont’d

Multiple-source secondary Data can be based entirely on documentary or on survey secondary data, or a combination of the two. The key feature is that it is different data sets combined to form another data set prior to your accessing the data.

Data from multiple sources could be combined to formTime series data if the surveys have been repeated a number of timesArea-based if the surveys have the same geographical basis

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Advantages of Secondary Data

1. May have fewer resource requirements2. May be readily available and quicker to

analyze3. Longitudinal studies may be feasible4. Can provide comparative data5. Can result in unforeseen discoveries6. permanence

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Disadvantages of Secondary Data

1. May be collected for a purpose that does not match your need

2. Access may be difficult or costly3. Aggregations and definitions may be

unsuitable4. No real control over data quality5. Initial purpose may affect how data are

presented

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Primary Data collectionPrimary data may collected by:QuestionnaireInterviewsObservation

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QuestionnaireQuestionnaire is a prepared set of questions (or measures) to which respondents or interviewers record answers. Using questionnaire, the same set of questions are expected to answered by all the respondents.

The design of the questionnaire will affect the response rate and the reliability and validity of the data you collect. To maximize response rate, reliability and validity:

1.Carefully design each question

2.Clearly layout the questionnaire form

3.Explain the purpose of the questionnaire

4.Pilot testing

5.Carefully plan and administered the questionnaire13

Types of Questionnaires

Self-administered Internet-mediated questionnaire Postal questionnaire Delivery and collection questionnaire

Interviewer-administered Telephone questionnaire Structured interview

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Self-Completion or Interviewer Assisted

Questionnaire?

Educational background.Vocabulary level.Prior experience in completing

questionnaires.Age.Cultural issues.

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Designing Questionnaire

The design of each question should be determine by the data you need to collect. When designing each questions, researchers do one of three things:

Adopt questions used in other questionnairesAdapt questions used in other questionnairesDevelop their own questions

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Steps in Questionnaire Design

Step 1: Initial Considerations

Step 2: Clarification of Concepts

Step 3: Typology of a Questionnaire

Step 4: Pre-testing of a Questionnaire

Step 5: Administering a Questionnaire

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Questionnaire Design – Initial Considerations

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Clarify the nature of the research problem and

objectives

Develop research questions to meet research

objectives

Define target population and sampling frame.

Determine sampling approach, sample size, and

expected response rate.

Make a preliminary decision about the method of data

collection.

Questionnaire Design – Clarification of Concepts

Ensure the concepts(s) can be clearly defined

Select the variables/indicators to represent the

concepts

Determine the level of measurement.

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Questionnaire Design – Typology of a Questionnaire

Determine the types of questions to include and

their order.

Check the wording and coding of questions.

Decide on the grouping of the questions and the

overall length of the questionnaire.

Determine the structure and layout of the

questionnaire.

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QUESTIONNAIRE DESIGNTwo Types of Questions:

1. Open-ended.

2. Closed-ended.

Open-ended Questions = place no constraints on respondents who are free to answer in their own words.

Closed-ended Questions = respondent is given the option of choosing from a number of predetermined answers.

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Open-ended QuestionsTypically used in exploratory/qualitative

studies.Typically used in personal interview surveys

involving small samples.Allows respondent freedom of response.Respondent must be articulate and willing to

spend time giving a full answer.Data is in narrative form which can be time

consuming and difficult to code and analyze.Possible researcher bias in interpretation.Narrative can be analyzed using content

analysis. Software is available.22

Closed-end Questions Single Answer. Multiple Answer. Rank Order. Numeric. Likert-Type. Semantic Differential.

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Closed-end QuestionsTypically used in quantitative studies.Assumption is researcher has knowledge to

pre-specify response categories.Data can be pre-coded and therefore in a

form amenable for use with statistical packages (e.g., SPSS, SAS) – data capture therefore easier.

More difficult to design but simplifies analysis.Used in studies involving large samples.Limited range of response options.

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Broad Considerations Sequencing of questions. Identification of concepts. How many questions are required to

capture each concept? Question wording. Overall length of questionnaire. Placing of sensitive questions. Ability of respondents. Level of measurement. Open-ended versus closed-end questions.

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Questionnaire Sections

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The relevant sections are:

Classification Questions

Research Topic Questions

Opening Questions

Kinds of QuestionsBranching Questions are used to direct respondents to answer the right questions as well as questions in the proper sequence.

Screening or Filter questions are used to ensure respondents included in the study are those that meet the pre-determined criteria of the target population.

Rapport questions are used to establish rapport with the respondent by gaining their attention and stimulating their interest in the topic.

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Preparing and Presenting Good Questions

Use simple words.Be brief.Avoid ambiguity.Avoid leading questions.Avoid double-barreled questions.Be careful about question order and

context effects.Check questionnaire layout.Prepare clear instructions

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Avoid Position BiasPosition Bias:

“How important are flexible hours in evaluating job

alternatives?”

No Position Bias:

“What factors are important in evaluating job

alternatives?”

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Avoid Double-barrelled Questions

To what extent do you agree or disagree with the following statements?

“Harrod’s employees are friendly and helpful.”

“Harrod’s employees are courteous and knowledgeable.”

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Self-Completion InstructionsThe following issues typically are considered: Introducing and explaining how to answer a series of

questions on a particular topic. Transition statements from one section (topic) of the

questionnaire to another. Which question to go to next (branching or skipping). How many answers are acceptable, e.g., “Check only

one response.” Or “Check as many as apply.” Whether respondents are supposed to answer the

question by themselves, or can consult another person or reference materials.

What to do when the questionnaire is completed, e.g., “When finished, place this in the postage paid envelope and mail it.”31

Interviewer-Assisted Instructions

The following issues typically are considered:How to increase respondent participation?How to screen out respondents that are not wanted and still keep them happy?What to say when respondents ask how to answer a particular question?When concepts may not be easily understood, how to define them?When answer alternatives are to be read to respondents (aided response) or not to be read (unaided response)?How to follow branching or skip patterns?When and how to probe?How to end the interview?

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Questionnaire Design – Pre-testing of a Questionnaire

Determine the nature of the pretest for the preliminary questionnaire.

Analyze initial data to identify limitations of the preliminary questionnaire.

Refine the questionnaire as needed.

Revisit some or all of the above steps, if necessary.

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Administering a Questionnaire

Identify the best practice for administering the type of questionnaire utilized.

Train and audit field workers, if required.

Ensure a process is in place to handle completed questionnaires.

Determine the deadline and follow-up methods.

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Thank you

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