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Primary and Secondary Data : 

Primary and Secondary Data Interview Experiment Survey

Secondary Data : 

Secondary Data Pre-existing data not gathered for purposes of the current research Not ‘new’ data – ‘second hand’ Secondary data ‘Back up’ data – secondary in use

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Data 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 decline into your own investigation. WHY? Because some of your questions can possibly have been already answered by other investigators or authors.

Advantages and Disadvantages : 

Advantages and Disadvantages Advantages Resource implications – usually easier to gather than primary data Unobtrusive – already collected Longitudinal study may be possible Quality and permanence of data – eg. government surveys Disadvantages Suitability Cost and access – may still be difficult in spite of resource advantages Validity of some secondary data (eg. Internet sources)

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Data never gathered before. Advantage: find data you need to suit your purpose Disadvantage: usually more costly and time consuming than collecting secondary data Collected after secondary data is collected

Types of Primary Data : 

Types of Primary Data Demographic/Socioeconomic Age, Sex, Income, Marital Status, Occupation Psychological/Lifestyle Activities, Interests, Personality Traits Attitudes/Opinions Preferences, Views, Feelings, Inclinations Awareness/Knowledge Facts about product, features, price, uses Intentions Planned or Anticipated Behavior Motivations Why People Buy (Needs, Wants, Wishes, Ideal-Self) Behavior Purchase, Use, Timing, Traffic Flow

Primary Data Can Be Gathered By: : 

Primary Data Can Be Gathered By: Communication Methods Interacting with respondents Asking for their opinions, attitudes, motivations, characteristics Observation Methods No interaction with respondents Letting them behave naturally and drawing conclusions from their actions

Communication Methods of Primary Data Collection : 

Communication Methods of Primary Data Collection Methods include: Surveys Focus Groups Panels Highly versatile in terms of types of data Generally more speedy Typically more cost effective Electronic media have made observation cheaper Activities, Interests, Personality Traits

Pros and Cons of Telephone as a DataCollection Method : 

Pros and Cons of Telephone as a DataCollection Method Relatively fast Relatively strong response rates, but getting worse Sequence of questions can be easily changed Data entry at time of completion is possible Ability of supervisor to oversee interviewers Does not handle long interviews well Cannot use visuals Difficult to contact business respondents Unlisted numbers make sample frame questionable

Pros and Cons of Mail as a Data Collection Method : 

Pros and Cons of Mail as a Data Collection Method Easy to generate stratified sample frame No interviewer bias Assures anonymity of respondent Wide distribution Best for sensitive or personal questions Generally least expensive Little control over exactly who completes survey Low response rate Long response time No ability to probe on open-ended questions Cannot change sequence of questions

Sampling Techniques : 

Sampling Techniques Population - 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 Techniques : 

Sampling Techniques A probability sample is one that gives every member of the population a known chance of being selected. simple random sample - anyone stratified sample - different groups (ages) cluster sample - different areas (cities) All are selected randomly.

Sampling Techniques : 

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

Personal Interviews as a Data Collection Method(in-home and mall intercept) : 

Personal Interviews as a Data Collection Method(in-home and mall intercept) Probably highest response rate Allows any type of questions/questionnaires Easy to ensure representative sample Know who is completing questionnaire Mall intercept can be relatively quick Generally narrow distribution Typically most expensive method Often tough to gain identity of respondent Can be time consuming in the case of in-home Tough to supervise

Constructing the Questionnaire : 

Constructing the Questionnaire Select the correct types of questions: open ended – harder to score but get “richer” information closed ended, dichotomous – offer two either/or responses (true/false; yes/no; for/against multiple choice – select one or more than one scaled 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? : 

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 : 

2. Do you currently smoke? _____ YES _____ NO

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Please evaluate the following statement: I understand the University’s code of conduct as it relates to plagiarism. ____ absolutely agree ____ somewhat agree ____ neutral ____ somewhat disagree ____ absolutely disagree

Important characteristics of good questionnaires : 

Important characteristics of good questionnaires Plan a user-friendly format Gather demographic data – age, gender, etc., when necessary. Guarantee anonymity Ensure ease of tabulation – Scantron forms Ask well-phrased and unambiguous questions that can be answered Develop for completeness – get all the data Pilot test the instrument

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Example Questionnaire

Electronic Media as a Data Collection Method(email, online, fax) : 

Electronic Media as a Data Collection Method(email, online, fax) Typically low cost, especially marginal cost of additional responses Wide distribution possible Very quick (15 minutes-2 days) Fairly decent response rates Easy point-of-purchase feedback Automatic data entry Limited sample frame representative ability to locate Expense of infrastructure and expertise SPAM backlash Legal problems

Increasing Response Rates for Communication Methods : 

Increasing Response Rates for Communication Methods Pre-notification letters Cover letters/purpose statements Incentives Money Donations to charity Gifts Postage-paid returns

Observation Methods: What Can Be Observed? : 

Observation Methods: What Can Be Observed? Physical Actions Verbal Behaviors Expressive behaviors Special Relations and Locations Temporal Patterns Physical Evidence

Primary Research Methods : 

Primary Research Methods Focus Groups – bring together respondents with common characteristics Observation - actually view respondents Experiment - controlled variables and respondent groups. Non-personal survey – on site, telephone, mail, fax, computer, panel Personal interview - one-on-one survey with respondents Company records – internal document survey research

THANKYOU : 

THANKYOU