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Primary and Secondary Data

Experiment. Survey. Primary and Secondary Data. Interview. 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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Primary and Secondary Data

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  1. Experiment Survey Primary and Secondary Data Interview

  2. 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

  3. 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.

  4. 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)

  5. Primary Data • 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

  6. 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

  7. 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

  8. 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

  9. 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 Telephone as a DataCollection Method

  10. 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 Pros and Cons of Mail as a Data Collection Method

  11. 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.

  12. 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.

  13. 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

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

  15. 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

  16. 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

  17. 2. Do you currently smoke? _____ YES _____ NO

  18. 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

  19. 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

  20. Example Questionnaire

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

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

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

  24. 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

  25. THANKYOU

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