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 Objectives of this lesson:
Primary and Secondary Data
ࣤ Define secondary and primary data
ࣤ Describe primary data collection
methods
ࣤ Describe sampling techniques
ࣤ Identify advantages disadvantages of
different data gathering techniques
ࣤ Construct a survey
 Secondary Data
ࣤ 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 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
wheelࣟ?
 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
 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

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

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
 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
Constructing the Questionnaire
Select the correct types of questions:
ࣤ     ࣗ harder to score but get
ࣞricherࣟ information
ࣤ
   

  ࣗ offer two
either/or responses (true/false; yes/no;
for/against
ࣤ 
 


ࣗ select one or more than
one
ࣤ 
   ࣗ gather range of
ࣞvaluesࣟ (strongly disagree, somewhat
disagree, neutral, somewhat agree, strongly
agree
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 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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