Primary and Primary and Secondary DataSecondary Data

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 wheel”?

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 QuestionnaireSelect 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?

_____ mammogram (if a women)

_____ prostate exam (if a man)

_____ lung x-ray

_____ electrocardiogram

_____ stress test

2. Do you currently smoke?

_____ YES

_____ NO

3. 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

• 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

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, and• a reminder to participants that they are taking the survey

anonymously.You should NOT include on the survey:• answer percentages

Introductory Statement

The purpose of this survey is to help management identify family issues that our employees experience that are related to job performance. Please respond to the following survey items by checking the appropriate response next to each question/item. Your responses are completely anonymous and will only be used to assess overall employee characteristics.

ensure anonymity

purpose of the survey

END