1. Chapter 8
Using secondary data

2. Figure 8.1 Types of secondary data
Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2015

3. Advantages Disadvantages
Fewer resource requirements
Original purpose does not match your need
Unobtrusive
Access difficult/costly
Longitudinal studies feasible
Aggregation/definition unsuitable
Comparative/contextual data
No control over data quality
Unforeseen discoveries
Initial purpose affects how data presented
Permanence of data
Section 8.4 Advantages and disadvantages of secondary data

4. Figure 8.2 Evaluating potential secondary data sources

5. Box 8.8 Focus on student research – Using a social networking site as a source of secondary data
Source: © Morgan Motor Company, Reproduced with permission

6. Box 8.9 Focus on student research – Assessing the suitability of online multiple-source longitudinal data
Source: Eurostat (2014) Copyright European Communities, Reproduced with permission

7. Box 8.9 Focus on student research – Assessing the suitability of online multiple-source longitudinal data (Continued)
Source: Eurostat (2014) Copyright European Communities, Reproduced with permission