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Chapter 8 Using secondary data
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Figure 8.1 Types of secondary data
Source: © Mark Saunders, Philip Lewis and Adrian Thornhill 2015
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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
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Figure 8.2 Evaluating potential secondary data sources
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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
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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
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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
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