1. Primary and Secondary Data
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. Secondary data is gathered BEFORE primary data. WHY?
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
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. Pros and Cons of Telephone as a Data Collection Method
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

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

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

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

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