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BUS304 – Data Collection1 Data Source Primary Source Observations Surveys Experiments Secondary Source Books CDs Newspaper reports Internet How to determine? Whether you collect the dataor use someone else’s data
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BUS304 – Data Collection2 Think For the NBA players’ height experiment, is the data source primary or secondary? Why? For the experiment to find out the classmates’ traveling distance from school, is the data source primary or secondary? Why?
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BUS304 – Data Collection3 Discussion What are the benefits of using primary data? What are the benefits of using secondary data?
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BUS304 – Data Collection4 Survey Design Steps Define the issue What do you want to study? (what is your goal of study?) Define the population Determine whether to use sample or population Whether it is possible or convenient to access the population? If use sample, what is a reasonable sample size? what sampling technique(s) should be used?
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BUS304 – Data Collection5 Design survey questions What are the related questions? Make questions clear and unambiguous Use universally-accepted definitions Limit the number of questions Consider whether people would want to answer the questions (uncomfortable questions) Pretest the survey Use a small group of people to test the survey questions To exam the clarity and the length of the question Revise the survey and pretest again Make take several round to get the survey questions clear
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BUS304 – Data Collection6 Types of Questions Close-end Questions Multiple choices Example: The overall quality of this course was high. _strongly agree _agree _neutral _disagree _strongly disagree Open-end Questions Example: List one or two specific aspects of this course that were particularly effective in stimulating your interest in the materials presented or in fostering your learning. Unexpected answers, processing difficulty, new thoughts included Demographic Questions Questions about the respondents’ personal characteristics Example: What is your major? _ Business _ Liberal arts _ Science _ Other Make sure the choices cover all the possibilities Important: used to check whether the sample was representative
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BUS304 – Data Collection7 Data Types Quantitative data numerical data (numbers) Qualitative Data Non-numerical (e.g. words) Open “baker.xls” Identify the data type for each column Think: what information can each type data convey? How to determine? Whether you can use thedata for computation in Excel.
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BUS304 – Data Collection8 Data Measurement Levels Ratio/Interval Data Ordinal Data Nominal Data Divided based on the level of process Highest level: the data have numerical value – can use one minus the other to find out the difference. E.g. sales data, ticket price, date of birth Mid level: -- can only order the data to determine one is more superior than the other. Typical example: $0-$10, $10 - $20, >$20 Lowest level: -- can only say one is different than the other. Typical example: Name, M/F, Hometown, …
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BUS304 – Data Collection9 Exercise Determine the data measurement levels AirlineGender First Class?LuggageTicket Price America WestMaleYes3<$100 OtherFemaleYes3$100-$150 America WestMaleNo3$150-$200 UnitedMaleNo1$200-$250 America WestFemaleNo2$150-$200 UnitedMaleYes3$150-$200 America WestFemaleNo2$200-$250 OtherFemaleNo1$150-$200 America WestFemaleNo2<$100
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BUS304 – Data Collection10 Homework Problem Problem 1.54 Problem 1.55
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BUS304 – Data Collection11 Summary Today: Survey Design Steps Not in the test, may be useful in the project Data sources: primary or secondary Whether you collect the data or use some one else’s Data types: quantitative or qualitative Whether the data were numerical Data Measurement Levels Nominal Data Ordinal Data Ratio/Interval Data
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