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 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
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 Universitys 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
Assignment
Prepare 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