Primary Vs.

Secondary Data

• Primary data are collected by a researcher for the specific purpose of

addressing the problem at hand.

• Secondary data are data that have already been collected for
purposes other than the problem at hand. These data can be located

quickly and inexpensively.

 A Comparison of Primary & Secondary Data

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid & easy
Collection cost High Relatively low
Collection time Long Short
 Primary Data
Primary data are first hand information collected through various methods such as
observation, interviewing, mailing, surveys and etc. In this case the researcher
directly collects the data that have not been collected otherwise.

Advantage of Primary Data: Disadvantage of Primary Data:

•Original Data / Data collected • Primary data is expensive to
directly from the population obtain.

•Unbiased Information • It is time consuming.

•Up to date Information •It requires extensive research

personnel who are skilled.
•Addresses specific research issues •It is difficult to administer.
- the researcher controls the search
design to fit the needs

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Secondary Data

 Data gathered and recorded by someone else prior to and for a purpose
other than the current project.

Advantages
 Readily Available
 Faster and less expensive
than acquiring primary data
 Requires no access to
subjects
 Inexpensive—government
data is often free
 May provide information
otherwise not accessible
Disadvantages
 Uncertain accuracy
 Data not consistent with needs
 Inappropriate units of
measurement
 Time period inappropriate
(outdated)

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Evaluating Secondary Data

Is it possible to go to the
original data source?

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Criteria for Evaluating Secondary Data
Criteria Issues
Specifications Data collection method, response
& Methodology rate, quality & analysis of data,
sampling technique & size,
questionnaire design, fieldwork.
Error & Examine errors in approach,
Accuracy research design, sampling, data
collection & analysis, & reporting.
Recency Time lag between collection &
publication, frequency of updates.
Objective Why were the data collected?
Nature Definition of key variables, units of
measurement, categories used,
relationships examined.
Dependability Expertise, credibility, reputation,
and trustworthiness of the source.
Remarks
Data should be reliable,
valid, & generalizable to
the problem.
Assess accuracy by
comparing data from
different sources.
Census data are updated
by syndicated firms.
The objective determines
the relevance of data.
Reconfigure the data to
increase their usefulness.
Data should be obtained
from an original source.
Syndicated Services

• Syndicated services are companies that collect and sell common pools of
data of known commercial value designed to serve a number of clients

• Syndicated sources can be classified based on the unit of measurement

(households/consumers or institutions)

• Household/consumer data may be obtained from surveys, diary panels, or

electronic scanner services

• Institutional data may be obtained from retailers, wholesalers, or industrial

firms
Classifying Survey Research Methods
• Structured/Unstructured Questionnaires
 Structured question: imposes a limit on the number of allowable
responses.
 Unstructured question: does not restrict respondents’ answers.

• Disguised/Undisguised Questionnaires
 Undisguised questions: assume the respondent is willing to answer.
 Disguised questions: assume the purpose of the study must be hidden
from the respondent.

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Classifying Survey Research Methods (cont’d)
 Cross-sectional study: various segments of a population are sampled
and data are collected at a single moment in time.

 Longitudinal study: A survey of respondents at different times, thus

allowing analysis of response continuity and changes over time.
 Tracking study: uses successive samples to compare trends and
identify changes in variables such as consumer satisfaction, brand
image, or advertising awareness.
 Consumer panel: a survey of the same sample of individuals or
households to record (in a diary) their attitudes, behavior, or
purchasing habits over time.

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 A Classification of Survey Methods

Survey
Methods

Telephone Personal Mail Electronic

In-Home Mall Computer-Assisted E-mail Internet

Intercept Personal
Interviewing

Traditional Computer-Assisted
Mail Mail
Telephone Telephone
Interview Panel
Interviewing
Errors in Survey
Random Sampling Error
A statistical fluctuation
that occurs because of
chance variation in the
elements selected for a
sample.

Systematic Error
Error resulting from
some imperfect aspect of
the research design that
causes respondent error
or from a mistake in the
execution of the research.

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Errors in Survey
Respondent Error
A category of sample bias
resulting from some
respondent action or
inaction such as non-
response or response bias.

Administrative Error
An error caused by the
improper administration or
execution of the research
task.

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 Respondent Error
Non-response Error
People who are not contacted
or who refuse to cooperate in
the research.
•No contacts: people who are
not at home or who are
otherwise inaccessible on the
first and second contact.
•Refusals: People who are
unwilling to participate in a
research project.

Response Bias
A bias that occurs because
people who feel strongly
about a subject are more
likely to respond to survey
questions than people who
feel indifferent about it.

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Administrative Error

Data-processing
error: incorrect data
entry, incorrect
computer
programming, or other
procedural errors
during data analysis.
Sample selection
error: improper
sample design or
sampling procedure
execution.
Interviewer error:
mistakes made by
interviewers failing to
record survey
responses correctly.
Interviewer cheating:
filling in fake answers
or falsifying
questionnaires by an
interviewer.

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 Response Bias
Deliberate Falsification
Occasionally people deliberately give
false answers.
•Misrepresent answers to appear
intelligent
•Conceal personal information
•Avoid embarrassment

Unconscious
Misrepresentation
response bias can arise from the
question format, the question
content, or some other stimulus
that affects their response to a
question

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 Types of Response Bias
• Acquiescence Bias
A tendency to agree with
all or most questions.
• Extremity Bias
The tendency of some
Individuals to use
extremes when
responding to questions.
• Interviewer Bias
The presence of the
interviewer influences
respondents’ answers.
• Social Desirability Bias
Bias in responses caused
by respondents’ desire,
either conscious or
unconscious, to gain
prestige or appear in a
different social role.

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