Institute of Professional Studies

School of Research and Graduate Studies

Collecting Secondary and Primary

Data

Lecture Nine

Outline of Presentation

Introduction

Difference between Secondary and Primary data

Secondary data,Types, Sources and uses

Advantages and Disadvantages of Secondary Data

Primary Data through Observation

Primary Data through Interviews

Primary Data through Questionnaires

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Introduction

In considering how to answer your research question(s) and

objective(s), you probably will need to decide whether you will

need use data that has been collected for some other purpose

already or collect new data by yourself.

While it may be possible to answer some research questions

with secondary data or primary data alone, others may require

both.

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Difference between Secondary and

Primary DataPrimary data refers to data that is freshly collected for

achieving the purpose of the current study while Secondary

Data refers to data which was originally collected for a different

purpose but it is being used for another purpose.

The decision to use Primary or secondary data may be based on:

Availability

Accessibility

Suitability

Adequacy

Cost and benefits4

Types of Secondary DataSecondary data may be quantitative (numerical) or

qualitative (non-numerical).

It may also be Raw data, where there has been little or no

processing, or Compiled data, where the data has received

some form of processing or transformation.

Saunders, Lewis and Thornhil (2007) have categorized secondary

data into:

Documentary Secondary data

Survey-based secondary data and

Secondary data compiled fromMultiple sources5

Types of Secondary Data Cont’d

Documentary Secondary Data are often used in research

project that also use primary data collection methods.

Documentary secondary data include written materials such

as notices, correspondences, minutes of meetings, reports to

shareholders, diaries, transcripts of speeches and administrative

and public records.

Documentary secondary data also include non-written

materials such as voice and video recordings, pictures,

drawings, films and television programmes.

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Types of Secondary Data Cont’d

Survey-based secondary data refers to data collected using

a survey strategy usually by questionnaires that have already

been analysed for their original purpose.

Survey-based secondary data might have been collected through

one of three distinct subtypes of survey strategies:

Censuses

Continuous and regular surveys

Ad hoc surveys

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Types of Secondary Data Cont’d

Censuses are usually carries out by governments and are

unique because participation is obligatory. They provide

very good coverage of the population survey.

Continuous and regular surveys are those surveys,

excluding censuses that are repeated over time.

Ad hoc surveys are usually one-off surveys and are far

more specific in their subject matter. They include data

from questionnaires that have been undertaken by

independent researchers as well as interviews undertaken

by organizations and government8

Types of Secondary Data Cont’d

Multiple-source secondary Data can be based entirely on

documentary or on survey secondary data, or a combination of the

two. The key feature is that it is different data sets combined to form

another data set prior to your accessing the data.

Data from multiple sources could be combined to form

Time series data if the surveys have been repeated a number of

times

Area-based if the surveys have the same geographical basis

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Advantages of Secondary Data1. May have fewer resource requirements

2. May be readily available and quicker to analyze

3. Longitudinal studies may be feasible

4. Can provide comparative data

5. Can result in unforeseen discoveries

6. permanence

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Disadvantages of Secondary Data

1. May be collected for a purpose that does not match your

need

2. Access may be difficult or costly

3. Combinations and definitions may be unsuitable

4. No real control over data quality

5. Initial purpose may affect how data are presented

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Primary Data collectionPrimary data may collected by:

Questionnaire

Interviews

Observation

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Questionnaire

Questionnaire is a prepared set of questions (or measures) to which

respondents or interviewers record answers. Using questionnaire, the

same set of questions are expected to answered by all the respondents.

The design of the questionnaire will affect the response rate and the

reliability and validity of the data you collect. To maximize response rate,

reliability and validity:

1. Carefully design each question

2. Clearly layout the questionnaire form

3. Explain the purpose of the questionnaire

4. Pilot testing

5. Carefully plan and administered the questionnaire13

Types of Questionnaires

Self-administered

Internet-mediated questionnaire

Postal questionnaire

Delivery and collection questionnaire

Interviewer-administered

Telephone questionnaire

Structured interview

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Self-Completion or Interviewer

Assisted Questionnaire?

Educational background.

Vocabulary level.

Prior experience in completing questionnaires.

Age.

Cultural issues.

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Designing Questionnaire

The design of each question should be determine by the data

you need to collect. When designing each questions,

researchers do one of three things:

Adopt questions used in other questionnaires

Adapt questions used in other questionnaires

Develop their own questions

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Steps in Questionnaire Design

Step 1: Initial Considerations

Step 2: Clarification of Concepts

Step 3: Typology of a Questionnaire

Step 4: Pre-testing of a Questionnaire

Step 5: Administering a Questionnaire

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Questionnaire Design – Initial

Considerations

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Clarify the nature of the research problem and

objectives

Develop research questions to meet research

objectives

Define target population and sampling frame.

Determine sampling approach, sample size, and

expected response rate.

Make an initial decision about the method of data

collection.

Questionnaire Design –

Clarification of Concepts

Ensure the concepts(s) can be clearly defined

Select the variables/indicators to represent the

concepts

Determine the level of measurement.

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Questionnaire Design – Typology of

a Questionnaire

Determine the types of questions to include and

their order.

Check the wording and coding of questions.

Decide on the grouping of the questions and the

overall length of the questionnaire.

Determine the structure and layout of the

questionnaire.

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QUESTIONNAIRE DESIGN

Two Types of Questions:

1. Open-ended.

2. Closed-ended.

Open-ended Questions = place no constraints on

respondents who are free to answer in their own

words.

Closed-ended Questions = respondent is given the

option of choosing from a number of predetermined

answers.

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Open-ended Questions

Typically used in exploratory/qualitative studies.

Typically used in personal interview surveys involving

small samples.

Allows respondent freedom of response.

Respondent must be articulate and willing to spend time

giving a full answer.

Data is in narrative form which can be time consuming and

difficult to code and analyze.

Possible researcher bias in interpretation.

Narrative can be analyzed using content analysis. Software

is available.22

Closed-end Questions

Single Answer.

Multiple Answer.

Rank Order.

Numeric.

Likert-Type.

Semantic Differential.

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Closed-end Questions

Typically used in quantitative studies.

Assumption is researcher has knowledge to pre-specify

response categories.

Data can be pre-coded and therefore in a form amenable for

use with statistical packages (e.g., SPSS, SAS) – data capture

therefore easier.

More difficult to design but simplifies analysis.

Used in studies involving large samples.

Limited range of response options.

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Broad Considerations

Sequencing of questions.

Identification of concepts.

How many questions are required to capture each concept?

Question wording.

Overall length of questionnaire.

Placing of sensitive questions.

Ability of respondents.

Level of measurement.

Open-ended versus closed-end questions.

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Questionnaire Sections

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The relevant sections are:

Classification Questions

Research Topic Questions

Opening Questions

Kinds of QuestionsBranching Questions are used to direct respondents to answer

the right questions as well as questions in the proper sequence.

Screening or Filter questions are used to ensure respondents

included in the study are those that meet the pre-determined

criteria of the target population.

Rapport questions are used to establish rapport with the

respondent by gaining their attention and stimulating their

interest in the topic.

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Preparing and Presenting Good

Questions

Use simple words.

Be brief.

Avoid ambiguity.

Avoid leading questions.

Avoid double-barreled questions.

Be careful about question order and context effects.

Check questionnaire layout.

Prepare clear instructions

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Avoid Position BiasPosition Bias:

“How important are flexible hours in evaluating job

alternatives?”

No Position Bias:

“What factors are important in evaluating job

alternatives?”

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Avoid Double-barrelled Questions

To what extent do you agree or disagree with the following

statements?

“Harrod’s employees are friendly and helpful.”

“Harrod’s employees are courteous and knowledgeable.”

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Self-Completion InstructionsThe following issues typically are considered:

Introducing and explaining how to answer a series of questions on a

particular topic.

Transition statements from one section (topic) of the questionnaire to

another.

Which question to go to next (branching or skipping).

How many answers are acceptable, e.g., “Check only one response.” Or

“Check as many as apply.”

Whether respondents are supposed to answer the question by themselves,

or can consult another person or reference materials.

What to do when the questionnaire is completed, e.g., “When finished,

place this in the postage paid envelope and mail it.”

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Interviewer-Assisted InstructionsThe following issues typically are considered:

How to increase respondent participation?

How to screen out respondents that are not wanted and still keep them

happy?

What to say when respondents ask how to answer a particular question?

When concepts may not be easily understood, how to define them?

When answer alternatives are to be read to respondents (aided response)

or not to be read (unaided response)?

How to follow branching or skip patterns?

When and how to probe?

How to end the interview?

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Questionnaire Design – Pre-testing

of a Questionnaire

Determine the nature of the pretest for the preliminary

questionnaire.

Analyze initial data to identify limitations of the preliminary

questionnaire.

Refine the questionnaire as needed.

Revisit some or all of the above steps, if necessary.

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Administering a Questionnaire

Identify the best practice for administering the type of

questionnaire utilized.

Train and audit field workers, if required.

Ensure a process is in place to handle completed

questionnaires.

Determine the deadline and follow-up methods.

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Thank you

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