research methodology - unit 6, types of data
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Research Methodology
Unit 6
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Overview
Secondary Data - Definition, Sources,Characteristics.
Primary Data - Definition, Advantages
and disadvantages over secondary data Observation method
Questionnaire Construction
Personal Interviews
Telephonic Interview
Mail Survey, Email/Internet survey.
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Secondary Data
Data previously collected for any purpose other
than the one at hand.
ALWAYS
USE THIS FIRST
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Secondary Data
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 owninvestigation. WHY?
Because some of your questions can possibly havebeen already answered by other investigators or
authors. Why reinvent the wheel?
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Sources of Secondary Data
Government Agencies
Trade and Industry Associations
Marketing Research Firms
Commercial Publications
News Media
Internal Corporate Information
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Advantages of Secondary Data
Saves time and money if on target
Aids in determining direction for primary data
collection
Pinpoints the kinds of people to approach
Serves as a basis of comparison for other data
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Disadvantages of Secondary Data
May not answer the exact question of your researchproblem
Quality-Dont know who gathered it and how the datawas gathered
Accuracy of data may pose a problem-Dont knowage of the info and how biased the survey was
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Primary Data
Information collected for the first time
ALWAYS
USE THIS LAST
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Advantages of Primary Data
Find data you need to suit your purpose
Answers a specific research question
Data are current
Source of data is known Secrecy can be maintained
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Disadvantages of Primary Data Expensive
Usually more costly and time consuming than
collecting secondary data
Quality declines if interviews are lengthy
Reluctance to participate in lengthy interviews
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Primary Research Methods SurveyInternet surveys, Mail Surveys, Telephone
Interviews Focus Groups bring together respondents with
common characteristics
Observation - actually view respondents
Experiment - controlled variables and respondentgroups.
Non-personal surveyon site, telephone, mail, fax,computer, panel
Personal interview - one-on-one survey withrespondents
Company records internal document survey
research
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Comparison of three kinds of surveysCOMPARISON OF SURVEY TECHNIQUES
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Observation Research
A research method that does not
involve personal interaction between
interviewer and subject.
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Observation Research
Mystery Shoppers
One-Way Mirrors
Types ofObservationResearch
Audits
MachinesWatchingPeople
PeopleWatching
People
PeopleWatchingan Activity
Traffic CountersPassive People Meter
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FIGURE 8-2 Types of marketing information
TYPES OF DATA
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Constructing the Questionnaire
Select the correct types of questions: Open endedharder to score but get richer
information
Closed ended, dichotomous offer twoeither/or responses (true/false; yes/no;for/against
Multiple choiceselect one or more than one Scaled response gather range of values
(strongly disagree, somewhat disagree, neutral,somewhat agree, strongly agree
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1. Have you had any of the following
medical preventive tests/exams?
_____ lung x-ray
_____ electrocardiogram
_____ stress test
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2. Do you currently smoke?
_____ YES
_____ NO
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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
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Typical problems in wording questionsTYPICAL PROBLEMS IN WORDING QUESTIONS
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Important characteristics of good
questionnaires
Plan a user-friendly format Gather demographic dataage, gender, etc.,
when necessary.
Guarantee anonymity
Ensure ease of tabulationScantron forms
Ask well-phrased and unambiguous
questions that can be answered
Develop for completenessget all the data
Pilot test the instrument
I t t h t i ti f d
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Important characteristics of good
questionnaires
The questionnaire will be inserted as anappendix at the end of your formal report.
Remember, you should include on the survey:
an introductory statement about the purpose ofthe survey,
a motivational reason why customers shouldtake it, and
a reminder to participants that they are takingthe survey anonymously.
You should NOT include on the survey:
answer percentages
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Introductory Statement
The purpose of this survey is to help management identify familyissues 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
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Data Mining
Data mining is the extraction of hidden
predictive information from large databases.
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The End
Thank you