Primary and

Secondary Data

DATA COLLECTION
Compilation and interpretation of
primary and secondary sources of
information.
The integration of different sources will
consolidate the write up of the report.

SOURCES OF INFORMATION

Primary Source

Data is collected by
researcher himself
Data is gathered
through questionnaire,
interviews,
observations etc.

Secondary Source

Data collected,
compiled or
written by other
researchers eg. books,
journals, newspapers
Any reference must
be acknowledged

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.

Secondary Data
Advantages
Inexpensive
Fast
Several sources
and perspectives
Generally credible
Provides
background
information

Disadvantages
May not suit current
study
May be incomplete
May be outdated
May not be accurate
or credible
May suffer from poor
data collection
techniques

Secondary Data Sources

Internal
Sales reports
Billing reports
Inventory records
Performance
reports

External
Databases
ABI/Inform, Business
Periodicals Index, etc.

Government
Census of Retail Trade
Statistical Abstract o
Public records

Primary Research

Primary Research Methods

Non-personal survey on site,
telephone, mail, fax, computer,
panel
Personal interview - one-on-one
survey with respondents
Company records internal
document survey research

Effective way
of gathering
information

Involves verbal
and non-verbal
communications

INTERVIEW

Can be conducted
face to face, by telephone,
online or through mail

The most common

data collection instrument

Useful to collect
quantitative and qualitative
information

Survey
Questionnaire

Should contain 3 elements:

1. Introduction to explain the objectives
2. Instructions must be clear, simple language & short
3. User-friendly avoid difficult or ambiguous questions

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

Important characteristics of good

questionnaires
Plan a user-friendly format
Gather demographic data age, gender,
etc., when necessary.
Ensure ease of tabulation
Ask well-phrased and unambiguous
questions that can be answered
Develop for completeness get all the
data
Pilot test the instrument

Observe verbal &

non-verbal communication,
surrounding atmosphere,
culture & situation

Need to keep
meticulous records of
the observations

Observations

Can be done through discussions,

observations of habits, rituals,
review of documentation,
experiments

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

Primary Vs. Secondary

Customized to
objectives

Not usually totally

relevant

Time consuming

Readily Accessible

Expensive

Economical

Assignment ?????
Prepare/ draft the questionnaire (word
processed on paper) that you utilized to gather
the primary data for the formal report case.
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.