Workshop Six

Secondary Data Collection,

Qualitative Analysis and Findings
Fun Quiz

• Go to https://b.socrative.com/login/student/
– (or google ‘Socrative’
• Room number: P2BLL9Z6
Reading

• Wilson, Chapter 7 & 10

• Saunders et al.,Chapters 8 & 13
Learning Outcomes

• To describe Secondary Data

• To identify the different types of Secondary
Data
• To explain the advantages and
disadvantages of Secondary Data
• To identify key aspects of the process of
Qualitative Analysis
• To explain the meaning of `Findings`
Secondary Data
Secondary Data

`Secondary data is data that has been

collected for some other purpose`
(Saunders et al., page 304)
Types pf Secondary Data

Academic Journals
Conference Papers
Company w/sites
Electronic Format Government w/sites
Books/Reviews

Secondary Data

Textbooks
Lecture Notes
Co. Annual Reports
Written Format
Trade Publications
Newspapers
What’s the difference between the
Literature Review and secondary
data analysis?

• The Literature Review comes before the use of

Secondary data
• The Literature Review describes & critiques
previous research
• Secondary data analyses uses detailed data from a
number of previous sources and re-analyses it
• E.g.
– The Literature Review describes a survey
– Secondary data analysis uses the detailed numbers of
the survey and produces new results
Doing your data collection by just using what is written in
journals/books or on the Internet is NOT using
secondary data.
It is just providing an analysed Literature Review.
Advantages of Using Secondary
Data

• Cost effective source of data (where

available)
• Essential for Longitudinal studies
• Provides Benchmarks (comparisons) to
primary data
Disadvantages of Using
Secondary Data

• Access to high quality/reliable secondary

data can be difficult
• Availability of secondary data may not match
your research question(s)
• Raw secondary data may need `processing`
before it can be used
Possible Sources of Secondary
Data

• Quantitative
– World Bank (http://data.worldbank.org/)
– World Values Survey
(http://www.worldvaluessurvey.org/wvs.jsp)
– Check out the databases on the MDX library
website
• Qualitative
– Newspaper articles
– Annual reports
– CSR reports
Qualitative Analysis

• Defined as `any kind of analysis that

produces findings, concepts and hypotheses
that are not arrived at by statistical methods`
(Glaser, 1992)
• Qualitative Analysis is the analysis of `words
and ideas
Qualitative Data Analysis
(Primary and Secondary Data)
Steps in Qualitative Analysis

• Qualitative analysis depends on whether you

are following and Inductive or Deductive
approach (c.f. workshop 4)
• Steps:
1. Organise & become familiar with your data
2. Create categories and code your data to these
categories (Link to your model if appropriate)
3. Look for Themes, Patterns to create your
Findings
Inductive Research Approach

• An inductive approach is
THEORY concerned with the generation of
new theory emerging from the
data, using research questions to
TENTATIVE narrow the scope of the study.
HYPOTHESIS • Inductive reasoning moves from
specific observations to broader
generalizations and theories.
PATTERN • Informally,, we sometimes call this
a "bottom up” approach
• Conclusion is likely based on
premises, but involves a degree off
Observations uncertainty
Deductive Research Approach

• A deductive approach is
THEORY
aimed and tested theory,
beginning with a hypothesis.
• Deductive reasoning works
from the more general to the HYPOTHESIS
more specific.
• Sometimes this is informally
called a "top-down” OBSERVATION
approach.
• Conclusion follows logically
from premises (available CONFIRMATION
facts)
Qualitative Data Analysis – Step 1

Organise your data:

• Organise all the data that you have collected
– Consider whether you are going to use a
software package for analysis or analyse the
data manually
• http://unihub.mdx.ac.uk/study/library/it/software/index.
aspx
– Remember you are looking to classify the data by
category (or idea), so look for categories as you
organise your data
Qualitative Data Analysis – Step 2

Create the Categories & Code the data

• ‘Coding’ refers to identifying the elements of your
data that you believe are relevant to your research
• ‘Categories’ are the groups that these elements fall
into
– Emergent Coding (Inductive): your categories will
emerge through examining your data
– Priori Coding (Deductive): your categories are
determined `prior` to your analysis
Qualitative Data Analysis – Step 3

Create and Interpret your Findings:

• Look for Patterns
– e.g. majority of males (this is a category) say X
– Junior managers (this is a category) agree with employees,
senior managers (this is a category) do not
• Look for Themes
– e.g. waiting time is always mentioned
– e.g. `cost, value for money, expensive` is a re-occurring theme
• Look for connections/differences between categories
– e.g. `why do junior managers’ views differ from senior
managers?`
– Look for patterns around your model
Exercise: CSR Reports

• What research questions might you be trying

to address when looking at a CSR report?
• Have a look at the first few pages of the CSR
reports
• Identify Categories and Codes which emerge
• How might these help you to address these
research questions?