Research Methodology - unit 6, Types of data

7/28/2019 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

Research Methodology - unit 6, Types of data

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