Using Secondary and Primary Data All 4

Using secondary and primary data.Presentation 7, 8

secondary and primary data Dr Majed El-Farra

First: Using secondary dataMost researches use some combination of secondary and primary data. How about your research? Usually researchers refer to secondary data first. Why?


Types of secondary dataThey include both qualitative and quantitative data and they can be used in both descriptive and exploratory research.May be classified into 3 types:

DocumentaryMultiple sourcesurvey


Documentary secondary dataClassified into two:

Written materialsNon-written materials



Written materials:Organizations recordOrganizations web siteReportsBooks, journals, newspapers



2- Non-written materialsTape and video recordingsPicturesDrawingsFilms and TV programsSoft documents (CD)The documentary sources you have available will depend on:

Whether you have been granted access to an organizations records Your success in locating library, data archive and commercial sources.


Survey-based secondary dataRefers to data collected by questionnaires that have been analyzed for their original purpose. They provide raw data tables.They may be collected through one of the following methods:

Censuses: usually carried out by the government. Population census.Continuous regular surveys. They are repeated over time. They include data collected over the year. e.g., Family spending survey, labor force survey. Also many other organizations carry out regular surveys. This source of data are very useful for conducting a comparative studies.Ad hoc survey: usually one-off surveys and are far more specific in their subject matter. They include data from questionnaires that have been taken by independent researchers, or org.


Multiple-source secondary dataCan be based on documentary or on survey data or mixed. They are 2 types:

Area based: focus on geographical area. E.g., government publications, Journals.Time series: include, Annual Abstract of Statistics Regional Trends, Industry Statistics.


Working exampleYou are interested in the impact of local culture on management behavior in the local industrial organizations.

What are the secondary data may be used?


Advantages of secondary dataLess expensive and time saving.Longitudinal and comparative studies became possible.Can result in unforeseen discoveries through data reanalyzes. Permanent and available.


Disadvantages of secondary dataMay be collected for a purpose that does not match your need.Access may be difficult or costly when data is collected for commercial reason. Aggregations processes and definitions may be unsuitable. No real control for data quality.Initial purpose may dictate how data are presented. e.g., published company reports presented different from unpublished, also newspaper report.


Evaluating secondary data sourcesYou need to review the secondary data with caution to be sure that:

They will enable you to answer your research question and meet your objectives.Their benefits greater than their cost.You will be allowed access to the data.


Overall suitabilityMeasurement validity

The validity measured in relation to the data ability to answer your research problem and meet your objectives.e.g., a company may record monthly sales whereas you are interested in monthly orders. Here the data are invalid.


Overall suitabilityCoverage and unmeasured variables.

You need to make sure that the data cover your population, cover the time period you study and covers your research variables.


Overall suitabilityPrecise suitability

Reliability and validity:To measure these criterions you look at the source of data. Source of data from government organizations are likely to be reliable. You need to consider the accuracy and consistency of the data. The methods the data were collected with, and who is responsible for data collection are important to evaluate the reliability and validity.


Overall suitabilityCost and benefits

Comparing the cost of acquiring the data with benefits they will bring.


Overall suitability of secondary data (measurement criteria):does data set contain the information you require?Do the measures used match those you required?Is the data set a proxy for the data you really need?Does it covers the population?Can data about population be separated from unwanted data?Are the data sufficiently up to date?Are the data cover all the variables?


Precise suitabilityHow reliable the data is?How credible are the data sources?Is the source clear?Is the source reliable?Do the data have an associated copyright statement?3. Is the methodology clearly described?Is the sampling accurate?Who is responsible for collecting and recording the data?Is a copy of the questionnaire included?Are you cleared how the data were analyzed and compiled?


Precise suitability4. Are the data likely to contain measurement bias?Why the data were originally collected?Who was the target audience and what was their relationship to the data collector?Have there any documented changes?How consistent are the data when compared?5- Are you happy that that the data have been recorded accurately?


Cost and benefitsWhat are the financial and time costs of obtaining these data?Have the data already been entered into the computer?Do the data benefit overweight the data cost.


Home workAssess the suitability of the secondary data for your research?


Second: collecting primary dataObservationInterviewsQuestionnaire


Data collection through observationPresentation 8


Observation Participative observation:

Here the researcher attempts to participate fully in the lives of subjects and thus becomes a member of their group, organization or community.It has its roots in social anthropology.But it has been used much less in management and business research.Example: study how significant decisions are made at a company, by acting as a member of governing body.


Researcher roles in this observationComplete participant: the researcher attempt to become a member of the group. The researcher does not reveals his purpose and conceals his identity. Here you need to gain the trust of the groupExample: you may be able to discover which meal is most popular among students at the universitys Cafeteria.


Researcher roles in this observation2. Complete observer: The researcher does not reveals his purpose and conceals his identity. The researcher just observe and does not take part in the activities of the group. Example: studying the consumer behavior in supermarkets.


Researcher roles in this observation3. Observer as participant: Example: you may attend outward-bound course to assist team building if you were attending to observe without taking part in the activities in the same way as real candidates. Your identity as a researcher would be clear to all concerned.


Researcher roles in this observation4. Participant as observer:Both the subjects and you are aware of the fact that it is a field work relationship.You are particularly interested to gain the trust of the group. Example: you are interested to understand the management attitudes in the company toward their employees. You negotiate access with the company management and explain to them the purpose of your research. Also you should explain the purpose to the employees under observation. The good thing here you can ask both about any thing you watch to confirm your understanding.


Factors that will determine the choice of participant observer role:The purpose of your researchThe time you have to devote to your researchThe degree to which you feel suited to participant observationOrganizational accessEthical consideration


Participant observation: data collection and analysisTypes of data generated by participant observation:

Primary observations: you not what happened or what was said during the observations.Secondary observations: you note your interpretations. experimental data: are those data on your perception and feelings as you experience the process you are researching.


Structured /systematic observationIt has high level of predetermined structure. Structured observation may form only a part of your data collection approach. Because it tells you how often things happen rather than why they happen. Example: how much time care assistants actually spent on various caring activities in residential homes for children.

To do structured observation a self-completion diary form was designed. This will show by minuets and hours for each activity (washing, dressing, eating, toileting..).


Data collection through semi-structured and in-depth interviewsPresentation 8


Definition of interviewA purposeful discussion between two or more people. It can help you to gather valid and reliable data that are relevant to your research question and objectives.


Types of interviewStructured interview: using standardized questions. Unstructured interview: informal, there is no prepared questions before interview. It is used to explore in depth a general area in which you are interested.Semi-structured interview: mix between the two.


Types of interviewAnother classification based on the form of interaction between interviewer and interviewees:Qualitative interviews: divided into two groups:

One to one: face-to-face, telephone interviews.One to many: focus group interviews.


Links between types of interviews and research purposeStructured: used usually in survey research and it will be subject to quantitative analysis. It is used in descriptive and exploratory studies.Semi-structured: used usually in explanatory studies.In depth: used usually in exploratory studies.You may incorporate more than one type of interview in your study.


Situations favoring qualitative research interviewsThe nature of the approach to research. Is it exploratory or descriptive approach.The significance of establishing personal contact. Some interviewees (e.g., managers) usually prefer personal interviews than filling questionnaire. The nature of the data collection questions. Interview is best used in the following circumstances: large number of questions, the questions complex or open-ended, the order of the questioning need to be varied.Length of time required and completeness of the process. The interview is the best.


Key measures to overcome bias in qualitative interviewsThe preparation and readiness for interview.The appropriateness of your appearance at the interview.Level of information supplied to the interviewee.Your approach to questioning. Phrased clearlyThe impact of your behavior during the course of the interview. How to create the atmosphere of relaxation.You ability to demonstrate attentive listening skill.Your approach to recording information.


Telephone interviewThe benefit of this may be easy access, speed and low cost.Issues militate against this type:

The importance of establishing personal contact. Especially in terms of sensitive questions.Out of reach to explore participants responses. Non-verbal behavior.The ability to control the pace of a telephone interview and to record any data may be difficult. Telephone interview is likely to be appropriate in particular circumstances:

Short, follow-up interview to clarify the meaning of some data where you have already undertaken a face-to-face. long distance.


Group interviewsThe researcher act as a facilitator or moderator of the discussion that occur. This is likely to be unstructured. It may lead to a rich flow of data. Several participants.High level of skills is needed by the interviewer.Suitable for complexity and in case of limited data available. How to insure the success of group interview?


Using Secondary and Primary Data All 4

Documents

survey data

primary data dr majed

source of data

data archive

data quality

quantitative data

combination of secondary

secondary datarefers