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Module Code: MKT216SL Business And Market Research University Of Plymouth
Types of research data
Primary Versus Secondary Data
Primary data are originated by a researcher for the specific purpose of addressing the
problem at hand. The collection of primary data involves all six steps of the marketing research process. Obtaining primary data can be expensive and time consuming.
Secondary data are data that have already been collected for purposes other than the
problem at hand. These data can be located quickly and inexpensively. Primary Data Secondary Data Collection purpose For the problem at hand For other problems Collection process Very involved Rapid and easy Collection cost High Relatively low Collection time Long Short
Advantages and Disadvantages of Primary and
Secondary Data
Primary data Advantages Secondary data Advantages
More up to date - The researcher collects data at the time were needed. Convenience - Secondary research is usually convenient for researchers as it is carried out at home, in libraries, and other similar places. Accurate and relevant - The questions or experimental conditions can be created as a unique approach to meet the needs of the research. What this means is that the data collected will be directly related to the work , gathered specifically to answer the research questions. The data gathered will Affordable - Secondary research is usually cheaper than primary research. As the research is carried out mostly indoor, it does not usually cost that much. Similarly, a lot of online data and information are now-a-days available free of cost.
be specific, clear, and directly related to the own research questions. More controllable - Allows the marketer to have complete control over the methodology used , along with the representive-sample size and the sample selection process. This helps to further improve the relevancy of the research to the person or organization. Availability of information - Due to the advancement of technology, information is available online. Researchers can download a lot of documents very quickly with minimal efforts. Therefore, research can be conducted instantly. Proprietary rights - Data collected in primary research belongs to the researcher or the organization sponsoring the research and therefore, others may not have access to it. Allows a researcher at an early stage of investigation to identify knowledge gaps in a study area. In other words, it can be used to present initial thoughts before embarking on a longer study and the collection of primary data.
Primary data Disadvantages Secondary data Disadvantages
Expensive - Researchers have to spend more to get to the data. The amount depends on the preparation or the primary research method used. Not specific - secondary data set might not answer the researcher’s specific research question to the degree that the research would have hoped. Lacking in accuracy, or they may not be completely current or dependable. Time-consuming - Surveys and interviews, for example, may take several days, depending on the number of respondents. After the data is obtained, the researcher must enter the data, clean it, and put it in a database. Not timely - Secondary data is collected in the past which means it might be out-of- date. Misleading information - Respondents may be biased based on their previous experiences with an organisation or may not fully understand a question on a survey, leading to misleading or inaccurate responses. Not Proprietary Information - Generally, secondary data is available to many companies and people either for free or for a little fee. The current and potential competitors also have access to the data. Lower variety - Primary data contains only the topics under study. The objectives, nature, and methods used to collect the secondary data may not be appropriate to the present situation. Uses of Secondary Data
The specifications or the methodology used to collect the data should be critically examined to identify possible sources of bias. Such methodological considerations include size and nature of the sample, response rate and quality, questionnaire design and administration, procedures used for fieldwork, and data analysis and reporting procedures. These checks provide information on the reliability and validity of the data and help determine whether they can be generalized to the problem at hand.
Error: Accuracy of the Data
The researcher must determine whether the data are accurate enough for the purposes of the current study. Secondary data can have a number of sources of error, or inaccuracy, including errors in the approach, research design, sampling, data collection, analysis, and reporting stages of the project. Moreover, it is difficult to evaluate the accuracy of secondary data, because the researcher did not participate in the research. One approach is to find multiple sources of data and compare those using standard statistical procedures.
Currency: When the Data Were Collected
Secondary data may not be current, and the time lag between data collection and publication may be long , as is the case with much census data. Moreover, the data may not be updated frequently enough for the purpose of the problem at hand. Fortunately, several marketing research firms update census data periodically and make the current information available on a syndicated basis.
Objective: The Purpose for Which the Data Were Collected
Data are invariably collected with some objective in mind, and a fundamental question to ask is why the data were collected in the first place. The objective for collecting data will ultimately determine the purpose for which that information is relevant and useful. Data collected with a specific objective in mind may not be appropriate in another situation.
Nature: The Content of the Data
The nature, or content, of the data should be examined with special attention to the definition of key variables, the units of measurement, categories used, and the relationships examined. If the key variables have not been defined or are defined in a manner inconsistent with the researcher’s definition, then the usefulness of the data is limited.
Dependability: How Dependable Are the Data?
Dependability of data may be obtained by examining the expertise, credibility, reputation, and trustworthiness of the source. This information can be obtained by checking with others who have used the information provided by the source. Data published to promote sales, to advance specific interests, or to carry on propaganda should be viewed with
suspicion. It is also pertinent to examine whether the secondary data came from an original source, one that generated the data, or an acquired source, one that procured the data from an original source. Classification of Secondary Data
Secondary data may be classified as either internal or external. Internal data are those
generated within the organization for which the research is being conducted. This information may be available in a ready-to-use format , such as information routinely supplied by the management decision support system. On the other hand, these data may exist within the organization but may require considerable processing before they are useful to the researcher. For example, a variety of information can be found on sales invoices. Yet this information may not be easily accessible; further processing may be required to extract it.
External data are those generated by sources outside the organization. These data are
available in the form of business/nongovernment, government sources, syndicated services (companies that collect and sell common pools of data of known commercial value), and social media.
