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Lecture#09 Ch8 Using secondary data

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Lecture#09 Ch8 Using secondary data

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muproductions002
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© © All Rights Reserved
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Slide 8.

Chapter 8
Using secondary data

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.2

Secondary data and primary


data
• Secondary data is data that have already
been collected for some other purposes,
while primary data is data which can be
collected specifically for the purpose of
answering a research question(s) and to
meet research objectives

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.3

Using secondary data for research (1)


Types of secondary data
• Documentary: are often used in research projects that
also use primary data collection methods. However, you
can also use them on their own or with other sources of
secondary data
• Surveys: refers to data collected using a survey strategy,
usually by questionnaires, that have been already
analysed for their original purpose
• Multiple-source: can be based entirely on documentary or
on survey secondary or can be amalgam of the two. The
key factors is that different data sets have been combined
to form another data set prior to your accessing the data.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.4

Types of secondary data

Figure 8.1 Types of secondary data Source: Saunders et al. (2006)


Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.5

Using secondary data for research (3)

Multiple – source secondary data

• Times series for longitudinal studies: one method of


compilation is to extract and combine selected
comparable variables from a number of surveys or
from the same survey that has been repeated a
number of times to provide a time series of data to
undertake a longitudinal study.
• Cohort studies: Data also can be compiled for the
same population over time using a series of ‘snap
shots’ to form cohort studies.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.6

Multiple – source secondary


data
• Area-based data sets: Multi- source
secondary data can also be combined,
if they have the same geographical
basis, to form area based data sets.

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.7

Locating secondary data

Finding the data - a two stage process

1. Establishing that the required secondary data


is available

2. Locating the precise data required

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.8

Availability of secondary data (1)

Sources

• References in publications (books, journal articles)

• Within organisations (unpublished sources)

• Tertiary literature –
( indexes and catalogues in archives or online)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.9

Availability of secondary data (2)

Finding secondary data

• References in published guides

• Data held by organisations

• Data on the Internet

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.10

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.11

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.12

Evaluating secondary data (1)


Advantages

• Fewer resource requirements

• Unobtrusive

• Longitudinal studies may be feasible

• Provision of comparative and contextual data

• Unforeseen discoveries may occur

• Generally permanent and available


Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.13

Evaluating secondary data (2)


Disadvantages

• Purpose of data collection may not match the


research needs

• Access may be difficult or costly

• Aggregations and definitions may be unsuitable

• No real control over data quality

• Initial purpose may affect data presentation


Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.14

Evaluating secondary data (3)

Ensure that data sources

• Enable the research question(s) to be answered

• Enable research objectives to be met

• Have greater benefits than their associated costs

• Allow access for research

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.15

Evaluating secondary data (3)


Evaluating potential secondary data sources

Source: Saunders et al. (2009)


Figure 8.2 Evaluating potential secondary data sources
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.16

Suitability of secondary data (1)


Overall suitability: points to consider

• Measurement validity

• Coverage and unmeasured variables


- ensure exclusion of unwanted data
- ensure sufficient data remain for analysis

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.17

Suitability of secondary data (2)


Precise suitability: points to consider

• Precise suitability, including reliability and validity


- assessment of collection methods
- clear explanation of collection
techniques

• Measurement bias
– deliberate or intentional distortion of data;
– changes in the way data are collected

• Costs and benefits


Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.18

Evaluating your secondary data


sources
Checklist Box 8.9

Complete the Checklist in Box 8.9


to help you evaluate your secondary data
sources

Saunders et al. (2009)

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.19

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.20

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.21

Summary: Chapter 8
• Secondary data consists of three main types -
documentary, survey and multiple sources

• The data can be used in a variety of ways

• Secondary data may be less current and collected for a


purpose that does not match your research question(s)

• Secondary data needs to be located and its availability


established

• Data sources should be assessed for suitability,


measurement validity and coverage
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.22

Summary: Chapter 8
• Evaluation of secondary data should include reliability
and any measurement bias

• Costs and benefits of using secondary data should be


evaluated and compared with alternative sources

• Although secondary data may contain some bias, it can


help to answer your research question

• Remember to check the research project assessment


regulations regarding the use of secondary data

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009

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