chapter-eight.ppt

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Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Chapter 8
Using secondary data

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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

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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

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Multiple – source secondary
data
• Multiple-source secondary data 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.

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

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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.

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

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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

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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)

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Availability of secondary data (2)
Finding secondary data
• References in published guides
• Data held by organisations
• Data on the Internet

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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

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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

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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

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Evaluating potential secondary data sources
Source: Saunders et al. (2009)
Figure 8.2 Evaluating potential secondary data sources

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Suitability of secondary data (1)
Overall suitability: points to consider
• Precise suitability, including reliability and validity
- assessment of collection methods
- clear explanation of collection techniques
• Measurement validity
• Measurement bias and deliberate distortion

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Suitability of secondary data (2)
Overall suitability: points to consider
• Coverage and unmeasured variables
- ensure exclusion of unwanted data
- ensure sufficient data remain for analysis
• Costs and benefits

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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)

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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

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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

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