week 4 data type and data collection

8/7/2019 week 4 Data type and Data collection

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Data type and DataData type and Data

collectioncollectionArun Kumar TarofderArun Kumar Tarofder


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Primary Versus Secondary DataPrimary Versus Secondary Data

Primary dataPrimary data:: information that isinformation that isdeveloped or gathered by thedeveloped or gathered by theresearcher specifically for the researchresearcher specifically for the research

project at handproject at hand Secondary dataSecondary data:: information that hasinformation that has

previously been gathered by someonepreviously been gathered by someone

other than the researcher and/or forother than the researcher and/or forsome other purpose than the researchsome other purpose than the researchproject at handproject at hand


3/23

Classification of Secondary DataClassification of Secondary Data

Internal secondary dataInternal secondary data:: data that havedata that havebeen collected within the firmbeen collected within the firm

External secondary dataExternal secondary data:: data obtaineddata obtainedfrom outside the firmfrom outside the firm

Types:Types:

PublishedPublished

Syndicated Services DataSyndicated Services Data External DatabasesExternal Databases


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Advantages of Secondary DataAdvantages of Secondary Data

Obtained quickly (compared to primaryObtained quickly (compared to primarydata gathering)data gathering)

Inexpensive (compared to primary dataInexpensive (compared to primary datagathering)gathering)

Usually availableUsually available

Enhances e

xisting primary data

Enhances e

xisting primary data


5/23

Disadvantages of SecondaryDisadvantages of Secondary

DataData Mismatch ofthe units ofmeasurementMismatch ofthe units ofmeasurement

Need daily data yetonly monthlyNeed daily data yetonly monthlyavailable,need incomes of$75,000andoveravailable,need incomes of$75,000andover

only available $50,000andoveronly available $50,000andover Differingclass definitions usedDifferingclass definitions used Need usersNeed users

inbetweenheavy, medium or light usersinbetweenheavy, medium or light users

Timeliness (howcurrent is the secondaryTimeliness (howcurrent is the secondary

data)data) Lackof informationneeded to assess theLackof informationneeded to assess the

credibilityofthe reported data (next slide)credibilityofthe reported data (next slide)


6/23

Evaluating Secondary DataEvaluating Secondary Data

What was the purposeofthe study?What was the purposeofthe study? Whocollected the information and when wasWhocollected the information and when was

this done?this done?

What information was collected (questions,What information was collected (questions,scales,etc.)?scales,etc.)? How was the informationobtained (samplingHow was the informationobtained (sampling

frame, methodofsample draw,frame, methodofsample draw,communication method, resulting sample,communication method, resulting sample,

etc.)?etc.)? Howconsistent is the information with otherHowconsistent is the information with other

published information?published information?


7/23

Observation, Focus Groups, andObservation, Focus Groups, andOther Qualitative MeasuresOther Qualitative Measures


8/23

Observation TechniquesObservation Techniques

Observation methods:Observation methods: techniques in whichtechniques in whichthe researcher relies on his or her powers ofthe researcher relies on his or her powers ofobservation rather than communicating withobservation rather than communicating with

a person in order to obtain informationa person in order to obtain information Types ofobservation (willexplain later):Types ofobservation (willexplain later):

Direct versus indirectDirect versus indirect

Disguised versus undisguisedDisguised versus undisguised

Structured versus unstructuredStructured versus unstructured

Human versus mechanicalHuman versus mechanical


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Appropriate Conditions for the Use ofAppropriate Conditions for the Use ofObservationObservation

Short durationShort duration

PublicPublic

Faulty recall (difficultfor person toFaulty recall (difficultfor person toremember accurately what was done)remember accurately what was done)conditionsconditions

Person is unawareofbehaviorPerson is unawareofbehavior


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Advantages ofObservational DataAdvantages ofObservational Data

Insight into actual,not reported,Insight into actual,not reported,

behaviorsbehaviorsNochancefor recallerrorNochancefor recallerror

Better accuracy (versus selfBetter accuracy (versus self--reporting)reporting)

Less costLess cost


11/23

Limitations ofObservationalLimitations ofObservational

DataData SmallnumberofsubjectsSmallnumberofsubjects

Canonlyobserve shortCanonlyobserve short--duration,duration,frequentlyoccurringeventsfrequentlyoccurringevents

Subjective interpretations (byobserver)Subjective interpretations (byobserver)

Inability to to prybeneath thebehaviorInability to to prybeneath thebehaviorobserved (why was thebehaviorobserved (why was thebehavior

carriedoutcarriedout--motivations, attitudes, andmotivations, attitudes, andother internalconditions areother internalconditions areunobserved)unobserved)


12/23

Focus GroupsFocus Groups

Focus groups:Focus groups: small group (6small group (6 12 people)12 people)discussions led by a trained moderator;discussions led by a trained moderator;homogeneous group; tightly bounded topichomogeneous group; tightly bounded topic

areaarea Objectives:Objectives:

Generate ideasGenerate ideas

Understand consumer vocabularyUnderstand consumer vocabulary

Reveal consumer benefits sought, needs,Reveal consumer benefits sought, needs,motives, perceptions, and attitudes on productsmotives, perceptions, and attitudes on productsand servicesand services

Understand findings from quantitative studiesUnderstand findings from quantitative studies


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Focus GroupsFocus Groups In GeneralIn General

Advantages:Advantages: Generation of fresh ideasGeneration of fresh ideas

Client interactionClient interaction

Versatility (many topics, other researchVersatility (many topics, other research

techniques may be used, product tests, etc.)techniques may be used, product tests, etc.) May tap special respondents (drs., lawyers )May tap special respondents (drs., lawyers )

Disadvantages:Disadvantages:

Representative of the population?Representative of the population?

Interpretation is subjectiveInterpretation is subjective

High costHigh cost--perper--participant ($150participant ($150 -- $200 each)$200 each)


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Projective techniquesProjective techniques

Projective techniques:Projective techniques: involve situations ininvolve situations inwhich participants are projected intowhich participants are projected intoanother person, an inanimate object, or aanother person, an inanimate object, or asimulated activity, with the hope that theysimulated activity, with the hope that they

will divulge things about themselves thatwill divulge things about themselves thatthey might not reveal under directthey might not reveal under directquestioning. Types include:questioning. Types include: Word association testWord association test Sentence completionSentence completion Picture test (may include headline or statement)Picture test (may include headline or statement) Cartoon or balloon testCartoon or balloon test RoleRole--playing activityplaying activity


15/23

Survey DataC

ollection MethodsSurvey DataC

ollection Methods


16/23

Advantages of SurveysAdvantages of Surveys

StandardizationStandardization

EaseofadministrationEaseofadministration

Ability to tap the unseenAbility to tap the unseen Suitability to tabulation and statisticalSuitability to tabulation and statistical

analysisanalysis

Sensitivity to subgroup differencesSensitivity to subgroup differences


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Factors Affecting the choice of aFactors Affecting the choice of a

survey methodsurvey method SamplingSampling

Types of populationTypes of population

Questions formQuestions formQuestions contentQuestions content

Response rateResponse rate

CostsCosts

Available facilitiesAvailable facilities

Duration of data collectionDuration of data collection


18/23

Three Alternative Data Collection ModesThree Alternative Data Collection Modes

PersonPerson--administered:administered: an intervieweran interviewerreads questions, either facereads questions, either face--toto--face orface orover the telephone, to the respondentover the telephone, to the respondent

and records his or her answersand records his or her answersComputerComputer--administered:administered: computercomputer

technology plays an essential role intechnology plays an essential role in

the interview workthe interview work SelfSelf--administered:administered: the respondentthe respondent

completes the survey on his or her owncompletes the survey on his or her own


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PersonPerson--Administered SurveysAdministered SurveysInIn--Home InterviewHome Interview

KeyAdvantages:KeyAdvantages:

Conducted in the privacy of the home, whichConducted in the privacy of the home, whichfacilitates interviewerfacilitates interviewer--respondent rapportrespondent rapport

Can see body languageCan see body language

Key Disadvantages:Key Disadvantages:

Cost per interview can be highCost per interview can be high

Interviewers must travel to respondents homeInterviewers must travel to respondents home

Comment:Comment:

Often much information per interview is gatheredOften much information per interview is gathered


20/23

PersonPerson--Administered SurveysAdministered SurveysCentral Location Telephone InterviewsCentral Location Telephone Interviews

KeyAdvantages:KeyAdvantages: Fast turnaroundFast turnaround

Good quality controlGood quality control

Reasonable costReasonable cost

Key Disadvantage:Key Disadvantage: Restricted to telephone communicationRestricted to telephone communication

Comment:Comment: LongLong--distance calling isdistance calling is

not a problemnot a problem


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ComputerComputer--Administered SurveysAdministered SurveysOnline QuestionnaireOnline Questionnaire


Ease of creating and postingEase of creating and posting

Fast turnaroundFast turnaround

Computer data file resultsComputer data file results

Key Disadvantage:Key Disadvantage:

Respondent must have access to the InternetRespondent must have access to the Internet

Comment:Comment: Fastest growing data collection method; veryFastest growing data collection method; very

flexible; online analysis availableflexible; online analysis available


22/23

SelfSelf--Administered SurveysAdministered SurveysMail SurveyMail Survey


Economical methodEconomical method

Good list brokers availableGood list brokers available

Key Disadvantages:Key Disadvantages: Low response ratesLow response rates

SelfSelf--selection biasselection bias

SlowSlow

Comment:Comment:

Many strategies to increase response rate existMany strategies to increase response rate exist


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Choice of a Particular SurveyChoice of a Particular SurveyMethodMethod

The survey data collection time horizonThe survey data collection time horizon

If speed needed use telephone;If speed needed use telephone;online survey is also an excellent choiceonline survey is also an excellent choice

The survey data collectionbudgetThe survey data collectionbudget Mail or telephone may be cheapestMail or telephone may be cheapest

(case(case--byby--case comparison)case comparison)

SpecialconsiderationsSpecialconsiderations

If respondent must see, feel,If respondent must see, feel,tasteuse some form of personaltasteuse some form of personalinterviewmall interceptinterviewmall intercept

week 4 data type and data collection

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