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Program : MBA

Semester : III

Subject Code : MB0050

Subject Name : Research Methodology

Unit Number : 4

Unit Title : Primary and Secondary Data

Lecture Number : 4

Lecture Title : Primary and Secondary Data

Book Id : B1700

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Primary and Secondary Data

Objectives :

● Distinguish between different types of primary and secondary

sources of data.

● Explain the relevance of secondary data in research.

● Identify the different types and sources of secondary data.

● Discuss the method of observation for data collection.

● Discuss the method of focus group discussion for data collection.

● Discuss the method of interview for data collection.

This unit will begin by making the reader aware of the methods of

data collection available for research. Next, it will discuss the

secondary data collection methods and then go on to discuss three

most widely used primary data collection methods: Observation,

Focus group discussion and Interviews. 2

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Unit-4 Primary and Secondary Data

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Lecture Outline

Introduction

Classification of Data

Secondary Data

Primary Data Collection: Observation Method

Primary Data Collection: Focus Group Discussion

Primary Data Collection: Personal Interview Method

Summary

Check Your Learning

Activity

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Unit-4 Primary and Secondary Data

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Introduction

● Once the research design is in place, it is time to answer the research

problem and hypothesis. But this cannot be done unless one collects the

relevant information necessary for arriving at any suitable conclusions.

The information thus collected is termed as data.

● It has to be remembered that there might be a lot of information

available on the topic under study; however you need to pick up only that

information which is of direct relevance to the current problem under

study.

● The researcher can make use of data that has been collected and

compiled earlier or alternately make use of methods that are problem

specific.

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Unit-4 Primary and Secondary Data

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Classification of Data

The data sources could be either problem specific and primary or historical and

secondary in nature.

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Unit-4 Primary and Secondary Data

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Classification of Data

Primary data is original, problem or project specific and collected for the

specific objectives.

Secondary data is that information which is not topical or research specific

and has been collected and compiled by some other researcher or

investigative body.

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Secondary Data

Secondary data can be used for multiple purposes.

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Unit-4 Primary and Secondary Data

Uses of Secondary Data

Problem identification and formulation stage

Hypotheses designing

Sampling considerations

Primary base

Validation board

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Secondary Data

There are multiple advantages of using secondary data. However, there is

need for caution as well because in using secondary data there might be

some disadvantages.

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Unit-4 Primary and Secondary Data

Advantages of Secondary Data

Resource advantage

Accessibility of data

Accuracy and stability

of data

Assessment of data

Disadvantages of Secondary Data

Applicability of data

Accuracy of data

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Secondary Data

Secondary data can be divided into internal and external sources.

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Unit-4 Primary and Secondary Data

Internal sources of data

Company records

Employee records

Sales data

Financial records and sales reports

External data sources

Published data

Government sources

Computer-stored data

Reference databases

Source databases

Online databases

CD-ROM databases

Syndicated data sources

Household/ individual data

Surveys

Product purchase panels

Media-specific panels

Institutional syndicated data

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Primary Data Collection: Observation Method

● Observation is a direct method of collecting primary data. It is one

of the most appropriate methods to use in case of descriptive

research.

● The method of observation involves viewing and recording

individuals, groups, organizations or events in a scientific manner

in order to collect valuable data related to the topic under study.

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Unit-4 Primary and Secondary Data

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Primary Data Collection: Focus Group Discussion

● Focus group discussion (FGD) is a highly versatile and dynamic

method of collecting primary data from a representative group of

respondents.

● Key elements of a focus group: Size, Nature, Acquaintance,

Setting, Time period and the moderator.

● Types of focus groups: Two-way focus group, Dual-moderator

group, Fencing-moderator group, Friendship groups, Mini-groups,

Creativity group, Brand-obsessive group, and Online focus group

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Unit-4 Primary and Secondary Data

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Primary Data Collection: Personal Interview Method

● Personal interview is a one-to-one

interaction between the

investigator/interviewer and the

interviewee.

● The steps undertaken for the

conduction of a personal interview

are:

1. Interview objective

2. Interview guidelines

3. Structure

4. Interviewing skills

5. Analysis and interpretation

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Unit-4 Primary and Secondary Data

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Summary

● The researcher has access to two major sources of this data: original as in

primary sources or secondary data.

● Secondary data could be collected and compiled within the

organization/industry.

● Data collected from an outside source is termed as external data source.

● The observation method is the simplest method of primary data collection.

● The focus group discussion is a cost effective method and can ideally be

done on a small group of respondents to obtain meaningful data.

● Interview method involves a dialogue between the interviewee and the

interviewer. This can range from unstructured to completely structured.

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Unit-4 Primary and Secondary Data

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Check Your Learning

1. Distinguish between secondary and primary methods of data collection.

2. What are focus group discussions?

Ans: Focus group discussion is a highly versatile and dynamic method of

collecting information from a representative group of respondents. It is a cost

effective method and can ideally be done on a small group of respondents to

obtain meaningful data.

3. What is the observation method?

Observation is a direct method of collecting primary data. It involves viewing

and recording individuals, groups, organizations or events in a scientific manner

in order to collect valuable data related to the topic under study.

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Unit-4 Primary and Secondary Data

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Activity

Prepare an observation sheet for observing buying behaviour in

malls. Now go to a mall near your house, first on a weekday and then

on a weekend, and write down your observations in the sheet you

had made. What pattern of buying did you observe? How do you

think this information is of value to a marketer?

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Unit-4 Primary and Secondary Data