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

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

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

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

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.

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

Using secondary data for research (2)

Types of secondary data

Source: Saunders et al. (2006)

Figure 8.1 Types of secondary data
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.7

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 8.8

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.

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

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 8.10

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 8.11

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 8.12

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

• Precise suitability, including reliability and validity

- assessment of collection methods
- clear explanation of collection techniques

• Measurement validity

• Measurement bias and deliberate distortion

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)

Overall suitability: points to consider

• Coverage and unmeasured variables

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

• 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

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 8.19

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
Slide 8.20

Model Specification

A model has both dependent and independent variables.

The dependent variable is typically an outcome, such as
income earned, performance, satisfaction and so on..
The independent variables may contribute to predicting
that outcome.
Specifying a regression model involves selecting a
dependent variable and related independent variables.
The type of dependent variable determines thre type of regression,
linear.

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

Purpose of a Model

• Explain relationships or system works

• To identify factors or forces that drive a
phenomenon
• Explain with specificity how those forces act and
interact to cause the phenomenon
• Adaptation of theory to a set of phenomenon
forms a model
• The model can use to predict the direction of
change and how policy instruments can affect
change

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

Multiple Regression

Y = a + b1*X1 + b2*X2 + ... + bp*Xp

http://videolectures.net/ssmt09_kittel_mra/

Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
Slide 8.23

Secondary Data Research Methodology

3.0 Introduction
3.1 Source of Data
3.2 Model Specification
3.3 Data Analysis Tool

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