Chapter Four

Exploratory Research Design:

Secondary Data

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 Primary Vs. Secondary Data

 Primary data are originated by a researcher

for the specific purpose of addressing the
problem at hand.

 Secondary data are data that have already

been collected for purposes other than the
problem at hand. These data can be located
quickly and inexpensively.

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 A Comparison of Primary &
Secondary Data
Table 4.1

Primary Data Secondary Data

Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid & easy
Collection cost High Relatively low
Collection time Long Short

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 Uses of Secondary Data

 Identify the problem

 Better define the problem
 Develop an approach to the problem
 Formulate an appropriate research design (for example,
by identifying the key variables)
 Answer certain research questions and test some
hypotheses
 Interpret primary data more insightfully

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 Criteria for Evaluating Secondary Data
 Specifications: Methodology Used to Collect the Data (size and
nature of sample, response rate, questionnaire design,
administration.
 Error: Accuracy of the Data (errors in sampling, data collection,
analysis)
 Currency: When the Data Were Collected (time lag between data
collection and publication)
 Objective(s): The Purpose for Which the Data Were Collected
(study on brand choice)
 Nature: The Content of the Data (high income consumers with
gross annual household incomes of over $90,000, secondary data
with income categories of less than 15,000, 15,001-30,000, 30,001
to 50,000 and 50,000+ will NOT be of much use)
 Dependability: Overall, How Dependable Are the Data

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