Primary vs. Secondary Data PDF

Critical Thinking, Data & Text Literacy I Primary vs. secondary research problem PROBLEM Prof Dr Sophie Hieke  Critical Thinking, Data & Text Literacy I Sources...

Critical Thinking, Data & Text Literacy I Primary vs. secondary research problem PROBLEM Prof Dr Sophie Hieke  Critical Thinking, Data & Text Literacy I Sources for secondary data Secondary data Internal External  Generated within the  Generated by sources outside the organization for which the organization for which the research is research is being conducted being conducted Syndicated services Ready-to-use Published materials Databases marketing research e.g. information Usable after by local authorities, information suppliers that collect routinely supplied processing governments, non- made available in and sell common by the e.g. information profit organizations, computer pools of data management found on sales commercial publishers, readable form for designed to serve decision support invoices marketing research electronic information needs of system firms etc. distribution their clients Prof Dr Sophie Hieke Critical Thinking, Data & Text Literacy I Secondary data @MBS Prof Dr Sophie Hieke  Critical Thinking, Data & Text Literacy I Secondary data @StaBi* *StaBi = that‘s how we lovingly call the Bavarian State Library which you will visit in your exciting field trip :) Prof Dr Sophie Hieke Critical Thinking, Data & Text Literacy I Primary research Critical Thinking, Data & Text Literacy I Primary research Data that is collected by researchers directly – for the specific purpose of their study. Primary data are usually collected from the source, i.e., where the data originates from. Before choosing a data collection source, things like the aim of the research and target population need to be identified. Critical Thinking, Data & Text Literacy I Primary research Quantitative data Qualitative data 1. Observations: how many 1. Interviews: talking to people are in the store people about their views 2. Surveys: asking people 2. Focus groups: talking to (online) about their views groups of people about 3. Experiments: testing their views people‘s responses in a 3. Ethnography: observing controlled environment people in their „habitat“ Critical Thinking, Data & Text Literacy I Quant vs. qual – a checklist Quantitative Research Qualitative Research Uses statistics Uses description and observations Data can be measured accurately Data can be observed and not measured Objective Subjective Uncovers measurable data to Helps to understand underlying formulate theories and facts reasons, opinions and motivations Mainly uses hypotheses Mainly uses research questions Data collection methods are highly Data collection methods are semi- structured structured or unstructured Samples can be larger Samples tend to be small