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Chapter 8
Using secondary data
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Evaluating your secondary data
sources
Checklist Box 8.9
Complete the Checklist in Box 8.9
to help you evaluate your secondary data
sources
Saunders et al. (2009)
Saunders, Lewis and Thornhill, Research Methods for Business Students, 5th Edition, © Mark Saunders, Philip Lewis and Adrian Thornhill 2009
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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
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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