Program

MBA

Semester

III

Subject Code

MB0050

Subject Name

Research Methodology

Unit Number

Unit Title

Primary and Secondary Data

Lecture Number :

Lecture Title

Primary and Secondary Data

Book Id

B1700

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Unit-4 Primary and Secondary Data

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.

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Unit-4 Primary and Secondary Data

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

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

Classification of Data
The data sources could be either problem specific and primary or historical and
secondary in nature.

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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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Unit-4 Primary and Secondary Data

Secondary Data

Secondary data can be used for multiple purposes.

Uses of Secondary Data

Problem identification
and formulation stage

Hypotheses designing
Sampling
considerations
Primary base

Validation board

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Unit-4 Primary and Secondary Data

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.

Advantages of Secondary Data

Disadvantages of Secondary
Data

Resource
advantage

Applicability
of data

Accessibility
of data

Accuracy of
data

Accuracy
and stability
of data

Assessment
of data

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Unit-4 Primary and Secondary Data

Secondary Data

Secondary data can be divided into internal and external sources.

Internal sources of
data

External data
sources

Computer-stored
data

Syndicated data
sources

Company records

Published data

Reference
databases

Household/
individual data

Employee records

Government
sources

Source databases

Surveys

Sales data

Online databases

Product purchase
panels

Financial records
and sales reports

CD-ROM
databases

Media-specific
panels
Institutional
syndicated data

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Unit-4 Primary and Secondary Data

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

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

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

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

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

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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