Week 74 (14.9.08)

Learn

Using secondary data (Chapter 8, pp 246-272)

• Data that have already been collected for some other purpose, perhaps processed and subsequently stored, are termed secondary data. There are 3 main types of secondary data:

1. documentary
2. survey
3. from multiple sources

• Most research projects require some combination of secondary and primary data to answer your research question(s) and to meet your objectives. You can use secondary data in a variety of ways. These include:

1. to provide your main data set
2. to provide longitudinal data
3. to provide area-based data
4. to compare with, or set in context, your own research findings.

• Any secondary data you use will have been collected for a specific purpose. This purpose may not match that of your research. In addition, the secondary data are likely to be less current than any data you collect yourself.
• You must evaluate the precise suitablility of the secondary data. Your evaluation should include both reliability and any likely measurement bias. You can then make a judgement on the basis of the costs and benefits of using the data in comparison with alternative sources.

Unlearn

NIL

Relearn

In BAP, my secondary data was on "leadership" and "leadership effectiveness". These secondary data were used to support my research question on leadership perception of sales employees' upon Pfizer's Sales Leaders'. The leadership effectiveness definitions by Leadership Gurus were used to compare with my own research findings.