Professional Documents
Culture Documents
Data Collection
Secondary:
Published information available from other sources
that has already been gathered. This information is
relevant to the problem at hand. Either internal or
external to an organisation. Start by collecting this
type.
Primary:
Data collected for the first time, by a method other
than secondary research, to answer specific
questions. Primary data comes from the researcher
for the purpose of the specific purpose it hand.
Group Task 1
In groups of 5 or 6 identify the advantages and
disadvantages of using secondary and primary
research.
Advantages
1. Inexpensive
2. Easily accessible
3. Immediately available
4. Will provide essential background and help
to clarify or refine research problem –
essential for literature review
5. Secondary data sources will provide
research method alternatives.
6. Will also alert the researcher to any
potential difficulties.
Advantages and Disadvantages of
Secondary Research
Disadvantages
1. Frequently outdated – e.g. sample data
2. Potentially unreliable – not always sure where
information has come from
3. May not be applicable – may not totally answer
your research questions
4. Lack of availability – i.e. no data available or
very difficult to obtain
Advantages and Disadvantages of
Primary Research
Advantages
1.Applicable and usable – if done right
2.Accurate and reliable – can answer your
direct research questions
3.Up-to-date – as you have collected the
data
Advantages and Disadvantages of
Primary Research
Disadvantages
1.Expensive
2.Not immediately available – takes time to
define problem, sampling frame, method
and analysis.
3.Not as readily accessible
Primary Research Methods &
Techniques
Primary
Research
Advantages
1. High response rate
2. Great flexibility (ability to adapt/explain questions)
3. Can show or demonstrate items
4. Fuller explanations can be given
5. Very timely data
6. Body language can emphasize responses
Personal Interviews
Disadvantages
1. Relatively expensive
2. Possibility of interviewer and interviewee bias
3. Personal nature of questions (e.g., age or
income)
4. Respondents not relaxed (put on the spot)
5. Time may not be convenient for respondents
Mail Surveys
Advantages
1. Relatively inexpensive
2. No interviewer bias
3. Consistent questions (for all respondents)
4. Large number of respondents can be included
5. Anonymity
6. Respondents can choose the most convenient
time to answer
Mail Surveys
Disadvantages
1. Low response rates (relative to other survey
types)
2. Junk mail syndrome
3. Impersonal nature
Telephone Surveys
Advantages
1. More flexibility compared to mail surveys
2. Quicker but will cost you some money (telephone
bill)
3. High response rates
Disadvantages
1. Interviews tend to be a lot shorter
2. More obtrusive than mail
3. Greater difficulties in rapport building -
Researchers cannot study behaviour or body
language
4. Long-distance calls are expensive
In-House, Self-
Administered Surveys
Advantages
1. Completed on-sight by customers within the
premises of a leisure and travel organisation
2. Convenient
Disadvantages
1. Generate low response rates
Online Surveys
Advantages
1. Relative speed and flexibility
2. Large and growing audience
3. Relatively inexpensive
4. Uses graphics and visual aids
Disadvantages
1. Technical skills and time required to
develop and analyse questionnaires
2. May deter visitors from your website.
Sources of Secondary Research
Information for Leisure and Travel
External