Projects often will begin with secondary data because the
information was already gathered for another purpose by someone else on another
project. Secondary data is historically sound and already assembled which saves
time and money. This data does not require additional access to subjects or
research respondents and it is often considered quantitative research. There
are many sources of qualitative data that exist as well.
“The primary advantage of secondary data is their
availability. Obtaining secondary data is almost always faster and less
expensive than acquiring primary data. This is particularly true when
researchers use electronic retrieval to access data stored digitally. In many
situations, collecting secondary data is instantaneous” (Babin & Zikmund,
2010).
One of the biggest disadvantages of using secondary
data it is not specifically for the purpose in which you are using it. So, the
important thing would be that the researchers must ask the relativeness of the
information in the research study that is being used. Here are some of the questions a researcher
would ask himself in evaluating the secondary data being used:
Does the data apply to the following, population of
interest; time period of interest; correct units of measurement; is it relevant
to the research being done; does it cover adequate details and does it have
validity and evidence of reliability?
Surveys are a very important part of information
gathering. A survey is a method by which primary data is collected for primary
research. This is done through the communication
of questions and answers with a sampling of representatives or respondents,
meaning the people that ask the questions. “Surveys gather information to
assess consumer knowledge and awareness of products, brands, or issues and to
measure consumer attitudes and feelings” (Badin & Zikmund, 2010). Marketing
surveys usually have many objectives only a few gather a single type of factual
information. Most questions included
are; demographic information; product development questions; product use and
desirability; media exposure and advertising messages.
In conclusion you can understand why there is a
difference in primary research and secondary research along with its practical uses.
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