Secondary and Primary

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.

Be prepared to report you findings to the group.

 Advantages and Disadvantages of
Secondary 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 Frequently outdated – e.g. sample data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

Quantitative Data Qualitative Data

Surveys Experiments Focus groups

 Personal
interview Individual depth
Mechanical
(intercepts) interviews
 Mail observation
 In-house, self- Human
administered observation
 Telephone, Simulation
fax, e-mail, Web
Case studies
Primary Research Methods

1. Experimental (e.g. test marketing)

2. Observational (human and mechanical)
3. Survey (mail, telephone, personal
interview, in-house self-administered,
online)
4. Focus groups (groups of 8 to 12 people
with moderator trying to reach a
consensus of opinions)
 Group Task 2

Make a list of the advantages & disadvantages of the

following research methods as applied to the
leisure/travel and tourism sectors:
Personal Interviews
Mail Surveys
Telephone Surveys
In-House, Self-Administered Surveys
Online Surveys
Focus groups
 Personal Interviews
(including focus groups)

 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

 Library – books, journals, newspapers, CD-roms,

directories.
 Internet – on-line computer searches e.g. Data
bases, periodicals (Emerald) and newsletters,
demographic data (GIS). (URLs and Search
engines)
 Trade associations and societies (also available on
internet).
 Census – also government data on internet
 Published company accounts
 Sources of Secondary Research
Information for Leisure and Travel
Internal

 Sales invoices – e.g. memberships or

flights sold
 Usage figures – e.g. leisure centre
 Personnel records – e.g. staff turnover
 Sales people – e.g. expense accounts, call
reports
 Task 3 – Collecting Secondary
Data/Information

 Group 1 - Log on to the internet and

collect data/information from the
worksheet provided.
 Group 2 – Go to the library and collect
data/information from the worksheet
provided (once you have found the
data/information please put the source
back in its original place).