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SOURCES OF DATA 219

2. Be conversant with the various data collection methods.
3. Know the advantages and disadvantages of each method.
4. Make logical decisions as to the appropriate data collection methods(s) for
specific studies.
5. Demonstrate your skills in interviewing others to collect data.
6. Design questionnaires to tap different variables.
7. Evaluate questionnaires, distinguishing the “good” and “bad” questions
therein.
8. Identify and minimize the biases in various data collection methods.
9. Discuss the advantages of multisources and multimethods of data collection.
10. Apply what you have learned to class assignments and projects.
11. Understand the issues related to cross-cultural research.

Having examined how variables are measured, we will now discuss the various
sources of data and the ways in which data can be gathered for purposes of
analysis, testing hypotheses, and answering the research questions. The source
of the information and the manner in which data are collected could well make
a big difference to the rigor and effectiveness of the research project.
We will first examine the sources of data and then discuss the data collection
methods.

SOURCES OF DATA

Data can be obtained from primary or secondary sources. Primary data refer to
information obtained firsthand by the researcher on the variables of interest for the
specific purpose of the study. Secondary data refer to information gathered from
sources already existing, as we saw in Chapter 4 while discussing literature survey.
Some examples of sources of primary data are individuals, focus groups, pan-
els of respondents specifically set up by the researcher and from whom opinions
may be sought on specific issues from time to time, or some unobtrusive sources
such as a trash can. The Internet could also serve as a primary data source when
questionnaires are administered over it.
Data can also be obtained from secondary sources, as for example, company
records or archives, government publications, industry analyses offered by the
media, web sites, the Internet, and so on. In some cases, the environment or par-
ticular settings and events may themselves be sources of data, as for example,
studying the layout of a plant.
We will first examine the four main primary sources of data—individuals,
focus groups, panels, and unobtrusive methods—and then discuss the sec-
ondary sources.