Data Sources

Gathering Secondary Data

1. Information that already exists somewhere
   ¨Internal databases
   ¨Commercial data services
   ¨Government sources



2. Available more quickly and at a lower cost than primary data.



3. Must be relevant, accurate, current, and impartial.
   

Advantages

Inexpensive
Easily accessible
Immediately available
Disadvantages

Frequently outdated
Potentially unreliable
May not be applicable

Primary Data Collection

1. Consists of information collected for the specific purpose at hand.


2. Must be relevant, accurate, current, and unbiased.


3. Must determine:
   Research approach
   Contact methods
   Sampling plan
   Research instruments