Research in Management. Class 2 – Secondary Data Dr . Michele Parent Based on slides by Dr John Nadeau Week of January 17, 2010. Chapter 3 Objectives. Know the types of secondary data available Appreciate the benefits of secondary data Know how to write a literature review
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Research in Management Class 2 – Secondary Data Dr. Michele Parent Based on slides by Dr John Nadeau Week of January 17, 2010
Chapter 3 Objectives • Know the types of secondary data available • Appreciate the benefits of secondary data • Know how to write a literature review • Understand model conceptualization and hypothesis formulation
Types of Secondary Data • Secondary data – information not gathered for an immediate research study, but rather for some other purpose. • Internal secondary data • External secondary data
Benefits for Using Secondary Data • Saves time and money • Secondary data will become more accurate • Data may not be available otherwise • Useful in eliminating information gaps • Assists in developing hypotheses and in problem definition • Aids in the evaluation of primary data
Literature Reviews • Collection of materials on a topic • Summary and synthesis of sources • Purpose – guide the reader through the topic, identify areas of controversy, and formulate questions for further research • Objectives • Provide background • Clarify thinking • Reveal whether information already exists • Define important constructs • Suggest methodological approaches
Evaluating Secondary Data • Purpose • Accuracy • Consistency • Credibility • Methodology • Bias
Internal Sources • Traditional • Sales invoices • Accounts receivable reports • Quarterly sales reports • Sales activity reports • Other sources
External Sources • Popular Sources • Scholarly Sources • Government • North American Industry Classification System (NAICS) • Guidebooks/Directories • Commercial/Syndicated (e.g. Consumer Panels)
Syndicated - Consumer Panels • Benefits • Lower cost than primary data collection methods • Rapid availability and timeliness • Accurate reporting • High level of specificity • Weakness • Sampling error • Turnover • Response bias
Discussion Question You are planning to open a coffee shop in one of two areas in your community. What secondary data would you be interested in and where would you locate it?
Example: A Model of Profitability in Professional Sport (NHL) Source: Nadeau and O’Reilly (2006) “Developing a Profitability Model for Professional Sport Leagues: The Case of the National Hockey League” , International Journal of Sport Finance, 1, 46-62.
Hypotheses • A hypothesis is an empirically testable though yet unproven statement developed in order to explain phenomena • Types of hypotheses include • Null or Alternate • Nondirectional • Inverse (negative) directional • Direct (positive) directional
Exercise Team: Members & Topics Secondary Data Hunt
Next Class • Hand in Group memo or set meeting for Individual Research Proposal • Exploratory and Observational Research • Read Chapter 4