Finally, in evaluating secondary data, Stewart suggests that the researcher must consider the expertise, credibility, reputation and overall trustworthiness of the source. Generally speaking, official sources of secondary data such as, govern-ment reports, are often considered to have more dependability/source cred-ibility than many commercial sources of secondary data. However, even governments often have hidden agendas in terms of what data they present and how they present it. Dependability and source credibility is increased when we know the provider of the data in some way; where details of the data collec-tion specificacollec-tions and methodology are given, where the data is from an origi-nal rather than an acquired source, and where the provider of the data is prepared to be identified. (Adapted from Stewart (1984).)
These then are Stewart’s criteria for evaluating secondary data sources. Other criteria which can be used include in addition: costs and benefits, difficulty or otherwise of access, and control over data quality (Stewart and Kamins, 1993;
Denscombe, 1998).
7.6 Concluding comments
In this chapter we have examined the value and importance of using secondary data in the completion of consultancy research projects. Data collection in most projects will usually start with secondary data. This is because such data is usually cheaper, faster and easier to access. Secondary data comprises two major categories of data, namely internal and external secondary data.
Secondary data has a number of uses in the process of consultancy research ranging from helping identify the problem and setting objectives through to helping interpret primary data and making recommendations.
Effective planning of secondary data collection is important and the researcher should assess what they are looking for, where to look and how to look for such data.
Internal secondary data comprises data generated and available within the organization and it is this data which should be considered first. Increasingly, MIS and databases and their management are helping to provide more useful and pertinent internal secondary data.
External secondary data come in a myriad of types and form a wealth of sources. The main categories of this type of data encompass published exter-nal secondary sources, syndicated sources and computerized databases. The use of computerized databases, and especially online databases is expanding tremendously. The internet and the worldwide web in particular are now important sources of secondary external data for the consultant/researcher.
All secondary data, but perhaps external secondary data in particular, should be assessed and evaluated with regard to criteria such as accuracy, depend-ability, validity, reliability and perhaps above all, its relevance and usefulness to the research/consultancy project at hand.
7.7 References
Bryman, A. (1989) Research Methods and Organisation Studies, London: Unwin Hyman.
Dale, A., Arber, S. and Proctor, M. (1998) Doing Secondary Analysis, London: Unwin Hyman.
Denscombe, M. (1998) The Good Research Guide, Buckingham: Open University Press.
Hakim, C. (1982) Secondary Analysis in Social Research, London: Allen and Unwin.
Howard, K. & Sharp, J. A (1983) The Management of a Student Research Topic, Aldershot:
Gower.
Jankowicz, A. D. (1991), Business Research Projects for Students, London: Chapman & Hall.
Kervin, J. B. (1999) Methods for Business Research, 2nd edn, New York: Harper Collins.
Lancaster, G. A., Massingham, L. and Ashford, R. (2001) Marketing Fundamentals, Oxford:
Butterworth Heinemann.
Malhotra, N. K. (1993), Marketing Research an Applied Orientation, New Jersey: Prentice Hall.
Robson, C. (2002) Real World Research, 2nd edn, Oxford,: Blackwell.
Saunders, M., Lewis, P. and Thornhill, A. (2003) Research Methods for Business Students, 3rd edn, Harlow: Pearson Education Ltd.
Stewart, D. W. (1984) Secondary Research: Information Sources and Methods, Beverley Hills:
Sage, pp. 23–33.
Stewart, D. W. and Kamins, M. A. (1993) Secondary Research: Information Sources and Methods, 2nd edn, Newbury Park, CA: Sage.
7.8 Glossary
bibliographic databases Databases which contain references to summaries or abstracts of published materials in journals, maga-zines, newspapers, market and technical reports and government documents.
Boolean operators A system of syntax which can be used to refine searches on the web.
database An organized store of data in an organization.
database cleaning Procedures whereby a database is regularly checked and maintained to ensure that data is up-to-date and accurate.
data mining The process of analysing and manipulating data to provide insights into a company’s operations.
data warehousing systems for ensuring that data from different parts of the organization are collected and analysed in a central database within the company.
directory databases Databases containing information on individuals, organizations or services.
external secondary data Data which already exists but which has been produced by sources external to the organization.
full text databases Databases which contain the complete text of the source documents in the database.
internal secondary data Data which already exists within the organization in some form or another.
internet gateways Sites that edit sources of information so that the researcher can be directed more immediately to what is relevant and appropriate data.
management information Systems which are designed to collect, store, systems interpret and utilize information for management
decision making.
numeric databases Databases which contain primarily numerical and statistical information.
off-line databases Data which is accessed through diskettes and CD Rom disks.
online databases Databases which consist of a central data bank which is accessed via a computer or terminal via a telecom-munications network.
relevance tree An approach to identifying and delineating research problems so as to more accurately delineate data requirements.
special-purpose databases Databases which focus on specialist/selected areas only.
syndicated sources Organizations that collect and sell secondary data to different organizations that subscribe to their services.