Data Source v Primary Source v Secondary Source

Data Source v Primary Source v Secondary Source § Observations § Books § Surveys § CDs § Experiments § Newspaper reports § Internet How to determine? Whether you collect the data or use someone else’s data BUS 304 – Data Collection 1

Think v For the NBA players’ height experiment, is the data source primary or secondary? Why? v For the experiment to find out the classmates’ traveling distance from school, is the data source primary or secondary? Why? BUS 304 – Data Collection 2

Discussion v What are the benefits of using primary data? v What are the benefits of using secondary data? BUS 304 – Data Collection 3

Survey Design Steps v Define the issue § What do you want to study? (what is your goal of study? ) v Define the population v Determine whether to use sample or population § Whether it is possible or convenient to access the population? v If use sample, § what is a reasonable sample size? § what sampling technique(s) should be used? BUS 304 – Data Collection 4

Design survey questions v What are the related questions? § Make questions clear and unambiguous § Use universally-accepted definitions § Limit the number of questions § Consider whether people would want to answer the questions (uncomfortable questions) v Pretest the survey § Use a small group of people to test the survey questions § To exam the clarity and the length of the question v Revise the survey and pretest again § Make take several round to get the survey questions clear BUS 304 – Data Collection 5

Types of Questions v Close-end Questions Make sure the choices § Multiple choices cover all the possibilities § Example: • The overall quality of this course was high. _strongly agree _neutral _disagree _strongly disagree v Open-end Questions § Example: List one or two specific aspects of this course that were particularly effective in stimulating your interest in the materials presented or in fostering your learning. § Unexpected answers, processing difficulty, new thoughts included Important: used to check whether the sample was representative § Questions about the respondents’ personal characteristics § Example: What is your major? _ Business _ Liberal arts _ Science _ Other v Demographic Questions BUS 304 – Data Collection 6

Data Types How to determine? Whether you can use the data for computation in Excel. v Quantitative data § numerical data (numbers) v Qualitative Data § Non-numerical (e. g. words) Open “baker. xls” § Identify the data type for each column § Think: what information can each type data convey? BUS 304 – Data Collection 7

Data Measurement Levels v Divided based on the level of process Ratio/Interval Data Highest level: the data have numerical value – can use one minus the other to find out the difference. E. g. sales data, ticket price, date of birth Mid level: -- can only order the Ordinal Data data to determine one is more superior than the other. Typical example: $0 -$10, $10 - $20, >$20 Lowest level: -- can only say one is Nominal Data different than the other. Typical example: Name, M/F, Hometown, … BUS 304 – Data Collection 8

Exercise v Determine the data measurement levels Airline Gender First Class? America West Male Yes 3 <$100 Other Female Yes 3 $100 -$150 America West Male No 3 $150 -$200 United Male No 1 $200 -$250 America West Female No 2 $150 -$200 United Male Yes 3 $150 -$200 America West Female No 2 $200 -$250 Other Female No 1 $150 -$200 America West Female No 2 <$100 Luggage Ticket Price BUS 304 – Data Collection 9

Homework Problem v Problem 1. 54 v Problem 1. 55 BUS 304 – Data Collection 10

Summary v Today: § Survey Design Steps • Not in the test, may be useful in the project § Data sources: primary or secondary • Whether you collect the data or use some one else’s § Data types: quantitative or qualitative • Whether the data were numerical § Data Measurement Levels • Nominal Data • Ordinal Data • Ratio/Interval Data BUS 304 – Data Collection 11