Conducting Primary and Secondary Research
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Author: Ryan Smith
Gather secondary data by reading what others have experienced and observed. You should begin nearly every research project by researching secondary sources to gather information that has already been written about your topic.
You are in a library gathering information from secondary sources, and you want to find a current print resource that can supplement information from a book. What source should you use?
- Periodicals
- Indexes
- Observations
View Explanation
Periodicals are an excellent way to supplement information from a book. They are concise, limited in scope, and up-to-date. Indexes are large databases of information and may include periodicals. Observations are a primary source and cannot be found at the library.
Writers of business reports usually begin their secondary research with
View Explanation
Most business researchers begin their secondary research by turning to electronic resources such as databases that collect information and store it electronically. One example of a well-known electronic database is EBSCO Business Source Premier.
What problems might you encounter when using the Web for research? Check all that apply.
- Undocumented sources
- Lack of search tools
- Time-consuming searches
- Lack of current news
- Unreliable content
View Explanation
Because there is so much information on the Web, your research might be time-consuming and frustrating. Information on the Web is much less reliable than information from traditional sources. Many don't provide any references, or they reveal sources that are either obscure or suspect.
You can gather primary data from firsthand experience by using surveys, interviews, observation, or experimentation. You will need primary data to provide a complete picture. Familiarize yourself with methods for generating and using primary data, and decide what you will do to avoid researcher bias.
Read each scenario, and answer the question that follows it.
It is your team's job to write a report on the best ways to gather information from consumers. As you are meeting with your team to brainstorm data collection strategies, one coworker asks how the team could put together a successful survey.
What tips can you share with the group? Check all that apply.
- Ask as many questions as possible
- Limit the number of questions
- Explain why the survey is necessary
- Select the survey population carefully
- Select the survey population randomly
View Explanation
Carefully select your survey population, and determine the questions you will ask. In the opening paragraph or a separate cover letter, explain why the survey is necessary.
You are asked to write a report on a topic for which little or no information is available. You decide to conduct interviews with several experts or veterans in the field.
What should you do to maintain a professional impression during the interviews?
- Avoid taking notes but listen carefully.
- Call and confirm arrangements before the interview.
- Locate an expert.
View Explanation
Call before the interview to confirm arrangements, and be sure to arrive on time.
Deborah is writing a report for her company on interaction and communication between employees and customers. She decides to observe the company's telemarketers as they sell a new line of tires. She is hoping to acquire qualitative examples that will enrich the data she has already gathered. She sits and watches the telemarketers for an hour and then leaves.
What could she have done to make her observations more complete and accurate?
- She could have taken notes on events, actions, and settings.
- She could have instructed the telemarketers on how to respond to calls.
- She could have listened carefully but avoided taking notes.
View Explanation
Plan ahead, arrive on time, and obtain permission to observe. Take notes on events, actions, and settings.
