Levels and types of data measurements

• What is primary data?

  Primary data refers to data that is collected first-hand by the researcher for a specific research purpose.
• What is secondary data?

  Secondary data refers to data that has been collected by someone else for a different purpose and is being used by researchers for their own analysis.
• Strengths of primary data?

  It fits the aims and hypothesis of the study.
• Weakness of primary data?

  • Time consuming
  • Expensive
• Strengths of secondary data?

  Cost effective, time saving, and simpler, less equipment needed.
• Weakness of secondary data?

  May not exactly fit the needs of the study.
• What is quantitative data?


  Quantitative data refers to numerical information or data that can be measured or counted.
• What is qualitative data?


  Non-numerical data, data in words or pictures, data that is rich in detail and description.
• Strengths of quantitative data.

  • Easier to analyse.
  • Clear comparisons can be drawn.
  • Easier to draw conclusions.
• Weakness of quantitative data.

  • Oversimplification
  • Cannot easily be quantified
  • Miss causes of behaviour
• Strengths of qualitative data.

  • Represents the true complexities of human behaviour.
  • Higher in validity.
  • Allow people's own voices to be heard.
• Levels of data: Nominal

  A level of measurement where data is in separate categories.

  E.g. What is your favourite colour?
• Ordinal data.

  A level of measurement where data is ordered in some way.

  • Difference between each number is not the same.
  • E.g. On a scale of 1 to 5, how happy are you today?
• Interval data.

  Data is measured using units of equal intervals.

  Usually have a scientific unit.

  E.g. What is the temperature today?