Types of Data

• Primary Data


  Data collected first hand by the researcher:

  
  

  + Can target research question directly

  + Aware of issues with data

  - Time consuming, expensive so sample is limited

  - Ethical Issues
• Secondary Data


  Data which already exists:

  + Saves time and cost, increases sample size

  + Lack of ethical issues

  - Data may not target question

  - May be biased
• Quantitative Data


  Data which is numerical:

  + Easy to compare

  + Sample size likely to be larger

  - May lack depth

  - May not reveal insight
• Qualitative Data


  Data which is non-numerical:

  + Easier to gain meaning

  + Provides insight

  - Usually smaller sample

  - Difficult to compare responses