1. BUS304 – Data Collection1 Data Source  Primary Source  Observations  Surveys  Experiments  Secondary Source  Books  CDs  Newspaper reports  Internet How to determine? Whether you collect the dataor use someone else’s data

2. BUS304 – Data Collection2 Think  For the NBA players’ height experiment, is the data source primary or secondary? Why?  For the experiment to find out the classmates’ traveling distance from school, is the data source primary or secondary? Why?

3. BUS304 – Data Collection3 Discussion  What are the benefits of using primary data?  What are the benefits of using secondary data?

4. BUS304 – Data Collection4 Survey Design Steps  Define the issue  What do you want to study? (what is your goal of study?)  Define the population  Determine whether to use sample or population  Whether it is possible or convenient to access the population?  If use sample,  what is a reasonable sample size?  what sampling technique(s) should be used?

5. BUS304 – Data Collection5 Design survey questions  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)  Pretest the survey  Use a small group of people to test the survey questions  To exam the clarity and the length of the question  Revise the survey and pretest again  Make take several round to get the survey questions clear

6. BUS304 – Data Collection6 Types of Questions  Close-end Questions  Multiple choices  Example: The overall quality of this course was high. _strongly agree _agree _neutral _disagree _strongly disagree  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  Demographic Questions  Questions about the respondents’ personal characteristics  Example: What is your major? _ Business _ Liberal arts _ Science _ Other Make sure the choices cover all the possibilities Important: used to check whether the sample was representative

7. BUS304 – Data Collection7 Data Types  Quantitative data  numerical data (numbers)  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? How to determine? Whether you can use thedata for computation in Excel.

8. BUS304 – Data Collection8 Data Measurement Levels Ratio/Interval Data Ordinal Data Nominal Data  Divided based on the level of process 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 data to determine one is more superior than the other. Typical example: $0-$10, $10 - $20, >$20 Lowest level: -- can only say one is different than the other. Typical example: Name, M/F, Hometown, …

9. BUS304 – Data Collection9 Exercise  Determine the data measurement levels AirlineGender First Class?LuggageTicket Price America WestMaleYes3<$100 OtherFemaleYes3$100-$150 America WestMaleNo3$150-$200 UnitedMaleNo1$200-$250 America WestFemaleNo2$150-$200 UnitedMaleYes3$150-$200 America WestFemaleNo2$200-$250 OtherFemaleNo1$150-$200 America WestFemaleNo2<$100

10. BUS304 – Data Collection10 Homework Problem  Problem 1.54  Problem 1.55

11. BUS304 – Data Collection11 Summary  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