04 data collection

8/17/2019 04 Data Collection

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Module - 04Module - 04

Sources of DataSources of Data


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IntroductionIntroduction

The task of data collection begins after a research problemThe task of data collection begins after a research problem

has been defined and research design/plan chalked out.has been defined and research design/plan chalked out.

While deciding about the method of data collection to beWhile deciding about the method of data collection to be

used for the study, the researcher should keep in mind twoused for the study, the researcher should keep in mind two

sources of data :-sources of data :-

Primary dataPrimary data Secondary dataSecondary data


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Types of Data Types of Data

ata pertaining to human beingsata pertaining to human beings

ata relating to organi!ationata relating to organi!ationata pertaining to territoriesata pertaining to territories


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Personal data or data related toPersonal data or data related to

human beings consist of :-human beings consist of :-

emographic and socio-economic characteristicsemographic and socio-economic characteristics

of indi"iduals :-of indi"iduals :-

#ike age, social class, religion, education,#ike age, social class, religion, education,

occupation, income, life style.occupation, income, life style.

$eha"ioral "ariables :- %ttitude, opinions,$eha"ioral "ariables :- %ttitude, opinions,awareness, knowledgeawareness, knowledge etcetc


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CONTD:-CONTD:-

&rgani!ational data consists of :-&rgani!ational data consists of :-

organi!ation's originorgani!ation's origin

ownershipownership ob(ecti"esob(ecti"es

resourcesresources

functionsfunctions

performance and growth.performance and growth.


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Contd:-Contd:-

Territorial Data are related to Territorial Data are related to

geophysical characteristicsgeophysical characteristics

PopulationPopulationOccupational patternOccupational pattern

Spatial division lie villages! cities etcSpatial division lie villages! cities etc


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Importance of dataImportance of data

It forms the basis for testing theIt forms the basis for testing the

hypotheses"hypotheses"

It provides facts and #gures re$uiredIt provides facts and #gures re$uired

for constructing measurement scalesfor constructing measurement scales

and tables"and tables"


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Sources of dataSources of data

Primary dataPrimary data :-:- are original sources from whichare original sources from whichresearcher directly collects data that has not beenresearcher directly collects data that has not beenpre"iously collected.pre"iously collected.

).g. *ollection of data directly by the researcher on brand).g. *ollection of data directly by the researcher on brand

awareness, brand preference, brand loyalty and otherawareness, brand preference, brand loyalty and otheraspects of consumer beha"ior from a sample of consumersaspects of consumer beha"ior from a sample of consumersby inter"iewing them.by inter"iewing them.

Primary data is an first hand information collectedPrimary data is an first hand information collectedthrough "arious methods such as:through "arious methods such as:

&bser"ation&bser"ation +nter"iewing+nter"iewing ailing etcailing etc


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Contd:-Contd:-

Secondary data:- These are sourcesSecondary data:- These are sourcescontaining data %hich have been collectedcontaining data %hich have been collectedand compiled for another purposeand compiled for another purpose

The secondary sources consists of readily The secondary sources consists of readilyavailable data and already compliedavailable data and already compliedstatistical statements and reports %hosestatistical statements and reports %hosedata may be used by researcher for theirdata may be used by researcher for their

studies"studies"

&"' Census reports ! annual reports!&"' Census reports ! annual reports!#nancial statement ! statistical statements!#nancial statement ! statistical statements!(eports of govt dept"(eports of govt dept"


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)ethods of collecting primary)ethods of collecting primary

datadata &bser"ation method&bser"ation method +nter"iew ethod+nter"iew ethod Through uestionnaire methodThrough uestionnaire method Through schedulesThrough schedules

&ther methods like:&ther methods like: Warranty cardsWarranty cards istributors auditsistributors audits *onsumer panels*onsumer panels

sing mechanical de"icessing mechanical de"ices Through pro(ecti"e techniuesThrough pro(ecti"e techniues epth inter"iewepth inter"iew *ontent analysis*ontent analysis


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Observation method:Observation method:

nder this method, the information is sought by the way ofnder this method, the information is sought by the way of

in"estigators own direct obser"ation without asking fromin"estigators own direct obser"ation without asking from

the respondent.the respondent.

ain ad"antages :-ain ad"antages :- Sub(ecti"e bias is eliminated, if obser"ation is doneSub(ecti"e bias is eliminated, if obser"ation is done

accuratelyaccurately

The information relates to current happenings, it is notThe information relates to current happenings, it is not

complicated by either the past beha"ior or futurecomplicated by either the past beha"ior or futureintentions or attitudesintentions or attitudes

#ess demanding of acti"e co-operation#ess demanding of acti"e co-operation


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Types of observation method Types of observation method

Participant obser"ationParticipant obser"ation : the obser"er is a: the obser"er is apart of phenomenon or group which is obser"ed 0part of phenomenon or group which is obser"ed 0

he acts as both an obser"er and a participants.he acts as both an obser"er and a participants.

).g. % study of the tribal customs by an).g. % study of the tribal customs by an

anthropologist by taking part in tribal acti"ities.anthropologist by taking part in tribal acti"ities.

1on-Participant obser"ation1on-Participant obser"ation :- The:- The

obser"er stand apart and doesnt participate. Thisobser"er stand apart and doesnt participate. Thismethod calls for skill in recording obser"ation inmethod calls for skill in recording obser"ation in

an unnoticed manner.an unnoticed manner.


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Contd:-Contd:-

irect obser"ation:- This means obser"ation of anirect obser"ation:- This means obser"ation of an

e"ent personally by the obser"er when it takese"ent personally by the obser"er when it takes

place. This method is fle2ible 0 allow the obser"erplace. This method is fle2ible 0 allow the obser"er

to see and record subtle aspects of e"ents 0to see and record subtle aspects of e"ents 0beha"ior as they occur.beha"ior as they occur.

+ndirect obser"ation :- this does not in"ol"e the+ndirect obser"ation :- this does not in"ol"e the

physical appearance of the obser"er and thephysical appearance of the obser"er and the

recording is done by electronic de"icesrecording is done by electronic de"ices


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Intervie% )ethod :-Intervie% )ethod :-

+nter"iewing is one of the prominent method of data+nter"iewing is one of the prominent method of data

collection.collection.

+t defined as a two-way systematic con"ersation between+t defined as a two-way systematic con"ersation between

an in"estigator and an informant, initiated for obtainingan in"estigator and an informant, initiated for obtaining

information rele"ant to a specific study. +t in"ol"es notinformation rele"ant to a specific study. +t in"ol"es not

only con"ersation, but also learning from the respondentsonly con"ersation, but also learning from the respondents

gestures, facial e2pressions his en"ironmentgestures, facial e2pressions his en"ironment"" +nter"iewing reuires face-face contact or contact o"er+nter"iewing reuires face-face contact or contact o"er

telephone . +t is done by using structured schedule or antelephone . +t is done by using structured schedule or an

unstructured schedule.unstructured schedule.


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Types of intervie%s Types of intervie%s

Structured inter"iew :-Structured inter"iew :-

This is an inter"iew made with a detailedThis is an inter"iew made with a detailed

standardi!ed schedule.standardi!ed schedule.

The same uestions are put to all the respondentsThe same uestions are put to all the respondentsand in the same order.and in the same order.

)ach uestions is asked in the same way in each)ach uestions is asked in the same way in each

inter"iew, promoting measurement reliability.inter"iew, promoting measurement reliability.

This type of inter"iew is used for large-scaleThis type of inter"iew is used for large-scale

formali!ed sur"eys.formali!ed sur"eys.


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Contd:-Contd:-

nstructured inter"iewnstructured inter"iew :-:- This is the least structured one. The inter"iewerThis is the least structured one. The inter"iewer

encourages the respondents to talk freely about aencourages the respondents to talk freely about a

gi"en topic with a minimum of prompting orgi"en topic with a minimum of prompting or

guidance.guidance.

This type of inter"iew , a detailed pre-plannedThis type of inter"iew , a detailed pre-planned

schedule is not used.schedule is not used. This inter"iewing is more useful in case studyThis inter"iewing is more useful in case study

rather than in sur"ey.rather than in sur"ey.


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Contd:-Contd:-

3ocused inter"iew3ocused inter"iew:-:- +s meant to focus attention on the gi"en e2perience+s meant to focus attention on the gi"en e2perience

of the respondent 0 its effects.of the respondent 0 its effects.

nder it the inter"iewer has the freedom to decidender it the inter"iewer has the freedom to decide

the manner 0 seuence in which the uestionsthe manner 0 seuence in which the uestions

would be asked.would be asked.

Such inter"iew are used generally in theSuch inter"iew are used generally in thede"elopment of hypotheses 0 constitute a ma(orde"elopment of hypotheses 0 constitute a ma(or

type of unstructured inter"iew.type of unstructured inter"iew.


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Contd :-Contd :-

Telephonic intervie% Telephonic intervie%

It is a non-personal method of dataIt is a non-personal method of data

collection" It is used as a ma*orcollection" It is used as a ma*or

method or supplementary methodmethod or supplementary method

+hen the study re$uires responses+hen the study re$uires responses

to , or sample $uestionto , or sample $uestion


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Contd:-Contd:-

'roup intervie%'roup intervie% :-:-

. group consists of about si/ to eight. group consists of about si/ to eight

individuals %ith a common interest"individuals %ith a common interest"

In this method of collecting primaryIn this method of collecting primary

data in %hich a number of individualsdata in %hich a number of individuals

%ith a common interest interact %ith%ith a common interest interact %ith

each other"each other" The intervie%er acts as the discussion The intervie%er acts as the discussion

leader"leader"


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Contd-Contd-

Panel )ethodPanel )ethod :-:-

The panel method is a method of data The panel method is a method of data

collection! by %hich data is collectedcollection! by %hich data is collected

from the same respondents at intervalsfrom the same respondents at intervalseither by mail or by personal intervie%"either by mail or by personal intervie%"

The period over %hich the panel The period over %hich the panel

members are contacted for informationmembers are contacted for informationmay spread over several months ormay spread over several months or

years"years"


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Through uestionnaire methodThrough uestionnaire method

This method consists of a number of uestionsThis method consists of a number of uestions

printed in a definite order on a form or set ofprinted in a definite order on a form or set of

form.form.

Types of uestionnaire :Types of uestionnaire :

Structured or closed-end uestionnaireStructured or closed-end uestionnaire

nstructured or open-end uestionnairenstructured or open-end uestionnaire


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Contd:-Contd:-

Structure uestionnaireStructure uestionnaire : are those: are thosequestionnaire in which there are definite, concretequestionnaire in which there are definite, concrete

and pre-determined questions. The questions areand pre-determined questions. The questions are

presented with exactly the same wording and in the presented with exactly the same wording and in thesame order to all respondents.same order to all respondents.

A highly structured questionnaire is one in which allA highly structured questionnaire is one in which all

questions and answers are specified, and thequestions and answers are specified, and therespondents comments in his own words.respondents comments in his own words.


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Contd:-Contd:-

&"g"&"g"

Which appeals you more while shopping 3*4Which appeals you more while shopping 3*4

products5products5

Price 6 7Price 6 7

Packing 6 7Packing 6 7

%d"ertisement 6 7%d"ertisement 6 7

Past e2perience 6 7Past e2perience 6 7

%ny other 8please specify9%ny other 8please specify9


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Contd :-Contd :-

nstructured uestionnairenstructured uestionnaire :-:- the inter!iewer isthe inter!iewer is pro!ided with a general guide on the type of pro!ided with a general guide on the type of

information to "e o"tained, "ut the exact questioninformation to "e o"tained, "ut the exact question

formulation largely depends on researcher and theformulation largely depends on researcher and theopinions are ta#en down "y the respondents ownopinions are ta#en down "y the respondents own

words to the extent possi"le.words to the extent possi"le.

$.g. %hat changes can "e made to impro!e the wor#$.g. %hat changes can "e made to impro!e the wor#

place en!ironment which moti!ates the employees& place en!ironment which moti!ates the employees&

''''''''''''''''''''''''''''''''''''''''''''' '''''''''''''''''''''''''''''''''''''''''''''


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Through schedulesThrough schedules

This method of data collection is "ery much likeThis method of data collection is "ery much like

the collection of data through the uestionnaire,the collection of data through the uestionnaire,

with little difference which lies in the fact thatwith little difference which lies in the fact that

schedules 8 proforma containing a set of uestion9schedules 8 proforma containing a set of uestion9are being filled in by the enumerators who areare being filled in by the enumerators who are

specially appointed for the purpose.specially appointed for the purpose.

These enumerators along with the schedule , go toThese enumerators along with the schedule , go to

the respondents, put to them the uestions fromthe respondents, put to them the uestions from

the proforma and record the replies.the proforma and record the replies.


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&ther methods&ther methods

Warranty cards :-Warranty cards :- are usually postal si!ed cardsare usually postal si!ed cardswhich are used by dealers of consumer durables to collectwhich are used by dealers of consumer durables to collect

the information regarding their products. The informationthe information regarding their products. The information

sought is printed in the form of uestions on the warrantysought is printed in the form of uestions on the warranty

cards; which is placed inside the package along with thecards; which is placed inside the package along with the

product with a reuest to the consumer to fill in the cardproduct with a reuest to the consumer to fill in the card

0 post it back to the dealer0 post it back to the dealer..


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Contd:-Contd:-

istributors audits :-istributors audits :- are performed by distributors asare performed by distributors aswell as manufactures through their salesman at regularwell as manufactures through their salesman at regular

inter"als.inter"als.

istributors get the retail stores audited through salesmanistributors get the retail stores audited through salesman

and uses such information to estimate market si!e, marketand uses such information to estimate market si!e, market

share, seasonal purchasing pattern and so on.share, seasonal purchasing pattern and so on.

).g. +n case of grocery store audit, a sample of stores is).g. +n case of grocery store audit, a sample of stores is

"isited periodically and data are recorded on the"isited periodically and data are recorded on the

in"entories on hand either by obser"ation or copying fromin"entories on hand either by obser"ation or copying from

store records. This helps them to deri"ation of salesstore records. This helps them to deri"ation of sales

estimate and compilation of sales trends.estimate and compilation of sales trends.


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Contd:-Contd:-

Through pro(ecti"e techniues:-Through pro(ecti"e techniues:-

3or collection of data ha"e been de"eloped by3or collection of data ha"e been de"eloped by

psychologists to use pro(ection of respondents forpsychologists to use pro(ection of respondents for

inferring about underlying moti"es, urges orinferring about underlying moti"es, urges orintentions which are such that the respondentintentions which are such that the respondent

either resists to re"el them.either resists to re"el them.

+n pro(ection techniues respondent in supplying+n pro(ection techniues respondent in supplyinginformation tends unconsciously to pro(ect hisinformation tends unconsciously to pro(ect his

own attitude or feeling on the sub(ect under study.own attitude or feeling on the sub(ect under study.


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Types of pro*ective Types of pro*ective

techni$uestechni$ues+ord association tests+ord association tests

Sentence completion testsSentence completion tests

Story completion testStory completion test0erbal pro*ection test0erbal pro*ection test

Pictorial techni$ues :-Pictorial techni$ues :-

Thematic apperception test 1T.T2 Thematic apperception test 1T.T2


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Contd:-Contd:-

Word association testsWord association tests :-:- These testsThese testsare used to e2tract information regarding suchare used to e2tract information regarding such

words which ha"e ma2imum association. +n thiswords which ha"e ma2imum association. +n this

sort of test the respondent is asked to mention thesort of test the respondent is asked to mention thefirst word that comes to mind, ostensibly withoutfirst word that comes to mind, ostensibly without

thinking, as the inter"iewer reads out each wordthinking, as the inter"iewer reads out each word

from a list.from a list.

).g. % number of ualities of a product may be).g. % number of ualities of a product may be

listed and informants may be asked to write brandlisted and informants may be asked to write brand

names possessing one or more of thesenames possessing one or more of these


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Contd:-Contd:-

Sentence completion tests :-Sentence completion tests :-nder this method the informant is asked tonder this method the informant is asked to

complete a sentence 8 such as : persons who werecomplete a sentence 8 such as : persons who were


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Contd:-Contd:-

Story completion test :-Story completion test :- These tests are a step further where in theThese tests are a step further where in the

researcher mar contri"e stories instead ofresearcher mar contri"e stories instead of

sentences and ask the informants to completesentences and ask the informants to completethem.them.

The respondent is gi"en (ust enough of story toThe respondent is gi"en (ust enough of story to

focus his attention on a gi"en sub(ect and he isfocus his attention on a gi"en sub(ect and he isasked to supply a conclusion to the story.asked to supply a conclusion to the story.


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Contd:-Contd:-

>erbal pro(ection test>erbal pro(ection test :-:-

These are the test where in the respondent is askedThese are the test where in the respondent is asked

to comment on or to e2plain what other people do.to comment on or to e2plain what other people do.

).g. Why do people smoke5 %nswer may re"el the).g. Why do people smoke5 %nswer may re"el the

respondents own moti"e.respondents own moti"e.


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Contd:-Contd:-

Pictorial techniues :-Pictorial techniues :- Thematic apperception test 8T%T9 : The T%T consists of aThematic apperception test 8T%T9 : The T%T consists of a

set of picture 8some of the pictures deal with the ordinaryset of picture 8some of the pictures deal with the ordinary

day-to- day e"ents while other may be ambiguous picturesday-to- day e"ents while other may be ambiguous pictures

of unusual situation9 that are shown to respondents whoof unusual situation9 that are shown to respondents who

are to describe what they think the pictures represent.are to describe what they think the pictures represent.

The replies of respondent constitute the basis for theThe replies of respondent constitute the basis for thein"estigator to draw inference about their personalityin"estigator to draw inference about their personality

structure, attitudes etcstructure, attitudes etc


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CONTD:-CONTD:-

epth inter"iew :-epth inter"iew :- This is an intensi"e and searching inter"iew aiming atThis is an intensi"e and searching inter"iew aiming at

studying the respondents opinion, emotions on the basis ofstudying the respondents opinion, emotions on the basis of

an inter"iew guide.an inter"iew guide.

This deliberately aims to elicit unconscious as well asThis deliberately aims to elicit unconscious as well as

e2tremely personal feelings and emotions.e2tremely personal feelings and emotions.

This is generally a lengthy procedure designed toThis is generally a lengthy procedure designed to

encourage free e2pression of affecti"ely chargedencourage free e2pression of affecti"ely charged

information.information. The inter"iewer should totally a"oid ad"ising or showingThe inter"iewer should totally a"oid ad"ising or showing

disagreement . ?e should use encouraging e2pression todisagreement . ?e should use encouraging e2pression to

moti"ate the respondent to continue the narration.moti"ate the respondent to continue the narration.


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CONTD:-CONTD:-

*ontent analysis:-*ontent analysis:-

This is a method of data collection andThis is a method of data collection and

analysis. This is used for gathering dataanalysis. This is used for gathering data

from archi"al records , documents,from archi"al records , documents,

newspaper, letters, minutes of meetings etc.newspaper, letters, minutes of meetings etc.

The content of written materials ser"es as aThe content of written materials ser"es as a

basis of inference.basis of inference.


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Construction of a Questionnaire& Design

ecide what information is wanted

ecide the type of uestions

ecide the content of indi"idual uestions

ecide the wording of uestions

ecide the seuence of uestions

ecide the lay out

ake a preliminary draft and pretest it

@e"ise and prepare the final draft


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Developing the InstrumentDeveloping the Instrument

Design StrategyDesign Strategy

anagement-@esearch Auestion ?ierarchy:anagement-@esearch Auestion ?ierarchy:The management problem/uestion B theThe management problem/uestion B the

dilemma, stated in uestion form, that thedilemma, stated in uestion form, that the

manager needs resol"edmanager needs resol"ed@esearch uestion's B the fact-based translation@esearch uestion's B the fact-based translation

of the uestion the researcher must answer toof the uestion the researcher must answer to

contribute to the solution of the mgmt uestion.contribute to the solution of the mgmt uestion.


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Contd:-Contd:-

+n"estigati"e uestions B specific uestions the+n"estigati"e uestions B specific uestions the

researcher must answer to pro"ide sufficientresearcher must answer to pro"ide sufficient

details 0 co"erage of the research uestion. %tdetails 0 co"erage of the research uestion. %t

this le"el the researcher can mo"e from thethis le"el the researcher can mo"e from thegeneral to specific uestion.general to specific uestion.

easurement uestions B respondents musteasurement uestions B respondents must

answer if the researcher is needed to gather theanswer if the researcher is needed to gather the

information 0 resol"e the managementinformation 0 resol"e the management

uestion by using the measurement techniue.uestion by using the measurement techniue.


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Strategic Concerns of InstrumentStrategic Concerns of Instrument

DesignDesignWhat type of data is needed to answer theWhat type of data is needed to answer the

management uestion5management uestion5

What communication approach will be used5What communication approach will be used5

Should the uestions beShould the uestions be structured structured ,, unstructured unstructured ,,or some combination5or some combination5


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+ays to Interact %ith the+ays to Interact %ith the

ParticipantParticipant Personal intervie%Personal intervie% Telephone Telephone )ail)ail

%ppropriate Auestion *ontent:-%ppropriate Auestion *ontent:- Should this uestion be asked5Should this uestion be asked5

+s the uestion of proper scope and co"erage5+s the uestion of proper scope and co"erage5

*an the participant adeuately answer this uestion, as*an the participant adeuately answer this uestion, asasked5asked5

Will the participant willingly answer this uestion, asWill the participant willingly answer this uestion, as

askedasked&&


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3uestion +ording Criteria3uestion +ording Criteria

+s the uestion stated in terms of a shared+s the uestion stated in terms of a shared

"ocabulary5"ocabulary5

oes the uestion contain "ocabulary with a singleoes the uestion contain "ocabulary with a single

meaning5meaning5oes the uestion contain unsupportedoes the uestion contain unsupported

assumptions5assumptions5

+s the uestion correctly personali!ed5+s the uestion correctly personali!ed5

%re adeuate alternati"es presented within the%re adeuate alternati"es presented within theuestion5uestion5


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+hat Dictates+hat Dictates

4our (esponse Strategy5 4our (esponse Strategy5

*haracteristics of participants*haracteristics of participants

1ature of the topic 8s9 being studied1ature of the topic 8s9 being studied

Type of data neededType of data neededCour analysis planCour analysis plan


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Types of (esponse 3uestions Types of (esponse 3uestions

3ree-response3ree-response

ichotomousichotomous

ultiple-choiceultiple-choice*hecklist*hecklist

@ating@ating

@anking@anking


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Secondary ata

(t is the data already "een collected "y others which

may "e pu"lished or unpu"lished. This data is

primary data for the agency that collects it and

"ecomes secondary data for someone else who usesthis data for his own purpose.


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ethods of Secondary ata *ollection

)arious pu"lications of the central and state go!t. )arious pu"lication of foreign go!ernments *

institutionsTechnical + trade ournals oo#, magaines and news-paper /eports and pu"lications of uni!ersities*institutions ensus reports

/eports prepared "y research scholars /esearcher must ensure the relia"ility, suita"ility and

adequacy of secondary data

04 data collection

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