DATA COLLECTION

DATA COLLECTION PRIMARY & SECONDARYPRESENTATION BY:Amogh KadamRizwan ShaikhPrathmesh Parab

1INTRODUCTIONData collectionis a term used to describe a process of preparing and collectingdata Systematicgatheringof datafor aparticular purpose from various sources, that has been systematically observed, recorded, organized.Data are the basic inputs to any decision making process in business

2The purpose of data collection is- to obtain information to keep on record to make decisions about important issues, to pass information on to others

PURPOSE OF DATA COLLECTION3 CLASSIFICATION OF DATA4PRIMARY DATAThe data which are collected from the field under the control and supervision of an investigatorPrimary data means original data that has been collected specially for the purpose in mindThis type of data are generally afresh and collected for the first timeIt is useful for current studies as well as for future studiesFor example:your own questionnaire.

5Primary Research Methods & TechniquesSurveys Personal interview (intercepts) Mail In-house, self-administered Telephone, fax, e-mail, WebQuantitative DataPrimary ResearchExperimentsMechanical observationSimulationQualitative DataCase studiesHuman observationIndividual depthinterviewsFocus groupsQuantitative and Qualitative Information:

Quantitative based on numbers 56% of 18 year olds drink alcohol at least four times a week - doesnt tell you why, when, how.

Qualitative more detail tells you why, when and how!Primary Research Methods & Techniques

7Primary Research CategoriesQuantitative ResearchNumericalStatistically reliableProjectable to a broader population

8Read more about Observation Research in Chapter 6

Physiological research uses techniques that measure voluntary and involuntary responses.

Sampling Methods:Random Samples equal chance of anyone being pickedMay select those not in the target group indiscriminateSample sizes may need to be Large to be representativeCan be very expensiveQuantitative Research Categories9

Stratified or Segment Random SamplingSamples on the basis of a representative strata or segmentStill random but more focussedMay give more relevant informationMay be more cost effectiveQuantitative Research Categories10Quota SamplingAgain by segmentNot randomly selectedSpecific number on each segment are interviewed, etc.May not be fully representativeCheaper method

Quantitative Research Categories11Qualitative ResearchIn-depth, insight generatingNon-numericalDirectional

Common TechniquesPersonal interviews (depth, one-on-one)Focus groups (8-12) and mini-groups (3-6)Qualitative Research Categories12Insights that are common for gauging are 1) the why of behaviors, 2) motivations, 3) attitudes, 4) consumer needs, 3) decisionmaking patternsMETHODSOBSERVATION METHOD Through personal observationPERSONAL INTERVIEW Through QuestionnaireTELEPHONE INTERVIEW Through Call outcomes, Call timingsMAIL SURVEY Through Mailed Questionnaire

13SECONDARY DATAData gathered and recorded by someone else prior to and for a purpose other than the current project Secondary data is data that has beencollectedfor another purpose.It involves less cost, time and effort Secondary data is data that is being reused. Usually in a different context.For example:data from a book.

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SOURCESINTERNAL SOURCES Internal sources of secondary data are usually for marketing application- Sales RecordsMarketing ActivityCost InformationDistributor reports and feedbackCustomer feedback15EXTERNAL SOURCES External sources of secondary data are usually for Financial application-JournalsBooks MagazinesNewspaperLibrariesThe Internet

SOURCES

16Advantages & Disadvantages of Primary DataAdvantagesTargeted Issues are addressedData interpretation is betterEfficient Spending for InformationDecency of DataProprietary IssuesAddresses Specific Research IssuesGreater ControlDisadvantagesHigh CostTime ConsumingInaccurateFeed-backsMore number of resources is requiredAdvantages & Disadvantages of Primary DataAdvantages & Disadvantages of Secondary DataAdvantagesEase of AccessLow Cost to AcquireClarification of Research QuestionMay Answer Research QuestionDisadvantages & Disadvantages of Secondary DataDisadvantagesQuality of ResearchNot Specific to Researchers NeedsIncomplete InformationNot Timely

Data Collection Flow

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