METHODS OF DATA COLLECTION

While deciding about the method of data collection to be used for the
study, the researcher should keep in mind two types of data viz.,
primary and secondary. The primary data are those which are collected
afresh and for the frst time, and thus happen to be original in
character. The secondary data are that which have already been
collected by someone else and which already has been passed through
statistical processes. The researcher would have to decide which sort
of data he would be using (thus collecting) for his study and
accordingly he will have to select one or the other method of data
collection.
Comparison between primary data and secondary data
!"#$!% &$T$ '()*+&$!% &$T$
,. These are frst-hand original
data collected by research
through various methods.
These are second-hand ready-
made data
collected by some other agency
but not
by the researcher.
.. )ollection is time and cost
consuming. "t is complicated
too.
(asy and /uick collection at less
cost.
0. 'ources of primary data are the
sampling units chosen.
'ources could be internal or
e1ternal
records.
2. rimary data are reliable and
accurate when properly
collected.
'upplementary to primary data.
3. rimary data a4ect the
research directly.
They provide secondary
information.
5. rimary data are latest useful
for current problems.
'econdary data are historical.
Dr. Amit Gupta Page
COLLECTION OF PRIMARY DATA
1. OBSERVATION
*bservation is one of the methods of collecting data. "t is used to get
both past and current information. 6or e1ample, instead of asking
respondents about their current behaviour, we may observe it and
record our observations. $lthough it is not possible to observe past
behaviour, we may observe the results of such behaviour. "n a way,
secondary data re7ect the results of the past behaviour of people as
also of past occurrences.
"n marketing research, the observational method is not used fre/uently.
$t the outset, let us see an e1ample indicating how observation may
be used in marketing research. *ne of the factors in7uencing the sale
of a branded product is how readily it is kept in stock. $n interested
manufacturer may send some observers to a sample of stores to fnd
out how fre/uently the product is out of stock. 8ikewise, sales are also
in7uenced by its display position in a store. $ prominently displayed
product will receive greater attention of the people visiting the store as
against another product displayed in an obscure corner.
Advantages of observation
,. 'ub9ective bias is eliminated, if observation is done accurately.
.. "t enables a researcher to record behaviour as it occurs. The
information obtained is not complicated by either the past
behaviour or future intentions or attitudes.
0. "t can be used regardless of whether the respondent is willing to
report or not. "n a feld survey, if an enumerator comes across an
unwilling and hostile respondent, he cannot collect the desired
information. :ut, this problem does not arise at all in the case of
direct observation.
2. "t can be used even when it pertains to those who are unable to
respond such as infants and animals.
Limitations of observation
,. The information provided by this method is very limited.
.. The current behaviour of a person or a group of persons can only
be observed. *ne is not able to observe the past behaviour nor
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can one observe a person;s future behaviour because the act of
observation takes place in the present.
0. 'ometimes unforeseen factors may interfere with the
observational task. 6or e1ample, inaccessibility of people to be
observed.
2. The method is very slow and e1pensive. $s such, when a large
number of persons are to be contacted, it becomes unsuitable.
Methods of Observation
Structured-unstructured Observation
'tructured observation is used when the research problem has been
formulated precisely and the observers have been told specifcally
what is to be observed. They may be given a simple form to record
their observations. They are considered appropriate in descriptive
studies.
<nstructured observation implies that observers are free to observe
whatever they think is relevant and important. While structured
observations are free from sub9ective bias, unstructured observations
are sub9ect to this limitation. The e1tent of the bias may vary to the
e1tent an observation is unstructured.
Participant-non participant observation
When the observer observes the group by becoming a part of the
group so that he can e1perience what the members of the group
e1perience, the observation is called participant observation.
"n non-participant observation, the observer observes as a detached
emissary without any attempt on his part to e1perience through
participation what others feel.
There are several merits of the participant type of observation=
The researcher is enabled to record the natural behaviour of the
group.
The researcher can even gather information which could not
easily be obtained if he observes in a disinterested fashion.
The researcher can even verify the truth of statements made by
informants in the conte1t of a /uestionnaire or a schedule.
:ut there are also certain demerits of this type of observation=
The observer may lose the ob9ectivity to the e1tent he
participates emotionally> the problem of observation-control is
not solved> and it may narrow-down the researcher;s range of
e1perience.
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Disguised-undisguised Observation
"n the case of disguised observation, the sub9ects do not know that
they are being observed. "n some cases, disguised observation may be
made by the observer by posing as one of the shoppers who are being
observed. This type of observation is often preferred because it is
feared that people may behave di4erently when they know they are
being observed.
Controlled-uncontrolled Observation
*bservations in feld studies are in their natural setting and are,
therefore, called controlled observation. The ma9or aim of this type of
observation is to get a spontaneous picture of life and persons.
<ncontrolled observations are observations in a laboratory setting, on
the other hand, enables the observer to control e1traneous variables
which in7uence the behaviour of people. *bservational studies in
laboratory settings enable the collection of data promptly and
economically and in addition, permit the use of more ob9ective
measurements. 'uch observation has a tendency to supply formalized
data upon which generalizations can be built with some degree of
assurance. The main pitfall of non-controlled observation is that of
sub9ective interpretation. ?enerally, controlled observation takes place
in various e1periments that are carried out in a laboratory or under
controlled conditions, whereas uncontrolled observation is resorted to
in case of e1ploratory researches.
Direct-Indirect Observation
"n the case of direct observation, the event or the behaviour of a
person is observed as it occurs. "n contrast, indirect observation
implies that some record of past behaviour is observed. "n other words,
the behaviour itself is not observed, rather its e4ects are observed. $n
observer engaged in indirect observation generally looks for physical
traces of behaviour or occurrence of an event. 'uppose, he is
interested in knowing about the li/uor consumption of a household, he
would like for empty li/uor bottles in the garbage. 'imilarly, the
observer may seek the permission of the housewife to see the pantry.
@e may carry out a pantry audit to ascertain the consumption of
certain types of products. "t may be noted that the success of an
indirect observation largely depends on how best the observer is able
to identify physical traces of the problem under study.
Human-mechanical Observation
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$nother way of classifying observations is whether they are made
manually or by machines. #ost of the studies in marketing research
are based on human observation wherein trained observers are
re/uired to observe and faithfully record their observations.
"n some cases, mechanical devices such as eye cameras and
audiometers are used for observation. *ne of the ma9or advantages of
electricalA mechanical devices is that their recordings are free from
sub9ective bias. $s against this, such observations may be less valid
than human observations because the observer;s power of integration
can lead to a more valid evaluation of the observation.
2. INTERVIEW METHOD
The interview method of collecting data involves presentation of oral-
verbal stimuli and reply in terms of oral-verbal responses. This method
can be used through personal interviews (like depth interviews), focus
group interviews and, if possible, through telephone interviews.
Personal interviews
ersonal interview method re/uires a person known as the interviewer
asking /uestions generally in a face-to-face contact to the other person
or persons.
The method of collecting information through personal interviews is
usually carried out in a structured way. $s such we call the interviews
as structured interviews 'uch interviews involve the use of a set of
predetermined /uestions and of highly standardized techni/ues of
recording. Thus, the interviewer in a structured interview follows a rigid
procedure laid down, asking /uestions in a
form and order prescribed.
$gainst it, the unstructured interviews are characterized by a 7e1ibility
of approach to /uestioning. <nstructured interviews do not follow a
system of pre-determined /uestions and standardized techni/ues of
recording information. "n a non-structured interview, the interviewer is
allowed much greater freedom to ask, in case of need, supplementary
/uestions or at times he may omit certain /uestions if the situation so
re/uires. @e may even change the se/uence of /uestions. :ut this sort
of 7e1ibility results in lack of comparability of one interview with
another and the analysis of unstructured responses becomes much
more diBcult and time consuming.
Depth interviews
When a researcher is interested in in-depth investigation of
perceptions, attitudes or motivations of the respondents, an
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unstructured interview called &epth "nterview is conducted. *n
account of their 7e1ibility, such interviews help a researcher in asking
probing /uestions to secure as much information as possible. $
procedure similar to that used by a psychiatrist is followed. The
researcher asks such /uestions as are appropriate without any formal
/uestionnaire with him. 6or e1ample=
o What make of scooter did you buyC
o &id you compare di4erent scooters before buying a
:a9a9C
o What has been your e1perience with itC
o "s it easy to maintainC
o "s it reliable on busy roadsC
o $re you satisfed with its performanceC
Thus, the researcher will continue asking /uestions till he is satisfed.
The main advantages of depth interview are=
,. The researcher is able to access the information that he might
not have otherwise got. 'uch interview o4ers 7e1ibility to an
interviewer because it is like an informal discussion between him
and the interviewee on the latter;s e1periences.
.. &epth interviews may lead to motivational pattern wit respect to
a particular brand or other action under investigation.
0. "t proves a strong stimulus to the insight of the interviewer.
&isadvantages of dept interview are=
,. &epth interviews lack a systematically defned way of analyzing
the information obtained.
.. The information obtained is non-/uantifable and is based on
human 9udgment that increases the sub9ectivity.
0. "t needs far more vigilance and training on the part of the
interviewer. "n the "ndian marketing research conte1t depth
interviews lack popularity because of non-availability of
professional personnel.
2. This method also re/uires considerable amount of time in
interviewing.
Focus-Group interviews
"n this method, the interviewer collects a small number (say about D
people) of representative consumers for discussion on a particular
sub9ect. $ group smaller than this proves to be insuBcient for a focus
group. $ group, say ,E-,. people, is regarded as too large as the
people have to wait for long for their turn to come.

!a"or advantages of personal interviews are as follows#
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,) #ore information and that too in greater depth can be obtained.
.) "nterviewer by his own skill can overcome the resistance, if any,
of the respondents.
0) There is greater 7e1ibility under this method as the opportunity
to restructure /uestions is always there, especially in case of
unstructured interviews.
2) *bservation method can as well be applied to recording verbal
answers to various /uestions.
3) ersonal information can as well be obtained easily under this
method.
5) 'amples can be controlled more e4ectively as there arises no
diBculty of the missing returns> non-response generally remains
very low.
F) The interviewer can usually control which person(s) will answer
the /uestions.
D) The interviewer may catch the informant o4-guard and thus may
secure the most spontaneous reactions than would be the case if
mailed /uestionnaire is used.
G) The language of the interview can be adapted to the ability or
educational level of the person interviewed and as such
misinterpretations concerning /uestions can be avoided.
,E) The interviewer can collect supplementary information
about the respondent;s personal characteristics and environment
which is often of great value in interpreting results.
$ea%nesses of personal interview method are as follows#
,) "t is a very e1pensive method, especially when large and widely
spread geographical sample is taken.
.) There remains the possibility of the bias of interviewer as well as
that of the respondent> there also remains the headache of
supervision and control of interviewers.
0) )ertain types of respondents such as important oBcials or
e1ecutives or people in high income groups may not be easily
approachable under this method and to that e1tent the data may
prove inade/uate.
2) This method is relatively more-time-consuming, especially when
the sample is large.
3) The presence of the interviewer on the spot may over-stimulate
the respondent, sometimes even to the e1tent that he may give
imaginary information 9ust to make the interview interesting.
5) <nder the interview method the organization re/uired for
selecting, training and supervising the feld-sta4 is more comple1
with formidable problems.
F) (4ective interview presupposes proper rapport with respondents
that would facilitate free and frank responses. This is often a very
diBcult re/uirement.
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6or successful implementation of a personal interview=
,) the interviewers should be carefully selected, trained and
briefed. They should be honest, sincere, hardworking, and
impartial and must possess the technical competence and
necessary practical e1perience.
.) occasional feld checks should be made to ensure that
interviewers are neither cheating, nor deviating from instructions
given to them for performing their 9ob eBciently.
0) some provision should also be made in advance so that
appropriate action may be taken if some of the selected
respondents refuse to cooperate or are not available when an
interviewer calls upon them.
2) e4ort should be made to create friendly atmosphere of trust and
confdence, so that respondents may feel at ease while talking to
and discussing with the interviewer.
3) the interviewer must ask /uestions properly and intelligently and
must record the responses accurately and completely. $t the
same time, the interviewer
5) must answer legitimate /uestion(s), if any, asked by the
respondent and must clear any doubt that the latter has. The
interviewers approach must be friendly, courteous,
conversational and unbiased.
F) the interviewer must keep the direction of interview in his own
hand, discouraging irrelevant conversation and must make all
possible e4ort to keep the respondent on the track.
Telephone interviews
This method of collecting information consists in contacting
respondents on telephone itself. "t is not a very widely used method,
but plays important part in industrial surveys, particularly in developed
regions.
&he chief merits of such a s'stem are#
,) "t is more 7e1ible in comparison to mailing method.
.) "t is faster than other methods i.e., a /uick way of obtaining
information.
0) "t is cheaper than personal interviewing method> here the cost
per response is relatively low.
2) !ecall is easy> callbacks are simple and economical.
3) There is a higher rate of response than what we have in mailing
method> the non-response is generally very low.
5) !eplies can be recorded without causing embarrassment to
respondents.
F) $t times, access can be gained to respondents who otherwise
cannot be contacted for one reason or the other.
Dr. Amit Gupta Page
D) +o feld sta4 is re/uired.
G) !epresentative and wider distribution of sample is possible.
Demerits of telephonic interviews are as follows#
,) 8ittle time is given to respondents for considered answers>
interview period is not likely to e1ceed fve minutes in most
cases.
.) 'urveys are restricted to respondents who have telephone
facilities.
0) (1tensive geographical coverage may get restricted by cost
considerations.
2) "t is not suitable for intensive surveys where comprehensive
answers are re/uired to various /uestions.
3) Huestions have to be short and to the point> probes are diBcult
to handle.
3. QUESTIONNAIRE
This method of data collection is /uite popular, particularly in case of
big en/uiries. "t is being adopted by private individuals, research
workers, private and public organizations and even by governments.
The method of collecting data by mailing the /uestionnaires to
respondents is most e1tensively employed in various economic and
business surveys.
Types of questionnaires
The /uestionnaires can be classifed into two main types=
a( Structured )uestionnaire
$ structured /uestionnaire is a formal list of /uestions framed so
as to get the facts. The interviewer asks the /uestions strictly in
accordance with a pre-arranged order. "f, for e1ample, the
marketing researcher is interested in knowing the amount of
e1penditure incurred on di4erent types of clothing, i.e. cotton,
woolen or synthetic, by di4erent households classifed according
to their income, he may frame a set of /uestions seeking this
factual information. "f the marketing researcher appoints some
interviewers to collect information on his behalf, the interviewers
are e1pected to adhere to the same order in asking /uestions as
contained in the /uestionnaire.
$ structured /uestionnaire can be of two types, namely,
disguised and non-disguised. This classifcation is based on
whether the ob9ect or purpose of the survey is revealed or
undisclosed to the respondent. Thus, a structured-non-disguised
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/uestionnaire is one where the listing of /uestions is in a
prearranged order and where the ob9ect of en/uiry is revealed to
the respondent. #ost marketing research studies use this type of
/uestionnaire. "n the case of a structured-disguised
/uestionnaire, the researcher does not disclose the ob9ect of the
survey. @e feels that if the respondent comes to know the ob9ect
of the survey, he may not be ob9ective in giving the necessary
information and, as such, its purpose may be defeated.
Huestionnaires of this type are known as structured and non-
disguised /uestionnaires.
$dvantages of structured /uestionnaire=
"t facilitates the collection of information in a systematic
and orderly manner as the /uestions have been formulated
in advance.
'ince the /uestions asked by each interviewer happen to
be identical and are asked in the same order, the
information is generally not vitiated on account of the
varying characteristics of the di4erent interviewers.
$ structured /uestionnaire calls for a straightforward and
simple approach on the part of interviewers. $s such, even
less /ualifed interviewers can be deployed in canvassing
such a /uestionnaire.
'uch a /uestionnaire makes it far easier to edit, tabulate
and interpret the data it contains.
$ structured /uestionnaire can be conveniently pre-tested
so that suitable modifcations can be made in the
phraseology of /uestions or in their se/uence or both.
8imitations of a structured /uestionnaire=
This arises when the respondent is asked /uestions
concerning personal or motivational aspects.
b( *on-structured )uestionnaire
$ non-structured /uestionnaire is one in which the /uestions are
not structured and the order in which they are to be asked from
the respondent is left entirely to the researcher. @e asks the
/uestions in the manner in which he deems ft in a particular
situation. "n fact, he may only have certain main points on which
he may develop the /uestions at the time of the actual interview.
$s it will be seen, a non-structured /uestionnaire is devoid of
rigidity and allows considerable freedom to the researcher is
choosing the order as well as the specifc content of /uestions.
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+ormally, unstructured /uestionnaires are used in e1ploratory
research when some respondents are contacted. "t is only
subse/uently, on the basis of answers received, that a well-
structured /uestionnaire is developed. This is because the
interviewer has a better understanding of the problem on hand
only after the e1ploratory research.
Huestionnaires of this type can be split into two sub-types.
Where the purpose of the en/uiry is disclosed to the
respondents, the /uestionnaires are known as non-structured
and non-disguised while in other cases, the /uestionnaires are
classifed as non-structured and disguised )uestionnaires.
$dvantages of unstructured /uestionnaire=
The interviewer is free to ask probing /uestions to get at
the key motivational factor or factors.
'uch /uestionnaires facilitate the conducting of interviews
in an informal manner.
They also lend 7e1ibility to the whole process of
interviewing.
8imitations of unstructured /uestionnaire=
$ point worth emphasizing is that in the case of
unstructured /uestionnaires, the role of the interviewer
becomes far more important as compared to the one when
a structured /uestionnaire is used. "n view of this, more
capable interviewers are re/uired to handle them, which
raise the cost of the survey.
$lso, the interviewer needs more time per interview if it is
unstructured. This also enhances the overall cost of the
feld survey.
The researcher faces problems while editing and tabulating
an unstructured /uestionnaire.
Desinin a questionnaire
Huite often /uestionnaire is considered as the heart of a survey
operation. @ence it should be very carefully constructed. "f it is not
properly set up, then the survey is bound to fail. $ /uestionnaire
should be designed in such a manner that responses can be easily
tabulated and translated into fndings and recommendations that
satisfy the re/uired ob9ectives of the research pro9ect.
While designing a /uestionnaire, one must keep the following
considerations in mind=
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6"!'T, does it provide the necessary information that is re/uired
for the research pro9ectC
'()*+&, is it designed for the convenience of the respondentsC
T@"!&, does it meet coding, editing and data processing
re/uirements of the research pro9ectC
Steps involved in development of a )uestionnaire
Step1: Spec!" #$%t &!'()%t'& #** +e ,'-.$t.
#ust be clear about the information you need to answer
the issues to be addressed in the research pro9ect.
&o not try to e1tract that information which respondents
hesitate in providing either it is too confdential or too
private and personal to be shared with another person.
Try to ask only and the only information that are relevant
for your research> for that one should have absolute clarity
about the research problem.
Step 2: Dete()&e t"pe '! /-e,t'&&%(e %&0 )et$'0 '!
%0)&,t(%t'&.
'tructured or unstructuredC
*btaining information through well designed written
/uestions or through showing pictures and telling stories
about these pictures, or collecting information verbally or
in writing.
Huestionnaire will be administered by self, by hired
personnelAagency> through mail> or telephonic interviews
or through internetAemail.
Whether interviews will be conducted in phases.
Step 3: Dete()&e t$e c'&te&t, '! &010-%* /-e,t'&,
@ow many /uestions need to be asked and what all to be
asked in each /uestions.
Whether related /uestions should be put under one
/uestion with various sub-/uestions or should they be
asked as main /uestions without any sub-/uestions.
+ot try to ask so many things 9ust in one /uestionI
To determine the contents of /uestions, a researcher
should address the following issues=
o "s the /uestion necessaryC
o $re several /uestions needed instead of oneC
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o &o the respondents have necessary information to
provideC
o Will the respondents like to provide information about
the /uestions askedC
Step 2: Dete()&e !'() '! (e,p'&,e, t' e%c$ /-e,t'&
'hould the /uestions asked be in the form of open-ended
/uestions or close-ended /uestionsC $n open-ended
/uestion gives the respondent complete freedom to decide
the form, length and detail of the answer. *pen /uestions
are preferred when the researcher is interested in knowing
what is uppermost in the mind of the respondent.
'hould close-ended /uestions be in the form of
dichotomous /uestions or multiple-choice /uestionsC
o $n e1ample of a dichotomous /uestion is=
&o you use tobacco in any wayC
+es *o
o $n e1ample of a multiple choice /uestion is=
Which of the following brands do you use for washing
clothesC
Surf ,-cel Ariel .in &ide $heel
Others
'caled !esponse Huestions= These /uestions are designed
to capture the intensity of the respondents; answers.
Step 3: Dete()&e #'(0&.4 p$(%,&. '! e%c$ /-e,t'&
<se simple words. $void technical 9argons.
$void any kind of ambiguous words like Joften;, Jgenerally;,
Jreasonably; etc.
$void ambiguous /uestions.
8engthy /uestions should be avoided.
$void leading /uestions= $ leading /uestion is one which
attempts to guide the respondent;s answer. 6or e1ample=
o Would you like to vote for #r. !ana 'ingh, a man who
has criminal backgroundC
%esA+o
o $re you in favour of a balanced budgetC
%esA+o
$void generalizations and estimates.
Dr. Amit Gupta Page
$void double barreled /uestions.
*ne should avoid combining two /uestions into one. 6or
e1ample=
o Which of the following modes of transport is cheaper
and more convenientC (i) Train (ii) :us
"t is /uite likely that according to the respondent both the
attributes, namely cheapness and convenience may not be
applicable to either of the two modes of transport. *ne
may be cheaper while the other may be more convenient.
Step 5: Dete()&e t$e ,e/-e&ce '! /-e,t'&,
The /uestion-se/uence must be clear and smoothly-
moving, meaning thereby that the relation of one /uestion
to another should be readily apparent to the respondent
%ou may start with simple and interesting /uestions.
'tart with broad /uestions and narrow down to more
specifc /uestions - it is called /unnel Approach.
:eginning and ending of a /uestionnaire may have simple
and less demanding /uestions and in mid, have more
demanding and serious /uestions.
)are should be taken to sustain the interest of the
respondent until the last so that he is able to answer
specialized /uestions in a normal manner without fatigue
and indi4erence.
(nsure proper placing of branching /uestions so as to
ensure proper skip pattern.
lace diBcult and sensitive information at the end of the
/uestionnaire.
ut personal information frst so as to gain the familiarity
with the respondents.
Step 6: Dete()&e t$e *%"'-t '! /-e,t'&&%(e
hysical appearance of a /uestionnaire may a4ect the
cooperation and thus, the /uality of responses one can
obtain.
(nsure proper size and layout of a /uestionnaire.
$ /uestionnaire should not give a feeling of cluttered or
crowded appearance.
"t should be properly stapledAbounded and handy.
Step 7: Ree8%)&e ,tep, 196 %&0 (e1,e ! &ece,,%("
Dr. Amit Gupta Page
Step :: P(ete,t /-e,t'&&%(e %&0 (e1,e ! &ece,,%("
re-testing implies that the /uestionnaire is tried out on a
few respondents and their reaction to the /uestionnaire is
observed. "t helps the researcher decide whether any
changes in the /uestion content or wording are re/uired. "f
so, specifc changes that are desirable are ascertained and
incorporated in the /uestionnaire.
Mail !uestionnaire
:roadly, there are three types of survey namely, personal, mail and
telephone. $s far as the telephone survey is concerned, it is not
commonly used in "ndia. $s such, the personal interview and mail
survey are the only two methods. 'ince a mail survey needs a
/uestionnaire which should have some additional characteristics, it is
necessary to look into this aspect in some detail.
The merits of collecting information by mailing /uestionnaires are as
follows=
,. "t is much easier to approach a large number of respondents
spread all over the country through post.
.. "t is free from the bias of the interviewer> answers are in
respondents; own words.
0. !espondents have ade/uate time to give well thought answers.
The /uality of answers is, therefore, likely to be superior to that
obtained in the personal interview.
2. !espondents, who are not easily approachable, can also be
reached conveniently.
3. 'ince a large number of respondents can be approached all over
the country through mail in a short period, a mail /uestionnaire
saves a lot of time in collecting the desired information.
5. There is a good deal of saving in the total cost of a mail survey
as cost of travelling, boarding and lodging of interviewers is not
to be incurred. This enables the organizers of the survey to
complete the investigation within a limited budget. .
F. #ail /uestionnaires also avoid the bias arising from any
inhibitions in answering /uestions. "n particular, when /uestions
are of a personal nature, the respondents may hesitate to answer
them in the presence of an interviewer. This type of inhibition will
not be there if the mail survey is undertaken.
D. 6inally, mail /uestionnaires will not have the problem of non-
contacts in the strict sense as might be the case in personal
interviews when the interviewer fnds that the respondent, being
away from home, is not available.
Dr. Amit Gupta Page
The main demerits of this system can also be listed here=
,. "t can be used only when respondents are educated and
cooperating.
.. The control over /uestionnaire may be lost once it is sent.
0. There is also the possibility of ambiguous replies or omission of
replies altogether to certain /uestions> interpretation of
omissions is diBcult.
2. This method is likely to be the slowest of all.
3. "t is not suitable when /uestions are diBcult and complicated. "n
such a case, the help of interviewers is re/uired to o4er some
introductory e1planation to the respondent.
5. When the researcher is interested in the spontaneous answers of
the respondent or his own answers unin7uenced by others who
may in7uence his thinking, the mail /uestionnaire is
inappropriate.
F. "n case of mail /uestionnaires, it is not possible to verify whether
the respondent himself or herself has flled in the /uestionnaire.
D. The researcher has to accept the answers as they are provided in
the mail /uestionnaire. "n case there is any inconsistency or
ambiguity in the answers, it will be diBcult for the researcher to
make use of such a /uestionnaire. @e cannot further probe into
the same to get some additional information or to remove the
inconsistency or ambiguity.
G. $ mail /uestionnaire does not allow the researcher to
supplement the information by his personal observations. That
will be possible only when the /uestionnaire is canvassed by him
personally.
,E. This method is likely to be the slowest of all.
Comparison between personal interviews and mail
questionnaires
(!'*+$8 "+T(!K"(W' #$"8 H<('T"*++$"!('
,. $ limited number of people can
be approached at a time.
#uch easier to approach a large
number of respondents spread
all over the country through
post.
.. They are likely to be a4ected by
the personal preferences or
dislikes of the individual
interviewer.
6ree from any interviewer;s bias
and errors.
0. Huestions are to be answered on
the spot.
The /uality of answers is likely
to be superior as respondents
can think over the /uestion
leisurely at home before giving
Dr. Amit Gupta Page
his answer.
2. "t;s a time consuming process. 'ince a large number of
respondents can be approached
all over the country through
mail in a short period, a mail
/uestionnaire saves a lot of
time in collecting the desired
information.
3. )ostlier than mail /uestionnaires. There is a good deal of saving in
the total cost of a mail survey
as cost of travelling, boarding
and lodging of interviewers is
not to be incurred.
5. !espondents may hesitate to
answer certain /uestions in the
presence of an interviewer.
They avoid the bias arising from
any inhibitions in answering
/uestions.
F. 6aces the problem of non-contact
when the interviewer fnds that
the respondent, being away from
home, is not available.
#ail /uestionnaires will not
have the problem of non-
contacts.
2. SCHEDULES
This method of data collection is very much like the collection of data
through /uestionnaire, with little di4erence which lies in the fact that
schedules (proforma containing a set of /uestions) are being flled in
by the enumerators who are specially appointed for the purpose. These
enumerators along with schedules go to respondents, put to them the
/uestions from the proforma in the order the /uestions are listed and
record the replies in the space meant for the same in the proforma.
(numerators e1plain the aims and ob9ects of the investigation and also
remove the diBculties which any respondent may feel in
understanding the implications of a particular /uestion or the defnition
or concept of diBcult terms. The enumerators should be trained to
perform their 9ob well. (numerators should be intelligent and must
possess the capacity of cross e1amination in order to fnd out the truth.
$bove all, they should be honest, sincere, and hardworking and should
have patience and perseverance.
Comparison between questionnaires and schedules
H<('T"*++$"!(' ')@(&<8('
Dr. Amit Gupta Page
,. The /uestionnaire is generally
sent through mail to the
informants.
They are generally flled out by
the research worker or the
enumerator.
.. To collect data through
/uestionnaire is relatively
cheap and economical.
To collect data through schedules
is relatively more e1pensive since
considerable amount of money
has to be spent in appointing
enumerators and in imparting
training to them.
0. +on-response is usually high in
case of /uestionnaire as many
people do not respond and
many return the /uestionnaire
without answering all
/uestions.
+on-response is generally very
low in case of schedules because
these are flled by enumerators
who are able to get answers to all
/uestions.
2. :ias due to non-response often
remains indeterminate.
&anger of interviewer bias and
cheating is always there.
3. "dentity of respondent is
unknown.
"dentity of respondent is known.
5. "ts likely to be very slow since
many respondents do not
return
the /uestionnaire in time
despite several reminders.
"nformation is collected well in
time as they are flled in by
enumerators.
F. ersonal contact with
respondents is generally not
possible.
&irect personal contact is
established with respondents.
D. )an be used only when
respondents are literate and
cooperative.
"nformation can be gathered even
when the respondents happen to
be illiterate.
G. Wider and more representative
distribution of sample is
possible.
&iBculty in sending enumerators
over a relatively wider area.
,
E.
!isk of collecting incomplete
and wrong information is
relatively more.
"nformation collected is generally
complete and accurate as
enumerators
can remove the diBculties, if any,
faced by respondents in correctly
understanding the /uestions.
,
,.
The success of /uestionnaire
method lies more on the
/uality of the /uestionnaire
itself.
The success of schedules
depends upon the honesty and
competence of enumerators.
,
..
*bservation is not possible in
this case.
$long with schedules,
observation method can also be
Dr. Amit Gupta Page
used.
CHOICE OF SURVEY METHOD
Comparison of "urvey Methods
Criteria Personal
surve'
!ail
surve'
&elephone
surve'
,
.
robable response
rate
6air oor ?ood
.
.
Time re/uired 'low 'low 6ast
0
.
)ost @igh 8ow 8ow
2
.
)ontrol of sample ?ood oor (1cellent
3
.
Huantity of
information
?ood 8imited 8imited
5
.
Huality of information ?ood 6air (1cellent
F
.
'upervision of feld
work
6air +one (1cellent
D
.
Kersatility (1cellent 6air ?ood
COLLECTION OF SECONDARY DATA
Secondary data is data that has been collected by others for another purpose. It is
important to us because it can save considerable time and effort in solving the research
problem at hand. Researchers should always conduct a thorough data search in the
development and execution of any research programme.
USES OF SECONDARY DATA
he uses of secondary data can be conveniently arranged into the following four
categories!
". Problem recognition! A constant monitoring of secondary data can provide the impetus
for problem recognition. #oreover$ exploratory studies maybe initiated to identify future
opportunities or wea%nesses in the firm&s current operations.
Dr. Amit Gupta Page
'. Problem clarification! Secondary data can also fruitfully be used to help clarify the
specific problem that we may be facing. (ere$ clarification usually means ma%ing the
decision problem more reachable by delineating the components of the situation. Another
related use of secondary data is that they can help plan the study design and provide
information to write the research proposal.
). Formulation of feasible alternatives! Alternatives must exist before decision*ma%ing
can ta%e place. Secondary data are very useful in generating viable alternatives to solve
problems. he multiplicity of data sources$ research approaches and managerial styles
usually lead to a number of possibilities which should be examined by the researcher.
+. Problem solution! ,ot only are secondary data helpful in the definition and
development of a problem$ they are often sufficient in and of themselves$ to generate a
problem&s solution.
ADVANTAGES OF SECONDARY DATA
". he ma-or advantage of secondary data is economy. As the data are already
available$ they can be obtained at a relatively low cost.
'. he secondary data can be obtained .uic%ly.
). he secondary data enable the researchers to identify the deficiencies in the data
and ma%e primary data collection specific.
+. hey are useful in the case of exploratory researches as they provide increased
understanding of the problem.
/. hey act as a basis for comparison after primary data are collected.
0. hey provide for data which cannot obtained by the typical organi1ation li%e
census reports.
LIMITATIONS OF SECONDARY DATA
". he available data may not suit the current purpose of research$ due to
incompleteness$
generalities and so on.
'. Information may be outdated or obsolete.
). he methodology used in collecting the data such as the sample si1e$ date of the
research$ etc.$ may be un%nown.
+. All the findings of a research study may not be made public.
/. 2onflicting data may exist.
0. It may be difficult to determine the accuracy of the secondary data.
EVALUATING SECONDARY DATA
Dr. Amit Gupta Page
he researcher before using any secondary data has to satisfy himself as to their accuracy
and reliability. (e has to evaluate secondary data on the following considerations!
". Availability! At times$ one may find that secondary data are -ust not available on
the problem at hand. he secondary data must be available for use.
'. Relevance! Relevance means that the data available must fit the re.uirements of
that problem. his would cover several aspects. 3irst$ the unit of measurement
should be the same as that in the mar%eting problem. Second$ the concepts should
be the same as are envisaged in the problem. Also$ the data should not be
obsolete.
). Accuracy! In this regard$ one should consult the original source. his would not
only give comprehensive information but would also indiacte the context in which
data have been collected$ the procedure followed and the extent of care exercised
in their collecction.
+. Sufficiency! 3inally$ the data should be sufficient. If the data are inade.uate$ then
compliance with the preceding re.uirements will be in vain.
SOURCES OF SECONDARYDATA

"nternal 'ources (1ternal
'ources
Accounting Salesforce Internal #iscellaneous
Records Reports 4xperts Reports
Government ,on*government
Publications Publications
Dr. Amit Gupta Page
Regular publications Ad hoc publications 5niversities
6i%e census$ -ournals li%e en.uiry reports 2onsumer
Industry 7 research
rade association agencies

Syndicate International
Services publications

#nternal sources
"nternal sources can be classifed under four broad categories-
accounting records, sales force reports, miscellaneous reports and
internal e1perts.
Accounting records# These generate a good deal of data. $s profts are
based on sales, sales invoice is a good source. +ormally, a sales
invoice includes name of the customer, address of the customer, items
ordered, /uantities ordered, /uantities shipped, discounts allowed,
price charged, total amount of sales and the date of sales. "t often
contains information on sales territory, sales representative and
warehouse from which the product was dispatched. 'uch information
can be e1tremely useful in undertaking a detailed analysis of sales by
product, customer, industry, geographic area, sales territory and sales
representative. )ompared with corresponding data on costs, it can
indicate the level of profts (or loss) for each product. This apart, data
on advertising e1penditure along with the time period would also be
available.
Sales force reports# This source can provide very useful marketing
information but somehow it has remained largely untapped. This is
because sales persons may not be giving detailed reports. "n order to
ensure that this source is more useful, it is necessary to organize the
system properly. "t should be a simple process of reporting the
information. 'ales persons may be encouraged to provide accurate and
comprehensive information. 'ome incentive may be given to those
who report accurately and ade/uately.
!iscellaneous reports# $ny studies done earlier on marketing problems
of the company, special audit, etc. come in this category. 'uch reports
on varying sub9ects should be properly maintained and easily
accessible when re/uired.
,-perts# (1perts working in the company can also be a good source of
internal data. (1ecutives working as product managers, marketing
research managers, public relations personnel and advertising
personnel have specialized knowledge relevant to marketing problems.
Dr. Amit Gupta Page
@owever, this source is least tapped. $ limitation of this source is that
information is in the e1pert;s mind and not on paper. The e1perts can
provide useful information or ideas on a given marketing problem
whenever a serious discussion is held in a meeting.
$%ternal "ources
The e1ternal secondary data do not originate in the frm and are
obtained from outside sources. "t may be noted that secondary data
can be collected from the originating sources or from, secondary
sources. /or e-ample0 the *Bce of the (conomic $dviser, ?overnment
of "ndia, is the originating source for the data on wholesale prices. "n
contrast, a publication such as the .eserve 1an% of India 1ulletin
containing some parts of the series of wholesale prices is a secondary
source.
?enerally, the originating source of e1ternal secondary data should be
preferred on account of several reasons. 6irst, the originating source is
more likely to e1plain the ob9ect and procedure of data collection.
'econd, the originating source is more likely to present all the data,
whereas a secondary source may present a part of such data,
depending on its re/uirement or convenience. 6inally, the originating
source would be more accurate as each additional repeating source of
secondary data presents another possible source of error.
2overnment Publications# $ large bulk of secondary data useful to a
marketing researcher is found in various government publications. To
begin with, the !egistrar ?eneral of "ndia conducts a population census
throughout the country every ten years and brings out demographic
data in voluminous reports. These publications provide perhaps the
most basic source of information useful to the marketing researcher.
The data relate to various characteristic such as the break-up of
population by se1, rural urban residence, age, education and
occupation. While it is true that these statistics are available only
decennially, they are the most authentic and are often used as the
basis for pro9ection for future years.
The Central Statistical Organi3ation 4CSO( brings out statistics of
national income. "ts ma9or publication, J+ational $ccounts
'tatistics; is brought out once a year and contains estimates of
national income for several years. The fgures are given
separately for ma9or economic activities such as agriculture,
industry, trade, transport, etc. :esides this, the estimates of
Dr. Amit Gupta Page
saving, capital formation and consumption e1penditure, together
with national and public sector accounts are given.
The Director 2eneral of Commercial Intelligence, ?overnment of
"ndia, brings out from )alcutta, monthly statistics of the foreign
trade of "ndia. The statistics are contained in two separate
volumes one for the e1port trade and the other for the import
trade. These statistics are compiled on a very comprehensive
basis, covering a very large number of products and are
e1tremely useful in undertaking region wise, country wise or
product wise studies on the prospects of foreign trade. They also
provide historical data over a long period, thus enabling the
researchers to study the changing composition of "ndia;s foreign
trade over a chosen period.
&he $holesale Price Inde- numbers are constructed by the *Bce
of the (conomic $dviser, #inistry of )ommerce and "ndustry,
?overnment of "ndia. This is a weekly series and it is revised
from time to time so as to make it representative of all the
products. The present series uses ,GG0-G2 as the base year. The
products covered are food articles, food grains, non-food grains,
minerals, fuel, power, light and lubricants, various manufactured
products such as te1tiles, chemicals, metal, machinery and
transport e/uipment.
All-India Consumer Price Inde- numbers for (a) industrial
workers, (b) urban non-manual employees, and (c) agricultural
labourers.
'ome other oBcial publications include the=
(i) 1asic Statistics relating to the Indian ,conom'0 which is an
annual publication of the lanning )ommission. "t contains
data on various aspects of the economy for several years.
(ii) .eserve 1an% of India 1ulletin0 which is a monthly 9ournal
dealing with all aspects of the economy in general, and
currency and fnance in particular.
(iii) Currenc' /inance .eport0 which is an annual publication
brought out by the !eserve :ank of "ndia.
(iv) &he ,conomic Surve'0 which is an annual publication of the
&epartment of (conomic $4airs, #inistry of 6inance,
?overnment of "ndia. "t is published on the eve of the
presentation of the national budget and contains a detailed
review of the di4erent sectors of the economy. &etailed
statistics are also given in the publication.
Dr. Amit Gupta Page
(v) Agricultural Situation in India0 which is a monthly 9ournal of
the &irectorate of (conomics and 'tatistics of the #inistry
of $griculture, ?overnment of "ndia. "t contains current
statistics and articles on the assessment of the agricultural
situation in the country and the states.
(vi) &he Indian Labour 5ournal0 which is a monthly 9ournal of the
8abour :ureau, publishes statistics on price indices,
employment, wages and earnings, absenteeism, etc.
(vii) &he Indian Labour +ear 1oo%0 which is an annual
publication, contains detailed statistics on wages and
earnings, cost of living, industrial relations, labour welfare
and industrial housing.
(viii) 'tate Statistical Abstracts and District Statistical
Handboo%s0 which are published by various 'tate
'tatistical :ureau, publish statistical abstracts for their
states.
*ational Sample Surve' 4*SS(, which was set up by the
?overnment of "ndia in the #inistry of lanning in ,G3E. The
ob9ective of setting up this organization was to obtain social,
economic, demographic, industrial and agricultural statistics on a
comprehensive and continuing basis.
*on-government Publications#
*ational Council of Applied ,conomic .esearch 4*CA,.(, which is
a premier research institution in applied economics in "ndia. The
+)$(! studies are LThe ?reat "ndian #arketM (.EE3) and the
?reat "ndian #iddle )lass (.EE2). The ?"# gives information on
consumer purchasing patterns and product preferences such as=
Who owns what, where and whyC
What products are consumers buyingC
What does the future hold for your marketC
@ow are preferences likely to change in urban and rural
areas by .E,EC
Where can you source the most recent information on
products after census .EE,C
The !ar%eting $hiteboo% published by :usiness World. The
publication covers a wide variety of marketing data under eight
di4erent sections, each of which contains the latest data relating
to that section. 6or e1ample, data on consumer psychographics,
emerging consumer markets, product penetration in "ndian
households, emergence of rural markets, etc. are given in
relevant sections.
Dr. Amit Gupta Page
The .6 Swam' 11DO 2uide to 7rban !ar%ets provides a
rigorous e1planatory framework. "t provides a simple way of
inde1ing market potential across di4erent towns, aggregated into
states and regions. "t has developed the market intensity inde1
(#"l), which is a good indicator of the character of the market.
:esides these three ma9or sources of marketing information,
there are a number of private organizations which bring out
statistics. 6or e1ample, the "ndian )otton #ills 6ederation brings
out statistics on the cotton te1tile industry. 8ikewise, the annual
report of the :ombay #ill *wners; $ssociation contains the latest
statistics on the working of the member units.
/ederation of Indian Chambers of Commerce and Industr' 4/ICCI(
is associated )hamber of )ommerce and "ndustry of "ndia, "ndo-
$merican )hamber of )ommerce, etc. These chambers or their
federations occasionally bring out memoranda dealing with a
specifc industry and its problems.
S'ndicated Services# 'yndicated services are provided by certain
organizations, which collect and tabulate marketing information on a
continuing basis. !eports based on the marketing information collected
by such organizations are sent periodically (weekly, monthly, or
/uarterly) to clients who are subscribers. 'yndicated services are
normally designed to suit the re/uirements of many individuals or
frms. 'uch services are particularly useful in the spheres of TK
viewing, magazine readership, and the movement of consumer goods
through retail outlets.
'yndicated services may be regarded as an Jintermediate; source
falling between the primary and secondary sources. This is because
they possess the characteristics of both types of sources. $s such
services are based on data collected specifcally by the organization
from original sources and since they are current in nature, the data
may be called primary. *n the other hand syndicated data may be
regarded as secondary data as they are collected by an independent
organization for purposes of sale to a large number of frms.
Consumer .esearch Services# "t goes to the credit of these agencies
that some of the studies conducted by them were of pioneering nature,
involving the development of appropriate concepts as well as sampling
and measurement techni/ues. They have a large feld set-up
supported by full-time investigators in di4erent parts of the country
having several years of professional e1perience.
Dr. Amit Gupta Page
Publications of International Organi3ation# 'o far the discussion was
confned to national organizations. There are several international
organizations that publish statistics in their respective areas. 'ome of
these organizations publish data on "ndia along with that of other
countries. The main advantage of such data is that international
comparisons can be drawn.
Dr. Amit Gupta Page