STEP-5

DATA COLLECTION
The collection of data relates to the gathering of facts to be
used in solving the problem. Hence, Method of market
research are essentially method of data collection. Data can
be collected by two methods.
1)= PRIMARY DATA
When the data are collected directly by the researcher for
the first time it is called as Primary
Data.
It is original in nature and is specific to a research problem
under study.
The data is not subjected to any processing or manipulation.

ADVANTAGES
 By using primary data marketers can get basic and
specific information about the product.
 Primary data is more accurate because it is directly
collected from the population.
 The information might be unbiased.
 By using primary data researcher may get the latest and
up-to-date information about the product and services
and also its environment.
 PRIMARY DATA COLLECTION METHOD
There are four methods for collecting primary data.
1. Questionnaires:
In this method a questionnaire is sent(mailed) to the
concerned respondents who are expected to read,
understand and reply on their own and return the
questionnaire.
It consists of a number of questions printed on typed in
a definite order on a form on set of forms

2. Interview Method:
Primary data may be collected either through personal
interviews or through telephonic interviews.
In the personal interviews the interviewer asks
questions generally in a face to face contact.
In telephonic interviews contact is made with the
respondents through telephone.

3. Observation method:
In observation method, the information is sought by
way of investigator’s own direct observation without
asking from the respondent.

4. Schedule Method:
This method is very much like the collection of data
through questionnaires, but the difference is that
schedules are being filled in by the enumerators who
are specially appointed for this purpose.
2)= SECONDARY DATA
When the data are collected by someone else for a purpose
other than the researcher’s current project and has already
undergone the statistical analysis is called as Secondary Data.

ADVANTAGES
 It is economical. It saves efforts and expenses.
 It helps to improve the understanding of the problem.
 It provides a basis for comparison for the data that is
collected by the researcher.

SECONDARY DATA COLLECTION SOURCES

Sources can be divided in two ways.
1) Internal data:

Internal data refers to information that already exists

within the company in which the research problem
arises.
Examples of internal sources of data include, the
following:

 Profit and loss statements

 Balance sheets
 Sales figures
 Previous marketing research studies
 Inventory records
 2) External data:

External data refers to information which is collected by

a source external to the firm.

 Government sources
 Corporate fillings
 General business publications
 Annual reports

SECONDARY DATA COLLECTION METHOD

1) Mail surveys:
Mail surveys are a quantitative marketing research data
collection method in which respondents complete
questionnaires on paper and return them via the mail.

2) Telephone surveys:
Telephone numbers are utilized by trained interviewers
to contact and gather information from possible
respondents.

3) Web based questionnaires:

Web based questionnaires, also commonly referred to
as online surveys, are an increasingly utilized surveying
tool.