Collection of data

Lecture 2

By
Professor Nasir Zamir Qureshi
Department of Commerce,
Aligarh Muslim University, Aligarh
 Basic Terms
• Data: data can be defied as that information about some
particular attribute under consideration which can be
quantified.

• Variable: is a measurable quantity which may be either

continuous or discrete.

• Discrete Variable: which measures any finite or infinite but

countable number of isolated values.

• Continuous Variable: if a variable can assume any value , it

is called continuous variable.
 Sources of Data
Data can be broadly classified as:

1. Primary Sources
Primary data is an original form of data that has been
collected specially for the research purpose in mind
This type of data are generally fresh and collected for the first time

2. Secondary Source
Data is collected and recorded by someone else prior to and for a
purpose other than the current project.
 Primary Data
Advantages:
1. Data is authentic and original.
2. Data is accurate and reliable.
3. No biasness in data
4. As per the needs of the project.

Disadvantages:
1. Data is costly and time taking.
2. Problematic to approach the sources.
3. Large number of people.
 Secondary Data
Advantages:
1.Data is easily available.
2. Cheap source of collecting data.
3. Takes less time and efforts.

Disadvantages:
1. Lack the reliability and accuracy.
2.Inadequate and outdated.
3.Irrelevant in the context of problem under study.
 Methods of collecting data
Methods of collecting primary data:
• Questionnaire
• Schedule
• Interview
• Observation

Methods of collecting secondary data:

• Published sources
• Unpublished sources
 Questionnaire
• A questionnaire is a list of the questions directly or
indirectly related to the filed of enquiry.

• It is a group of or sequence of questions designed to

elicit information upon a subject.

• It is the most convenient method of obtaining a

limited amount of information from a large number
of persons or from a small, selected group which is
widely scattered.
 Essentials for questionnaire
1. The questions should be simple and short.
2. The number of questions should be few but
adequate.
3. The questions should be specific and pin-pointed.
4. The questions should not hurt the sentiments of the
respondents.
5. The questions should be arranged in a logical order.
6. Ambiguous words should not be used in the
questions.
 Essentials for questionnaire

7. The set of questions must be logically related to the

problem under investigation.
8.Each question must deal with a single idea.
9.The questions may be – simple alternative, multiple
choice or yes/no questions.
10.Paper of the questionnaire must be durable and
smooth.
11.Size of the paper should not be very long.
 Formation of Questionnaire
1. The object of the enquiry must be clearly indicated.
2. The sixe of the schedule should be as small as possible.
3. The questions should be clear, short, simple and
courteous in tone.
4. The questions should be a well planned and arranged in a
natural logical sequence.
5. The questions which require some calculations should be
avoided.
6. There should be a provision of cross check so that errors
can be detected.
7. Pilot study prior to the main enquiry.
 Questionnaire
Advantages:
1. It covers a wide geographical area.
2. The results are free from personal biasness.
3. Suitable when respondents are illiterate.
4. Easy to collect the data.
5. Expenditure is minimum.

Disadvantages:
1. Questionnaires may not be returned.
2. Incomplete responses.
3. Investigators needs to be trained.
 Likert Scale
• Likert Scale is a psychometric scale where questions based on this
scale are normally used in a Survey.

• It is one of the most widely used question types in a survey.

• In a Likert scale survey respondents simply don't choose between

"yes/no", there are specific choices based on "agreeing" or
"disagreeing" on a certain question in the survey.

• Likert scale survey questions are essential in measuring a

respondent's opinion or attitude towards a given subject and is an
integral part of market research.
 Likert Scale
• Likert scale is typically a five, seven, or nine-point agreement scale
used to measure respondents' agreement with a variety of
statements.

• Organizational psychologist Rensis Likert developed the Likert Scale

in order to assess the level of agreement or disagreement of a
symmetric agree-disagree scale.

• In general, a series of statements each designed to view a construct

from a slightly different perspective is leveraged.

• The power of this technique is that it works across disciplines—it is

just as applicable to a social science construct as it is a marketing
one.
 Advantages of Likert Scale
• Likert scale survey is a universal method of collecting data or
information, which means it is easy to understand and
respond.

• When the survey creator tends to work around quantitative

data, it is easier to report results from the respondents.

• Since Likert scale survey involves using a scale, respondents

are not forced to choose response options in extremes,
allowing them to be neutral if they choose so.

• Last but not least it's very easy to run this kind of surveys as
they are not time consuming.
 Schedule
• In this method, investigator approaches the informants,
questions them and records the answers the on their
behalf.

• This method is best suited where the field of enquiry is

extensive.

• Mostly government organizations like national Sample

Survey Organization make its use.
 Schedule
Advantages:
1.Information obtained is complete, accurate and effective.
2.Extencive field of enquiry
3.Large responses.
4.Doubts of the respondents may be removed.

Disadvantages:
1. Costly affair.
2. Filled by the investigator himself.
3. Time consuming.
 Direct Personal Interview
• This method of data collection is suitable when the field
of enquiry is limited or the nature of enquiry is
confidential and when maximum degree of accuracy is
required.

• In this method, the investigator contacts each informant

personally and conducts on-the-spot enquiry. The
investigator must be skilful, tactful, accurate, amiable
and neutral.

• The prejudices and desires of the investigator become

too often unconsciously woven into the fabric of his
conclusion.
 Direct Personal Interview
Advantages:
1.Data collected by this method is original in nature.
2.There is uniformity in the collection of data.
3.This type of enquiry is quite flexible as the investigator is
personally present.
4.Information can be obtained in length and depth due to the
personal presence.

Disadvantages:
1.cannot be used when the field of enquiry is wide and spread.
2.It is expensive and time consuming method.
3.There is a scope of personal biasness.
4.This method is complicating and lengthy in nature.
 Indirect Personal Interview

• This method is used when there is reluctance on the

part of informants to provide information or there is
difficulty in getting the data directly because of its
complicated nature.

• Those persons, who possess the relevant and

necessary information, are known as witnesses and the
information is collected orally from them.
 Indirect Personal Interview
Advantages:
1. The information is free from bias.
2. It is very cheap and requires less time and efforts.
3. Expert opinion and suggestions can be obtained.

Disadvantages:
1.There is a possibility that third person may manipulate
the information.
2.There may be an exaggeration of evidences according
to the underlying interest of the informant.
 Observation
Direct observation: people are already aware that they are
being watched. The concern is that the individuals may
change their reactions rather revealing their real inner
feelings. However, this is not necessarily bad because the
inner things will ultimately come out.

Indirect observation: it involves any method for studying

behavior where individuals are not aware that they are
being observed. When conducting indirect observations,
issues of validity need to be considered. Numerous
observations of a representative sample need to take place
in order to generalize the findings.
 Observation
Advantages:
1. People are approached in real life situations.
2. This is a good method of explaining meaning and context.
3. Data is very much reliable and accurate
4. There is an in-depth analysis of the subject.

Disadvantages:
1. It takes a lot of time
2. High potential for role conflict for practitioner researcher.
3. This can be viewed as too subjective.
Thank You