Data source

Prof. Dr. V. Maitri

•Primary
•Secondary
 Primary data
• Primary data is that data which may/has not been collected
earlier
• It is commonly done, in the form of using surveys,
questionnaires or interviews with individual or small groups of
people.
• It is a data that one has collected personally
• The advantage of primary research is that it is accurate
because it is your own work, so it is reliable and can be trusted
• The disadvantage is that it is time consuming
 Secondary data
• Secondary data is data that another person has collected as
per your plan/guidance or according to his/her plan
• Data is already there and some one is gathering the same
• The advantage is that in less time, one can have data
• The disadvantage is that, it is collected or complied by some
one else and you may not sure it is reliable or not.
• The data may be out of date or relevant to your objective or
not relevant in current scenario
 Source of secondary data…
• Diaries
• Letters
• Speeches
• Patents
• Photographs
• Marketing research report
• Company web site
• Magazine articles
• Books
• Journals
• Newspapers
 Source of secondary data…
• Theses and dissertations
• Survey research (market surveys, public opinion polls)
• Proceedings of meetings, conference and symposia
• Original documents _birth certificates, wills, marriage
certificate…transcript)
• Autobiographies
• Correspondence: email, letters
• Description of travels
• Eyewitnesses
• Oral histories
• Legal cases, treaties
• Record of govt. agencies (annual reports, ..)
 Source of secondary data
• Video recording (TV program)
• Audio recording (Radio program recording)
• Film archives
• Web sites
• Internet
• chatGPT …
• YouTube
• Facebook/ Instagram/ Twitter/ e – platform/Wikipedia
 Primary source

Primary source involves getting data directly about a

product, a market or a subject. For this you have to
carry out your own investigation and recording may be
in form of questionnaire, video, audio, observing,
measuring etc. for these one may use
• Interview with focus group, individual/ individuals
• Observation
• Content analysis
Structured Interview
• A structured interview is an organised interview
in which you reads out the questions and
records the answer on questionnaire or video or
audio
 Face to face interview – personal interview
• Face to face interviews are interviews when the interviewer and
respondent are talking face to face
• The advantage is, one can filter the interview as what you need
and what you don’t need.
• It provides good quality of information as it is first hand
information.
• The conversation can be partly spontaneous; one can ask extra
questions to enrich his/her research.
• One can easily find out exactly what your audiences or
respondent’s response/ rection/ interests/ feelings/ thoughts
 Personal interview method
The personal interview is a one to one interaction between
the investigator/interviewer and the interviewee. The
purpose of the dialogue is research specific and ranges from
completely unstructured to highly structured

Typical Usage:
• Problem definition
• Exploratory research
• Primary data collection
Problem definition
• In this one give/state a problem and respondents
replies (answers)
• How to improve the performance of MBA students in
Gitarattan Institute
• How to improve the performance of MBA students of
Gitarattan Institute in job market
•
Exploratory research
• In this one explore the issue and get the response
• Let you get the job of manager, what steps you will
take to improve the efficiency of a system and why?
Primary data collection
Conducting the personal interview
• Stating the interview objective

• Identifying the interview guidelines: unstructured, semi-

structured or structured.

• Screening the interviewees

• Analysis and interpretation of interview data

Sample interview guide
Categorization of personal interviews…

Interview Methods

Telephone Personal
Interviewing Interviewing

Traditional Computer – In-Home Mall Computer –

Assisted Intercept Assisted
Categorization of personal interviews…
• Personal methods: these include at-home
interviews, mall-intercept interviews, computer
assisted personal interviews.

• Telephone methods: these include traditional

telephonic interviews, computer assisted telephonic
interviews.
 Observation method…
Observation involves viewing and recording individuals,
groups, organizations or events in a scientific manner in
order to collect valuable data related to the topic under
study.

Method format:
• Standardized and structured

• Non-standardized and unstructured

 Observation method…
Level of respondent consciousness
• Disguised observation
• Undisguised observation
Observation setting
• Natural environment
• Simulated environment
Role of the human participant
• Participating
• Non-participating
 Mechanical observation method
• Store scanners and store cameras : people liking particular item in store

• Audio and people meters : traveler of air flights’ choice for music/ movie

• Psycho galvanometer

• Oculometers

• Pupilometers

• Voice pitch meters

Psycho galvanometer
• An instrument for testing mental reaction by
determining how skin resistance changes when a
voltage is applied to electrodes in contact with the
skin.
• Used to get the medical data
Oculometers
• Oculometer is a device that tracks eye movement. The
oculometer computes eye movement by tracking
corneal reflection relative to the center of the pupil. An
oculometer, which can provide continuous
measurements in real time, can be a research tool to
understand gaze as well as cognitive function. Further,
it can be applied for hands-free control. It has
applications in flight training, cognitive
assessment, disease diagnosis, and treatment.[
Pupilometers
• Pupillometer, also spelled pupilometer, is a medical
device intended to measure by reflected light the size
of the pupil of the eye. In addition to measuring pupil
size, current automated pupillometers may also be
able to characterize pupillary light reflex. Some
instruments for measuring pupillary distance (PD) are
often, but incorrectly, referred to as pupilometers
Voice pitch meters
• Vocal Pitch Monitor. It is an application which displays
the pitch of the sound inputted from the microphone
on a graph in real time.
Observation guide (sample sheet)
 Focus group
• Focus group discussion is collecting a information from a group consists of a
group of people having some similarities on some bases like – age, sex,
education, job profile, income……
or from
A representative group of respondents in a neutral setting.
• The process generally involves a moderator who maneuvers the discussion on
the topic under study.
• It becomes easy to draw results on thinking of that specific group
• In focus group one may be able to get different opinion, ideas, views to same
question.
• The group dynamics influence the individual to respond in divergent ways
• It is essentially a sociological technique
Key elements of focus group method
• Size: Ideal recommended size for a group discussion is
8 to 12 members.

• Nature: Composition of the group should be homogenous-in terms of

demographic and psychographic traits and product/subject knowledge.

• Acquaintance: recommended that the members in a group should be

strangers to each other.

• Setting: Discussion setting should be neutral, informal and comfortable.

Key elements of Focus Group discussion(FGD)
• Time period: usually recommended that the discussion should
take place in a single setting.

• Recording: human or mechanical recording of the entire

discussion.

• Moderator: key conductor, might be a participant or a non-

participant.
Key moderator skills
• Listening skills

• Observation skills

• Flexibility of approach

• Empathetic yet objectivity of conduction

• Summary and closure approach

Planning & Conducting Focus Group discussion
(FGDs)
• Define the research objective(s) requiring discussion

• Split and bulleted into information areas

• Identifying the respondent screening/selection criteria

• Conducting the FGD

• Summarizing the findings of the FGD

Stages in group formation
Sample Focus Group discussion (FGD) guide
 Types of focus groups
• Two-way focus group

• Dual moderator group

• Fencing moderator group

• Friendship group

• Mini-groups

• Creativity groups

• Brand-obsessive groups

• Online focus groups

Focus group discussions

Advantages Disadvantages

• Idea generation • Group dynamics

• Group dynamics • Scientific process

• Statistical analysis
• Process advantage

• Moderator/investigator bias
• Reliability & validity
Content Analysis
Content analysis technique involves studying a previously
recorded or reported communication and systematically and
objectively breaking it up into more manageable units that
are related to the topic under study.
• Material studied is usually ex-post facto.

• Study and analysis is, however, primary and problem specific.

Content Analysis Universe of content
• Word

• Theme

• Character

• Space measures

• Time measures

• Item
Content Analysis Validating the findings
Obtaining the analysis from multiple evaluators and cross validating using the following
formula

• Pr (a) = the relative observed agreement between the two raters

• Pr (e) = the probability that this is due to chance.

If the two raters are in complete agreement then Kappa is =1. If there is no agreement then
Kappa=0, 0.21-0.40 is fair, 0.41-0.80 is good and 0.81-1.00 is considered as excellent.
One can get contents from different
sources also like
 Questionnaire – how to design?
• Questionnaire is list of questions used to get the information
about a certain topic
• Normally used for social survey
• Sometimes it can be handed over to respondents/respondents,
so they can fill at their own –
disadvantage
1. Not able to understand the question,
2. Not willing to reply/ or disclose the fact,
3. Wrong or did not reply – advantage : one can cover large number of
people at a time
Data gathering agencies
OFCOM
• It is an organisation that regulates everything that is broadcasted to
the general public such as media from TV and radio.
• OFCOM is for the benefit of the public and not for commercial
purposes
• It protects the general public from scams and harm
• All adverts have o adhere to the OFCOM rules and regulations
BARB (Broadcasters’ Audience Research Board)
• BARB is an organisation that collates the viewing figures of television
in the UK.
• The data shows the regional and national levels
• The information presents how well channels advertisers and
campaigners have performed.
• People who have participated with the research have a box on the
their TV that tracks what they are watching.
• Data is collected during the night and is presented to television
stations and the advertising industry round 9.30 AM the next day
RAJAR (Radio Joint Audience Research)
• RAJAR is the official body in charge of measuring radio audience in
the UK.
• It is jointly owned by the BBC and the Radio Center and was set up in
1992
• There are approximately 310 individual stations on the survey and
results are published every quarter
• RAJAR is an organisation that does not make any profit
Purpose of research – one can do (from their
contents)

• Audience research
• Audience measurement panels
• Ratings
• Market research
• Production research
Audience research
• Audience research is when you are finding out information
that is strictly about audience.
• This research can include demographic and psychographic
information about the audience
• An example of when audience research is needed is when
you are producing an advert. You need to know if your
advert is suitable for your chosen audience and if the advert
would appeal to them.
• There are many ways to gain audience information
Audience measurable panels
• Audience measurement is when you measure how many
people are in an audience
• When looking at certain types of media for example radio
and television, you focus on who is listening to the radio and
who is watching television
• Audience measurement helps broadcasters find out who are
watching/ listening by looking at the demographic and
psychographic information
Rating
• In media, rating give broadcasters the information on what is
popular, whether it is television or radio.
• The information is gathered by a poll, the results are then
presented
• The results can be based on the how good the programme is
or how many viewers the programme has
• Ratings define the amount of viewers a programmer may
have
• You are also able to see what the mass audience are
interested in.
Indirect method
Projective techniques
Projective techniques involve indirect questioning. The respondent is
given a relatively ambiguous stimuli and the underlying assumption is
that the respondents would project their underlying needs, emotions,
beliefs and attitudes on to this object .
• Association techniques
• Completion techniques
• Construction techniques
• Choice or ordering techniques
• Expressive techniques
Sociometric analysis
Sociometry involves measuring the choice, communication and
interpersonal relations of people in different groups. The
computations made on the basis of these choices indicate the social
attraction and avoidance in a group.
Sociometric measures
• Sociometric indices

• Sociometric matrix

• Sociogram
Sociometric matrix (team choices)

Nimit Shanti Pooja Ravdeep Asmit Rini

Nimit 0 1 1 0 0 0
Shanti 1 0 0 0 1 0
Pooja 1 1 0 0 0 0
Ravdeep 0 1 0 0 1 0
Asmit 0 1 0 0 0 1
Rini 0 1 0 0 1 0
∑ 2 5 1 0 2 1
Information trail
• An information trail is when you keep log of everything you do for
example a library log.
Storage
• Store data in appropriate media with proper backup
• Take care of copyright laws and data protection
Thanks