Unit -2

DATA COLLECTION
 DATA COLLECTION

MEANING OF DATA:
• DATA is a plural of DATUM, which is originally a Latin noun mea
ning "something given.”
• individual facts, statistics, or items of information
• These data represent the results of our analyses
• Factual information, especially information organized for
analysis or used to reason or make decisions.
• Computer Science Numerical or other information represented
in a form suitable for processing by computer.
• Values derived from scientific experiments.
 DATA COLLECTION

Examples:
• The quantity of each materials required for a unit
of output.
• The sex, age, social class, religion, income level of
respondents in a consumer behavior study.
• The capital expenditure proposals considered by a
firm during a year.
• The marks obtained by students in a test on a
particular subject
TYPES OF DATA:
 DATA COLLECTION
Types of Data:
The data needed for a social science research
may be classified into:
1. Data pertaining to human beings
2. Data relating to organization
3. Data pertaining to territorial areas.
 DATA COLLECTION

1. Data pertaining to human beings

Personal data or data related to human beings
consist of:
• Demographic & socio-economic characteristics of
individuals:
- age, sex, race, social class, religion, martial status,
education, occupation, income.
• Behavioral variables: Attitude, opinions,
awareness, knowledge, intentions.
 DATA COLLECTION
2. Data relating to organization
• Organizational data consists of data relating to an
organization's origin, Ownership, objectives,
resources, function.
3. Territorial data :
• Related to geophysical characteristics, resources
endowment, population, occupation pattern,
infrastructure, structure, degree of development.
 SOURCES OF
DATA COLLECTION
 SOURCES OF INFORMATION

Primary Source Secondary Source

•Data is collected by •Data collected,
researcher himself compiled or
written by other
•Data is gathered researchers eg. books,
through questionnaire, journals, newspapers
interviews, •Any reference must
observations etc. be acknowledged
 DATA COLLECTION
• Compilation and interpretation of primary and
secondary sources of information.

• The integration of different sources will

consolidate the write up of the report.
 Primary vs. Secondary Data

• Primary data are originated by a researcher for the

specific purpose of addressing the problem at hand. The
collection of primary data involves all six steps of the
marketing research process .

• Secondary data are data which have already been

collected for purposes other than the problem at hand.
These data can be located quickly and inexpensively.
 TABLE
A Comparison of Primary and Secondary Data
Table 4.1 A
Comparison of Primary
and Secondary Data

________________________________________________________________
PRIMARY DATA SECONDARY DATA
________________________________________________________________
Collection purpose For the problem at hand For other problems

Collection process Very involved Rapid and easy

Collection cost High Relatively low

Collection time Long Short

 Uses of Secondary Data
• Identify the problem

• Better define the problem

• Develop an approach to the problem

• Formulate an appropriate research design (for

example, by identifying the key variables)

• Answer certain research questions and test some

hypotheses

• Interpret primary data more insightfully

Chapter Four

Disadvantages of Secondary Data

Fitness

Accuracy

Currency
Criteria for Evaluating Secondary Data

• Specifications: Methodology Used to Collect the Data

• Error: Accuracy of the Data

• Currency: When the Data Were Collected

• Objective(s): The Purpose for Which the Data Were

Collected

• Nature: The Content of the Data

• Dependability: Overall, How Dependable Are the Data

F
i
g
u
r
e
4
.
3
Figure A Classification of Secondary Data
A
C
l
a
s
s
i
f
i
c
a
t
i
o
n
o
f
S
e
c
o
n
d
a
r
y
D
a
t
a

Secondary
Data

Internal External

Ready to Syndicated
Published Services
Use Requires
Materials
Further
Processing Computerized
Databases
 Sources of Secondary Data
The various sources of secondary data are:
1. Published sources:
– International Publication( IMF,UNO)
– Official publication of central & state Government.
– Semi-official publication
– Publications of Research Institutions
– Publications of commercial & financial institutions
– Reports of various committees & commissions
appointed by the government.
– Journals & newspaper.
2. Unpublished sources:
– Records & registers maintained by firms &
organizations.
 METHODS USED
TO COLLECT
PRIMARY SOURCE DATA
 PRIMARY SOURCE DATA
• Data collected specifically for a research
project
• Collect when secondary data are
– Unavailable
– Inappropriate
• can be collected through a number of
different methods
• sometimes more than one method can apply
to a single problem
 METHODS USED
TO COLLECT
PRIMARY SOURCE DATA
1. Observation
2. Interviews
3. Mail Survey / Questionnaires
4. Experimentation
5. Simulation.

However, for a small-scale study, the most commonly used

methods are interviews, survey questionnaires and observations.
 Choice of Methods of Data
Collection
Depends upon the following factors;
• Nature of study of the subject matter.
• The unit of enquiry.
• The size & spread of the sample
• Scale of survey
• The educational level of respondents
• The type & depth of information to be collected.
• The availability of skilled & trained manpower
• The rate of accuracy & representative nature of the data
required.
 1. Observation…
Involves all 5 senses:
sight, hearing, smell, touch, and taste
 Observations
Observation means viewing or seeing or hearing.
Definition: The process of gathering open-ended,
firsthand information by observing people and
places at a research site.
Or
As a systematic viewing of a specific
phenomenon in its proper setting for the
specific purpose of gathering data for a
particular study.
 Characteristics of observation research
Observation as a method of data collection has certain characteristics.

1. It is both a physical and a mental activity. The observation eye

‘catches’ many things which are sighted, but attention is focussed on data
that are pertinent to the given study.

2. Observation is selective. A researcher does not observe anything

and everything, but select the range of things to be observed on the basis of
the nature, scope and objectives of his study.

3. Observation is purposive and not casual. It is made for the

specific purpose of nothing things relevant to the study.

4. It captures the natural social context in which persons’ behaviour

occurs.
Steps To An Effective Observation
Determine what needs to be observed
(Plan, prepare checklist, how to record data)

Select your participants

Random/Selected

Conduct the observation

(venue, duration, recording materials, take photographs )

Compile data collected

Analyze and interpret data collected

 Types of observation

 Participant Observation
 Non-participant Observation

 Direct Observation

 Indirect Observation

 Controlled Observation

 Uncontrolled Observation
• Participant Observation : In this observation, the observer is a part of

the phenomenon or group which observed and he acts as both an observer

and a participant.

• Example, a study of tribal customs by an anthropologist by taking part in

tribal activities like folk dance. The person who are observed should not be

aware of the researcher’s purpose. Then only their behaviour will be

‘natural.’
• Non - Participant Observation : In this method, the observer

stands apart and does not participate in the phenomenon observed.

Naturally, there is no emotional involvement on the part of the observer.

This method calls for skill in recording observations in an unnoticed

manner.

• Example : use of recording devices to examine the details of how people

talk and behave together.

• Direct Observation : This means observation of an event personally by
the observer when it takes place. This method is flexible and allows the
observer to see and record subtle aspects of events and behaviour as they
occur. He is also free to shift places, change the focus of the observation.

Example: Observer is physically present to monitor

• Indirect Observation : This does not involve the physical presence of

the observer, and the recording is done by mechanical, photographic or
electronic devices.
Example : Recording customer and employee movements by a special
motion picture camera mounted in a department of large store.
• Controlled Observation : Controlled observation is carried out

either in the laboratory or in the field. It is typified by clear and explicit

decisions on what, how, and when to observe. It is primarily used for
inferring causality, and testing casual hypothesis.

• Uncontrolled Observation : This does not involve over extrinsic and

intrinsic variables. It is primarily used for descriptive research. Participant
observation is a typical uncontrolled one.
 Planning observation
The use of observation method require proper planning.

 The researcher should carefully examine the relevance of observation

method to the data need of selected study.

 He must identify the specific investigative questions which call for use
of observation method. These determine the data to be collected.

 He must decide the observation content, viz., specific conditions,

events and activities that have to be observed for the required data.

 For each variable chosen, the operational definition should be specified.

 Observations
Advantages Disadvantages
– Most direct – May require training
measure of – Observer’s presence
behavior may create artificial
– Provides direct situation
information – Potential for bias
– Easy to complete, – Potential to overlook
saves time meaningful aspects
– Can be used in – Potential for
natural or misinterpretation
experimental – Difficult to analyze
settings
2. INTERVIEW METHOD
 2. Interview Method

• The Interview schedule is referred to as a form

filled in during a personal interview in which
both the interviewers as well as the respondent
are present.
• It contains a set of questions which are asked and
then the columns are filled in by an interviewer in
a face to face situation
 Definition of Interview
• According to Monette et al. (1986:156), ‘an
interview involves an interviewer reading
questions to respondents and recording their
answers’.

• According to Burns (1997: 329), ‘an interview is

a verbal interchange, often face to face though the
telephone may be used, in which an interviewer
tries to elicit information, beliefs or opinions from
another person’.
Effective way Involves verbal
of gathering and non-verbal
information communications

INTERVIEW

Can be conducted
face to face, by telephone,
online or through mail
 Characteristics
• The participants- the interviewer & respondent
are stranger.
• The relationship between them is temporary
one.
• Is not a casual conversation exchange but with
specific purpose.
• Mode of obtaining verbal answers.
• Need not be face to face.
• Not limited to one person, even group
interview.
 Steps To An Effective Interview
• Preparation
• Introduction
• Developing a rapport.
• Carrying the interview forward
• Probing ( a technique of encouraging the
respondents to answer freely, completely &
relevantly)
• Recording the interview
• Closing the interview
 Types of Interview methods

• Structured or Directive interview.

• Unstructured interview or Non- Directive.
• Focused interview- exposed to situation
previously.
• Clinical interview
• Depth interview
 Types of Interview methods
• Structured Interview:
Are rigidly standardized & formal. The same
questions are presented in the same manner & order
to each subject. The choice of alternative answers is
restricted to a predetermined list.
• Unstructured Interview:
Are flexible & few restrictions. Subjects are
encouraged to express their thoughts freely.
Other Types of Interview methods
• Personal Interview
• Telephone Interview
• Promotion Interview
• Assessment Interview
• Exit Interview
• Stress Interview
• Employment Interview
 Advantages of Interview

• The interview is more appropriate for complex

situations.
• It is useful for collecting in-depth information.
• Information can be supplemented.
• Questions can be explained.
• Interviewing has a wider application.
 Disadvantages of Interview
• Interviewing is time consuming and
expensive.
• The quality of data depends upon the quality
of the interaction.
• The quality of data depends upon the quality
of the interviewer.
• The quality of data may vary when may
interviewers are used.
• The researcher may introduce his/her bias.
3. MAIL SURVEY/ QUESTIONNAIRE
DESIGN.
Mail Survey/ Questionnaire Design.

• Is one kind of method to collect primary

data. It involves sending questionnaires to
the respondents with a request to
complete them & return them by post.
• Mail survey conducted only on educated
respondents.
 Mail Survey/ Questionnaire Design.

Procedure:
• Prepare a mailing list of the selected respondents.
• A covering letter should accompany a copy of the
questionnaire.
Alternative modes of sending questionnaires:
 Personal Delivery
 Attaching questionnaire to a product
 Advertising questionnaire in a newspaper or magazine.
 News stand inserts.
 The most common Useful to collect
data collection instrument quantitative and qualitative
information

Survey
Questionnaire

Should contain 3 elements:

1. Introduction – to explain the objectives
2. Instructions – must be clear, simple language & short
3. User-friendly – avoid difficult or ambiguous questions
QUESTIONNAIRE DESIGN
 Questionnaire design
• A questionnaire is a form containing a set of
questions, which are filled by the respondents.
Definition:
The questionnaire refers to a device for securing
answer to questions by using a form which the
respondents fills in himself.
Or
A Questionnaire is a written or printed form used
in gathering information on some subject or
subjects consisting of a list of questions to be
submitted to one or more persons.
 Questionnaire design
Objective:
• To collect information from respondents
scattered in a wide area.
• To achieve success in collecting reliable &
dependable information in a short span of
time.
 Characteristics of a Good
Questionnaire
• It is of the right length.
• It is neatly typed or presented on a good paper.
• It has clearly worded unambiguous questions in a
logical sequence.
• The instructions are clearly written in appropriate
detail & can be easily understood.
• The questions are objective & show no bias &
neither does it hint towards the answer desired.
• The questions generally move from simple to difficult
level or general to specific allowing the respond to
organize his thinking & feel comfortable answering
 Procedure for Designing
Questionnaire

• PHASE- 1 : Developing a Design Strategy.

• PHASE - 2 : Constructing of questionnaire
• PHASE -3 : Drafting & refining the questionnaire
 Procedure for Designing
Questionnaire
• PHASE- 1: Developing a Design Strategy.

Specify the information sought

Determine the communication Approach

Select the Type of Questionnaire.

 Procedure for Designing
Questionnaire
Select the Type of Questionnaire:
• Structured Questionnaire
• Unstructured Questionnaire
 Procedure for Designing
Questionnaire
• PHASE-2: Constructing of Questionnaire

Determine Question Content

Determine the Response Strategy

Select the Question’s Wording.

 Procedure for Designing
Questionnaire
Determine the Response Strategy:
• Open ended Questions
• Closed ended Questions
• Two choice Questions/ Dichotomous
• Multiple choice Questions
• Checklist Questions
• Ranking Questions
• Rating Questions
 Procedure for Designing
Questionnaire
Determine the question’s wording
• Use simple words
• Avoid technical jargon
• Avoid using ambiguous questions
• Avoid Biased Questions
• The level of personalization should be
controlled
 Procedure for Designing
Questionnaire
• PHASE-3: Drafting & Refining the Questionnaire

Decide on Question Sequence

Determine the Physical Characteristics

Pre-Testing the Questionnaires.

 Questionnaire
Advantages Disadvantages
• Economy • Respondent’s motivation is
• Uniformity of questions difficult to assess, affecting
• Standardization the validity of response.
• May leads to biased
response