Data collection 

is the process of gathering and measuring information on variables of

interest, in an established systematic fashion that enables one to answer stated
research questions, test hypotheses, and evaluate outcomes.

Data collection is a process of collecting information from all the relevant sources to
find answers to the research problem, test the hypothesis and evaluate the outcomes.

The data collection component of research is common to all fields of study including
physical and social sciences, humanities, business, etc.

While methods vary by discipline, the emphasis on ensuring accurate and honest
collection remains the same.

Data collection methods can be divided into two categories: secondary methods of
data collection and primary methods of data collection.
Primary data are originated by a researcher for the specific purpose of addressing the
problem at hand.

A Classification of Primary Data Source

Primary Data

1.Observation

2.Projective

3.Interview

4.Survey

5.Experiment

6.Questionnaire
Advantages of Primary Data Collection

Data interpretation is better

Targeted issues are addressed

Efficient spending for information

Address specific research issue

Greater control
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.

Secondary data is a type of data that has already been published in

books, newspapers, magazines, journals, online portals etc. 

There is an abundance of data available in these sources about

your research area in business studies, almost regardless of the nature of
the research area.

Therefore, application of appropriate set of criteria to select secondary

data to be used in the study plays an important role in terms of
increasing the levels of research validity and reliability.
PURPOSE OF SECONDARY DATA

•Extracting the relevant information from other sources, previous studies

•Fact findings: Descriptive information to support research

•Model Building: specifying relationship between two or more variables

•Data mining : Exploring data through computer . Using computer technology to go

through volumes of data to discover trends about an organization’s sales customers

and products.
Secondary Data –Examples of Sources

•Vital Statistics –birth, death certificates

•Hospital, clinic, school nurse records

•Private and foundation databases

•City and county governments

•Surveillance data from state government programs

•National statistics -Census, weather etc.

Advantages of secondary data

Less expensive and time saving.

No need to reinvent the wheel.

Can result in unforeseen discoveries through data reanalyzes.

Permanent and available.

Disadvantages of secondary data

•May be collected for a purpose that does not match your need.

•May be out of date for what you want to analyze.

•May not have been collected long enough for detecting trends.

•Access may be difficult or costly when data is collected for commercial reason.

•Aggregations processes and definitions may be unsuitable.

•No real control for data quality.(Missing data)

•Initial purpose may dictate how data are presented. e.g., published company reports

presented different from unpublished, also newspaper report.

Internal Data

Internal data are data available within the organization for which the research is
being conducted

•Ready to use :It may be in the form of ready to use such as information routinely
supplied by management decision support system

•Require further processing : On the other hand , it may be in raw form that
requires further processing before they are useful to the management such as
sales invoice
External Data
External data are data generated by sources outside the organization.

•Published Material : Sources of published external secondary data

include federal , state and local governments, non profit organizations
(e.g . chamber of commerce), trade association and professional marketing
research firm.
• It includes

Guides

Directories

Indexes

Statistical Data

Census

Other Government Publication

Computerized Database

•Computerized Database : Computerized data base consist of

information that has been made available in computer-readable form
for electronic distribution

•It includes:

Online database

Offline database

Internet database
Syndicated Services

•Syndicated services : Syndicated services also referred to as syndicated sources, are

companies that collect and sell common pools of data of known commercial value
designed to serve information needs shared by a number of clients

•Syndicated sources can be classified based on the unit of measurement

(households/consumers or institutions).

It includes:

Survey

Panels

Electronic scanner service

Audit
Comparison of Primary & Secondary Data

Particulars Primary Data Secondary Data

•Collection purpose For the problem at hand For other problems

•Collection process Very involved Rapid & easy

•Collection cost High Relatively low

•Collection time Long Short

Step Five : Collecting Data
Data Source

Primary Source Secondary

Source
Questionnaire
Surveys External Source
Observations Internal Source
Experiments
Sales records
Internet Standardized
Marketing
Sources
Published Data Activities
Cost Information
Printed Electronic Distribution
Reports
Government Store Audits Feed back
Trade Associations Warehouse Withdrawal
Periodical Services
Newspapers Consumer Purchase
Panels
Books
Single Source Data
Annual Reports
Multimedia Services
Private Studies