1. METHODS OF DATA COLLECTION

2. PRIMARY DATA
MEANING
primary data is the data that the
researcher collects himself using methods such as
surveys, direct observation, interviews, as well as
logs.

3. Types of primary data
1 )observation method
The observation method is the most
commonly used method specially studies reality to
behavioral science. In a way we all observe things
around us, but this sort of observation is not scientific
observation.

4. Merits of observation
 Subjective bias is eliminated, if observation is done
accurateluy.
 What is currently happening; is is not complicated be
either the past behaviour or future intentions or
attitudes.
 Independent of respondents willingness to respond
and as such is relatively cooperation.

5. Demerits
 It is an expensive method
 Information provided by this very limited.
 The researcher enable to record the natural of
the group

6. 2 ) interview method
The interview method of collecting data involves
presentation of oral-verbal stimuli and reply in
terms of oral-verbal responses.
This method can be used through
a)Personal interview
b)Telephone interview

7. Merits of Personal interview
 More information and that too in greater depth can be
obtained.
 Interviewer by his own skill can overcome the
resistance.
Demerits
1 )It is very expensive method.
2)This method is relatively more time consuming.
3) Important officials or executives or high income people
may not be easily approachable.

8. Merits of telephone interview
 It is more flexible in comparison to mailing method.
 It is cheaper than personal interview method.
 It is faster then personal interview method.
Demerits
1)Questions have to be short and to the point.
2)Possibility of the bias of the interviewer is relatively
more.
3)Surveys are restricted to respondents who have
telephone facilities.

9. 3) Questionnaires method
 A questionnaire consists of a number of questions
printed or typed in a definite order on a forms. The
questionnaire is mailed to respondents.
 Merits
1)There is low cost even when the universe is large and is
widely spread geographically.
2)Respondents have adequate time to give well thought
out answers.

10. Demerits
 It can be used only when respondents are educated
and cooperating.
 The control over questionnaire may be lost once it is
sent.
 This method likely to be the slowest of all.
Questionnaire it should be very carefully constructed
researcher should note the following with regard to
these three main aspects of a questionnaire.

11. Three main aspects
 1 general form
so far as the general form of questionnaire is
concerned, it can either be structured or unstructured
questionnaire. Structured questionnaires are those
questionnaires in which there are definite , concrete
and pre-determined questions. The question are
presented with exactly the same wording and in the
same order to all respondents.

12. 2) question sequence
 In order to make the questionnaire effective and to
ensure quality to the replies received, a researcher
should pay attention to the question-sequence in
preparing the questionnire.
Ex: questions of personal character
questions related to personal wealth etc.

13. 3) Question formulation and
wording
 With regard to this aspects of questionnaire, the
researcher should note that each question must be
very clear for any sort of misunderstanding can do
irreparable harm to survey. In general all questions
should be easily understood.
 Ex: How many razor blades do you use annually?
Realistic is “how many razor blades did you use last
week?”

14. 4 schedules
 This method of data collection is very much like the
collection of data through questionniare with little
difference which lies in the fact that schedules are
being filled in by the enumerators who are specially
appointed for the purpose. These enumerators along
with schedules go to respondents, put to them the
questions form the Performa in the order the
questions are listed and record the replies in the space
meant for the same in the Performa.

15. Some other methods of D.C
 1) warranty cards
warranty cards are usually postal sized cards
which are used by dealers of consumer durables to collect
information regarding their products.
2)Distributor of store audits
Distributor performed by as well as
manufactures through their sales men ar regular intervals.
Distrubutors get the retail stores audited through salesmen
and use such information to estimate market size market
share, seasonal purchasing pattern and so an. The data are
obtained in such audits not by questioning but by
observation.

16. 3) Pantry audits
 Pantry audit techniques is used to estimate
consumption of the basket of goods at the consumer
level. In this type of audit the investigator collects an
inventory of types, quantities and price of
commodities consumed. Thus in pantry audit is to
find out what types of consumers buy certain products
and certain brands the assumption being that the
contents of the pantry accurately portray consumer’s
preferences.

17. 4) Consumer panels
 An extension of the pantry audit approach on a gegular
basis is known as “consumer pane” where a set of
consumer are arranged to come to an understanding to
maintain detailed daily records of their consumption
and the same is made available to investigator on
demands.

18. 5) Use of mechnical devices
 The use of mechanical devices has been widely made
to collect information by way of indirect means. Eye
camera, pupil ometric camera, psycholgolvanometer,
motion picture camera and audiometer are the
principal devices.

19. 6) Projective techniques
 Projective techniques of the collection of data have
been developed by psychologist to use projections of
respondents for inferring about underlying motives,
urges or intentions which are such that the respondent
either resists to reveal them or is unable to figure out
himself.
 Attitudes, feelings on the subject under study.

20. 7) Depth interview
 Depth interviews are those interviews that are
designed to discover underlying motives and desires
and are often used in motivational research. Such
interview are held to explore needs desires and
feelings of respondents.

21. 8) Content analysis
 Content analysis consists of analyzing the contents of
documentary materials such as books, magazines,
newspapers and the contents of all other verbal
materials which can be either spoken or printed.

22. Thank you
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