INTRODUCTION:

• This report consists of how data are collected and what are
the methods to collect data for research. As with most
research design techniques, each method has advantages
and limitations.
DATA COLLECTION DEFINED
• 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
• It Is an important aspect of any type of research study. Inaccurate data
collection can impact the results of a study and ultimately lead to invalid
results.
TYPES OF DATA COLLECTION
1. Primary Data Collection
 Those data that are collected directly by the researcher for the first
time. It is original in nature and is specific to a research problem
under study.
2. Secondary Data Collection
 is a type of data that has already been published in books,
newspapers, magazines, journals, online portals etc., they refer to the
data which have already been collected and analyzed by someone
else.
PRIMARY DATA COLLECTION

• Tailored according to research needs

• The researcher can determine exactly what data
Advantages
will be collected and can identify the specific
tools that will be used.
• Defined and consistent protocol
• Completeness of data is ensured.

• Time consuming
Dis- • Rely on subjects recall and communication
advantages abilities
• Bias may occur due to various factors.
• Need to check reliability of raters.
PRIMARY DATA COLLECTION

Observation

Interview Schedule

Primary
Data
Questionnaire
Collection Case study

Panel Survey
OBSERVATION METHOD
• This method lets one to assess the dynamics of a
situation. This is a systematic way of data collection.
Researchers make use of all their senses to evaluate
people in naturally occurring situations.
• The act of carefully recognizing and noting facts or
occurrence.
OBSERVATION METHOD

• Data are collected directly

• Substantial amount of data can be collected in a
Advantages
relatively short time span.
• Provides pre-recorded data and ready for
analysis.
• In the observation reliability is high.

• Establishing validity is difficult.

Dis- • Subjectivity is also there.
advantages • It is a slow and laborious process.
• It is costly both in terms of time and money.
• The data may be unmanageable.
• There is possibility of bias.
INTERVIEW METHOD
• This method is the most common method of primary data
collection. The interviewer can
1) pose questions personally
2) ask questions through e-mail
3) get answers through telephonic conversation.
INTERVIEW METHOD
• Very good technique for getting the information about the
complex, emotionally laden subjects.
• Can be easily adapted to the ability of the person being
Advantages interviewed.
• Yields a good percentage of returns.
• Yields perfect sample of the general population.
• Data collected by this method is likely to be more correct
compared to the other methods that are used for the data
collection.

• Time consuming process.

Dis-
• Involves high cost.
advantages
• Requires highly skilled interviewer.
• Requires more energy.
• May sometimes involve systematic errors.
• More confusing and a very complicated method.
SURVEY METHOD
• This method is the technique used for carrying out the
investigation processes with the help of direct observation or by
the collection of the data by conducting interviews etc. The
survey method is a very essential and a useful tool to gather the
evidence relating to the various social problems.
 SURVEY METHOD
• Researcher is able to directly get involved with the people from
whom he wants to get the information.
• The results obtained from this method are not based on any type of
Advantages theory but instead are based on the actual facts of the life.
• Very helpful in the testing of the validity of the theories.
• Offers greater objectivity.
• Very less possibilities of existence of the personal bias.
• Help in the formulation of the hypothesis.
• Very expensive.
• Very time consuming.
• Wasteful method.
Dis- • Less reliable.
advantages • Sometimes personal bias may vitiate the results.
• Deals with the problems relating to the immediate importance only.
• Occurrence of the non response errors.
• Not an efficient method for conducting the verification of the
accuracy of the data, which is collected..
QUESTIONNAIRE METHOD
• a method used to collect standardized data from large numbers
of people -i.e. the same information is collected in the same way.
They are used to collect data in a statistical form.
• It consists of a set of questions pertaining to the research
problem. This is more feasible if the data are to be gathered from
a huge population. The questions in this method can be either
open-ended or close-ended.
 QUESTIONNAIRE METHOD
• It is a cost-efficient marketing device
• It’s practical
• It generates quick results
Advantages • It allows anonymity
• There’s no time limit
• It covers every angle of a topic

• No assurance of honest answers

• It can cause misunderstandings or misinterpretations
Dis- • It may be difficult to fully analyze
advantages • Bias could be an issue
• A possibility of questions being skipped
• It lacks validity
SCHEDULE METHOD
• is the tool or instrument used to collect data from the
respondents while interview is conducted. Schedule contains
questions, statements (on which opinions are elicited) and blank
spaces/tables for filling up the respondents. The features of
schedules are :
• The schedule is presented by the interviewer. The questions
are asked and the answers are noted down by him.
• The list of questions is a more formal document, it need not be
attractive.
• The schedule can be used in a very narrow sphere of social
research.
CASE STUDY METHOD
• is a qualitative research method that is used to examine
contemporary real-life situations and apply the findings of the
case to the problem under study.
• Case studies involve a detailed contextual analysis of a limited
number of events or conditions and their relationships. It
provides the basis for the application of ideas and extension of
methods. It helps a researcher to understand a complex issue or
object and add strength to what is already known through
previous research.
PANEL METHOD
• Panel method is a hybrid method. All aforesaid methods are used
to collect data from the panel.
• Panel can be defined as: The fixed and relatively permanent
sample/group of respondents to obtain information continuously
or intermittently (periodical) basis. In case of panel method, data
are collected only from panels of response groups or
respondents.
SECONDARY DATA COLLECTION
• It is economical. It saves efforts and expenses.
• It is time saving.
Advantages • It helps to make primary data collection more specific since with
the help of secondary data, we are able to make out what are
the gaps and deficiencies and what additional information needs
to be collected.
• It helps to improve the understanding of the problem.
• It provides a basis for comparison for the data that is collected
by the researcher.

• Secondary data is something that seldom fits in the

Dis-
framework of the marketing research factors
advantages
• Accuracy of secondary data is not known.
• Data may be outdated.
SECONDARY DATA COLLECTION
 EVALUATION OF SECONDARY DATA
• Reliability of data
• The reliability can be tested by finding out such things about the said data: (a) Who
collected the data? (b) What were the sources of data? (c) Were they collected by
using proper methods (d) At what time were they collected?(e) Was there any bias of
the compiler? (t) What level of accuracy was desired? Was it achieved ?
• Suitability of data
• the object, scope and nature of the original enquiry must be studied. If the
researcher finds differences in these, the data will remain unsuitable for the
present enquiry and should not be used.
• Adequacy of data
• If the level of accuracy achieved in data is found inadequate for the purpose of the
present enquiry, they will be considered as inadequate and should not be used by
the researcher. The data will also be considered inadequate, if they are related to
an area which may be either narrower or wider than the area of the present enquiry.
FACTORS TO CONSIDER WHEN CHOOSING A DATA
COLLECTION METHODS

Nature, scope and Availability of

object of enquiry funds

Time factor Precision required

NATURE, SCOPE AND OBJECT OF ENQUIRY:
• This constitutes the most important factor affecting the choice of a particular
method. The method selected should be such that it suits the type of enquiry that
is to be conducted by the researcher. This factor is also important in deciding
whether the data already available (secondary data) are to be used or the data
not yet available (primary data) are to be collected.

AVAILABILITY OF FUNDS
• Availability of funds for the research project determines to a large extent the
method to be used for the collection of data. When funds at the disposal of the
researcher are very limited, he will have to select a comparatively cheaper
method which may not be as efficient and effective as some other costly method.
Finance, in fact, is a big constraint in practice and the researcher has to act
within this limitation.
TIME FACTOR
• Availability of time has also to be taken into account in deciding a particular
method of data collection. Some methods take relatively more time, whereas with
others the data can be collected in a comparatively shorter duration. The time at
the disposal of the researcher, thus, affects the selection of the method by which
the data are to be collected.

PRECISION REQUIRED
• The data collection technique that will provide the most accurate results is
desired when selecting a data collection method. However, accuracy will have to
balance with the cost of data collection. Usually the higher the accuracy, the
higher the costs.