Methods

of
Data Collection

Primary data
Originated by the research for the specific purpose
of addressing the problem at hand.
eg. Interviewing respondents to determine their
satisfaction with their Internet Service Provider
Secondary data
Data which has been collected for purposes other
than the problem at hand.
eg. Already available data reporting the proportion
of households who have access to the Internet.

Sources of Primary data collection

Observation Method
Interview Method
Questionnaire Method

Observation Method
The recording of behavioral patterns of
people, objects and events in a systematic
manner to obtain information about the
process of interest.
The observer does not question or
communicate with the people being
observed.

Types Of Observation
Structured vs Unstructured Observation
Disguised Vs Undisguised Observation
Natural Vs Contrived Observation

Structured Observation- where the researcher clearly defines the

behaviors to be observed and the methods by which they will be measured.

eg: an auditor performing inventory analysis in a store.

(relevant when the marketing research problem is defined.)

Unstructured Observation- where the researcher monitoring all relevant

process without specifying the details in advance.

eg: observing children playing with new toys.

(relevant when the marketing research problem has yet to be formulated.)

Disguised Observation- the respondents are unaware

that they are being observed.

Eg: one-way mirrors, hidden cameras and some other

mechanical devices.

Undisguised Observation- the respondents are aware

that they are under observation.

eg:- they may be aware of the observer. (Big boss)

Natural Observation- involves observing

behavior as it takes place in the natural
environment.
eg:- one could observe the behavior of
respondents taking eatables.

Contrived Observation- behavior is

observed in an artificial environment.
Eg:- test kitchen set up in a shopping mall.

Observation Methods

Personal
Observation

Record
customer
counts &
observe
customer
flows in a
department
store.

Mechanical
Observation
On-site
cameras to
assess
package
designs,
counter
space &
floor
displays

Audit

Examining
physical
records or
performing
inventory
analysis

Content
Analysis
Frequency of
appearance
of ads.,
newspaper
articles in
mass media

Trace
analysis
Area to be
trace near
to college
for
Photostat
shop

Interview Method

This is a method whereby a respondent

and a researcher can come into direct
contact with each other. The researcher
may go from door-to-door for interviews or
may contact the respondents at some
central place.

Classification of Interview Methods

Personal
Interviewing

Telephone
Interviewing

Traditional

Mall
Intercept

Electronic
Interviewing

Mail

Computerassisted

In-Home
Computerassisted

Mail
Interviewing

Panel
Mail

Internet

Questionnaire Method

A structured technique for data collection

that consists of a series of questions,
written or verbal, that a respondent
answers.

Objectives of a Questionnaire
It must translate the information needed
into a set of specific questions that a
respondent can and will answer.
It must uplift, motivate and encourage the
respondent to be involved in the interview,
to cooperate and complete the interview.
It should minimize response error.

Questionnaire Design Process

Specify the information needed.(clear idea of target population)

Specify the type of interviewing method.( Telephonic, personal ,mail or electronic)
Determine the content of individual questions.(should contribute to the information
needed)

Design the questions to overcome the respondents inability and

unwillingness to answer.(may not be informed, may not be remember.eg:-questions

asking from students rather housewives),(too much efforts are required.eg:- departmental list)
Decide on the question structure.( Unstructured-open-ended free to answer,
structured-multiple, dichotomous & Scale)
Determine the question wording. (use ordinary & unambiguous words, avoid
estimates)
Arrange the questions in proper order. ( Branching questions)
Identify the form & layout. (Format, Spacing & Positioning of questionnaires)
Reproduce the questionnaire.(good quality paper & have a professional appearance,
should end at one page)
Eliminates bugs(deficiences) by pretesting.( testing of questionnaire on small
sample of respondents to identify & eliminate potential problems)

Ordinary words
Do you think the distribution of soft drinks is
adequate? (incorrect)
Do you think soft drinks are readily available
when you want to buy them? (correct)
Unambiguous Words
Words like usually, normally, frequently,
often , regularly.

Sources of Secondary Data

Internal Sources

External Sources

Internal Database
Sales records

Published

Syndicated services

Credit records

Directories

Internal reports

Statistical sources

Demographic
data

Financial records

Store audit data

Advertising
explosive data

Advantages
Obtained quickly
It is more economical as the cost of collecting
data is saved.
It provides valuable insights and contextual
familiarity with the subject matter.
It can be used as a basis for comparison with
the primary data that the researcher has just
collected.

Disadvantages
Locating appropriate source and finally getting
access to the data would be a time consuming
exercise.
The data available might be too vast and a lot of
time may be spent going through it.
The accuracy of secondary data as well as its
reliability would depend on its source.
It might not be updated and not of much use in a
dynamically changing environment.