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1. . PrimaryData Collection Methods
Primary Data
Data collected specifically for a research project
Collect when secondary data are
o Unavailable
o Inappropriate
can be collected through a number of different methods
sometimes more than one method can apply to a single
problem
Two Broad
Approaches
Same basic data collection methods can be used under each.
o Although the formality or flexibility of the data
collection process varies
o Nature of the sample varies
o Conditions under which data are collected vary
Questioning Approach Observation Approach
Respondents play an active role
Interview or a formal questionnaire
Question design
Can use either for exploratory, descriptive, or
experimental
Not all questioning or interviewing situations
use formal questionnaires
Questionnaire is a tool that is used in many, but
not all, research projects
Passive
In-person or mechanical devices
Time consuming
Can use either for exploratory,
descriptive, or experimental
Observational Approaches

2. example: Johnson Controls
Covert observational
research
Researchers do not identify themselves.
Either they
o mix in with the subjects undetected
o Observe from a distance.
The advantages of this approach are:
o It is not necessary to get the subjects’ cooperation
o Subjects’ behavior will not be contaminated by the presence
of the researcher.
Some researchers have ethical misgivings with this approach
Overt observational
research
Researchers identify themselves as researchers
Researchers explain the purpose of their observations.
Subjects tend to modify their behavior when they know they are
being watched.
They portray their “ideal self” rather than their true self
Researcher
Participation
The researcher participates in what they are observing
They get a finer appreciation of the phenomena.
Researchers that participate tend to lose their objectivity.
II. Questioning Versus Observation
Not interchangeable
Each has certain unique capabilities.
Advantages may not hold true in every situation calling for primary-data collection.
Neither approach is likely to always be better than the other along each of the following
dimensions.
A.Versatility B.Time and Cost

3. Observation Observation
limited to collecting data about visible
characteristics or variables
may be inconclusive
How does a customer feel?
Can involve large amount of inactivity
Questioning Questioning
may not be possible.
Difficult to get answers from children
very versatile in the types of data it
generates.
Usually less expensive
Usually less time consuming
A variety of avenues are available
Can search for the most rich data source
More flexibility in the collection process.
C.Data Accuracy D. Respondent Convenience
Questioning Questioning
Unable to recall reaction/purchase–
Chrysler Minivan
Unwilling or unable to reveal the truth
Erroneous answers
Survey research did not support the
introduction of minivan
Answers specific questions
Inaccurate
Participation problems
Observing Observing
Observation is more accurate for behavior
Lack of interaction minimizes data
distortion
Pre-release observation of “Junior”(movie)
showed support, but the movie was a box
office failure
Respondents do not participate
Inability to account for all variables
Waiting for events to take place

4. Subjectivity of questioner
Carelessness of an observer.
Respondents' inability or unwillingness to
provide accurate data
Example BenettonIII.Questionnaire Format
Format is a function of
o The level of structure desired

5. o The degree of disguise desired during data collection.
Structured Question Nanostructured question
presented verbatim to every respondent
fixed response categories.
Not necessarily presented in exactly
the same wording to every respondent
Does not have fixed responses.
No disguised Question Disguised Question
Direct question
Purpose is obvious to respondents.
Indirect question whose
True purpose is not obvious to
respondents
Used to examine issues for which
direct questions may not elicit truthful
answers
Types of Questionnaires
Structured - Non Disguised Non - Structured - Non Disguised
Clear and direct
Appropriate for large samples and descriptive
research
Flexible and direct
Appropriate when looking for in depth
answers and exploratory research
Structured - Disguised Non - Structured - Disguised
Clear and investigative
Used to uncover people’s attitudes towards
sensitive issues
Flexible and investigative
Appropriate in motivation research

6. IV.Questionnaire Administration Methods
A. Personal Interview Method B.Telephone Surveys
Face-to-face between interviewers and
respondents.
Traditionally door to door or in-home.
Very flexible
Greatest variety of data.
Declined due to difficulties
o Finding adults at home
o Getting cooperation if they are
home.
o Time consuming set up
Mall intercept interviews
o conducted in shopping centers or
malls
o Most common personal
Involve only voice contact between
interviewers and respondents.
The most common method for reaching
customers without an Internet connection.
Central locations with WATS (Wide Area
Telephone Service) are used

7. interviews
More common in the (B2B) environment.
C.Mail Surveys D.Web-based Surveys
No interviewers
Survey is sent to the respondent through
the mail.
Popular for reaching a well-targeted
customer base.
No interviewers
Survey is conducted over the web.
Often supplement other methods of
collecting data.
Quick feedback
Technological advances are improving the
versatility of web-based surveys.
Ranking the methods
Each method has advantages and limitations
Advantages and Limitations vary with the specifics of the situation.
Criteria 1 2 3 4
Best Worst
Versatility
Number of Questions Personal Mail Web Phone
Amount/variety of information Personal Phone Web Mail
Presentation Stimuli Personal Web Phone Mail
Time Web Phone Personal Mail
Cost Web Mail Phone Personal
Accuracy
Sampling Control Personal Phone Mail Web

8. Supervisory Control Web Mail Phone Personal
Opportunity for Clarification Personal Phone Web Mail
Respondent Convenience Web Mail Phone Personal
V .Types of Observation Techniques A. Natural versus Contrived Observation
Natural
Observation
Reactions and behavior observed as they occur naturally in real-life
situations
A wide variety of companies are sending researchers to the field to observe
consumers in their natural environment.
Natural observation (ethnographic research) is more suited than traditional
qualitative research for studying non-Western cultures.
Contrived
Observation
Contrived setting
Environment artificially set up by the researcher.
Researchers are increasingly relying on computers to conduct simulated
market testing.
Offers a greater degree of control
o Speedy
o Efficient
o Less expensive
Would this data have resulted from a real-life setting??
Disguised versus No disguised Observation
Disguised
Observation
Respondents are unaware they are being observed
Respondents do change their behavior as a function of the observational
technique.
Allows for monitoring of the true reactions of individuals.
Unethical if disguised observation monitors
o Normally private behaviors

9. o Behaviors that may not be voluntarily revealed to researchers.
Mystery shopping
o popular disguised observational technique
o Mystery shopper
 Unknown to the retail establishment
 Visits the store
 Uses a structured script
 Observes and records the shopping experience.
No disguised
observation
Data may be contaminated by respondent-induced errors.
Data gathered through using disguised observation might not be as rich as
those from non-disguised observation.
C.Human versus Mechanical Observation
Human observation
people taking observations
observing products in use to detect usage patterns and problems
observing license plates in store parking lots
determining the socio-economic status of shoppers
determining the level of package scrutiny
determining the time it takes to make a purchase decision
Eye-Tracking
Tacks eye movements
o Measures which sections
 Attract customers' attention
 how much time they spend looking at those sections
Used for
o ads
o product packaging

10. o promotional displays
o websites
o
Oculometers - what the subject is looking at
Pupil meters - how interested is the viewer
Response Latency
The speed with which a respondent provides an answer
Measured to determine the ad effectiveness on brand preferences.
Assumes that a quick expression of brand preference indicates a stronger
preference.
Voice Pitch Analysis
(VOPAN) -
Used to determine
o how strongly a respondent feels about an answer
o how much emotional commitment is attached to an answer.
Variations from normal voice pitch is considered a measure of emotional
commitment to the question's answer.
People Meter
Electronic device to monitor television viewing behavior
o who is watching
o what shows are being watched.
used by AC Nielsen Company
Psych galvanometer measures galvanic skin response
D.Web-Based Observational Techniques
HTTP
cookie
Well-known mechanism for storing information about Internet users on their own
computers
Often stores identification for subsequent recognition of a Website visitor.
Cookies and their use generally does not hide from users
Considered ethical if the user gives permission
Spyware
Computer software that gathers and reports information about a computer user
without the user's knowledge or consent.

11. Considered unethical
E.Direct versus Indirect Observation
Direct observation Captures actual behavior or phenomenon of interest
Indirect
observation
Consists of examining the results or consequences of the phenomenon.
can give only relatively crude or imprecise indications of a phenomenon
More efficient use of time
More efficient fund usage
May be the only way to get data from situations impractical to observe
directly.
F.Structured versus Nonstructured Observation
Structured observation
Study's data requirements are
o well established and
o can be broken into a set of discrete, clearly defined categories
Generally easier to record and analyze
Limited in the depth and richness of data.
More suitable for conclusive research projects
Non-structured
observation
Study's data requirements
o Not well established
o cannot be broken into a set of discrete, clearly defined
categories
More suitable for exploratory research projects.
G Other Types of Observational Techniques Audits
retail audits to determine the quality of service in stores
inventory audits to determine product acceptance
shelf space audits
Trace Analysis

12. credit card records
computer cookie records
garbology - looking for traces of purchase patterns in garbage
detecting store traffic patterns by observing the wear in the floor (long term) or the dirt on the
floor (short term)
exposure to advertisements
Content Analysis
observe either articles, programs, or advertising content of
o magazines
o television broadcasts
o radio broadcasts
o newspapers
Web Links
Gallop Leading research organization
Harris Interactive Leading research organization
Netratings.com rates websites
Doubleclick.com check out the privacy statements