Showing different types of collection of data with advantages & disadvantages of methods

1. Jay V Pardasani
Marketing Research
22
PGDMM

2. Essentially two types:
1. Primary data – are those which are
collected for the first time and are original in
character
2. Secondary data – are those which have
already been collected by someone else and
which have through some statistical analysis

3. Primary data may be collected thru:
 Observation
 Surveys (sample surveys or census surveys)
 Personal Interviews
 Experiments

4. • Observation becomes a scientific tool and the method of
data collection, when it serves a formulated research
purpose, is systematically planned and recorded and is
subjected to checks and controls on validity and reliability.
• Under observation – the information is sought by way of
investigator’s own direct observation without asking from
the respondent

5. Essentially two types:
1. Structured vs. Unstructured Observation
2. Participant vs. Non-participant Observation

6. Main advantages are:
 Subjective bias is eliminated
 The information relates to what is currently
happening
 This method is independent of respondent’s
willingness to respond

7. Main Limitations are:
 It is expensive
 The information provided by this method is very
limited
 Unforeseen factors may interfere with the
observation task

8. • PI Method requires the interviewer asking
questions in a face-to-face contact with the
person
• Collecting information thru PI is structured –
the use of a set of predetermined questions
and highly standardized techniques of
recording

9. Focused Interview – to focus attention on
the given experience of the respondent and its
effects
The Interviewer has the freedom to decide the
manner and sequence of questions to
elicit/explore reasons and motives. The main
task is to confine the respondent to a
discussion of issues

10. • Clinical Interview – is concerned with broad
underlying feelings or motivations or with the course of an
individual’s life experience. Eliciting information is left to
the interviewer’s discretion
• Non-Directive Interview – the interviewer's function
is simply to encourage the respondent to talk about the
topic with a bare minimum of direct questioning. The
interviewer often acts as a catalyst to a comprehensive
expression of the respondent’s feelings and beliefs

11. 1. More information and in greater depth can be obtained
2. Resistance may be overcome by a skilled interviewer
3. Greater flexibility – an opportunity to restructure
questions
4. Observation method can also be applied to recording
verbal answers
5. Personal information can be obtained
6. Possibility of spontaneous responses and thus more
honest responses

12. 1. Expensive method
2. Interviewer bias
3. Respondent bias
4. Time consuming
5. Under the interview method the organization required
for selecting, training, and supervising the field staff is
complex with formidable problems
6. Establishing rapport to facilitate free and frank
responses is very difficult

13. Popular in major studies
Briefly – a Questionnaire is sent (by post) to the persons
concerned with a request to answer the questions and
return the Questionnaire
A Questionnaire consists of a number of questions printed in
a definite order on a form
The Questionnaire is mailed to respondents who are
expected to read and understand the questions and write
down the reply in the space provided

14. 1. Low cost – even when the universe is large
and is widespread
2. Free from interviewer bias
3. Respondents have adequate time to think
thru their answers
4. Respondents who are not easily
approachable, can also be reached
conveniently
5. Large samples can be used

15. 1. Low rate of return
2. Respondents need to be educated and
cooperative
3. Inbuilt inflexibility
4. Possibility of ambiguous replies or omission of
items
5. This method is slow

16. Questionnaire is the heart of a survey – needs to
be carefully constructed
Need to understand the features of the
Questionnaire – its general form, question
sequence and question formulation and the
wording of the questions

17. 1. Warranty Cards
2. Distributor or Store Audits
3. Pantry Audits
4. Consumer Panels
5. Mechanical Devices
6. Depth Interviews
7. Content Analysis
8. Projective Tests

18. Published data are available in:
1. Publications of State/Central govt.s
2. Publications of International Bodies
3. Technical and Trade Journals
4. Books, Magazines and Newspapers
5. Reports/Publications of various organizations (banks,
stock exchanges, business houses, etc)
6. Reports – by scholars, Universities, etc
7. Public records, Historical Documents, etc