Methods of Data Collection

What is Data?

 Data is a existing
information
/knowledge represented or coded
in some form suitable for better
usage or processing.

Data is a set of values

of qualitative or quantitative
variables.
Quantitative Vs Qualitative
Data

 Quantitative data are anything that can be

expressed as a number, or quantified. These
data may be represented by ordinal, interval
or ratio scales and lend themselves to most
statistical manipulation.
 Qualitative data is a categorical
measurement expressed not in terms of
numbers, but rather by means of a natural
language description. In statistics, it is often
used interchangeably with "categorical" data.
For example: favorite color = "blue"
Quantitative Vs Qualitative
Data
 Quantitative and Qualitative data can be
gathered from the same data unit depending
on whether the variable of interest is
numerical or categorical. For example:
Data unit Numeric = Quantitative Categorical = Qualitative data
variable data variable

A person "How 2 children "In which India

many children do country were your
you have?" children born?"

"How much do Rs.60,000 p.m. "What is your Teacher

you earn?" occupation?"

"How many hours 40 hours per "Do you work full- Full-time
do you work?" week time or part-
time?"
Primary and Secondary
Data
 The task of data collection begins after
a research problem has been defined
and research design/plan chalked out.

 While deciding about the method of

data collection to be used for the
study, the researcher should keep in
mind two types of data viz., primary
and secondary.
Primary and Secondary
Data
 Primary Data are collected by the
researcher.
 Secondary data collected by someone else
and have already been passed through the
statistical process.
 A researcher as per requirement of study
may decide on use of primary data or
secondary data or both.
 Both primary and secondary data have their
own pros and cons.
Methods of Collecting
Data
 The methods of collecting data
mainly refers to collecting
primary data.

 As secondary data are already

available, we have to carefully
choose the sources , relevancy of
data and reliability.
Collecting Secondary
Data
 Sources of secondary data are existing
literature, Reports of professional
agencies, Departments, Archives,
Internet, etc.

 While collecting secondary data one

has to follow legal procedures required
and maintain the academic ethics.
 Methods of Collecting
Primary Data
There are several methods of collecting
primary data, particularly in surveys and
descriptive research. Important ones
are-
 Observation
 Interview
 Questionnaire
 Schedule
 Other Methods
Observation

See what is happening

– traffic patterns
– layout of city and rural areas
– quality of housing
– condition of roads
– conditions of buildings
– who goes to a health clinic
Filtering Observations
Observation is Helpful
when:
 Need direct information
 Trying to understand ongoing
behavior
 There is physical evidence, products,
or outputs than can be observed
 Need to provide alternative when
other data collection is infeasible or
inappropriate
Types of Observation

 Participatory and Non Participatory

 Candid and Covert

 Structured, Semi-structured and

Unstructured.

 Controlled and Uncontrolled

Advantages/Disadvantages
of Observation
Advantages:
 Subjective bias eliminated

 Researcher gets current information

 Independent of Respondents

Disadvantages:
 Expensive, Time consuming

 Limited information

 Unforeseen factors may influence

observation
Interview
 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

personal interviews or telephone
interviews.

 Structured, Semi-Structured or
Unstructured Interview.
Interview Types
 Personal Interviews: Interviewer asking
questions generally in a face-to-face contact to
the other person or persons. Direct personal
investigation or Indirect oral investigation.
 Focused Interview is meant to focus attention
on the given experience of the respondent and
its effects.
 Clinical Interview is concerned with broad
underlying feelings or motivations or with the
course of individual’s life experience.
 Non-directive Interview is that where the
interviewer’s function is simply to encourage
the respondent to talk about the given topic
with a bare minimum of direct questioning.
Skill of Interviewer

The main game in interviewing is to

facilitate an interviewee’s ability to
answer. This involves:
– easing respondents into the interview
– asking strategic questions
– prompting and probing appropriately
– keeping it moving
– winding it down when the time is right
Merits/Demerits of
Interview
Merits:
 More and in depth information obtained

 Personal Information

 Greater Flexibility

 Adaptation as per the respondent

Demerits:
 Bias of Interviewer

 Expensive/Time Consuming

 Need expertise
Questionnaire Method
 A questionnaire is sent (usually by post)
to 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.

 The respondents have to answer the

questions on their own.
Steps in questionnaire
construction
 Preparation
 Constructing the first draft
 Self-evaluation
 External evaluation
 Revision
 Pre-test or Pilot study
 Revision
 Second pre-testing
 Preparing final draft
 Essentials of a Good
Questionnaire
 Questionnaire should be short and simple
 Question arranged in from simple to
difficult.
 Personal and intimate questions should be
left to the end.
 Technical term and vague expression
should be avoided.
 Questions should be answered in yes or no ;
multiple choice.
 Control question to cross check the
information of the responded.
 Advantages of
Questionnaire
 Lower cost
 Time saving
 Accessibility to widespread respondents
 No interviewer’s bias
 Greater anonymity
 Respondent’s convenience
 Standard wordings
 No Variation
Disadvantages of
questionnaire

 Questionnaires can be used only for educated people.

 Sometimes different respondent’s interpreted questions
differently
 Questionnaires do not provide an opportunity to collect
additional information
 Researchers are not sure whether the person to whom the
questionnaire was mailed has himself answered the
questions.
 Many questions remain unanswered
 The respondent can consult other persons before filling
in the questionnaire.
Collection of Data Through
Schedule

 Schedules like questionnaires

contain a set of questions.
 Researcher /Enumerators
appointed collect data through
schedules.
 Enumerators go to the field, put
questions to the respondents and
fill the schedules.
 Enumerators need to be trained.
 Questionnaire Vs.
Schedule
Questionnaire Schedule
 Mailed, filled by  Direct contact , filled
Respondent by Researcher or
 Economical Enumerator
 Non-Response high  Expensive
 Time Consuming  Non-Response low
 Literate, co-operative  Time bound
respondents  No such pre condition
 Success depends on
quality of
questionnaire
 Success depends on
quality of enumerator
 Some Other Methods

 Warranty Cards Post card size cards sent to

customers and feedback collected through
asking questions.
 Distributor or Store Audits are performed by
manufacturer/distributor through salesmen.
Information so obtained are used to estimate
market size, market share, seasonal sales
pattern, etc.
 Pantry Audits From the observation of pantry
of customer to know purchase habit of
people ( of which product, what brand, etc.).
Questions may be asked at the time of audit.
 Some Other Methods

 Consumer Panels Pantry audit approach on a

regular basis is known as ‘consumer panel’,
where a set of consumers 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.
 Projective techniques developed by
psychologists 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.
 Some Other Methods

 Use of Mechanical Devices Eye Camera is

used to record the focus of eyes of a
respondent on a specific portion of a sketch
or diagram or written material.
Psychogalvanometer is used for measuring
the extent of body excitement as a result of
the visual stimulus. Motion picture camera is
used to record movement of consumer at
time of purchase. Audiometer is used to
know the preferences to TV channels,
programmes.
 Some Other Methods

 Depth interviews are those interviews that

are designed to discover underlying motives
and desires and are often used in
motivational research. Indirect question or
projective technique are used to know the
behaviour of respondents.

 Content Analysis 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.
 Selection of Appropriate
Method of Data Collection
 Nature, Scope and Object of
enquiry
 Availability of Fund
 Availability of Time
 Degree of Precision Required
Precautions in Data
Collection

 The data must be relevant to the

research problem.
 It should be collected through formal
or standardized research tools.
 The data should be such as these can
be subjected to statistical treatment
easily.
 The data should have minimum
measurement error.
Precautions in Data
Collection

 The data must be tenable for the

verification of the hypotheses.
 The data should be collected through
objective procedure.
 The data should be accurate and
precise.
 The data should be reliable and valid
 The data should be complete in itself
and also comprehensive in nature.
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