While deciding about the method of data collection to be used for the study theresearcher should keep in mind two types of data viz,

• primary data

• and

• secondary.

The primary data are those, which are collected afresh and for first time and thus happens to be original in character. The secondary are those which have been collected by someone else and which have already been passed through statistical process. The researcher would have to decide which sort of data he would be using for hisstudy.The method collecting primary and secondary data differ since primary data are to be originally collected while in case of secondary data the nature of data collection work is merely that of compilation. There are several ways of collecting

primary data.

They are:

1.Observation method2.Interview method3.Through questionnaires4.Through schedules

OTHER PRIMARY METHODS

Warranty cards Distributors audits Pantry audits Consumer panels Using mechanical devices Through projective techniques Depth interviews Content analysis COLLECTION OF SECONDARY DATA

Secondary data means that are already available that is they refer to the data, which have already been collected and analyzed by someone else. When the researcher utilizes secondary data, then he has to look into various sources from where he can obtain them. In this case he is certainly not confronted with the problems that are usually associated with the collection of original data. Secondary data may be either published or unpublished data usually published data are available in: Various publications of the central, state and local government Various publications of foreign government or of international bodies and their subsidiary organization.Technical and trade journals Books magazines and newspapers Reports publication of various associations connected with business and industry, banks, stocks exchanges etc Reports prepared by various scholars’ universities economists etc in different field Public records and statistics, historical documents and other sources of publish information. The sources of unpublished data are many; they may be found in diaries, letters unpublished biographies and autobiographies and also may be available with scholar’s research workers. Trade organization, labor bureaus andother public/private organizations

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Researcher must be careful in using data .he must make a minute because it is just possible that the secondary data may be unsuitable or maybe be inadequate in the context of a problem which the researcher wants to study. It is observed that it is never safe to take publishes statistics at their face value without knowing their meaning and limitation. Before using secondary data following characteristics must be kept in mind

Reliability of data:

finding out such things about the said data can test the reliabilityWho collected the dataWhat were the sources of dataWere they colleted by using proper methodat what time were they collectedWas there any bias of the complier What level f accuracy was desiredWas it achieved?

Suitability of data:

The data that are suitable for one enquiry may not necessarilybe found in another enquiry. Hence if the available data are found to be suitable,they should not be used by the researcher .in the context, the researcher must bevery carefully scrutinize the definition of various units and terms of collection used atthe time of collecting the data from the primary source originally. similarly the objectscope and nature of a original enquiry must also be studied .if the researcher findsdifferences the data will remain unsuitable for the present enquiry and should beused.

Adequacy of the data:

if the level of accuracy achieved in data found inadequatefor the purpose of the present enquiry, they will be considered as inadequate andshould 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.

TYPES OF PRIMARY DATA COLLECTION-- OBSERVATIONS AND SURVEYS

1) OBSERVATION METHOD

Observation becomes a scientific tool and the method of data collection for theresearcher when it serves a formulated research purpose is systematically plannedand recorded and is subjected to checks and controls on validity and reliability.Under the observation method the information is sought by way of investigators owndirect observation without asking from respondentEXAMPLEIn a study relating to consumer behaviour the investigator instead of asking thebrand of wristwatch used by the respondent may himself look for the watch.

ADVANTAGES

1.The method eliminates subjective bias2.The information obtained under this method relates to what is currenthappening it is not complicated either by past behaviour or future intentionsand attitudes.3.This method is independent of respondent willingness to respondents as suchis relatively less demanded of active co-operation on the part of therespondents as happens to be the case in interview or the questionnairemethod.4.This method is particularly suitable in studies, which deal with subjects whoare not capable giving verbal reports of their feeling for one reason or theother.

DISADVANTAGES

1.Its s an expensive method2.The information provided by this method is very limited.3.Sometimes unforeseen factors may interfere with the observational task.4.The fact that some people are rarely accessible to direct observation createsobstacle for this method to collect data effectively.

2) SURVEYS

Surveys are concerned with describing, recording, analyzing and interpretingconditions that exist or existed. The researcher does not manipulate the variable or arrange for events to happen Surveys are only concerned with conditions or relationships that exist, opinions that are held, processes that are going on, effectsthat are evident or trends that are developing. They are primarily concerned withpresent but at times do consider past events and influences as they relate to currentconditions.

1.Survey type researches usually have larger samples because percentages of responses generally happen to be low, as low as 20 to 30%, especially inmailed questionnaire studies. Thus, the survey method gathers data relativelyfrom the large number of cases at a peculiar time; it is essentially cross-sectional.2.Surveys are conducted in case of descriptive research studies, usuallyappropriate in case of social and behavioral sciences because many types of behavior that interest researcher cannot be arranged in realistic setting.3.Surveys are example of field research and are concerned with hypothesisformulation and testing analysis of the relationship between non-manipulatedvariables.4.Surveys may either be census or sample surveys. They may also beclassified as social surveys, economic surveys, public opinion surveys.Whatever be their type, the method of data collection happens to be either observation or interview or questionnaire or opinionnaire or some projectivetechnique. Case method may as well be used.5.In case of surveys, research design must be rigid, must make economicalprovision for protection against bias and must maximize reliability, the aimhappens to be to obtain complete and accurate information.6.Possible relationships between the data and the unknowns in the universecan be studied through surveys. STRUCTURED Vs UNSTRUCTURED DATA COLLECTION

The data collection through questionnaires can be done through four ways asfollows;Structured disguisedStructured - nondisguisedNon-structured - disguisedNon structured - nondisguisedNote : non disguised data collection is also called as direct method & disguised isalso called as indirect method .

Structured data collection

A structured data collection is a formal list of questions framed so as to get the facts.The interviewer asks the questions strictly in accordance with pre- arranged order.For e.g. this method can be used when the information is based on the expendituresof the consumer on different types of clothing like. Cotton woolen or synthetic, etc.This structured questionnaire can be of two types, disguised and non- disguised,based on whether the object or the purpose of the survey is revealed to therespondent.The main advantage of this method is that, the information can be collected in asystematic and orderly manner.However when it comes to personal questions, this method seems to be lesseffective.Structured disguised: - in this case the researcher does not disclose the object of theinterview, because he feels that by revealing that the very purpose of the interviewwill get defeated.Structured - nondisguised: - in this case the everything is pre- arranged and theresearcher reveals the objective of the survey to the respondent. This is the mostwidely followed approach in market research. This is because it is generally felt thatthe respondent should be taken into confidence, so that he can realize the relevanceand give desired information.

Non-structured data collection

It is a kind of data collection method where the data to be collected is not pre-arranged or not listed in a proper structured format. Therefore the entireresponsibility is left on the researcher to ask the respondent, in the way he feels fit.The researcher only has certain main points on which he develops the questions tobe asked. Such a method is devoid of rigidity and the researcher has sufficientamount of freedom to collect the data in the order he wants. Normally this kind of method is used in exploratory research

 

Chapter 5

: Data Collection Methods

This kind of data collection is most suitable when it comes to personal or motivational factors.Again here there are two main types of non-structured methods of data collection.(1) Non structured disguised: - again here the objective of interview is not describedto the respondent(2) Non structured - non-disguised: - like in case of structured non- disguised, therespondent is taken into confidence by revealing the purpose of the survey.

CONCLUSION:

 

The researcher should use the already viable data only when hefinds them reliable, suitable and adequate. But he should not blindly discard the useof such data if they are readily available from authentic sources and are also suitableand adequate for in that case it will not be economical to spend time and energy infield surveys for collecting information. At times there may be wealth of usableinformation in the already available data which must be used by an intelligentresearcher but with due precaution.Selection of appropriate methods for data collection:

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 thatit suits the type of enquiry that is to be conducted in the researcher, this factor is alsoimportant in deciding whether the data already available are to be used not yetavailable are to be collected.

Availability of funds:

availability of funds for the research project determines to alarge extent the method to be used for the collection of data. When the funds at thedisposal of the researcher are very limited, he will have to select a comparativelycheaper method. Finance in fact is big constraint in practice and the researcher hasto act within this limitation

Time factor:

availability of time has also to be taken into account in decidingparticular method of data collection. Some methods take relatively more timewhereas 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 bywhich the data is collected.Precision required: precision required is yet another important factor to beconsidered at the time of selecting the method of collection of data.

STEPS IN QUESTIONNAIRE CONSTRUCTION

A Questionnaire is often the heart of a survey operation. If the heart is not properlyset up then the whole operation is bound to fail. Thus studying the main objective of the questionnaire is important. There are

two main objectives

in designing aquestionnaire:

1. To maximize the proportion of subjects answering our questionnaire thatis, the response rate:

To maximize our response rate, we have to consider carefully how we administer the questionnaire, establish rapport, and explain thepurpose of the survey. The length of the questionnaire should be appropriate.

2.

To obtain accurate relevant information for our survey:

In order to obtainaccurate relevant information, we have to give some thought to whatquestions we ask, how we ask them, the order we ask them in, and thegeneral layout of the questionnaire. Thus the most important parameters in questionnaire designing can be described as:

1.Question Content2.Question Phrasing3.Question Sequencing4.Question Layout1.Question content:

For each question in the questionnaire, we should payattention to how well it addresses the content we are trying to get at.

Deciding what to ask there are three potential types of information:

Information we are primarily interested in that is, dependent variables.Information which might explain the dependent variables-that is, independentvariables.Other factors related to both dependent and independent factors, which may distortthe results and have to be adjusted for - that is, confounding variables.Thus while forming the question content the following question must be answeredappropriately.

Is the Question Necessary/Useful?

Examine each question to see if there is a need to ask it at all and if you need to askit at the level of detail you currently have.

Do Respondents Have the Needed Information?

Look at each question to see whether the respondent is likely to have the necessaryinformation to be able to answer the question.

Does the Question Need to be More Specific?

Sometimes the questions are too general and the information we obtain is more difficult to interpret. s Question Biased or Loaded?

One danger in question writing is that your own biases and blind spots may affect thewording. 

Will Respondents Answer Truthfully?

For each question see whether the respondent will have any difficulty answering thequestion truthfully. If there is some reason why they may not, consider rewording thequestion. 

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.

Question phrasing:

 

The way questions are phrased is important and there aresome general rules for constructing good questions in a questionnaire.

Use short and simple sentences

Short, simple sentences are generally less confusing and ambiguous than long,complex ones. As a rule of thumb, most sentences should contain one or twoclauses.

Ask for only one piece of information at a time

For example, "Please rate the lecture in terms of its content and presentation" asksfor two pieces of information at the same time. It should be divided into two parts:"Please rate the lecture in terms of (a) its content, (b) its presentation."

Avoid negatives if possible

Negatives should be used only sparingly. For example, instead of asking studentswhether they agree with the statement, "Small group teaching should not beabolished," the statement should be rephrased as, "Small group teaching shouldcontinue." Double negatives should always be avoided.

Ask precise questions

Questions may be ambiguous because a word or term may have a differentmeaning.

Level of details

It is important to ask for the exact level of details required. On the one hand, youmight not be able to fulfill the purposes of the survey if you omit to ask essentialdetails. On the other hand, it is important to avoid unnecessary details. People areless inclined to complete long questionnaires. This is particularly important for confidential sensitive information, such as personal financial matters or maritalrelationship issues.

Minimize bias

People tend to answer questions in a way they perceive to be socially desired or expected by the questioner and they often look for clues in the questions

3. Question sequencing:

In order to make the questionnaire effective and to ensurequality to the replies received, a researcher must pay attention to the question-sequence in preparing the questionnaire.

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A proper question sequence reduces the chances of the questions beingmisunderstood

•

The question sequence must be clear and smooth- moving, with questionsthat are easiest to answer being put in the beginning.

•

The first few questions are particularly important because they are likely toinfluence the attitude of the respondent and in seeking his desiredcooperation.

•

Following the opening questions are the question that are rally vital to theresearch problem and a connecting thread should run through successivequestions.

•

Relatively difficult questions must be relegated towards the end so that even if the respondent decides not to answer such questions, considerableinformation would have been obtained.

•

The order of the questions is also important. Some general rules are:-Go from general to particular.-Go from easy to difficult.-Go from factual to abstract.-Start with closed format questions.-Start with questions relevant to the main subject.-Do not start with demographic and personal questions.

4.Question layout:

 

•

Questions should form a logical part of a well thought out tabulation plan.

•

Questions should basically meet the following standards-Should be easily understood-Should be simple-Should be concrete and should conform as much as possible to therespondents way of thinking.

•

Items on a questionnaire should be grouped into logically coherent sections.Grouping questions that are similar will make the questionnaire easier tocomplete, and the respondent will feel more comfortable. Questions that usethe same response formats, or those that cover a specific topic should appear together.

•

Each question should follow comfortably from the previous question. Writing aquestionnaire is similar to writing anything else. Transitions between questions should be smooth. Questionnaires that jump from one unrelatedtopic to another feel disjointed and are not likely to produce high responserates.

Conclusion:

Questionnaire design is a long process that demands careful attention.Design begins with an understanding of the capabilities of a questionnaire and howthey can help the research. If it is determined that a questionnaire is to be used, thegreatest care goes into the planning of the objectives. Questionnaires are like anyscientific experiment. One does not collect data and then see if they foundsomething interesting. One forms a hypothesis and an experiment that will helpprove or disprove the hypothesis.Questionnaires are versatile, allowing the collection of both subjective and objectivedata through the use of open or closed format questions. However, a questionnaireis only as good as the questions it contains. Mindful review and testing is necessaryto weed out minor mistakes that can cause great changes in meaning andinterpretation. When these guidelines are followed, the questionnaire becomes a powerful and economic evaluation tool

DATA COLLECTION INSTRUMENTS