Data Collection

Methodology-
Primary Data Collection
Methods
 Observation Method
 Most commonly used
method
 Advantages:
 Subjective bias is
eliminated
 Information obtained
relates to current
happenings
 Demands less of active
cooperation of
respondents
Observation Method
 Disadvantages:
 It is an expensive method
 Limited information provided
 Rare accessibility for direct observation
 Interview Method
Presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses

Interview Method

Personal Interviews Telephone Interviews

 Personal Interview
 Advantages:
 More information of greater
depth is obtained
 Personal information can be
obtained easily
 Samples can be controlled
more effectively
 Interviewers may secure most
spontaneous reactions

 Disadvantages:
 Possibility of bias of interviewer
and respondent
 Certain respondents may not be
easily approachable
 This method is relatively more
time- consuming
 Presence of interviewer may
over stimulate respondents
 Advantages:
 More flexible, faster and
cheaper in comparison to
other methods
 There is high rate of
response
 No field staff is required

 Disadvantages:
 Time constraints for
respondents
 Not suitable for intensive
surveys
 Questions have to be
short and to the point
Collection of Data through
Questionnaires

• Definition
Technique of Data Collection in which
each person is asked to respond to the
same set of questions in a
predetermined order

• When to use Questionnaires

• For explanatory or descriptive
research
• To collect responses from a large
 Questionnaires
 Advantages
 Extensive geographical
coverage with minimum cost
 Respondents have adequate
time to give answers
 Results can be more dependable
and reliable
 Large sample size, thus more
reliable

 Disadvantages
 Low rate of return of duly filled in
questionnaires
 Can be used only with educated
and co-operating respondents
 Inflexibility in amending
questionnaires once sent
 It is likely to be the slowest
 Possibility of ambiguous replies
Main Aspects of a questionnaire
 General Form
 Structured or Unstructured
 Closed ended (yes or no)
 Open ended (inviting free response)

 Question Sequence
 Should begin with questions that arouse interest
 Followed by more specific questions

 Question formulation and wording

 Should be easily understood
 Should be simple
 Should be concrete (get the most info by using least
words)
Examples of Question types
 Open questions

Eg: Please list up to three things you like about

your college
1 ………………………………………
2 ………………………………………
3 ………………………………………
 List questions

Eg: What is your religion (please tick the

appropriate box)
 Buddhist
 Christian
 Hindu
 Jewish
 Muslim
 Sikh
 Other
 Category questions
Interviewer : listens to the respondents answer and
tick as appropriate

Eg: How often do you bunk the college ?

 Once a week
 Less than fortnightly to once a month
 2 or more times a week
 Less than once a week to fortnightly
 Less often
 Ranking questions

Eg: Please number each of the factors listed below

in order of importance to you in choosing a new car.
Number the most important 1, the next 2 and so on.
Factor
Importance
Carbon dioxide emissions [
]
Boot size [ ]
Depreciation
[ ]
Price [ ]
 Rating questions

Eg : For the following statement please tick the box that

matches your view most closely
Agree Tend to agree Tend to disagree
Disagree
I feel employees
Views have
Influenced the
Decisions taken
By management
Essentials of a good Questionnaire

 Short and Simple

 Sequence should be easy to difficult
 Personal and Intimate questions should be left
to the end
 Technical terms capable of different
interpretations should be avoided
 Open ended questions should be avoided to
the extent possible
 Schedules
 This method is similar to
questionnaire
 It is filled in by the
enumerators appointed
for this purpose
 They explain the
objectives and remove
difficulties of respondents
 Data collected through
this method lead to fairly
reliable results
 It is time consuming
method
 Difference between Questionnaires
and Schedules
Questionnaire Schedule

 It is sent through mail  It is filled out by

without further enumerators and provide
assistance assistance
 Data Collection is  Data collection is more
relatively cheap expensive
 No clarity about  Identity of respondents is
respondents known
 This method is likely to  Information is collected
be slow well in time
 Respondents need to be  Data can be collected
Other Methods of Data Collection

 Warranty cards
 Distributor audits
 Pantry audits
 Consumer Panels
 Transitory Consumer Panel
 Continuing Consumer Panel
 Use of mechanical devices
 Different data capture methods
Thank You
Presented by...
Group No. 5
 Pradeep Deshmukh
 Naveen Gurnani
 Shreya Shetty
 Shashank Tambatkar
 Dharvin Vasani