Data collection Methods

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 Data c ollected for the first time Secondary Data those which have already been collected and analysed by someone else.

 Primary data Are those which are collected afresh and for the first time, and thus happen to be original in character. Secondary data Are those which have already been collected by someone else and which have already been passed through the statistical process.

Primary data collection methods

There are several methods of collecting primary data. Important ones are: observation method interview method through questionnaires through schedules

Observation Method
Commonly used in behavioural sciences. It is the gathering of primary data by investigators own direct observation of relevant people, actions and situations without asking from the respondent. for Example A hotel chain sends observers posing as guests into its coffee shop to check on cleanliness and customer service.

 A food service operator sends researchers into competing restaurants to learn menu items prices, check portion sizes and consistency and observe point-of purchase merchandising. A restaurant evaluates possible new locations by checking out locations of competing restaurants, traffic patterns and neighbourhood conditions.

Questionnaires
Can be used to collect large amounts of information at a low cost per respondent. Respondents may give more honest answers to personal questions on a questionnaire. No interviewer is involved to bias the respondents answers. Convenient for respondents who can answer when they have time. Good way to reach people who often travel.

There are three basic types of questionnaire:

Closed ended Open-ended Combination of both

Closed ended Questionnaire: Closed ended questions include all possible answers/ prewritten response categories, and respondents are asked to choose among them. e.g. multiple choice questions, scale questions.

Open-ended Questionnaire: Open-ended questions allow respondents to answer in their own words. Questionnaire does not contain boxes to tick but instead leaves a blank section for the respondent to write in an answer.

Combination of both: This way it is possible to find out how many people use a service and what they think of the service in the same form. Begins with a series of closed ended questions, with boxes to tick or scales to rank, and then finish with a section of open-ended questions or more detailed response.

Limitations: not flexible take longer to complete than telephone or personal interview response rate is often very low researcher has no control over who answers.

Personal Interviewing:
It is very flexible and can be used to collect large amounts of information. Trained interviewers can hold the respondents attention and are available to clarify difficult questions. They can guide interviews, explore issues, and probe as the situation requires.

 Personal interview can be used in any type of questionnaire and can be conducted fairly quickly. Interviewers can also show actual products, advertisements, packages and observe and record their reactions and behaviour.

COLLECTION OF DATA THROUGH SCHEDULES

This method of data collection is very much like the collection of data through questionnaire, with little difference which lies in the fact that schedules (Performa containing a set of questions) are being filled in by the enumerators who are specially appointed for the purpose.

 These enumerators along with schedules, go to respondents, put to them the questions from the Performa in the order the questions are listed and record the replies in the space meant for the same in the Performa.

Secondary data collection method

CASE STUDY METHOD : The case study method is a very popular form of qualitative analysis and involves a careful and complete observation of a social unit, be that unit a person, a family, an institution, a cultural group or even the entire community. It is a method of study in depth rather than breadth. The case study places more emphasis on the full analysis of a limited number of events or conditions and their interrelations.

 The case study deals with the processes that take place and their interrelationship. Thus, case study is essentially an intensive investigation of the particular unit under consideration. The object of the case study method is to locate the factors that account for the behavior-patterns of the given unit as an integrated totality.