RESEARCH METHODOLOGY

MODULE 3
 CONTENTS

DATA COLLECTION PRIMARY AND SECONDARY

DATA
METHODS AND INSTRUMENTS OF DATA
COLLECTION
RELIABILITY AND VALIDITY
QUESTIONNAIRE DESIGN
ATTITUDE MEASUREMENT AND SCALING
ADMINISTRATION OF SURVEYS
 PRIMARY DATA

PRIMARY DATA
Data collected by the researcher himself for the first time
Original in character
Observation method, interview method, questionnaire method
and schedule method are used for data collection
 ADVANTAGES AND DISADVANTAGES OF
PRIMARY DATA
Advantages
First hand information
Reliable data
Useful for knowing opinion, qualities and attitudes of respondents
Disadvantages
Expensive and time consuming
Scope of bias of the researcher
Selecting representative sample is a difficult task
 SECONDARY DATA

Data collected by some other person for his/her purpose

Published data
Finished products
Primary data in hands of one later becomes secondary data
for others
Sources of secondary data are reports of government,
agencies, banks, journals, newspapers, books, research
institutes, published works of research scholars, official
websites etc.
 ADVANTAGES AND DISADVANTAGES OF
SECONDARY DATA
Advantages
Least cost for collecting data
Less time required
Large quantity of information when published by big institutions.
Disadvantages
Need not satisfy every need of the researcher
Unreliable
Chance of repeating errors if not identified
 SOURCES OF SECONDARY DATA

Official reports of central, state, and local governments

Official publication of the foreign Governments and
International bodies like UNO
Reports and publications of trade associations, banks,
cooperative societies and similar organizations
Technical journals, newspapers, books, periodicals
Publications of research organizations, institutions and
reports submitted by economists and research scholars
 EMPIRICAL METHODS FOR COLLECTING
PRIMARY DATA
Observation method
Systematic viewing of a phenomenon in the proper setting for the
specific purpose of gathering data for a particular study.
Observation means watching things with a purpose.
Keen and scientific study of a problem
Interview method
Direct and most important method of data collection
Verbal method of securing data in the field of surveys
 EMPIRICAL METHODS FOR COLLECTING
PRIMARY DATA
Questionnaire method
Questionnaire is a printed list of questions
A request is made to the respondent that the questions should be
answered and returned

Schedule method
Schedule is a proforma containing a set of questions and tables.
Schedule is filled by field staffs appointed by the researcher for
collection of data
 WARRANTY CARD
Cards with question printed on it given to customers by dealers of
consumer durables
Placed inside the package along with the product.
Less expensive method of data collection, but customers may not
send the card back to dealer
DISTRIBUTOR AUDIT/STORE AUDIT
Performed by distributors as well as manufacturers through their
salesmen at regular intervals.
Distributors get their retail stores audited through salesmen and
use such information to estimate market size, market share,
seasonal purchasing pattern, etc.
Data is obtained by observation
 PANTRY AUDIT
Used to estimate the consumption of the basket of goods at the
consumer level.
Data is collected about the types, quantities and prices of
commodities consumed, i.e., consumer preferences
Usually done for a single visit
May not give accurate data if there are promotional devices in the
shop
CONSUMER PANELS
An extension of pantry audit done on a regular basis
A sample of consumers data is collected over a period of time
 MECHANICAL DEVICES
Eye camera to record the focus of eyes of a respondent on a
specific portion of a sketch or diagram or written material.
Pupilometric camera to record dilation of pupil as a result of
visual stimulus
Psychogalvanometer to record extend of body excitement as a
result of a visual stimulus
Motion picture cameras to record movement of body of a buyer
while deciding to buy a consumer good from a shop or big store
CONTENT ANALYSIS
Analyzing contents of documentary materials such as books,
magazines, newspapers and the contents of verbal materials like
documentaries.
 CASE METHOD
A technique by which individual factor whether it be an institution
or just an episode in the life of an individual or group is analyzed in
its relationship to any other in the group.
Qualitative analysis is done
A method of study in depth rather than breadth
The behavioral pattern of concerning unit is studied directly
PROJECTIVE TECHNIQUES
Indirect interviewing techniques developed by psychologists
The individual who is being observed or interviewed is not aware of
the fact that he is being observed or interviewed
Some stimulus is used to bring out the respondents unconscious
operations of mind to conscious level
 RELIABILITY

Reliability
Reliability refers to the degree of accuracy of measuring
instruments
A reliable instrument provides consistent results
Stability and equivalence are two aspects of reliability
Stability stands for securing consistent results with repeated
measurements by the same person with the same instrument.
Equivalence considers how much error may get introduced by
different investigators or different samples of items being studied
 VALIDITY

The effectiveness of an instrument in measuring the

specific property which it intends to measure.
Four types of validity
Predictive validity
Concurrent validity
Content validity
Construct validity
 Predictive validity
Refers to the extent to which the study implies predictive power.
Refers to the usefulness of a test in predicting some future
performance
If we are able to make accurate predictions we can say that our
measurement instrument is valid
Concurrent validity
Tests that help to distinguish the individuals who differ in their
present state is said to have concurrent validity
Content validity
Representativeness of the content
Extent to which a measuring instrument provides adequate
coverage of the topic under study
Construct validity
Refers to determining which factors are responsible and should be
used to explain the difference among individuals or groups
 ATTITUDE MEASUREMENT AND SCALING

Attitude of an individual towards a matter can be known

from the score of his response given on a questionnaire.
The respondent expresses his likes, dislikes, agreement or
disagreement with the issue involved in the form of
questions
The score will place the respondent on a scale which
indicates his position on the scale
CLASSIFICATION OF MEASUREMENT SCALES

Nominal Scale
Individuals or objects are classified into two or more named categories.
The members of these categories differ with respect to a specified
attribute which is being measured.
e.g. Classification of individuals according to gender, religion, income,
etc.
Ordinal Scale
Numbers such as 1,2,3,4, ..are assigned to individuals or objects to
indicate their relative position.
The order or position in relation to attribute being measured is
determined for individuals.
Interval Scale
Units of measurements are equal.
The interval between the scale position of 1 and 2 will be same as
between 2 and 3.