Methods of collecting primary

data
Surveys
Interviews
Observation
Focus groups

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 Survey method
• A research technique in which information is
gathered from people through the use of
surveys or questionnaires.

2
 Types of survey method
• Mail survey
• Telephone survey

3
 Mail survey
• A survey in which respondents are sent the
questionnaire, accompanied by a cover letter,
and asked to respond by mail.
• It is inexpensive
• Covers large geographical area
• It become less popular with the introduction
of internet

4
 Advantages
• Less expensive
• Covers large geographical area
• send the exact instrument to a wide number
of people.
• Respondents can fill it at their own
convenience

5
 Disadvantages
• Time consuming
• Questionnaire will not be properly marked
• Some may not respond to the mail
• Literacy should be ensured

6
 Telephone survey
• A telephone survey is a systematic collection
of data from a sample population using a
standardized questionnaire over the phone.

7
 Advantages
• Less time consuming
• A large number of information is collected
within a short period
• Large number of respondents can be
contacted

8
 Disadvantages
• Cannot use visual aids
• Respondents can terminate the interview at
any time
• It is expensive compared to mail survey

9
 Interview method
• An interview is a conversation between two or
more people (the interviewer and the
interviewee) where questions are asked by the
interviewer to obtain information from the
interviewee.

10
 Advantages
• Direct contact
• Clarity of information
• Quick response

11
 Disadvantages
• Need to set up interviews.
• Time consuming.
• Geographic limitations.
• Can be expensive.
• Normally need a set of questions.
• Respondent bias – tendency to please or impress,
create false personal image, or end interview
quickly.

12
 Types of interview
• Structured
• Semi-structured
• Unstructured

13
 Questionnaire
Questionnaires are a popular means
of collecting data, but are difficult to
design and often require many rewrites
before an acceptable questionnaire is produced.

• Can be posted, e-mailed or faxed.

• Can cover a large number of people or organisations.
• Wide geographic coverage.

• Questions have to be relatively simple.

• Historically low response rate (although inducements may help).
• Require a return deadline.
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THANK YOU

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