Methods of Collecting Primary Data

Primary data are directly collected by the researcher from their original sources.

In this case, the researcher can collect the required date precisely according to his research
needs, he can collect them when he wants them and in the form he needs them. But the
collection of primary data is costly and time consuming. Yet, for several types of social science
research required data are not available from secondary sources and they have to be directly
gathered from the primary sources.

They include:
- socio economic surveys,
- social anthropological studies of rural communities and tribal communities,
- sociological studies of social problems and social institutions.
- Marketing research,
- leadership studies,
- opinion polls,
- attitudinal surveys,
- readership,
- radio listening and T.V. viewing surveys,
- knowledge-awareness practice (KAP) studies,
- farm managements studies,
- business management studies etc.

There are various methods of data collection. A ‘Method’ is different from a ‘Tool’ while a
method refers to the way or mode of gathering data, a tool is an instruments used for the
method. For example, a schedule is used for interviewing.

The important methods are :

1. Observational approaches –

a. Participant Observation

b. Non-participant Observation

c. Direct Observation

d. Indirect Observation

e. Controlled Observation

f. Uncontrolled Observation

2. Questioning approaches –

a. Interviewing

i. personal interview
 ii. telephone interview

b. mail survey

3. Experimentation,

4. Simulation and

5. Projective technique.
6. Audits –

a. retail audits to determine the quality of service in stores

b. inventory audits to determine product acceptance
c. shelf space audits

7. Trace Analysis

a. credit card records

b. computer cookie records
c. garbology - looking for traces of purchase patterns in garbage
d. detecting store traffic patterns by observing the wear in the floor (long term) or the
dirt on the floor (short term)
e. exposure to advertisements

8. Content Analysis (observe either articles, programs, or advertising content of )

a. Magazines
b. television broadcasts
c. radio broadcasts
d. newspapers
Observational Methods:
Observation means viewing or seeing. Observation may be defined as a systematic viewing of a
specific phenomenon in its proper setting for the specific purpose of gathering data for a particular
study. Observation is classical method of scientific study.
1.
Participant Observation:

The observer is a part of the Advantages: Disadvantages:

phenomenon or group which is 1. Understanding of the 1. Narrowing
observed and he acts as both
an observer and a participant.
e.g. a study of tribal customs
by an anthropologist by taking
part in tribal activities like folk 2. Ability to record context
dance.
The persons who are observed
should not be aware of the
researcher’s purpose. Then
only their behaviour will be
‘natural’. The concealment of
research objective and
researcher’s identity is
justified on the ground that it
makes it possible to study
certain aspects of the group’s
culture which are not revealed
to outsiders.
of range of
emotional reactions of observation.
the observed group, E.g. if there is a hierarchy of
and a deeper insight of power in the group/community
their experiences. under study, he comes to
occupy one position within in,
and thus other avenues of
which gives meaning to information are closed to him.
the observed behaviour
and heard statements. 2. To the extent that the participant
observer participates
emotionally, the objectivity is
lost.
3. Dual demand made on the
observer. Recording can
interfere with participation, and
participation can interfere with
observation. Recording on the
spot is not possible and it has to
be postponed until the observer
is alone. Such time lag results in
some inaccuracy in recording

2.
Non-participant observations Advantages: Disadvantages:
The observer stands apart and 1. There is no emotional 1. Observer needs to be skilled in
does not participate in the involvement on the part recording observations in an
phenomenon observed. of the observer thus no unnoticed manner.
loss of objectivity.
3.
Direct Observation Advantages: Disadvantages:
Observation of an event 1. Flexible and allows the 1. The observer’s perception
personally by the observer observer to see and circuit may not be able to cover
when it takes place. record subtle aspects all relevant events when the
of events and latter move quickly, resulting in
behaviour as they the incompleteness of the
occur. observation.
2. Observer is free to shift
places, change the
focus of the
observation.
4.
Indirect observation Advantages: Disadvantages:
This does not involve the 1. Less flexible than direct 1. Less biasing and less erratic in
physical presence of the observations, recording accuracy.
observer, and the recording is 2. Provides a permanent
done by mechanical, record for an analysis
photographic or electronic of different aspects of
devices, recording customer the event
and employee movements by a
special motion picture camera
mounted in a department of a
large store..
5.
Controlled observation Advantages: Disadvantages:
This involves standardization of 1. Accuracy of the 1. Expensive
observational techniques and findings. 2. Difficult to generalize results to
exercises of maximum control 2. Confounding variables the whole population as
over extrinsic and intrinsic are controlled “controlling” may result in
variables by adopting behaviours which are not
experimental design and natural. (Non-naturalistic)
systematically recording
observations. Controlled
observation is carried out either
in the laboratory or in the field.
It is typified by clear and
explicit decisions on what, how
and when to observe.

6.
Uncontrolled observation Advantages: Disadvantages:
This does not involve control 1. Naturalistic study 1. Difficult to use in quantitative
over extrinsic and intrinsic research
variables. It is primary used for 2. Potential for bias and less
descriptive research. accurate result as a result of
Participant observation is a confounders.
typical uncontrolled one

Questioning approaches –
1.
Interviewing
a.
Personal interview:
This is a method of primary
data collection in which
questionnaire is used as a data
collection tool. Several
interviewers are sent to
respondents with the interview
questionnaire. It is described in
terms of time, place and
numerous other factors which
have influence over
interviewees.
Types –
- Self administered
questionnaires
- Door-t-door interview
- Mail intercept surveys
- Executive interview &
- Purchase intercept
interview
b.
Telephone interview. Advantages Disadvantages:
This is one of the most 1. Saves travel time and 1. Impossible to use visual aids
significant primary data cost. 2. Majority of the population does
collection methods. Significant 2. Higher chance of not have telephone connection
features include – reaching the (though this is fast changing in
- Selecting telephone respondents at any the current era of cheap
numbers place ( geography) telephony).
- Call timing 3. Low overall interview 3. Higher probability of
- Call outcomes conducting time of discontinuation of conversation;
- Call report sample as compared to it may result in incomplete
other methods. interview.
4. Higher chance of
random selection of
units among the
population having
telephone numbers.
2.
Mail Survey: Advantages: Disadvantages:
Researchers mail 1. Less time and cost of 1. Respondents’ identities are not
questionnaires to the data collection known to the interviewer.
respondents. The respondents 2. Greater population 2. Colleagues of the respondents
then fill the questionnaires and coverage. may fill the questionnaires on
return at their convenience. 3. Absence of the behalf of the respondent.
interviewer’s bias. 3. Return ration of the filled
questionnaires may be very low.
4. There may be a delay in the
return of the filled
questionnaires.