Data Collection Methods

Introduction
PGCBAA04
Course Logistics
• Facilitators – Prof. Sajeet Pradhan and Prof. Sirish Kumar Gouda
• Evaluation
• Quizzes – 2 – 40%
• End term exam – 60%
• Course Objectives
• Gain understanding of qualitative and quantitative research methods
• Develop an ability to craft research design with appropriate measures and
data collection tools
• Understand the different stages in business research process
Why Data Collection Methods Course?
• Huge cost of data collection
• Difficult to collect data once again
• Improper data collection might lead to wrong results
• According to IBM, US economy loses $3 trillion a year due to bad
data
• Garbage in - Garbage Out!
Research Process
Research Process

Report
Research Data
Problem Data Preparation
Design Preparation
Definition Collection and
Formulation and Analysis
Presentation
Problem Definition
• What is problem definition?
• Purpose of study
• Scope of the study
• Background information available
• Information needed for decision
• How information will inform decision-making
Problem Definition
• Alice and the Cheshire cat
• “Which road do I take?“ - (Alice)
• "Where do you want to go?"
• "I don't know," Alice answered.
• "Then, said the cat, it doesn't matter.”
• Problem definition is critical!
Problem Definition
• How do you better define the problem?
• Discuss with decision-makers concerned
• Discuss with industry experts
• Analyze secondary data
• Exploratory research
• Precise definition of problem critical to good research!
Research Design (Quantitative Paradigm)
A Comparison of Basic Research Designs
Data types
• Types of data collected

• Primary
• Directly collected by the researcher from respondents or by direct observation

• Secondary
• Data collected (or) reported by others and available for use in proprietary or publicly
available data sources

• Examples – Statista, Data World Bank etc.

Where to collect data from?

Source: Tech Target

Research Questions – Data Collection
• Type of data collected and method employed differ based on the
research question

• Examples
• Which asset would you invest in given that you have a lumpsum amount Rs.
X?
• Given the aftermath of COVID-19 in the country, which of the following
modes of work would employees prefer going forward?
• Coke has decided to introduce a new flavor of cola. How should it test its
effectiveness and potential adoption?
Research Questions - Data Collection
• Examples
• Microfinance and Rural Banks face NPA related issues. How do they assess
the credit-worthiness of customers who are not part of formal banking
systems?
• Logistics service providers need to focus on the health of the driver and the
trucks that are used. How do they monitor it continuously and nudge the
driver to be safe while driving?
• Which product(s) should be recommended to a consumer shopping on an e-
commerce platform?
• Reliance fresh wants to manage its perishable goods inventory well. What data
should it capture and use?
Cerenity Sanitizer case
• What are the different research designs used in the study?
• What are the tools used in the study?
• What are the ways in which the data collected was used to come up with
inferences that could help managers?
• What is the complete process followed in this market research study?
• Hour-glass approach
Cerenity Sanitizer case
• Why did the research team not go for a conclusive study directly?
• Why is it important to survey the non-users in the study?

• Quantitative Tools used in the study

• Regression Analysis – To identify significant drivers
• Factor Analysis – To identify dimensions underlying evaluation of product
• Cluster Analysis – To identify customer segments
• Conjoint Analysis – To decide product formulation and pricing

• Are there are shortcomings in the study that Mr. Shah should be careful of?
• Sampling errors – who were the respondents?
• Survey design
Questions?
• sirish@iimtrichy.ac.in