Ch2 Source of Secondary Data

TYBBA-Sem V/BR/ Ch-2/2021-22
PROF. V.B.SHAH INSITUTE OF MANAGEMENT,

AMROLI,SURAT
COURSE: B.B.A
YEAR: T.Y.BBA(SEM –V)
SUBJECT: BUSINESS RESEARCH
Faculty: Dr. Swati Mehta & Dr. Nilesh Patel
Unit: 2 Data Collection (25%)
 Difference between terms: “Data” and “Information “, Difference between Primary Data & Secondary Data.
Their relative merits & de-merits, various sources of secondary data (Internal & External), Use of internet in
secondary data collection
 General Idea of survey methods, Four Survey Methods viz. Telephonic Survey, Personal Survey, Electronic
Survey and Mail Survey, Comparison of four survey methods on various parameters
 Definition of Observation, when observation method is suitable, Advantages and Limitations of Observation
Method, Conceptual Understanding of various types of Observation Methods viz. Direct & Indirect Method,
Mechanical & Human Observation, Disguised & Non-disguised, Structured & Non-Structured, Participative
and Non-Participative Observation
Dr. Swati Mehta & Dr. Nilesh Patel

Prof.V.B.Shah Institute of Management, Amroli,surat Page 1
Classification of
Marketing Research
Problem Identification Problem Solving

(Sales Decline, Profit Decline, (Price fixation, Investment
production decline, efficiency decline) Decision, reduction in wastage,
Employ Satisfaction )
2.1) Data & information:

Data
 In our day to day life ,we frequently use the word data & information.
 Both are types of knowledge or something used to get knowledge.
 “Data is the collection of raw Facts and figures”. It is without any proper meaning.
 Data may be collection of words, number, Graphics or sounds.
Example:
 Data of Citizens during Census, data of all citizen is collected.(family members, their
age, occupation, education, etc. are called data.)
 Different companies collect data by survey to know the opinion of people about their
product.
 Students examination data in examination data about obtained marks of different
subjects for all students is collected.
Information
 The collection of these raw input, which convey some meaningful idea is known as
information.
 So the manipulated & processed form of data is called information.
 When raw facts and figures are processed and arranged in some order than they
become information.
 The organized meaningful form of data is called information.
Example:
 Census report (Total Population, literacy rate, Male/Female ratio etc.) Census data
can be used to generate different types of information. The government can use to
determine literacy rate in the country, it is called information.
 Survey reports and results survey data is summarized into reports/information to
present to management of the company ( Example: Parents are purchasing goods by
considering their kids requirement)
 Result cards of individual students, result sheets of a particular class.
 In examination system collected data (Obtained marks in each subjects) is processed
to get total obtained marks are information. It is used to prepare result card of a
student ( To prepare merit list based on percentage
Example
 Students fill an admission form when they get admission in college. The form
consists of raw facts about the students. These raw facts are student's name, father
name, address etc. The purpose of collecting this data is to maintain the records of the
students during their study period in the college.
We can summarize the difference between Data & information as under:
Data Information
1) data is derived from Latin word ‘ Information is derived from word;
datum’ informer’.
2) it is unorganized fact that needed It is organized and structured fact.
to be processed.
3) Data alone has no significance. Information is significant by itself.
4) observations or recordings are For obtaining information, analysis is
done to obtain data. carried out.
5) it is first level of field of inquiry Information is the second level of
or knowledge. knowledge.
6) Data are Facts Information are interpreted facts
7) Data are simple numbers and information give meaning to these
figures numbers and figures
8) Data are meaningless information are meaningful
9) Data are valueless information are useful and valuable
Data of Citizens during Census, The government can use to
data of all citizen is collected. determine literacy rate in the
(family members, their age, country, it is called information.
occupation, education, etc. are
called data.)
No meaning of numbers It can be Date: 20/03/87
Ex: It can be Pin code: 200387
200387

Secondary Data
Meaning :
Secondary Data:
“Any data which has been gathered earlier by some other person are secondary data in
the hands of researcher”
Primary Data:
“Those data which are collected at first hand either by researcher or someone else is
known as primary data.”
Thus primary data collected by one person may become the secondary data for another.
Ex. Census reports, annual reports & financial statements of companies, reports of
government departments, annual reports on currency & finance published by the RBI, trade
& financial journals, magazines, newspapers, etc.
Secondary data consist of not only published records & reports, but also unpublished
records. E.g. accounting & financial records, personnel records, register of members,
minutes of meetings, inventory records, etc.
Advantages of secondary data :
1. Cost saving : Secondary data are economical than primary data. A major
advantage for the use of secondary data is that the cost of collecting original
data is saved. In the collection of primary data, effort is required, design &
printing cost is there, staff is appointed, all data are to be collected & verified
& finally such data are to be tabulated & analyzed. All these activities need
large funds, which can be utilized elsewhere if secondary data can served the
purpose. Secondary data are available for negligible nominal cost.
2. Time Saving: collecting secondary data is less time consuming. Once you find
sources of information, time will be saved for collection of data. It will reduce
mental and physical efforts on data collection and he/she can concentrate in
main responsibilities and did not work late hours.
For example: marketing manager can concentrate on sale targets, promotion
schemes, distribution of goods and can avoid work of questionnaire
preparation, if he gets authentic secondary data.
3. Easily Accessible: secondary data can easily collect from various sources. If it
is in electrical form so, researcher can transfer, access and store it very easily.
4. Ready to use form: Secondary data are generally available in tabulation form,
data are already edited & filtered format. If purpose is similar for which data
are collected they are completely processed so, less efforts are require & time
also saved.

5. To Verify authenticity of Primary Data: Authenticity & correctness of entire

research process can be checked by Secondary data.
For example-1: in research titled “Customer Preferences regarding brands in
laptop”, in this study few brands are included. But if list is available different
brands in laptop within few times we can easily identified gap in current study
as in it some important brands are not added.
Example-2: A student did work as research title customer satisfaction towards
after sale service of Hi-Tech Inverter. He had covered some customers but if
from company’s record, customer list is available from which incorrectness can
be easily found out. If students have not covered at least 10% of population
that problem is also revealed immediately & authenticity regarding customer
can be also found out.
6. To help for Exploratory Research:
As we know that before conducting details research, we need to do pilot
exploratory research, to get ideas for further detailed research on that time
secondary data is useful far exploratory research.
Example: in research titled “Passenger satisfaction towards the facilities
provided by railway authorities”.
In this research before going for detailed research & for preparing
questionnaire exploratory research is required to conduct like types of
customers, types of train, facilities provided in different train etc.
7. Only use of secondary data is only an alternative.

It is not possible that data are always freshly collected as primary data. For
example census data, mortality rate in state wise, export-import data, FIIs flow
FDIs flow in difference sector etc. even business houses also not prefer to
collect freshly, Temperature data, forest data.
Disadvantages of secondary data :
1. Inaccurate: In case the degree of inaccuracy is high, the use of such data
would weak the utility of research study. Inaccuracy leads to lack of reliability
of research output. Accuracy of secondary data largely depends on the source
of that data base. For example : for studying trend of share price valid database
is RBI, NSE, BSE. Same data available on other website also but less
authentic.
2. Out of date: The other limitation is that they may be somewhat out of date or
out of date.it will lose validity as they are not current data. Example: for
market survey 2001 census data is not consider as valid database in 2014.
3. Unit may not be same: The unit in which secondary data are expressed may
not be the same as required in the research project. It is just possible that the
unit of measurement used in secondary data is different from the one needed in
research project. We may have to filter, re-arrange & reprocess entire data.
Many time lack of compatibility is such a big problem that it is not advisable to
use that secondary data.
Ex: Research wants data of gold in the Indian currencies but data available in $.
Here units are not same as require.
 Researcher need data on net income but available data are in gross
income. So such data cannot be useful for research.
 We need to know total annual family income but secondary data
available is monthly personal income.
4. Class boundaries: Even if units are the same as those required by research
project, it may just be the class boundaries are different from those desired.
Example : if income data are available for buying behavior of mobile phone in
monthly income <2000,2000-4000,4000-6000,6000-8000 rs., this range is not
suitable for measuring buying behavior of Car.
E.g. age of people may have break up of
 < 5 years
 5 to 20 years
 21 to 40 years
 41 to 80 years
 >80 years
if the researcher wants to find the age of person as 25, he will be at loss with such secondary
data.
5. Incomplete:
Many time secondary data have lack of completeness. One person has prepared
report to study about buying behavior of particular city. We got data but
demographic details are missing. To study buying behavior this data are
incomplete.

 Difference between Primary data & Secondary Data:
Primary Data Secondary Data

1. Primary Data are obtained for the Secondary Data are obtained by
first time and hence they are another person hence they are not
original. original.
2. Primary data are extensive and in Secondary data are in systematic
raw form. and concise form
3. Collection cost is high in primary Collection cost is relatively low
data.
4. Collection time is long in primary
Collection time is less in secondary
data. data.
5. These data are obtained from the
They are obtained from other
units under inquiry so they aresources so may not be in relevant
relevant, accurate and reliable.
form and are not much accurate &
reliable.
6. Primary data are independently Secondary data acre collected by
collected by researcher. other persons or agencies.
Sources of secondary data:

Secondary data may be classified as either internal or external.
Internal data are those generated within the organization
External data are those generated by sources outside the organization.
SECONDARY
DATA
INTERNAL EXTERNAL
Requires
Published Computerized Commercial
Ready to Use Further
Materials databases Firm.
Processing
General
Online Database
Business Source
Government
Offline Database
Sources
International
publications
A. Internal sources of secondary data :

Internal dates are data available within the organization for which the research is being
conducted. Many organizations doing business research in finance management, Human
Resource Management and Production Management by using internal secondary data.
These internal data sources readily available. They are more relevant and accurate also.
Internal Data are divided in two categories.

(i) Data ready to use
(ii) Data requires further processing
(i) Data ready to use:

These data are ready to use means it is already organized, arranged, processed,
tabulated and verified also.
For example, audited balance-sheets and P&L accounts can furnish very useful
secondary data for finance Management related researches. Many organization
have lots of data of various departments.
They have detailed employment records of all employees and used for personnel
researches.
Marketing department has databases on different quantity sold, salesmen
commission and performances, Advertising expenditure report, sales force
expenditure. Now days all organization have good computerized data
management system it is generally called Management Information System (MIS).
This system widely used in organization name ERP or SAP system. This system
generates frequently reports as per management need. These reports will help for
taking management key decision. Cost control, wastage control, present report,
production report, inventory report, delivery schedule of customers and payment
information are examples.
They have more details about market shares, old price list, rate contracts, copies of
old advertisements, list of competitors, list of customers.
(ii) Internal Secondary Data requiring further processing:
These data are in raw form. They are internally available but they are not
processed, checked and organized. For example, bunch of sale invoices of the last
three months contains a lot of details but you need to process these data. Similarly,
the last one year attendance and timing records can be processed for a research in
HR area. Bunch of old quality of control reports, customer complaints, production
job cards are few other example of unprocessed internal secondary data.
B. EXTERNAL SOURCES OF SECONDARY DATA
These data are requiring to collect outside of organization. These data have negligible cost
and also require some more time to find out sources for it. They are divided in following
three categories.

1. Published Databases
2. Computerized Databases
3. Commercial firm or Data selling form (Syndicated services and business research consultancy firms
dealing in data collection , research and data management).
1. Published Databases:
They are divided in three sub-categories:

1.a. General or private sources
1.b. Government sources
1.c. International publications
1.a. General or Private sources:

They are usually expensive than government sources. Businesses publish a lot of
information in the form of books, journals, newspapers, magazines, reports, and trade
literature. Following are example and sub-categories of various general sources of
secondary data. They provide information in various classes and categories. For example, a
Telephonic Directory can be useful as a sampling frame & to study a few demographic
characteristics like community & religion. A directory of manufactures in a particular
industry can be used to do an exploratory research. A chemical seller whose customers are
dyeing and printing units can understand about size of the market and potential for his
product from directory of processing houses in Surat. Following are various general
published sources.
 Directories of various associations. For example, in Surat there are many associations like Hotel
Owner’s Association, Processor’s Association, Weaver’s Association, Medical Practitioner’s
Association, Association of architects, Association of Charted Accountants. Association of all
industries & business units which is Southern Gujarat Chamber of Commerce & Industry.
 Telephone Directories:
 Yellow Pages: which are usually industrial or commercial directories prepared for a geographical
region. They are available either free of cost to citizen of that region or at nominal cost.
 Industrial Directories: often they are compiled by associations of that industry or by private
publishing houses. For example: A private publishing group in Mumbai publishes a well compiled
directory of entire chemical industry in India.
 Magazine and News Paper Archives especially related to business: There are many news papers
related of business, economy & commerce. Economic Times, Financial Express, Business Standard
etc. are leading dailies in this category. There are many magazines which are published by private
publishers & they are applicable for a particular industry. Following are a few examples:
 ‘Overdrive’ & ‘Auto India’ for automobile industry.
 ‘Business India’, ‘Business Outlook’, ‘Outlook Money’, ‘Dalal street’ for Indian Economy.
 ‘Fortune”, ‘Forbes’ & ‘Wall Street’ for American & world economy.
 ‘Chip’ , Digit’ & ‘E-Business’ for computer & information technology.

 Guides: Guides are an excellent sources of standard or recurring information. A guide may held
identify other important sources of directories, trade association, and trade publication. Guides are
one of the first sources a researcher should consult.
 Indexes: It is possible to locate information on a particular topic in several different publications by
using an index. Index can increase the efficiency of the search process.
1.b Government Sources

 Annual banking report of RBI sent to all relevant organizations & to colleges.
 Government data on past & future infrastructure spending. Past budget and variances. Current year
budget. For example, growth of plans of a cement company largely depend on government spending
on infrastructure.
 Data available with state Governments, Municipal Corporations. For Example, a bank can easily
decide where to open new branches by seeing ward wise population in Surat city.
 Government data on manpower availability. For example, one can get exact figures on number of
MCAs, MBAs, BBAs, Engineers studying in the final year to Gujarat. Many other datat on man
power availability are available from Labor Bureau of Ministry of Human Resources.
 Data available with our embassies in foreign capitals on probable buyers and suppliers of various
products in those countries.
 Indian Agricultural Statistical Research Institute generates huge data on agricultural sector.
 Bureau of Indian Standards publishes large data on quality standards for virtually every product.
 Indian Council of Social Science Research (ICSSR) publishes a lot of data related to social-cultural
details.
 Secondary data available with institute created by Governments for example: National Productivity
Council, Central Institute of Plastic Engineering & Technology (CIPET), Indian Institute of
Packaging, Indian Institute of Fisheries & Marine Sciences are only & few examples.
 There are many Export Promotion Councils for various product categories like Chemical Export
Promotion Council, Gems & Jewelry Export Promotion Council. They generate a lot of secondary
data in the form of various publications.
we can use quickly add here that now right to information act (RTI act0 has already been
pass by parliament and we can also ask for certain other non standard information from
Government officials. Thus, obtaining data from Government office has not remain very
difficult.
1.c International Publication
We can include budget of Government of various countries, UN statistical year book, WHO
report, IMF and World Bank report etc. These reports are very useful to those organizations
whose businesses are developed in several countries. For Example, all MNCs eagerly await
announcements of WHO about various healthcare projects. If WHO announces TB
eradication program in Brazil and India, it means huge purchases of TB vaccines & it also
means that after 20 years, there will be hardly any demand of TB medicines.
2. Computer Databases:
These data are available in digital or computerized format. There are two versions of these
data sources they are no different sources.
2.a Online Sources

2.b Offline Sources

2.a Online Sources:
They are available any time on internet. For example, population data of Surat city is on
SMC website. Textile data of clothe is on textile websites. Export Import data of India are
available on website of Ministry of Commerce, Government of India. Entire Government
database is managed by one nodal website called WWW.NIC.GOV.IN. There is one more
version of online databases. In this version, data are put on a centralized computer. External
users can access this data via telephone line which can also be limited with computer of
users. For example, using a cellular phone, you can access the main frame database of
Indian Railways by cellular phone and can know reservation viability and status.
2.b Offline Sources:
Often in our normal conversation language, we called this data as 'softcopy' of data. As one
can understand, they are usually available on CD-Rom. In some special cases, other data
storage device can also be used. We already have yellow pages and telephone directories on
CD. The advantages are many when compared to printed or published data. You no longer
carry bulky books. You can take multiple copies economically. They are already in digital
format and hence further processing is very easy.
3. Data Selling Form:
There project consultant and publication houses whose only business is to compile and sell
secondary data. In Ahmadabad and Bangalore, there are many project consultants who sell
very nicely complied project reports. There are many Law book publishers who sell
compiled book-lets of all supreme court and High court verdicts. This verdicts can be
effectively used by Lawyers while fighting similar cases in lower courts.
Use of internet in Secondary data collection:

In the world Internet is best alternative for finding secondary data for research. Internet is very wide term.
Internet provides information from entire world and also in any discipline.
For example: If finance manager wants to compare Indian stock exchange performance with foreign stock
exchange( i.e. USA, JAPAN, CHINA,UK’s stock exchange) by seating one place person will collect the
information and make the analysis and prediction also.
Internet usage is also increasing in world. There are a number of search engines that can be useful
in searching the internet. There are a massive number of Web pages on the Internet provided by
various governments, organizations, libraries, research institutions, and individuals, Banks,
Colleges, Universities, etc.
data available on internet are also in convenient form so this data directly download for use and result also
generated quickly by analyzing the data.
Ex: Reserve Bank of India (www.rbi.gov.in) from this website lots of data about entire Indian economy,
banking sector, merger and acquisition, foreign exchange rate, BOP, GDP, and also link for other
departments of Indian government are available to the researcher.
Search engines play very crucial role to find out information on internet. If researcher wants to find out any
information related his topic just write down key word in search engine and search engine will find about

information and data from entire web server and provide to the researcher. So, researcher will collect
enough data at low cost. Search engines are GOOGLE, BING, ASK, etc.
Advantage :
1) By accessing statistical information that has already been published online, secondary
research can often be done quickly.
2) Most information can be obtained at no or low cost.
3) Information can generally be obtained with ease by persons with a limited research
background or expertise.
4) The information can be used to add value to other research methods.
Disadvantage:
1. Internet secondary data are not 100% reliable for research.
2. Information search through internet some time is not sufficient.
For example: data available for Daily gold price on MCX stock exchange after 2009 but what about
past data i.e. for 2009.
2. Information which is getting from internet may be out of date.

Chapter 2.2 Data Collection

(Survey methods of primary data collection)
 Methods of primary data collection

1) Observation Method
2) Experiments
(a) Laboratory Experiment
(b) Field Experiment
3) Survey Method
Though various methods are there for data collection, Survey method is widely uses for business research.
It is collected in systematic manner. Questionnaire tool is widely used to collect and record data.
Questionnaire is prepared by expert people in business research for collect data.
3.1
 Meaning and Definition

 Survey Method
The Survey Method of obtaining information is based on the questioning of respondents.

Respondents are a variety of questions regarding their behavior, intentions, attitudes, awareness,
motivations, and demographic and lifestyle characteristics. These question may be asked verbally,
in writing, or via computer, and the responses may be obtained in any of these forms.
 Characteristics of Survey Method :

1. It is always conducted in a natural setting. It is a field study.
2. It seeks responses directly from the respondents who are part of our research.
3. It can cover very large population.
4. A Survey may involve an extensive study or an intensive study. An extensive study covers
wider area. An intensive study tends to ‘dig deeper’.
5. A Survey covers a definite geographical area; a city, or a district, or a state.
3.4 Types of Survey Methods
TYPES OF SURVEY METHODS: -

Survey methods are normally classified according to the method in which respondents are contacted and
questionnaires are conveyed to the respondents. There are 4 major ways in which survey is conducted.
These four methods have many sub-classes are explained in following chart:

Survey Methods
Personal Telephonic Electroni

Mail Interviewing
Interviewing Interviewing Interviewing
1. In Home Personal
Survey 1. Internet Survey
1. Traditional Telephonic 1. Mail Panesl
2. Mall Intercept Survey 2. E-mail Survey
3. Computer Assisted
Survye 2. Traditional Mail
2. Computer Assisted Survey 3. Intra-mail Survey
Personal Interview (CAPI)
Telephonic Interview
(CATI)
1. Personal survey – In which data collectors meet the respondents personally.

2. Telephone survey – In which data collectors contact respondents on telephone and verbally ask questions
on telephone.
3. Mail survey – In which questionnaire is sent by post or courier and response is obtained by same channel.
4. Electronic survey – In which questionnaire is sent via e-mail or it is posted on internet.
3.4.1 Personal interview :
Personal survey methods are the most traditional and popular and widely used survey methods. In personal
surveys, Data collector contact to respondents personally and one by one ask the question and get response
from respondent as appear question in the questionnaire. In this method data collector is present.
There are three different methods in which personal survey is conducted.
a) In- Home Interviews :
This traditional survey method, one of the best, involves respondents being interviewed in their homes. It involves a
direct, face to face contact, instant feedback & explanation of difficult questions could be done.
b) Mall Intercept Survey :

In this method, respondents are intercepted in super stores, hospitals, hotels, etc. Usually this is done when
they are leaving super store after completing purchase activity. This method is useful for business researches
like brand recollection, comparative perceptions of different brands, researches related to point of purchase
publicity, for satisfaction surveys in service industries like Banking, Hospitals and Hotels. Usually, questionnaires
are brief and simple and data are collected within 5-10 minutes from each respondent. It is preferable that mall
intercept surveys are organized on weekends like Saturdays and Sundays, Because working people are more
likely to visit super stores on week-end days. The second reason is because of the fact that people are mentally
relaxed and they have some spare time on week-end days. It is also seen that research agencies conduct mall
intercept survey on all seven days but during working days, they try to contact aged and retired people, young

students, non working housewives etc. These people have more time available with them even on working
days. Business executives and working class people are normally contacted on Saturday & Sundays.
c) Computer Assisted Personal Interview (CAPI):
In computer-assisted personal interviewing (CAPI) Computer-assisted personal interviewing (CAPI) is an

interviewing technique in which the respondent or interviewer uses an electronic device to answer the
questions.
CAPI the third form of personal interviewing, the respondent sits in front of a computer terminal and answers a
questionnaire on the computer screen by using the key board or a mouse. There are several user-friendly electronic
packages that design questions that are easy for the respondent to understand.
It is possible that in this method, respondents are called at central facility called data collection center where many
computer terminals are installed. Instead of any data collector, the programme loaded on computer terminal works
for data collection activity. The programme starts with a film in which one person explains about survey process.
After that, one by one question appears on the screen. Responses are given using mouse pad and key board or
touch screen display. With each question there is a help menu which clarifies doubts of respondents. Help screens
menu are given in system. System is build based on data validation, if respondent give wrong input or information
computer will give error message or show help menu. Example (Age, Income, Duplication, Area etc)
One major advantage of CAPI is the fact that filtration of data, editing of data, compilation & tabulation of data &
even statistical analysis of data is automatically done by computer package itself. Because of this reason, time, cost
& efforts in post survey activities of research process reduces considerably.
The basic limitation of this method is that populations or sample members must have certain capabilities in
English language. Otherwise. they will not be able to fill questionnaire that appears on the screen. A
questionnaire may be prepared in a regional language or in Hindi but people shall not be able to do typing
in those languages.
Advantages :
1. Any kind of doubts and queries can be solved immediately.

2. Data collection environment is controlled. For example: respondents can be prevented from
answering questions with parallel activities like watching T.V. and talking on phone.
3. It is possible to carry physical stimuli like the samples of the product, pictures of the product, etc.
4. Sample control is almost 100% because you are able to see respondents personally. For example:
instead of a housewife there are no chances that a daughter ends up giving response.
5. More information & that in greater depth can be obtained.

6. Interviewer by his own skill can overcome the resistance of respondents.

7. Sample can be controlled more effectively because there are less chances of the missing returns or
non-response from respondent.
8. Group discussion may be held.
9. Interviewer can collect supplementary information about respondents’ personal characteristics,
environment & attitude.
Disadvantages:
1. It is very expensive method when sample size is very large.

2. It is more time consuming when sample size is very large.
3. Tendency of respondents to give socially desirable but incorrect answers, etc.
4. There remains the possibility of bias of interviewer as well as that of the respondent, there also remains
the headache of supervision & control of interviewers.
5. Certain types of respondents such as important officials or executives or people in high income groups
may not be easily approachable under this method.
6. Effective interview requires proper rapport with respondents that would facilitate free & frank
responses. This is often a very difficult requirement.
3.5.2 Telephone interview :

Telephone interview is a non-personal method of data collection.
This method requires very high penetration of telephone facility in the population & extremely reliable
telephone services. There are two ways in which telephonic surveys can be conducted.
a. Traditional Telephonic Survey:
Traditional telephone interviews involve phoning a sample of respondents and asking them a series of
questions. The interviewer uses a paper questionnaire and records the responses with a pencil. In
traditional telephonic survey, data collector sits with set of paper questionnaire, manually dials the
numbers & ask questions one by one, parallel records the responses with a pencil. In majority of telephonic
surveys, the sample frame is a telephonic directory, but it is always possible to use other types of databases
like club membership list as a sample frame.
b. Computer Assisted Telephonic Interview (CATI ):
In this method, computer programme is loaded in a central or mainframe computer. That computer is
connected to multiple telephone lines. In the same computer, database of sample frame is also available.
According to one or another sampling method, computer automatically dials different respondents &
computer conducts telephonic survey. It may be possible that one person sitting with headphone & Speaker
monitors conversation between computer & respondents & if required, he would take over data collection
process from the computer in extremely difficult situations. After conducting traditional telephonic
interview for that respondent again the process is taken over by computer system for next respondent. It is
also seen that in some cases, data-collector sits with the head-phone with computer in front of him. He
reads questions one by one as they appear on the monitor and directly enters data in the computer.

Advantages :
1. The survey can be completed at a very low cost, because telephone does not involve travel
time & cost & all calls can be made from single location.
2. Information can be collected in a short period of time. 5 to 10 interviews can be conducted
per hour.
3. Quality of response is good because interviewer bias is reduced as there is no face-to-face
contact between the interviewer & the respondent.
4. It does not involved field work.
5. Re-call is easy. Calls back are simple & economical.
6. It is specifically useful for officers, executives or people in high income group who cannot
spare the time for personal interview.
7. This method covers wide area networks.
Disadvantages :
1. It is limited to persons with listed telephones. Telephone facility is rare in rural areas. Hence,
the method is not useful for studying the general population.
2. There is a limit to the length of interview. Only 5 or 6 simple questions can be asked. Hence,
telephone interview cannot be used for a longer questionnaire.
3. The type of information to be collected is limited to what can be given in simple, short answers
of few words. Hence, telephone interview is not suitable for complex surveys, & there is no
possibility of obtaining detailed information.
4. If questions cover personal matters, most respondents will not co-operate with the interviewer.
5. The respondent’s characteristics, Environment, personality cannot be observed.
6. It is not possible to use visual aids like charts, maps, pictures, illustrations or complex scales.
7. It is rather difficult to establish rapport between the respondent & interviewer.
8. It is easier to deny someone on telephone than to someone facing you.
9. It is quite difficult to solve the queries on telephone.
3.5.3 Mail Survey :
a. Mail interviewing :
This method involves sending questionnaires to the respondents with a request to complete them & return
them by post or courier. This can be used in the case of educated respondents only.
When questionnaires are answered, usually there is no one to assist him. Mail survey methods are
also therefore called self administered survey method.
The Mail questionnaire should be simple so that the respondents can easily understand the questions &
answers them.
It should preferably contain closed-end & multiple-choice questions so that it could be completed within
a few minutes.
If mail surveys are not conducted in a systematic manner, response rates can be as low as 2% to 5% only.
This problem of low response can be overcome by taking following precautions:-
Precautions / Improving the response rate in a mail survey :
1. Simple: The questionnaire should be simple and it should not be too lengthy.
2. Quality printing : The questionnaire may be neatly printed in quality light coloured paper so as to
attract the attention of the respondent.

3. Covering letter :
The covering letter should be couched in a pleasant style so as to attract & hold interest of
the respondent.
4. Facility: To facilitate easy response, a self addressed and pre stamped envelope should also be sent
along with questionnaire.
5. Incentives :
Money, stamps for collection & other incentives are also used to induce respondents to
complete & return mail questionnaire.
6. Follow – up contacts :
Researcher makes a contact of respondents & motivates as well as requests to complete
questionnaires & return them by post.
7. Large sample size :
A large sample may be drawn than the estimated sample size. Ex. If the required sample size
is 1000, a sample of 1500 may be drawn.
To increase rates further, marketing/business research agencies use concept of mail panels.
b. MAIL PANELS:-
Definition:
“Mail panel can be understood as set of all respondents who agree to participate in survey process for some
monetary incentives or other benefits as agreed upon between business research agencies and members of
mail panel.”
Example: A famous marketing research agency in India ORG MARG usually relies on mail panels of
almost 3000 members. They have formed these mail panels in 15-20 cities according to population of those
cities.
Members of mail panel actually make an agreement with business research agencies to participate in certain
number of mail survey for pre determined monetary benefit. They also undertake to give honest, correct
and complete response of each survey.
Advantages :
1. They are less costly than personal interviews, as cost of mailing is the same throughout the country,
irrespective of distances.
2. They can cover wider geographical areas.
3. Mailing is useful to contact the persons such as officers, executives, senior managers who are difficult
to reach in any other ways.
4. The respondents can complete the questionnaires at their conveniences.
5. Mail surveys, being more impersonal, provide more anonymity than personal interview.
6. Mail surveys are totally free from the interviewer’s bias, as there is no personal contact between the
respondent & interviewer.
7. Certain personal data may be given more accurately in mail questionnaire.
Disadvantages :
1. The scope for mail surveys is very limited in such a country where the % of literacy is very low.
2. The response rate of mail survey is low. Hence, the resulting sample will not be a representative
sample.

3. The causes for inadequate & non-responses can not known & no probing is possible.
4. Information on the personal characteristics of respondents & his environment can not be collected.
5. Respondents may not be co-operative if the mail questionnaire is long or complex.
6. Several returned questionnaires may contain unanswered questions & incomplete responses.
3.5.4 Electronic Survey :
Electronic Surveys:
“When information are collected through online survey, web based or email survey, it is known as
Electronic survey”
 When desired target population consists mainly of Internet users.
Examples:
 Business-to-business research, Employee Attitude surveys
Electronic survey are becoming an essential research tool for a variety of research fields, including
marketing, social and official statistics research. Now, a day many people are using internet. So, many
companies are choosing electronic surveys to meet their data collection demands. In this method
interviewer or researcher contact respondents through electronic way and collect information.
In Internet surveys, questionnaire is posted on web-site. It can be posted' on the web-site of the company
doing research, on the web-site of the organization for which research is being done or on another popular
and relevant web-site. In electronic survey data collected from internationally, because multiple language
options, Graphics and videos can be used. Questionnaire is self-administrated.
E-mail Survey: in this technique questionnaires are sent to the respondent via email. For sending email
researcher should have valid email address. Once email send than respondent will fill up the answered and
send it back on given addressed.
In intranet methods, questionnaire is posted on an internal computer system of a corporate or a factory.
In all electronic survey methods, response rate can be increased by offering incentives & by forming cyber
mail panels.
Characteristics of Electronic Survey:
1. It can cover very large population from entire world.
2. As we can cover large population, samples are representative.
3. A Survey may involve an extensive study or an intensive study. An extensive study covers
wider area. An intensive study tends to ‘dig deeper’.
4. A Survey covers a definite geographical area; a city, or a district, or a state.
5.
Advantages of an Electronic Survey
 Wide Geographical area: Researcher can collect the information from any corner of the world.
 Less cost - Web-based and email electronic surveys cost considerably less than mail or telephone
surveys. You eliminate printing, postage and extra personnel costs.

 Higher response rates – An electronic survey is likely to generate a high response rate than to mail
survey, because respondent are using their computer to answer questions is easy, quick and
convenient.
 Fast response and real-time data analysis – Recipients generally respond to electronic surveys
more rapidly than traditional print surveys, and companies can analyze data as it is collected. The
faster the data is analyzed, the faster your company can take decision.
 Flexible – An electronic survey can be revised and/or customized for different targets quickly and
easily.
 Biasness: There is no face to face communication between interviewer and interviewee so bias will
be reduced.
 Visual Aids: it is possible to use charts, video and picture in electronic survey.
 Survey software simplifies compilation and analysis of data collected.
 Assistance: Pop-up instructions can be provided for individual questions to provide help with
questions exactly where assistance is required.
Dis-Advantages of an Electronic Surveys
1. Respondent completion rates lower for longer surveys.

2. Random respondents may reply if your survey appears on Web page.
3. The scope for mail surveys is very limited in such a country where the % of literacy is very low.
4. Information on the personal characteristics of respondents & his environment cannot be
collected.
5. Problem regarding representing sample size because response rate is not known.
Exercise:
Name of any one secondary data source which is useful in following research
situations? (Nov’14, Apr’15)
1. To do performance appraisal of salesmen of an FMCG company.
2. To do value analysis for a product
3. To study absenteeism problem
4. To predict demand of toys over next five years
5. To study problem of lack of motivation among production department

employees.
6. To study working capital problem ( liquidity crisis) in a company)
Exercise
Q-1write a note on 1) Mail questionnaire 2) personal interview.(VNSGU Oct’03,08)

Q-2 Give comparison of 3 important types of surveys on important factors. (VNSGU

Oct’03, 04, 05,06,07)

Q-3 write a note on telephonic interview (VNSGU Oct’04, 05,06,08)
Q-4 Explain the mail survey method of data collection. How would you improve the
response rate of this method? (VNSGU Oct’05)
Q-5 list out the advantages of self-administered survey. (VNSGU Oct’06
Exercise
Q-1 List various external sources of primary data. (VNSGU
oct’07,08,oct’10)
Q-2 Explain what precautions we must take in using secondary data.(
VNSGU oct’07,oct’08,oct’09)
Q-3 Explain the sources available for gathering secondary data.
VNSGU oct’09)
Q-4 list down the advantages & disadvantages of secondary data.
Also discuss the external sources of secondary data.( VNSGU
oct’011)
Q-5 Explain various external secondary data sources in indian
context. (Apr’15)
Q-6 Explain various demerits of secondary data. How can we
evaluate or check secondary data? Explain with the help of a
flow diagram. (Apr’15)
Q-7 Discuss advantages and limitation of Secondary Data and
list out internal sources of secondary data. (ARP’12,APR’13)
7. What are the differences between primary and secondary

data
8. Why it is important to obtain secondary data before primary
data?
9. What are advantages and disadvantages of secondary dAta
10.Draw the evaluation process of secondary data
11.What are the criteria to be sued when evaluating secondary
data?
12.
Short question:
1. Difference between Data and Information? (APR13)
2. Give four difference between primary and secondary data.
(APR12).

1. Social desirability / Sensitive Information:

Tendency of respondents to give answer that may be inaccurate but socially desirable. For certain matters like bad addictions (alcohol, tobacco, drugs), personal health problems,
financial matters, business & career failures, past criminal records, political and religious belief etc., and people develop this tendency. This tendency should be as less as possible. So,
lesser the social desirability, better it is.
Telephone CATI In-Home Mall-Intercept CAPI Mail Surveys Mail Panels E-Mail Electronic
Interviews Interviews
Moderate Moderate More Social desirability Moderate to high Less Less Moderate Less
is slightly less in
only telephone only telephone Because mall intercept Because Do not involve any Do not involve any Names can be Do not involve any
number is number is respondent surveys because a respondent social interaction social interaction located on the social interaction
revealed revealed believes that data collector is believes that between the between the return E-mail. between the
his/her identity not able to know his/her identity interviewer and interviewer and interviewer and
will no longer the home or office will no longer the respondent the respondent the respondent
remain a secret. address of the remain a secret.
respondent.
2. Perceived Anonymity :
It can be understood as to what extent respondent would believe that his or her identity shall remain secret. So more the perceived anonymity, better it is. More perceived anonymity
automatically means less social desirability. More perceived anonymity automatically means less social desirability.
Telephone CATI In-Home Mall-Intercept CAPI Mail Surveys Mail Panels E-Mail Internet/
Interviews Interviews Electronic
Moderate Moderate Less Less Less More More Moderate More
only telephone only telephone Face to Face Face to Face Face to Face Do not involve any Do not involve any Names can be Do not involve any
number is revealed number is communication communication communication social interaction social interaction located on the social interaction
revealed between between between between the between the return E-mail. between the
interviewer and interviewer and interviewer and interviewer and interviewer and interviewer and

respondent respondent respondent the respondent the respondent the respondent
3. Spontaneity of response:
For certain kind of questions, it is necessary that respondents give immediate & spontaneous response.
Example: Questions related to brand recollection fall into this category. List 5detergent brands that you know.
Here, the purpose is to check whether a particular brand automatically or immediately comes into mind of buyers or not. It is for this reason not advisable that response is given
after thanking for 10 minutes; we require immediate & spontaneous response. We should not permit respondent to refer to any secondary data or to any person.
High High High High High Low Low Low Low
(not get chance to (not get chance (not get chance to (not get chance to (not get chance (get chance to (get chance to (get chance to (get chance to
refer secondary to refer refer secondary refer secondary to refer refer secondary refer secondary refer secondary refer secondary
data) secondary data) data) data) secondary data) data) data) data) data)
4. Convenience in subsequent stages like coding of data, editing of data, tabulation of data & analysis of-data.
All the methods in which computer technology is used has high convenience in further stages for doing editing of data, tabulation of data & even the analysis of data. So we can
conclude that CAPI, CATI & electronic surveys are superior methods for this matter than in home personal surveys, mall intercept survey, traditional telephonic survey & mail survey.
Less convenience More Less convenience Less convenience More Less convenience Less Less More
because more (Widely because more because more (Widely because more convenience convenience (Widely
manual works computer system manual works manual works computer system manual works because more because more computer system
is use) is use) manual works manual works is use)
5. Control on field force & data collectors.

There is a need to control daily routines & activities of data collectors due to undesirable activity. All computerized method without any human involvement, so there is no
question of thinking about control on data collector. This problem is more carefully considered in personal surveys & where data are collected via human beings. In telephonic
survey there are data collectors but they are present at one central location, probably in the same premises where senior members of research team are also present. It is so that
easier to control data collectors in telephonic survey. Similarly in mail surveys the job of data collectors is limited up to mailing & receiving questionnaires.
Moderate Moderate Low Moderate Moderate High High High High
(because it is (because it is (Many (because it is (because it is (Role of Data (Role of Data (Role of Data (Role of Data
central location central location interviewers central location central location collector is less collector is less collector is less collector is less
so authority can so authority can work in many so authority can so authority can except mailing except mailing except mailing except mailing
supervise easily) supervise different supervise easily) supervise and receiving and receiving and receiving and receiving
easily) locations, so easily) questionnaires) questionnaires) questionnaires) questionnaires)
supervision is
impractical)
6. Response Rate
Number of people who actually give complete response out of total contacted people. For example in survey Some of them would not be located. Some others refused to participate in
survey process so, Rate= 400/500 = 80%
In-Home Mall-Intercept Internet/

Telephone CATI CAPI Mail Surveys Mail Panels E-Mail
High
High High
(only problem of Low
Moderate Moderate (only problem of (only problem of Low High Very low
not at home can (Respondent
(Problem of no at (Problem of no not at home can not at home can (no face to face (Assured (Web require
often be resolved only for
home or no at home or no often be resolved often be resolved and verbal respondent more efforts and
by calling back productive
answer) answer) by calling back at by calling back at communication ) cooperation) skill)
at different times purpose)
different times ) different times )
)
7. Control on data collection environment.

It may happen that the respondent may not give response in proper conductive environment, He is mentally not concentrating on questions. For example, the respondent is eating and
filling the Questionnaire. He may be talking on phone or watching TV while filling the answers, This will affect quality of answers in negative way. Thus, as far as possible, respondent
should concentrate only on survey process. This control is possible only in the methods when data collector is personally present.

Moderate
High High High Low Low Low Low
Interviewer cannot see the
(Interviewer is (Interviewer is (Interviewer is (Interviewer is (Interviewer is (Interviewer is (Interviewer is
environment but he can sense
present so degree present so degree present so degree not present so, not present so, not present so, not present so,
background conditions and
on control is on control is on control is can’t control can’t control can’t control can’t control
encourage the respondent to be
high) high) high) environment) environment) environment) environment)
attentive and involve.

8. Diversity of questions:
We can use objective questions, open ended or descriptive questions, ranking questions, multiple choice questions, dichotomous questions, ranking questions, scaling questions etc.
There are three factors which decide possibility of using diverse questions:
Presence of data collector:
When data collector or surveyor is present, he can solve queries and doubts regarding various questions. Because of this reason, it is possible to ask diversified types of
questions in personal surveys. You can ask ranking questions, scaling questions, multiple choice questions etc. As against this, it is not possible to ask following question on
telephone.
Time available with respondent:

Usually, respondent shall not devote much time in telephonic survey, mall intercept survey and in Internet surveys. This puts restriction on possibility of using
divrse questions with these methods.
Questionnaire is visible to respondents or not:
The another point that point that decides use of diversified questions is whether respondent is having questionnaire in front of him. In telephonic surveys,
questionnaire is recited on telephone. Because of this, diversity of questions is minimum in telephonic surveys. Questionnaire is seen by respondent in electronic
survey, mal survey and personal survey and hence we can ask different types of questions in these methods.
Low to moderate High High High Moderate Moderate Moderate Moderate
Respondent cannot see the (No presence of (No presence of (No presence of (No presence of
questionnaire so, limits the diversity Wide variety Wide variety Wide variety Interviewer to Interviewer to Interviewer to Interviewer to
of questions. Example: on could not question asked question asked question asked solve the solve the solve the solve the
ask to rank 15 brands of automobiles because the because the because the complex query complex query complex query complex query
in terms of preference. respondents can respondents can respondents can but questionnaire but questionnaire but questionnaire but questionnaire
see the see the see the can see by can see by can see by can see by
questionnaire and questionnaire and questionnaire respondent ) respondent ) respondent ) respondent )
interviewer is interviewer is and interviewer

present to clear present to clear is present to

doubt. doubt. clear doubt.
9. Flexibility in data collection:

Flexibility in data collection is decided by interaction between data-collector and respondent. There are many advantages if there is someone to help respondent. The data collector can explain the
question in simple language or can translate the question in Hindi or in English. He can verify some answers by cross-checking. This flexibility is less in telephonic survey because contact is only
via telephone line.
Low to moderate Low to High High High Less Less Less Moderate
moderate
(Not devote Data collector Data collector Not able to Not able to Not able to (Multimedia can
much time and (Not devote Data collector can ask variety can ask variety query of query of query of be used to solve
not possible to much time and can ask variety of questions and of questions and respondent respondent respondent the query)
solve all query not possible to of questions and present there so present there so
on telephone ) solve all query present there so solve query also solve query also
on telephone ) solve query also
10. Time and cost:

It is difficult to tell universally, which survey method shall be faster and economical, It depends on various factors like wage and salary standards in the region, cost of telephonic
communication, cost of postage and couriers, sample size, geographical spread of population etc.

Speed High High Low Moderate Moderate Low Low Moderate Very High
Cost Moderate High High High High Low Low to Low Low
moderate
11. Flexibility to use other primary data collection methods:

With personal survey methods, it is possible to use other primary data collection methods like observation as another parallel technique. For example, rather than asking about income,
you can judge income bracket by seeing life-style of that person. This facility is not there with other survey methods.
12. Flexibility to do product promotion parallel: Show the advertisement during survey.

Low High High Moderate High
Moderate Moderate Moderate High
you can send you can send
Not possible to Product Possible to do all Possible to show Product printed brochures printed brochures you can send Product
show product promotion can be kind of advertisement promotion can be and free samples and free samples printed promotion can be
advertisement done in the form promotion. done in the form of non-perishable of non-perishable brochures done in the form
of video or of video or and light items and light items of video or
visuals. visuals. like shampoo like shampoo visuals.
sachets. sachets.

Respondents can refer to old secondary data available with them.
13. Ability of respondents to refer to secondary data:

Respondents can refer to old secondary data available with them.
Example: consumption of electricity
Respondents can refer to old secondary data available with them. Example: consumption of electricity

Low Low High Low Moderate Moderate Moderate Moderate Moderate
(Secondary data (Secondary data (Secondary data (Secondary data
not available if not available if respondents can not available if may available) Respondents can Respondents can Respondents can Respondents can
far from home) far from home) refer to old far from home) refer to old refer to old refer to old refer to old
secondary data secondary data secondary data secondary data secondary data
available with available with available with available with available with
them. them. them. them. them.
14. Quantum of data:

Quantum of data depends on two factors: Sample size and number of questions.

Less Less More Moderate Moderate Moderate More Moderate Moderate
Less time and Less time and (More time and Moderate time Moderate time Few questions Special Few questions Few questions
few question few question more questions) and Moderate and Moderate relationship with
question question organization

15. Sample control:

Sample control can be interpreted as ability to reach sample members specified in the sample and the guarantee that the respondent is really a sample member and not another
person.
Moderate Very High Moderate Moderate Low High Low Low
(you can ask some identity verifying (you can verify (the choice is (respondents can (respondents are (it is nearly
questions smartly and carefully identity of limited to mall intentionally (it is nearly professionals) (it is nearly impossible to
which only targeted person can respondents) shoppers) avoid to contact) impossible to impossible to verify person's
spontaneously answer. This let us verify person's verify person's identity)
verify that another person does not identity) identity)
reply instead the one who is
targeted.)
16. Use of physical stimuli:
Physical stimuli are the objects or materials other than questionnaire which a data collector can carry. It may be necessary to carry product samples, competitor samples,
product brochures etc.
Example: You can ask a question regarding flavor preferences for flavored milk. To enhance quality of answer, it is advisable to carry samples of various flavors. Doing so
also nullifies chances that a respondent would plead ignorance for a particular flavor. This facility is possible only in personal survey. In mail survey, you can't send milk
samples but if product is a shampoo, you can send samples in tile form of a sachet.
Low High Moderate
It is nearly impossible to use any

kind of physical stimuli. one can carry samples in all types of personal surveys Once can send sample , if they are light and non-perishable.
17. Interviewer’s bias:
In personal survey methods, the presence of interviewer or data-collector is helpful in many ways. At the same time, there can be a negative impact on quality of data
because of bias of data collector. It is possible that a data collector may presume the response and instead asking, he will put a pre-decided and presumed response or
answer, ' For example, while measuring career orientation of TY BBA students, a data collector knows that a female student is already engaged & shall get married soon.
He will conclude in advance that this girl would not do any further study& marks that as an answer. A real situation may be exactly opposite to this. In other survey
methods except in-home personal survey, mall intercepts surveys or telephonic surveys, this problem is absent. There is no data collector in other methods.
Moderate High High Low None
(Presence of (Presence of (self-
(Interaction but not face to face) interviewer ) interviewer ) administrated ) (Absence of interviewer )
18. Ability to handle diverse types of respondents:
In survey, Different types respondent are included. Literate, ill-literate, Computer knowable, using mobile phone, etc. Person should have all access to computer & should have knowledge
to use computer. Mail surveys are also self-administered survey methods. You will not be able to apply them on semi -literate sample members. Even telephonic survey methods are not
very easily applicable in such cases. Personal survey methods are suitable for all types of respondents.

19. Geographically spread of population:

Many researches are spread over wide geographical area. So sample also will be spread over wide area like for example, entire India. Doing such researches is not very convenient by
personal survey methods, it can be expensive also, Mail panels, Email surveys & internet surveys are suitable for such wide spread researches.

High Low High
(Not easy to contact geographical spread population
(possible to collect from wide personally) (possible to collect from wide spread population by call)
spread population by call)

1) Observation Method:
Definition of Observation, When observation method is suitable, Advantages and Limitations of

Observation Method, Conceptual Understanding of various types of Observation Methods viz.
Direct & Indirect Method, Mechanical & Human Observation, Disguised & Non-disguised,
Structured & Non-Structured, Participative and Non-Participative Observation
Introduction:
The observation method is the most commonly used method
specially in studies relating to behavioural science. In a way we
all observe thing around us, but this sort of observation is not
scientific observation. Observation becomes a scientific tool and
the method of data collection for the researcher, when it serves a
formulated research purpose, is systematically planned and
recorded and is subjected to checks and controls on validity and
reliability. It is also a process of recording the behavior patterns
of people, objects, and occurrences without questioning or
communicating with them.
Meaning
 Observation means viewing or seeing.

We go on observing some thing or other while we are awake. Most of such
observations are just casual and have no specific purpose. But observation as
a method of data collection is different from such casual viewing.
Definition
Meaning of observation: Observation may be defined as a systematic viewing of a

specific phenomenon under its natural setting for the purpose of gathering data
for a particular study. Observation as a method includes both ‘seeing & hearing’.
It is accompanied by perceiving as well.
Ex. The body of knowledge of various natural & physical sciences such as
biology, physiology, astronomy, plant ecology etc. has been built upon
centuries of systematic observation.
In Business research, “Observation is a systematic process of recording
behavioural patterns of people, objects and occurrences as they happen”.
Gorman and Clayton deﬁne observation studies as those that
“involve the systematic recording of observable phenomena or
behaviour in a natural setting”
Business researchers can observe people, objects, events, or other
phenomena using either human
observers or machines designed for specific observation tasks.
No questioning or communicating with people is needed.

For example: rather than asking an employee how long it takes to handle
an insurance claim, a researcher might observe and record the time it
takes for different steps in this process.
Rather than ask a consumer how long they spend shopping for product, a
researcher can watch consumers in a supermarket and note the time
spends in the produce area.
What can Be observed?
Phenomenon Example
Physical action  A worker’s movement during an assembly process

 Shopping patterns(in store or web)
 Television viewing
Verbal behavior  Statements made by airline travelers while waiting in
line
 Sales conversations
 Exchange between a worker and supervisor
Expressive behaviour Facial expressions, tones of voices, and forms of body

language
Spatial relations and Proximity of middle managers’ offices to the president’s
locations office, Traffic patterns
Temporal patterns Length of time it takes to execute a stock purchase order,

Driving, business decision
Physical objects  Amount of newspapers recycled

 Number of beer cans in the trash.
Verbal and pictorial  Content of advertisements

records  pictured in a company brochure.
 Number of illustrations appearing in a training
booklet
Advantages :
1. Directness: The main virtue of observation is its directness. The researcher

need not ask people about their behavior & interactions, he can simply watch
what they do & say. It is best for the study of human behavior.
2. Under natural Settings: Data collected by observation are under natural
settings. Other methods introduce artificiality into the researched situation. Ex.
In interview, the respondent may not behave in a natural ways.
3. Understand Nonverbal response: Helps in understanding the verbal response
more efficiently.Observation is more suitable for studying subjects who are
unable to articulate meaningfully. e.g. studies of children, tribal, animals,
birds, infants etc.
4. Whole event can capture: Observation makes it possible to capture the whole
event as it occurs. Ex. Only observation can provide an insight into all the
aspects of the process of negotiation between union & management
representatives.
5. Less biasness: Observation has less biasing effect on their conduct than does
questioning.
6. Mechanical device uses: Mechanical device may be used for recording data in
order to secure more accurate data & also of making continuous observations
over longer periods.
7. Reliable: Data collected is very accurate in nature and also very reliable.

8. Independent : Problem of depending on respondents is decreased.

9. Simplest method: observation is the simplest and most non-technical methods.
A little amount of training can make his observation perfect.
Disadvantages/Limitations :
1. Past event cannot study: Observation is of no use of studying past events or

activities. Ex: 1945 world war II cannot observed.
2. Opinions cannot study: It is not suitable for studying opinions. Ex. If customer
is looking towards products, through observation can’t possible to say positive
or negative opinion towards product.
3. Wait till event occur: Observation involves a lot of time as one has to wait for
an event to happen to study that particular event.
Ex. An observation of folk dance of the tribal community is possible, only
when it is performed.
4. Observe must be present: A major limitation of this method is that the
observer normally must be present at the scene of the event when it takes place.
E.g. road accident, communal clash.
5. Not complete solution: Complete answer to any problem or any issue cannot
be obtained by observation alone.
6. Attitudes cannot be studied with the help of observations
7. Costly: Observation is a slow & expensive process because require some
special instruments which are very much costly. Example: Camera, Sensor etc.
Methods/Application/Approaches of observation : (how to Observed)

1. Structured – unstructured observation
Structured observation works according to a plan and involves specific information
of the units that are to be observed and also about the information that is to be
recorded. The operations that are to be observed and the various features that are to
be noted or recorded are decided well in advance. observers have been told
specifically what is to be observed?
Ex.
 Unstructured observation implies that observers are free to observe whatever

they think is relevant & important for the study. observation is very suitable
in the case of exploratory research
Ex.

2. Disguised & Undisguised observation :

 In case of disguised observation the subjects don’t know that they are being
observed. This type of observation is often preferred because it is fear that people
may behave differently when they know that they are being observed. It may be
difficult to completely disguised an observation. It posses an ethical question of its
desirability when those who are being observed are kept in the dark.
 In undisguised observation, the respondents are aware that they are under
observation.
3. Direct – Indirect observation :
This means observation of an event personally by the observer when it takes place.
This method is flexible and allows the observer to see and record subtle aspects of
events and behaviour as they occur.
He is also free to shift places, change the focus of the observation.
Example: Observer is physically present to monitor “how adventures ride is!”
In this case observer went in to fair and observes the people behavior, jesters,
poster, southing, eyes while they are seating in ride.
In the contrast, Indirect observation imply that some record of past behavior itself
is not observed rather its effects observed. In this method observer does not present
physically when it was occurred.
Ex.Past behavior can be indirectly observed by reviewing some record or evidence
of past behaviors or lack thereof (such as how much of a product was "unused"
over some period of time).
Ex: By observing foot print of dog researcher can assumed that dog may passed
from here.
Ex: by seeing empty botel observer can predit what is the consumption of liqure in
city or hotel.
4. Human – mechanical observation:

Another way of classifying observation whether they are made manually or by
mechanically.
 researcher him/her self observes actual behavior as it occurs.
 Observation done by Mechanical device rather human.
Mechanical/ electrical devices such as eye-camera, audiometers are used for
mechanical observation.
5. Participative and non-participative observation:

Participative: In this observation, the observer is a part of the phenomenon or
group which observed and he acts as both an observer and a participant.
In P.O. the observer joins a group and observes their activities, while at the same
time taking care to observe what is going on. Often that means writing notes and
reflections later on.
Example, a study of tribal customs by an anthropologist by taking part in tribal
activities like folk dance. The person who are observed should not be aware of the
researcher’s purpose. Then only their behavior will be ‘natural.’

There are two types of participant observation; Overt and Covert.

Overt: Involves the researcher being open with the group who they are studying,
the society is aware that they are being researched, because the one researching
them has informed them. They will know details of the study for example the
purpose of the study and how long it will last.
The group is thought to be giving their position. This type has advantages in
that the group is co-operative with the researcher, but disadvantages in that those
being studied may suffer from the Hawthorne affect (where people act differently
when they know they're being watched). This could have a negative impact on the
results gained from the research. The opposite is covert:
Covert: This version involves the researcher analysing the group without
them knowing that they are being researched. It is carried out "secretly". This
method has advantages in that the research is probably more accurate but a
disadvantage would be that they have to balance both roles of participant and
researcher.
Not-participative: in this method the observer stands apart and does not
participate in the phenomenon observed. Naturally, there is no emotional
involvement on the part of the observer. This method calls for skill in recording
observations in an unnoticed manner.
Example : use of recording devices to examine the details of how people talk and
behave together.
Inspector; he or she is watching the lesson you are in, but they aren’t teaching, and they aren’t
acting as a student.


Ch2 Source of Secondary Data

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TYBBA-Sem V/BR/ Ch-2/2021-22

PROF. V.B.SHAH INSITUTE OF MANAGEMENT,

Dr. Swati Mehta & Dr. Nilesh Patel

Problem Identification Problem Solving

2.1) Data & information:

Dr. Swati Mehta & Dr. Nilesh Patel

Advantages of secondary data :

Dr. Swati Mehta & Dr. Nilesh Patel

5. To Verify authenticity of Primary Data: Authenticity & correctness of entire

7. Only use of secondary data is only an alternative.

Disadvantages of secondary data :

Dr. Swati Mehta & Dr. Nilesh Patel

 Difference between Primary data & Secondary Data:

Primary Data Secondary Data

Sources of secondary data:

A. Internal sources of secondary data :

Internal Data are divided in two categories.

(i) Data ready to use:

B. EXTERNAL SOURCES OF SECONDARY DATA

Dr. Swati Mehta & Dr. Nilesh Patel

They are divided in three sub-categories:

1.a. General or Private sources:

Dr. Swati Mehta & Dr. Nilesh Patel

1.b Government Sources

Dr. Swati Mehta & Dr. Nilesh Patel

2.b Offline Sources

Use of internet in Secondary data collection:

Dr. Swati Mehta & Dr. Nilesh Patel

Dr. Swati Mehta & Dr. Nilesh Patel

Chapter 2.2 Data Collection

 Methods of primary data collection

 Meaning and Definition

The Survey Method of obtaining information is based on the questioning of respondents.

 Characteristics of Survey Method :

3.4 Types of Survey Methods

TYPES OF SURVEY METHODS: -

Dr. Swati Mehta & Dr. Nilesh Patel

Personal Telephonic Electroni

1. Personal survey – In which data collectors meet the respondents personally.

b) Mall Intercept Survey :

Dr. Swati Mehta & Dr. Nilesh Patel

c) Computer Assisted Personal Interview (CAPI):

In computer-assisted personal interviewing (CAPI) Computer-assisted personal interviewing (CAPI) is an

1. Any kind of doubts and queries can be solved immediately.

Dr. Swati Mehta & Dr. Nilesh Patel

6. Interviewer by his own skill can overcome the resistance of respondents.

1. It is very expensive method when sample size is very large.

3.5.2 Telephone interview :

Dr. Swati Mehta & Dr. Nilesh Patel

3.5.3 Mail Survey :

Dr. Swati Mehta & Dr. Nilesh Patel

Dr. Swati Mehta & Dr. Nilesh Patel

3.5.4 Electronic Survey :

 When desired target population consists mainly of Internet users.

 Business-to-business research, Employee Attitude surveys

Dr. Swati Mehta & Dr. Nilesh Patel

1. Respondent completion rates lower for longer surveys.

2. To do value analysis for a product

3. To study absenteeism problem

4. To predict demand of toys over next five years

5. To study problem of lack of motivation among production department

6. To study working capital problem ( liquidity crisis) in a company)

Q-1write a note on 1) Mail questionnaire 2) personal interview.(VNSGU Oct’03,08)

Dr. Swati Mehta & Dr. Nilesh Patel