DATA

Data are facts, and other relevant

materials, past or present, serving as
bases for study and analysis.
Sources of Data:

Primary Sources

Secondary Sources


DATA (contd..)
Selection of Appropriate method of data
collection

Nature, scope and object of enquiry

Availability of funds

ime factor

Precision required


DATA (contd..)
Primary Sources

hose !hich are collected afresh and

for the first time, and thus happen to be
original in character.

Data is obtained either by observation

or through direct contact or
communication !ith the respondent.




OBSERVATION

A systematic and direct vie!ing of a specific

phenomenon in a proper setting

"t includes seeing, hearing and perceiving

"t is an important tool and method, !hen it

serves a formulated research purpose, is
systematically planned and recorded and is
subjected to chec#s and validity and
reliability.


OBSERVATION (contd..)
Advantages:

Subjective bias is eliminated

"nformation is based on present

"ndependent of respondent$s !illingness

Disadvantages:

%&pensive

'imited information

(nforeseen factors


OBSERVATION (contd..)
ypes of )bservation

Participant

Non*participant

Direct

"ndirect

+ontrolled

(ncontrolled


EXPERIMENTATION

"s used to study the causal relationships bet!een

variables.

"t aims at studying the effect of an independent

variable on the dependent variable by #eeping
the other independent variable constant through
some type of control.

"t gives results in form of cause and effect

, types of e&periments:

'aboratory

-ield


EXPERIMENTATION (contd..)
Advantages:

Determines causal relationship

'ess human errors

+an be repeated
Disadvantages:

%&pensive and time consuming

Difficult to establish comparable control and

e&perimental groups

+an be used only for present study, and not for past
and future


INTERVIEW

A , !ay systematic conversation

bet!een an investigator and an
informant

"t involves presentation of oral*verbal

stimuli and reply in terms of oral*verbal
response


INTERVIEW (contd..)
Advantages:

Depth and detailed information can be obtained

"mprove the quality of information

+an collect other supplementary information

Disadvantages:

%&pensive

+onsumes a lot of time

.espondent may be uncomfortable

INTERVIEW (contd..)
/ethods of "ntervie!:
A0 Personal

"ntervie!er and respondent have face to face

contact.

A direct personal investigation

10 elephone

+ontacting respondent on telephone

+0 2roup

A number of individuals !ith common interest interact

!ith each other.

he intervie!er acts as the discussion leader

INTERVIEW (contd..)
ypes of "ntervie!:

Structured or Directive

(nstructured or Non*directive

Semi*structured or -ocused

+linical

Depth


INTERVIEW (contd..)
"ntervie!ing Process:

Preparation

"ntroduction

Developing .apport

+arrying the intervie! for!ard

.ecording

+losing


OTHER METHODS

Panel /ethod

/ail Survey

+ontent Analysis

3arranty +ards

Distributor or Store Audits

Pantry Audits

+onsumer Panels

+ase Study


OTHER METHODS (contd..)

(se of /echanical Devices:

4
%ye*camera
4
/otion picture camera
4
Audiometer

Projective echniques:
4
3ord association tests
4
Sentence completion tests
4
Story completion tests
4
5erbal projection tests
4
Pictorial techniques
4
Play techniques
4
6ui7, test and e&am
4
Sociometry




SECONDARY DATA
Secondary Sources

hose !hich have already been

collected by someone else and !hich
have been passed through the
statistical process.


SECONDARY DATA
Sources:

Publication of central, state and local 2overnment

Publication of foreign 2overnment, international bodies,

subsidiary organi7ations

echnical and trade journals

1oo#s, maga7ines and ne!spapers

.eports prepared by research scholars, universities,

economists, etc.

Public records and statistics

hesis or dissertations

8istorical documents


SECONDARY DATA (contd..)
/ust possess the follo!ing
characteristics:
o
.eliability of data
o
Suitability of data
o
Adequacy of data