DATA COLLECTION

AND ANALYSIS
Unit 4
DATA COLLECTION

 Data collection: the process to gather

information about the relevant topic of
research.
 Types of data:
 primary data – collected afresh for the fist
time- original
 Secondary data – already been collected by
earlier researcher
SECONDARY DATA

 Types:
 Internal secondary data – sales records/
accounting records/ invoice
 External secondary data – libraries /
periodicals / ad agencies / research agencies
/ government records, international
organization’s reports etc.,
LIMITATIONS OF SECONDARY
DATA
 When was it collected? For how long?
 May be out of date for what you want to analyze
 Is the data set complete?
 There may be missing information on some observations
 Unless such missing information is caught and corrected
for, analysis will be biased
 Are there confusing problems?
 Sample selection bias?
 Source choice bias?
 In time series, did some observations drop out over time?

 Are the data consistent/reliable?

 Is the information exactly what you need?
SECONDARY DATA –
ADVANTAGES
 No need to reinvent the wheel.
 If someone has already found the data, take
advantage of it.
 It will save you money.
 It will save you time.
 It may be very accurate.
 It has great exploratory value
 Exploring research questions and formulating
hypothesis to test.
PRIMARY DATA
 Significance:
 Reliability
 Specific to research topic
 Greater control
 Wide range of techniques
 Efficient spending for information
 Ownership of data
PRIMARY DATA
 Demerits:
 Costlier
 Time consuming
 Lack of feasibility
 Large volume of data
 Reluctance of respondent
METHODS OF PRIMARY DATA COLLECTION

 Unobtrusive
measures
TYPES OF SURVEY
 Consumer survey
 Consumer panels – focus groups / product
testing / concept testing – Static and
dynamic panels (based on the tenure of the
panel members)
 Trade surveys – distribution channels /
trade associations
 Retail audit
TYPES OF INTERVIEW
 Personal interview
 Telephone interview
 Mail interview
 Panel interview
 Electronic interview
 Self administered interview (SAI) is an
innovative evidence-based investigative tool
for enhancing witness statements which
facilitates recall and protects memory.
 QUESTIONNAIRE CONSTRUCTION PROCESS
 Determine what information is wanted
 Determine the type of questionnaire to use –
personal / mail
 Determine the content of individual questions – what
to ask
 Determine the type of questions to use – open end /
closed end
 Deciding on wording of questions
 Decide the sequence of questions
 Decide on the length of the questionnaire
 Decide on layout and reproduction- case of control /
ease of handling / acceptance
 Check the questions – expert’s opinion
 Pretest or pilot study
 Revision and final draft
GUIDELINES FOR GOOD
QUESTIONNAIRE
 Brief
 Simple
 Proper words
 Answerable
 Objective answers
 Avoid sensitive and sentimental questions
 Avoid irrelevant questions
 Better sequence of questions
 Provide sufficient instructions for filling
 Use cross checking questions
TYPES OF QUESTIONNAIRE
 Structured and non disguised
 Non structured and non disguised
 Non structured and disguised
 Structured and disguised
TYPES OF SCHEDULES
 Rating schedule - is a schedule used to obtain
opinions, preferences etc, respondents over
statements on the phenomenon studied. The schedule
consists of positive and negative statements of opinion
on the phenomenon.
 Document schedule are used to collect
data/information from recorded evidences and/or case
histories. Here the blanks, functional issues related
blanks and the like to be filled up from records and
documents are present.
 Institutional schedule
 Observation schedule is used when observational
method of data collection is used.
 Interview schedule
EXPERIMENTS
 Steps:
 Selecting relevant variables
 Specifying treatment levels
 Controlling the experimental environment
 Choosing the experimental design
 Selecting and assigning the participants
 Pilot testing
 Data analysis