Data Collection

Chapter 5
Types of data and their source-secondary data,
advantages and disadvantages of using secondary data;
Primary data-sources and methods;
Questionnaires-design, components and principles of
questionnaire writing;
The research interview-face-to-face and telephone
interview, computer assisted interviewing;
Observation-concept and methods;
 Concepts of Data
Information or facts collected through record, observation and
measurement is known as data.
 Data does not only represent to quantitative facts but it refers to video
tapes, interview, records and photos.
Data helps to find out accurate results.
Data collection is an important work of research.
Data are empirical evidences that are gathered carefully by applying
particular rules and procedure.
Generally data are classified as subjective and objective, quantitative and
qualitative and primary and secondary.
The first work of research is data collection.
Essential information for research is collected through data collection
procedures.
 Consideration While Formulating Plan for
Data Collection
1. Objective (derives the data collection procedure)
2. Scope (determines the nature of data to be collected, it determines the
population and sample for data collection)
3. Sources of Information (can collect on the basis of nature of
research)
4. Method of Data Collection (researcher should decide any one
method of data collection considering to research objective, nature of
research and size of population)
5. Unit of Data Collection (units which are considered by the surveyors
while collecting data for research is known as unit of data collection)
6. Degree of Accuracy (the researcher should decide the extent of
accuracy of the results in advance or researcher should decide the level
of significance)
 Sources of Data
Primary Sources of Data
Those sources from which first hand data can be generated through
the application of appropriate data collection tools are called primary
sources of data.
Data that has been collected by the researcher himself/herself as per
the objective of the research is known as primary data.
Data collected from the primary sources are fresh as well as more
authentic and reliable.
Such data are originally collected by the researcher and field work is
required to generation primary data.
Primary data can be generated through administration of
questionnaire, telephone contact, observation, group discussion,
interview etc.
 Characteristics of Primary Data
Primary data are distinct from other due to its some potential
features like:
a. It is first hand fresh data
b. It is original and main sources of data for research study.
c. It can ensure the suitability of data for the research design.
d. There is no problem of data out dated
e. It ensures the accuracy so that methodology and sample
plan can be maintains carefully.
f. It seeks high validity and reliability than that of secondary
data due to possible adoption of best methods and research
plan.
 Secondary Sources of Data
If a researcher uses the data developed by others in the past for their own
purpose is known as secondary data.
The published or unpublished and computerized sources originally created
by others from which data are generated.
 Those data which are published by other organizations in the form of
reports and publications like government reports and publications reports
of NGOS and INGOS, reports of private organizations such as report of
FNCCI, Chamber of Commerce, Trade Promotion Centre (TPC) etc are
published sources of secondary data .
Unpublished sources refer to the report of various research conducted by
individuals and organizations but not published by the researcher like
dissertation (thesis) of students and research report of freelancer
researchers.
Secondary Sources
a. Published Printed Sources
b. Published Electronic Sources
c. Unpublished Personal Records
d. Government Records
e. Published Sector Records
From Books
1. Published Sources
 Government reports and publications
 Publication of semi-government organizations
 Reports and publications of international organizations
 Private organizations
2. Unpublished Sources
3. Computerized Database
 Benefits of Secondary Data
o Saves cost and time
o Involves very little time, efforts and money
o When research projects are not feasible, secondary
data will be the only solution
o In some cases secondary data may be more accurate
than primary data
 Generally Secondary Data are Used
As supplementary of data
For reference purpose
As benchmark for comparison
Rarely used as sole or main source

Choice of Data
Primary and secondary data depends on:
o Nature scope and object of inquiry/study
o Availability of financial resources and time
o Degree of accuracy desired and
o The status of the investigator (i.e. individual, corporation, government etc)
 Value of Secondary Data in Research
It is quick for collecting data for relevant purpose.
It is economic in comparison to primary data collection expenses.
It is possible to cover wide sources of data.
It also helps to cross check the primary data.
Its broad database helps to generalize in easy way.
Secondary data are crucial block for researcher to design overall
research plan.
Are only the means where it is impossible to collect primary data
like census data is impossible to collect by individual.
It helps for contextual background
Generally Value of Secondary Sources of Data are
1. For reliability (consistency and stability of result)
2. Supplement data (authenticity, cross check)
3. Use of reference purpose(explain facts and information)
4. For comparison (results of previous studies)
5. For resolving the problem (choosing the methodologies)
6. For collecting primary data (understanding the problem)
7. For meta-analysis (process of integrating the quant/qual
results of numerous research )
8. For contextual background (for content analysis)
 Methods of Collecting Primary Data
Direct personal investigation (or observation)
Indirect oral investigation (personal interviews)
Telephonic interviews
Local correspondents/channel of agency
Schedule/questionnaire through enumerators
Mailed questionnaire
 Primary Sources of Data
Questionnaire
 A questionnaire is a formal list of questions designed to gather response
from respondents on a given topic, issue or event.
 Thus, questionnaire is an efficient data collection mechanism when the
researcher knows exactly what is required and how to measure the
variables.
 The response obtained from such questionnaire is used to test
hypothesis.
 A questionnaire can be designed to secure different type of primary data
related to intentions, attitudes and opinions, activities or behavior and
demographic factors.
 It is a list of questions developed systematically.
 The proper questionnaire design is also essential for the quality of data.
 The keys to successful questionnaire design are: order, layout, length
and appearance.
 Such questionnaire are delivered to the respondents personally or by
mail and internet.
 Respondents fill up the questionnaire and return back to the
researcher.
 Generally questionnaire is delivered to respondent personally in Nepal.
 Some of the definitions of questionnaires are given below:
G.A. Lundberg “Fundamentally the questionnaire is a set of stimuli to
which literate people are exposed in order to observe their verbal
behavior under these stimuli.”
Wallace and Wallace “A questionnaire is a means of gathering
information by having the respondents full in answers to printed
questions.”
 Following facts are found while analyzing
the above definitions:
i. Questionnaire is a set of questions.
ii. Questionnaire is sent to the respondents personally
or by using post office, internet or email.
iii. Questionnaire is sent to those who are literate or can
read and write.
iv. Respondents give information in some issues or
subjects in the form of answers to the questions.
v. There is no direct relationship between researcher
and respondents.
vi. Generally, it is used to study the behaviour of people.
 Questionnaire Administration
Various methods can be used to approach to the respondents,
send questionnaire and use of questionnaire.
Questionnaire can be administered personally or using surveyor.
But the method of administration of questionnaire is decided by
literacy rte, confidentiality of information, etc.
If literacy rate is low, personal administration of questionnaire is
better but if literacy is high, questionnaire can be administrated
by post or email.
In Nepal, personal administration of question is considered more
effective.
The researchers performance in questionnaire administration can
be measured with respect to following aspects.
1. Contact Rate
A researcher requires contacting with the appropriate person for
getting reliable information. Contact rate is determined based on
the contact made by the researcher with appropriate person. The
more the contact rate, the higher the performance of the
researcher.
2. Response Rate
Non- response is also a great problem in the research. Ratio
between the contact person and number of response or answer is
known as response rate. Low response rate decreases the reliability
of the research and findings of such research cannot be
generalized. Thus, higher the response rate reflects the higher
performance of the researcher.
3. Completeness Rate
Incomplete questionnaire may be returned to the researcher.
Such questionnaire are useless for the purpose of analysis. The
ratio of questionnaire obtained with the complete information
is referred to completeness rate. If the incomplete
questionnaires are more, questionnaire administration is poor.
4. Accuracy Rate
Ratio of measurement of true value is known as accuracy rate.
If the alternatives provided in the questionnaire are not correct
then such research does not reliable and accurate results and
such administration of questionnaire is considered as poor
administration.
 Questionnaire Design
Questionnaire is prepared to obtain the information for
attaining the goal of the research.
 Success of questionnaire depends on the collection of necessary
information.
A surveyor should ask right question to right person so as to
obtain right information.
Questionnaire should be simple, well understandable and
should not create confusion.
Although each questionnaire must be designed with specific
research objectives but there is sequence of logical steps that
every researcher should follow to develop a good questions.
Those steps are given below:
1. Plan what to measure
Revisit the research objective
Decide issue of research problem
Get additional information on the research issue from the literature review
Decide the issue to be asked
2.Formulate question to obtain the needed information
Determine the content of each questions
3.Decide the format of the questions
4.Decide on the order and working of questions and its layout
Determine the words for questions
Evaluate each research questions on the basis of comprehensibility,
knowledge and ability
 Evaluate inclination of respondents to answer the question.
 Group all the questions in sub-topic to develop a complete
questionnaire.
4. Use a small sample test, the questionnaire to check
omissions and ambiguity
 Read thoroughly the whole questionnaire to check the sense
and validity
 Check the questionnaire to find out errors that are in the
questionnaire
 Check the physical appearance of the questionnaire
 Pretest the questionnaire
 Correct the questionnaire and finalize the questionnaire
 Purpose of Questionnaire
The main purpose of Questionnaire is:
To collect information from the respondents scattered
in vast areas
To achieve success in collecting reliable and
dependable data
To find information from personnel matters of
respondents
Principles of Questionnaire Writing
 Clear and Precise
A questionnaire design should use those words and items that are more
easily understood rather than the words which are stressful and long.
 So, questionnaire designer should use appropriate and simple words and
short sentences while designing the questionnaire.
 Use of Natural and Familiar Language
Even though it depends on the competence of the respondents, generally
researcher should use simple and common language and should not use
jargons of the particular subject while designing questionnaire.
 Unbiased
Researcher should not use such words which show biasness.
Use of the words like more, less, better, good shows biasness of the
researcher in the preparation of questionnaire.
For example; pay is more valuable than other factors for
employee satisfaction in the organization. In this statement
researcher is trying to draw the responses focusing to pay
not other non-financial factors. Thus, researcher should not
use this sort of statement while preparing questionnaire.
 Avoid Double Barreled Questions
A double barreled question combines two or more issues in
a single question.
It is confusing when a number of questions are grouped
together as one. Two or three different things cannot be
asked in one question.
 State Explicit Alternatives
Whatever the alternatives are provided to the respondents,
those alternatives must be clearly express the views other
respondents.
 If the alternatives are not clear, it will be difficult to draw the
results from the responses. So while providing alternatives in
questions, they must be stated explicitly.
 Reliable and Valid
The instruments that are used for collecting information must
be valid and the results expected from the survey should be
similar to the actual results. It can be done through pilot survey.
 Length of the Questionnaire
Respondents can not give more time to researcher.
 So, unnecessary questions should be avoided and only essential
questions are to be included in the questionnaire.
 If the questionnaire is long, there is chance of careless responses from
respondents.
 Thus, the length of the questionnaire should neither be too long nor
too short leaving important dimensions of the research.
 Match the Objectives
Questionnaire should be designed in such a way so that the researcher
can obtain objectives of the research through the analysis of responses
collected. Thus, questions must match with the objectives of the
research.
 Consider to Participants
Researcher should decide participants before developing
questionnaire. Structures and language of questionnaire
depends on the quality and competence of participants. Eg; if
participants are top level employees, words used in question will
be different than the words used for targeting lower level
employees.
 Pilot Study and Improving the Questionnaire
Researcher should implement/administer questionnaire in a very
small group of sample which is known as pilot study.
Questionnaire should be finalized only after the incorporation of
suggestions of pilot study.
 Forms/Types of Questionnaire
1. Structured Questionnaire and non-structured
Questionnaires
2. Closed form Questionnaires
3. Mixed Questionnaires
4. Unstructured Questionnaires
5. Pictorial Questionnaires
 Pilot Testing
Pilot testing of questionnaire refers to the act of administrating the
questionnaire to a small group of sample so as to know that the respondents
understand the questionnaire and questionnaire can collect intended
information.
 Main aim of pilot testing is to improve in the questionnaire so that questions
can be modified and clarified.
In pilot testing, questionnaire is distributed to few respondents and asked to
report the problems and inappropriate questions.
As well pilot testing evaluates the understanding of questions of the
respondents and researcher improves in the wordings, sequences and structures
of the questions.
This process helps to the researcher to make the questionnaire more
understandable and sequential so that the responses collected using
questionnaire will be more reliable and correct. As well it helps to make
question easier to understand to the respondents.
 Procedures of Pilot Testing
There are some procedures that are to be followed while testing the
questionnaire. So of the major procedures are given below:
 Selection of sample
A researcher should select small group of people from the targeted group
that represent the characteristics of the population which is known as
sample.
 Select the respondent for pilot survey
a researcher should select vey few numbers of people from the group of
sample for pilot survey. It is better to select the people from various
subsections.
 Asking to suggest
A researcher should ask to every respondents to suggests the appropriateness
of wordings, structures and sequence and suggestions for improvement in
the questionnaire.
 Administering the questionnaire
A researcher should distribute questionnaire to all the members of the
pilot survey asking to fill up the firm and suggest the alternatives to
improve in the questionnaire.
 Check the indications
A researcher should check the indications of response rate and
problems like incomplete questionnaire, inappropriate answers and
unclear answers.
 Modification
Considering to the problems seen in the responses, a researcher should
improve in the questionnaire so as to make easy to he respondents to
understand and fill up so that the response rate and accuracy of
response increases.
 Contents/Components of Questionnaire
Writing
Generally, questionnaire divides subjects into three groups. Such groups
should arrange serially.
Parts of the questionnaire are arranged in the following ways while
preparing questionnaire.
 Part incorporating explanatory information:
In this part, researcher provides information about the need of
information, objective of collection of information and reasons of filling
the questionnaire.
As well researcher provides guidelines for filling up the questionnaire.
It helps to remove the confusions of the respondents.
Thus, researcher can collect quality information.
Generally, researcher includes following information in this part while
preparing questionnaire.
o Introduction of researcher and research organization (if
any)
o Main objective of research
o Guidelines to fill up the questionnaire
o Assurance of secrecy of responses provided by
respondents
o Address to deliver the questionnaire
o Thanks for participating in the research work
Example of this part is given below
This study entitled expected training benefits and organizational commitment aims to
see the impact of training benefits on organizations commitment. This research is
conducted as a partial fulfillment of BBS degree.
You have been selected as sample from the large population and your accurate response
impacts on the result of research. Your response will be kept confidential and used only
for the purpose of this study. Your answers will be presented numerically and subjectively.
Please tick ‘’ to the most appropriate option going through given questions and options.
I am pleased to you that you have provided time participating in this survey work and
your response will be included in the research with due importance. I am waiting for your
answer.
Yours
………..
Central Department of Management
Kritipur
Phone:………
 Main part:
It is a part which consists of number of questions and
probable answers of those questions.
 In this part, researcher enlists the questions for the collection
of data with the purpose of solving the research problem.
Questions can be long or short as per the necessity of the
research.
This part of the questionnaire covers all necessary subjects
under study.
For example, following types of questions may be prepared to
collect the data related to training:
1. Needs are identified based on the report of appraisal
system.
yesNo

2. Training is the regular activity of the organization.

Fully agree Agree
undecided Disagree
fully disagree

3. Give your opinion on the effectiveness of training program provided

by your organization.
…………………………………………………………………………..
Part incorporating personal information
This part usually covers socio-demographic variables.
 It facilitates to group the answer of the respondents and study the
pattern.
These questions usually appear at the end of a survey questionnaire.
This part incorporates age, gender, education, marital status, family
income, occupation, religion etc.
This information is used for segmenting the samples on the basis of
characteristics.
Classification of information enables the researcher to analyze the data
through tabulation. Such information is also important to prepare
profile of the respondents and determining significant differences
between the different groups of respondents.
Example;
Respondent’s name (optional):……………
Belonging organization:……………..
Age: (Less than 20 years) (20 to 30 years)
(More than 30 years)
Qualification: (More than master level)
(Bachelor level) (12 class pass)
(SLC pass)
Service tenure: (Less than 5 years) (5 to 9 years)
(10 to 14 years) (More than 14 years)
 Research Interview
It is an important method of collecting primary data in research.
It is a method where interviewer and interviewee personally asks
the questions and gives the answers.
It is a medium of expressing internal interest, attitude and
feelings.
It refers to those interviews that are taken to meet the research
objectives but all interviews are not research interviews.
Researcher asks questions on the issue of his/her interest and
records the answers of respondents in a paper or tape or videos in
research interviews.
The information collected in such a way provides valuable
insights on the subject under study.
“The interview is conversation with a purpose and therefore is
more than oral exchange of information” –NH Gopal .
o Interview is always purposive
o It is face to face conversation
o It is related to the area of research
o It helps to understand the interest, attitude, behaviour and
perception of people.
Therefore an interview in qualitative research is a
conversation here questions are asked to elicit information,
usually pertaining to a product or service as a means of
gaining a better understanding of how a consumer thinks.
The interviewer is usually a professional or paid researcher,
sometimes trained who poses questions to the interviewee, in an
alternating series of usually brief questions and answers.
They are a standard part of qualitative research in contrast to focus
groups in which an interviewer questions a group of people at the
same time.
The qualitative research interview seeks to describe and the meanings
of central themes in the life world of the subjects.
The main task in interviewing is to understand the meaning of what
the interviewees say.
Interviewing, when considered as a method for conducting qualitative
research is a technique used to understand the experiences of others.
 Characteristics of Research Interview
Interviews are completed by the inter man based on what
the interviewee says to be conformed and done.
Interviewers are far more personal form of research than
questionnaires.
In the personal interview, the interviewer works directly
with the interview.
Unlike with mail surveys, the interviewer has the
opportunity to probe or ask follow up questions.
Interviews are generally easier for the interview esp if what is
sought are opinions and impressions.
Interviews are time consuming and resource intensive.
The interviewer is considered a part of the
measurement instrument and has to be well trained in
how to respond to any contingency.
Interviews provide an opportunity of face to face
interaction between two persons; hence they reduce
conflicts.
Generally research interviews are classified on the
basis relationship between interviewer and
interviewee.
 Objectives of Interview
The main purpose of interview as a tool of data
collection field procedure is to gather data extensively
and intensively.
The general principle of interview is the exchange of
ideas and experiences, eliciting of information
pertaining to a very wide range of information/data in
which the interview may wish to rehearse his/her past,
define present and canvass the future possibilities.
More strictly the objectives of interview method are:
Formulation of hypothesis
Collecting information about qualitative facts
through personal contact.
Collecting information about qualitative facts
Improving the method of observation
Collecting information about various problems in
different circumstances.
 Features of Research Interview
Research interview is always purposive and tries to collect the
information within the scope/area of research.
Appropriate and effective interview only can collect necessary
information.
Thus, good research interview should possess following features.
i. Purposive
ii. Adequate time
iii. Appropriate words
iv. Capacity of respondents
v. Listening
vi. No direction
vii. Knowledge of taking interview
 Types of Research Interview
Research interview differs as per the structure of interview and
objectives of the research
Types of research interviews are classified into following headings.
1. Face to Face Interviews or Personal Interview:
 In this method, the interviewer talks to the respondent s or asks the
questions to the respondents directly.
 This can be done in the respondents home or place of employment or
in any other suitable place.
 This method is more applied when data is collected by applying survey
method.
 Both interacts each other.
 Interviewer can collect information from non- verbal communication
i.e. gestures and facial expressions.
The researcher should consider to the following points while
using face to face interview:
 The use of either structured or unstructured interview has to be
selected. (structured-asked similar questions in predetermined
format, unstructured-depend on free flowing conversation)
 Whether the personal interview is appropriate method for
collecting data or not.
 It is expensive method. Thus, researcher should consider to the
cost factor before applying it.
 Researcher should consider to time limit. This method requires
more time to collect data.
 Researcher should consider to the biasness of surveyor.
If surveyor is bias, they cannot collect appropriate and
reliable data.
 The social context in which the interview takes place
may effect a respondent’s response.
 Researcher should consider to the skill of interviewer.
If interviewer is unskilled then the data collected from
personal interview may not be reliable and useable.
 The cost of training interviewers can be very high.
Untrained interviewers can spoil the data.
 Advantages of Personal Interview
1. Possibility of clear answers: unless doubt is not clear
2. Get information for non communicating means: watch
gestures and facial expressions
3. Get detail information: puts sub questions
4. Know the attitude of respondents: +ve or –ve

Disadvantages
5. More respondents: costly, time consuming, remains
impracticable
6. Expensive: trainings and manpower
7. Chances of obtaining inaccurate information: do not
provide real information
 Telephone Interview
Telephone interview today is a well established technique of data
collection.
With the telephone becoming more and more wide spread, there is
also a growth in the number of research being conducted through
telephone.
In a telephone interviewing, the interviewer contacts respondents by
telephone rather than by mail.
This type of interviewing is best suited when many respondents are to
be researched over a wide geographical area and the time available for
interviews is very short.
Structured questionnaire is used in this method.
Researcher should take care of using the words because the questions
are asked orally to the respondents.
Advantages of Telephone Interview
i. Flexible: because scope of interview can be
increased or decreased
ii. Less time and labour: first finds out the related
person and their telephone.
iii. Reliable: can tell any information that may be
difficult to spell in personal interview.
iv. Cheaper: can meet with the help of telephone
v. Higher rate of response: due to the indirect face
contact
Disadvantages of Telephone Interview
i. Chances of incomplete information: without
providing pre notice
ii. No chances of non-verbal communication: can
understand from gesture and nonverbal cues
iii. Limited respondents: no telephone facilities
iv. Not suitable to comprehensive survey: requires
various questions
v. Biasness is high: to develop research results as
intended
 Computer Assisted Interview (CAI)
It is an interviewing technique in which the respondents or interviewer
uses a computer esp laptop to answer the questions.
It is similar to telephone interviewing except that the method is usually
preferred over a telephone interview when the questionnaire is long and
complex.
It has been classified as a personal interviewing technique because an
interviewer is usually present to serve as a host and to guide the
respondent.
It is thought to be one of the most influential developments in survey data
collection.
CAI refers to the way in which computers can be used in the development
and administration of survey questionnaires
Also known as Computer-Assisted Survey Information Collection (CASIC)
 Types of CAI
CAPI
CATI
CASI
 Focus Group Interview
This interview pays attention on the experience of the
informants and its possible effects.
The purpose of this interview is to focus on the certain
issue and collect maximum information from the
group of respondents so that researcher can reach to
the certain concrete conclusions.
Generally interview is taken with the small group of 6
to 8 people
 Depth Interview
It deliberately aims to elicit {evoke or draw out (a reaction, answer or
fact) from someone} unconscious as well as other types of materials
relating especially to personality dynamics and motivations.
Ordinary conversation is the most common form of information
collection.
The in depth interview extends and formalizes everyday conversation.
This type of data collection is different from the structured or
standardized interview, where the respondent receives questions with
fixed response categories.
The in-depth interview is discursive(digressing/debate subject to
subject) and allows the researcher and respondents attitude to explore
an issue within the framework of guided conversation.
 Observation
A method of collecting data where researcher observes, analyses
and interprets the events is called observation.
Researcher does not ask the questions but observes the events and
keeps the record of import information and facts.
 Besides collecting data usually, observation involves listening
reading smelling and touching.
It provides insight information about any product, subject or event
which helps to understand about those product subject and events.
It is thus the process of recognizing and noting people, objects and
occurrences rather than asking for information.
It is technique that involves observing behaviour with the purpose
of describing it.
PV Young “observation may be defined as systematic viewing, coupled
with consideration of seen phenomena”.
Observation research is the careful watching and recording of
somebody or something in a systematic way to establish knowledge.
Observation is that method where researcher directly observes the
events, situation and obtains real information and analyses these
information.
Ability of observer determines the success of observation.
Researcher obtains in depths and internal information with the help of
observation.
 Involves three processes i.e sensation ( gained through sense organs),
attention (attention on concentration/ a matter of will power) and
perception (interpretation of sensory reports).
It is used with the following objectives:
- To study the events in natural settings
 To obtain in full information about any product
 To study of a group at a time
 To increase the validity of information
 Uses in every scientific method
Purpose of observation:
 Studying collective behaviour and complex social situations,
 Following up of individual units composing the situations,
 understanding the whole and the parts in their interrelation and
 Getting out details of the situation.
 Methods of Observation
1. Participants Observation
Participant observation is one of the most common methods for qualitative data
collection and most demanding.
Observer participates with the activities of the group under study.
It requires that the researcher become a participant in the culture or context
being observed.
The literature on participant observation discusses how to enter the context, the
role of the researcher as a participant, the collection and storage of field notes
and the analysis of field data.
Participant observation often requires months or years of intensive work
because the researcher needs to become accepted as a natural part of the culture
in order to assure that the observations are of the natural phenomenon.
The major aim of this type of observation is to get spontaneous and imposed
picture of life and persons.
 Merits/Demerits
Acquires wider information.
Eases in exchanging of ideas
Observation of natural and real behaviour

Long time required

Greater resources required
Lack or loss of objectivity
Cannot be used to study the complex and large events
Non Participatory Observation
An observation where researcher does not participate in
the activities of the group or community but observes and
understands the activities of group with the purpose of
collecting data.
Researcher can generalize such findings in the field of
consumer behaviour because he/she attempts many times.
Is extremely difficult in practice because it is not possible
for an observer to be present but not to participate in the
activities.
For this reason, non participation is only a mixed or quasi
participation observation.
 Merits
The researcher is able to acquire information with influence
because he/she keeps himself/herself away from the activities of
the group.
The observer maintains purely impartial status to get the
cooperation from every member of the group.
The observe remains unattached and impartial without having any
prejudices.
Demerits
 In adequate and incomplete observation
 Unnatural attitude of the subject matter of observation
 The findings are generally based through personal predictions
and preconceptions.
Structured and unstructured observation
When observation is made by characterizing style of
recording the observed information, standardized
condition of observation, definition of the units to be
observed and selection of pertinent data of
observation then it is structured observation.
When observation is done without any thought before
observation then it is known as unstructured
observation.
Controlled and uncontrolled observation
When the observation takes place according to definite pre-
arranged plan and with experimental procedures is
controlled observation.
Observer develops the plan for observing the behaviour and
undertakes the observation work.
Generally done in laboratories.

When observation takes place in natural condition then is

considered as uncontrolled observation.
It is done to get spontaneous picture of life and persons.
 Direct Observation
Direct observation is distinguished from participant observation in
a number of ways.
First a direct observer doesn’t typically try to become a participant
in the context.
However, the direct observer does strive to be as unobtrusive (not
conspicuous or attracting attention) as possible so as not to bias the
observation.
Second direct observation suggests a more detached perspective.
The researcher is watching rather than taking part.
Consequently, technology can be a useful part of direct observation.
For instance, one can videotape the phenomenon or observe from
behind one-way mirrors.
Third, direct observation tends to be more focused than
participant observation.
The researcher is observing certain sampled situations or
people rather than trying to become immersed in the
entire context.
Finally direct observation tends not to take as long as
participant observation.
For instance, one might observe child-mother interactions
under specific circumstances in a laboratory setting from
behind a one way mirror, looking especially for the non
verbal cues being used.
 Survey Research
Survey is the technique, a system for collection of information from
a smaller number of people, which helps to describe, compare or
explain the attitudes and behavior of a larger population.
The method through which information on any issue (consumer
choice, political choice about government etc.) is collected from
larger number of people and those information are presented in
numerical as to how many people agree or disagree with a same
issue.
Requires time, money and patience.
Depends on deals with the characteristics, attitude and behaviors of
individual or a group of individuals i.e sample direct contact with
those persons must be established by the survey researcher.
Requires trained personnel/ manipulative skill and research
insight.
The success of survey research depends upon the willingness
and the cooperativeness of the sample selected for the study.
Types of survey: personal interview mail questionnaire,
telephone survey, panel technique/re-interview design
Merits: wide scope, great deal of information obtained by
studying larger population, more accurate and reliable, used
in social sciences has inter disciplinary value
Demerits: remains at the surface, occur sampling error, time
consuming, should know the process otherwise invalidates.