PRIMARY DATA

Methods of collecting primary data

1. Observation Method

2. Questionnaire Method

3. Interviews Met.hod

4. Schedule Method

5. Case Study Method

6. Survey Method
 Observation Method
• Most commonly used method specially in studies relating to behavioural sciences.
• Information is sought by way of investigator’s own direct observation without asking from the
respondent.
• 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.
• Example - in a study relating to consumer behaviour, the investigator instead of asking the
brand of wrist watch used by the respondent, may himself look at the watch.
• Resarcher should keep in mind – What should be observed?
How the observations should be recorded?
How the accuracy of observation be ensured?
 Observation Method

Advantages
• Subjective bias is eliminated, if observation is done accurately.
• The information obtained under this method relates to what is currently happening; it is not complicated
by either the past behaviour or future intentions or attitudes.
• Independent of respondents willingness to respond & Less demanding of active cooperation on the part
of the respondents
• Suitable
- if respondents are not capable of giving verbal reports of their feelings for one reason or other
- When the nature of the research question to be answered is focused on answering a how- or
what-type question.
- When the topic is relatively unexplored and little is known to explain the behavior of people in a
particular setting
- When it is important to study a phenomenon in its natural setting.
- When self-report data (asking people what they do) is likely to be different from actual
behavior (what people actually do).
 Observation Method
Limitations of Observation Method

•Expensive method
•Information provided is limited
•Unforseen factors may interfere with the observation
•Some people creates obstacles
 Observation Method
Structured and Unstructured Observation
Structured observation
• works according to a plan
• units that are to be observed, information about the units to be recorded are specific.
• The operations and the various features that are to be recorded are decided well in
advance.
• involves the use of special instruments for the purpose of data collection
unstructured observation
• Diametrically against the structured observation.
• has the freedom to note down what s/he feels is correct and relevant to the point of
study
 Observation Method
Participant and Non Participant Observation
Participant Observation
• Participation by the observers with the various types of operations of the group under
study
• Degree of the participation - the nature of the study, type of the situation
• Allows researchers to observe behaviors and situations that are not usually open to
scientific observation.
• Undisguised participant observation - to understand the culture and behavior of
groups of individuals.
• Disguised participant observation - used when researchers believe individuals would
change their behavior if they knew it was being recorded.
• Participant observers may sometimes lose their objectivity or may unduly influence the
individuals whose behavior they are recording
• The actual behavior of the group can be observed only by participant observation not
by any other method.
 Observation Method
Participant and Non Participant Observation
Non Participant Observation
• No participation of the observer in the activities of the group takes place
• No relationship between the researcher and the group
Difference between participant & non-participant observation
• Participant observation - the observer himself become the member of that group and
participate in their activities with full fledge
• Non participant observation less or no participation of the observer in his group, their
membership and activities. He watch from a distance
 Observation Method
Non Participant Observation
Merits
objectivity is maintained.
Less emotional involvement of the observer
accuracy
having secondary relationship with his group, so the information’s are collected entirely.
research remains very smooth.
Demerits
Do not have full knowledge about the group activities.
Cannot understand the whole phenomena.
Cannot get real and deep insight into the phenomena.
 Observation Method
Types of Observation Method
Controlled and Un-controlled Observation
Controlled observations
• Observer and observe or subject both are controlled.
• Control is imposed on both for accuracy and precision.
• Observation is pre-planned and definite
• Mechanical devices are used for precision and standardized.
• Increase accuracy, reduce bias, ensure reliability and standardization.
Some of the devices are as under.
• Mechanical appliances like,
• Observational plan
camera, maps, films, video,
tape recorder etc
• Socio Matric Scale.
• Observational schedule
 Observation Method
Types of Observation Method
Controlled and Un-controlled Observation
Un-controlled observations
• Made in the natural environment and reverse to the controlled observation
• Involve no influence or guidance of any type of external force.
• Related to day-to-day happenings and socio-cultural problems.
• Studies some of our life situations.