Method of Data Collection

By Deepak & Surubhi Mehta

Index
• Introduction
• Collection of Primary Data
• Observation Method
• Interview Method
• Questionnaire Method
• Schedules method
• Diff. between Questionnaires and Schedules
• Other methods
• Collection of Secondary data
• Data collection appropriate method
• Challenges in the data collection
 Deepak Surubhi

• Introduction
• Collection of Primary Data
• Observation Method
• Interview Method
• Questionnaire Method
• Schedules method
• Diff. between Questionnaires and Schedules
 Deepak Surubhi

• Collection of Primary Data

• Other methods
• Collection of Secondary data
• Data collection appropriate method
• Challenges in the data collection
 INTRODUCTION
Data collection is the process of gathering and measuring
information on specific variables.

This information can be used for research, analysis, or decision-

making.

Data collection is a component of research in all fields of study.

 Fundamentally-2 types of data
Primary Data:
Primary data fresh and for the first time.
Being collected during the cousrse of doing expetriments in an experimental research.
For example,
• The population census conducted by the government of India after every ten years
Secondary data:
Which have already been collected by someone, else already been passed through the
statistical process. Merely that of compilation.
For example,
● Journal articles that comment on or analyze research.
● Newspaper editorial/opinion pieces.
 Method of Data Collection

• Collection of Primary Data

• Observation Method
• Interview Method
• Questionnaire Method
• Schedules method
• Diff. between Questionnaires and Schedules
• Other methods
• Collection of Secondary data
 Primary Data collection method

● Observations

● Interviews

● Questionnaires

● Schedules

● Other methods
Observation Method
 Observation Method
• This is the a formulated, systematically planned, recorded, subjected to
check and control on validity and reliability.
• The observation method is the most used method especially in studies
relating to behavioral sciences.
• Under the observation method, the information is sought by way of
investigator’s own direct observation without asking from the respondent
 Observation Method

Type of observations
• Structured observation (Used for Descriptive studies)
• Unstructured observation (Used for Exploratory studies)
• Participant observation (Direct)
• Non-participant observation (Detached Emissary)
• Disguised observation (Observer's presence unknow to others)
• Controlled observation (Defined plans & Procedures, Precision instrument)
• Un-controlled observation(Natural setting, no instrument)
 Observation Method

• Few thing need to keep in mind

•What should be observed
•How the observations should be recorded
•Ensure accuracy of the observation
• Good thing about this method is, that subjective bias is eliminated
• Limitations,
•Expensive
•Limited information
•Unforeseen factors may interfere
Interview Method
 Interview Method
The method in which collecting data presented trough the oral-
verbal presentation and reply in terms of oral-verbal responses is
called Interview method.

Type-
•Personal Interview
•Telephonic Interview
 Interview Method
Personal Interview :
• This is a method where a person known as the interviewer asking questions generally
in a face-to-face contact to the other person or persons.
• Interview may be in the form of direct personal investigation or it may be indirect
oral investigation.
• This is suitable for intensive investigation.
 Interview Method
Personal Interview Type-
Structured interview : Predetermined questions and of highly standardized techniques of
recording information.
Unstructured interview : The interviewer has given greater freedon to ask as well
question sequestion sequence can be changed.
Focused interview : Focus attention on the given experience of the respondent and its
effects
Clinical interview : Concerned with broad underlying feelings or motivations or with the
course of individual’s life experience.
Non-directive interview : the interviewer’s function is simply to encourage the
respondent to talk about the given topic with a bare minimum of
direct questioning
 Interview Method
Key points–
• The interivewer should be selected carefully, trained & briefed.
• Trainer should be honest, sincere, hardworking, impartial and must have technical
competency and necessary proctical experience.
• Interview must create friendly atmoshpere of trusst and confidence.
• Interviewer must ask questions intelgently and record answers accuratelly/completely.
• Interviewer must ansewer legitimate questions asked by
respondant.
 Interview Method
Telephonic Interview –
This method of collecting information consists in contacting respondents on telephone
itself.

It is not a very widely used method, but plays important part in industrial surveys,
particularly in developed regions.
 Interview Method
Merits –
• It is more flexible in comparison to mailing method.
• It is faster than other methods i.e., a quick way of obtaining information.
• It is cheaper than personal interviewing method; here the cost per response is relatively low.
• Recall is easy; callbacks are simple and economical.
• There is a higher rate of response than what we have in mailing method.
• Replies can be recorded without causing embarrassment to respondents.
• Interviewer can explain requirements more easily.
• Representative and wider distribution of sample is possible.
• No field staff is required.
 Interview Method
Demerits –
• Little time is given to respondents for considered answers; interview period is not
likely to exceed five minutes in most cases.
• Surveys are restricted to respondents who have telephone facilities.
• Extensive geographical coverage may get restricted by cost considerations.
• It is not suitable for intensive surveys where comprehensive answers are required to
various questions.
• Questions have to be short and to the point; probes are difficult to handle.
• Possibility of the bias of the interviewer is relatively more.
Questionnaire Method
 Questionnaire Method
• This method used for collecting data from a pre-defined group of respondents to
gain information and insights on various topics of interest.
• In this method a questionnaire is mailed to respondents who are expected to read and
understand the questions and write down the reply on their own in the space meant.
• A questionnaire consists of several questions printed or typed in a definite order on a
form or set of forms.
• It is being adopted by private individuals, research workers, private and public
organizations and even by governments.
• It is quite popular, particularly in case of big enquiries.
• It is sent by email/post.
 Questionnaire Method
Main aspects of questionaries -
• General Form : It can consist structured/unstructured questions.
• Structured Question : Yes/No type
• Unstructured question : Free response
• Question sequence-
• Quality of reply depends on sequence of questionnaire.
• So, The question-sequence must be clear and smoothly-moving. (easiest first)
• Shouldn’t be first
• Questions that put too great a strain on the memory or intellect of the
respondent;
• Questions of a personal character;
• Questions related to personal wealth, etc.
 Questionnaire Method

• Questions formulations and wordings :

• Each question must be very simple and clear.
• Impartial in order not to give a biased picture.
• Should be easily understood;
• Should conform to the respondent’s way of thinking.
Schedule Method
 Schedule Method
• It is like collection of data through questionnaire, with little difference.

• That schedules (proforma containing a set of questions) are being filled in by the
enumerators who are specially appointed for the purpose.

• These enumerators along with schedules, go to respondents, put to them the questions
from the proforma in the order the questions are listed and record the replies in the
space meant for the same in the proforma.
• This method is very expensive, usually conducted by the government egencies.
Difference
 Difference between Questionnaire & Schedule Method
Questionary
Generally sent through mail
Relatively cheap and economical since, spend
money only in preparing the questionnaire and in
mailing the same.
Non-response is usually high since, respondent may
send without answering all questions.
It is not always clear as who replies.
Schedule
Filled out by the research worker or the enumerator
More expensive since, considerable amount of
money has to be spent in appointing enumerators
and in importing training to them. Money is also
spent in preparing schedules.
Non-response is generally very low since, filled by
enumerators who are able to get answers to all
questions.
The identity of respondent is known.
 Difference between Questionnaire & Schedule Method
Questionary
Slow since many respondents do not return the
questionnaire in time despite several reminders.
Personal contact is generally much difficult as
questionnaires are sent to respondents by post/email.
Can be used only when respondents are literate and
cooperative.
Risk of collecting incomplete and wrong
information is relatively more under the
questionnaire method, particularly when people are
unable to understand questions properly.
Schedule
The information is collected well in time as they are
filled in by enumerator.
Direct personal contact is established with
respondents.
The information can be gathered even when the
respondents happen to be illiterate.
The information collected is generally complete and
accurate as enumerators can remove the difficulties,
if any, faced by respondents in correctly
understanding the questions
SOME OTHER METHODS OF DATA COLLECTION
SOME OTHER METHODS OF DATA COLLECTION

Warranty cards:

It is used by dealers of consumer durables to collect information

about their products.

The information sought is printed in the form of questions on the

‘warranty cards’ which is placed inside the package along with the
product with a request to the consumer to fill in the card and post it back
to the dealer.
SOME OTHER METHODS OF DATA COLLECTION

Distributor Or Store Audits:

Are performed by distributors as well as manufactures

through their salesmen at regular intervals.

Using such information to estimate market size, market share,

seasonal purchasing pattern and so on.
SOME OTHER METHODS OF DATA COLLECTION

Pantry Audits:
Pantry audits are a method of data collection that estimate how
much of a basket of goods are consumed by consumers.

In a pantry audit, investigators record data from a consumer's

pantry to create an inventory of the types, quantities, and prices of
commodities consumed.
The goal of a pantry audit is to determine what types of consumers
buy certain products and brands.
SOME OTHER METHODS OF DATA COLLECTION

Consumer Panels:

Clarify whether a decrease in sales is due to fewer households

buying the brand or to existing buyers purchasing less than they
did previously.

Identify growth opportunities.

Test products for launch.

SOME OTHER METHODS OF DATA COLLECTION

Use Of Mechanical Devices:

Mechanical devices are used to collect information indirectly. They

can measure interest or emotions in response to what is seen, heard,
felt, or smelled.
● Eg. Galvanometers, Eye cameras, Eye gaze recorders,
Audiometers, Tachistoscopes, Pupillometric cameras, Motion
picture cameras, Psycho galvanometers
SOME OTHER METHODS OF DATA COLLECTION

Projective Techniques:

Projective techniques are a type of survey that allows researchers to

gain insight into people's beliefs, values, and behaviors. They are often used
in advertising research and to gather data about groups of people who may
not be familiar with the researcher's specific questions.
Projective techniques are indirect and unstructured methods of
investigation that use respondents' projections to infer about underlying
motives, urges, or intentions. They are often used during individual or small
group interviews.
SOME OTHER METHODS OF DATA COLLECTION

Depth interviews
In-depth interviews, or depth interviews, are a qualitative data collection
method. They involve one-on-one interviews with individual participants. The
goal is to collect detailed information about the interviewees' behavior,
attitude, and perception.

In-depth interviews can be conducted face-to-face, over the

phone, or on the internet. The number of respondents is usually small. The
research is focused on a specific product, situation, or objective.
SOME OTHER METHODS OF DATA COLLECTION

Content-Analysis:
Content analysis is a research method that involves collecting data from a
set of texts, such as books, newspapers, magazines, speeches, and interviews. The
goal of content analysis is to identify patterns in recorded communication.
Researchers use content analysis to:
–Quantify and analyze the presence, meanings, and relationships of
words, themes, or concepts
–Make inferences about the messages within the texts, the writer(s),
the audience, and even the culture and time of which these are a part
Secondary Data
Secondary data means data collected by someone else earlier.
Surveys, observations, experiments, questionnaire, personal
interview, etc. Government publications, websites, books, journal
articles, internal records etc. Always specific to the researcher's
needs.
 Secondary data collection

● Reliability of data

● Suitability of data

● Adequacy of data
Collection Of Secondary Data

Reliability of data:
The reliability can be tested by finding out such things about the said data:
(A) Who collected the data?
(B) What were the sources of data?
(C) Were they collected by using proper methods
(D) At what time were they collected?
(E) Was there any bias of the compiler?
(F) What level of accuracy was desired? Was it achieved ?
Collection Of Secondary Data

Suitability Of Data:
Data suitability focuses on data characteristics that can assist in
summarizing researchers' data needs and mapping the research
needs to the data provided.
To standardize suitability assessment, this study contributes an
original conceptual framework that applies to observational studies.
Collection Of Secondary Data

Adequacy Of Data:

Adequacy of data in research refers to the quantity and richness of data supporting
a review finding.
Data should be as accurate, truthful, and reliable as possible. If there are doubts
about how the data was collected, the data analysis can be compromised. This can
lead to faulty interpretation of results and wrong conclusions.
Data adequacy can be determined by investigating the nature, objectives, and time
of collection of the data.
Selection of appropriate method for data collection

Nature, Scope and Object of enquiry:

This constitutes the most important factor affecting the choice
of a particular method.
The method selected should be such that it suits the type of enquiry that is
to be conducted by the researcher.
This factor is also important in deciding whether the data already available
(secondary data) are to be used or the data not yet available (primary data)
are to be collected.
Selection of appropriate method for data collection

Availability of Funds:
Availability of funds for the research project determines to a
large extent the method to be used for the collection of data.
When funds at the disposal of the researcher are very limited, he will have
to select a comparatively cheaper method which may not be as efficient and
effective as some other costly method.
Finance, in fact, is a big constraint in practice and the researcher has to act
within this limitation.
Selection of appropriate method for data collection

Time factor:
Availability of time has also to be taken into account in deciding a
particular method of data collection.
Some methods take relatively more time, whereas with others the data
can be collected in a comparatively shorter duration.
The time at the disposal of the researcher, thus, affects the selection of
the method by which the data are to be collected.
Selection of appropriate method for data collection

Precision required:
Precision required is yet another important factor to be considered
at the time of selecting the method of collection of data.
But one must always remember that each method of data collection
has its uses and none is superior in all situations.
Challenges in data collection
• Data Quality Issues
• Inconsistent Data
• Data Downtime
• Ambiguous Data
• Duplicate Data
• Too Much Data
• Inaccurate Data
• Hidden Data
• Finding Relevant Data
• Determining the Data to Collect
• Dealing With Big Data
• Low Response and Other Research Issues
Thank you