Chapter 5: Data Collection Methods

While deciding about the method of data collection to be used for the study the researcher should keep in mind two types of data viz, primary data and secondary. The primary data are those, which are collected a fresh and for first time and thus happens to be original in character. The secondary are those which have been collected by someone else and which have already been passed through statistical process. The researcher would have to decide which sort of data he would be using for his study. The method collecting primary and secondary data differ since primary data are to be originally collected while in case of secondary data the nature of data collection work is merely that of compilation. There are several ways of collecting primary data. They are: 1. Observation method 2. Interview method 3. Through questionnaires 4. Through schedules OTHER PRIMARY METHODS Warranty cards Distributors audits Pantry audits Consumer panels Using mechanical devices Through projective techniques Depth interviews Content analysis TYPES OF PRIMARY DATA COLLECTION -- OBSERVATIONS AND SURVEYS 1) OBSERVATION METHOD Observation becomes 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. Under the observation method the information is sought by way of investigators own direct observation without asking from respondent EXAMPLE In a study relating to consumer behaviour the investigator instead of asking the brand of wristwatch used by the respondent may himself look for the watch. ADVANTAGES 1. The method eliminates subjective bias 2. The information obtained under this method relates to what is current happening it is not complicated either by past behaviour or future intentions and attitudes. 3. This method is independent of respondent willingness to respondents as such is relatively less demanded of active co-operation on the part of the respondents as happens to be the case in interview or the questionnaire method. 4. This method is particularly suitable in studies, which deal with subjects who are not capable giving verbal reports of their feeling for one reason or the other. DISADVANTAGES 1. 2. Its s an expensive method The information provided by this method is very limited. 1

Chapter 5: Data Collection Methods 3. 4. Sometimes unforeseen factors may interfere with the observational task. The fact that some people are rarely accessible to direct observation creates obstacle for this method to collect data effectively.

2) SURVEYS Surveys are concerned with describing, recording, analyzing and interpreting conditions that exist or existed. The researcher does not manipulate the variable or arrange for events to happen Surveys are only concerned with conditions or relationships that exist, opinions that are held, processes that are going on, effects that are evident or trends that are developing. They are primarily concerned with present but at times do consider past events and influences as they relate to current conditions. STRUCTURED Vs UNSTRUCTURED DATA COLLECTION The data collection through questionnaires can be done through four ways as follows; Structured disguised Structured - nondisguised Non-structured - disguised Non structured - nondisguised Note : non disguised data collection is also called as direct method & disguised is also called as indirect method .

Structured data collection A structured data collection is a formal list of questions framed so as to get the facts. The interviewer asks the questions strictly in accordance with pre- arranged order. For e.g. this method can be used when the information is based on the expenditures of the consumer on different types of clothing like. Cotton woolen or synthetic, etc. This structured questionnaire can be of two types, disguised and non- disguised, based on whether the object or the purpose of the survey is revealed to the respondent. The main advantage of this method is that, the information can be collected in a systematic and orderly manner. However when it comes to personal questions, this method seems to be less effective. Non-structured data collection It is a kind of data collection method where the data to be collected is not pre- arranged or not listed in a proper structured format. Therefore the entire responsibility is left on the researcher to ask the respondent, in the way he feels fit. The researcher only has certain main points on which he develops the questions to be asked. Such a method is devoid of rigidity and the researcher has sufficient amount of freedom to collect the data in the order he wants. Normally this kind of method is used in exploratory research This kind of data collection is most suitable when it comes to personal or motivational factors. STEPS IN QUESTIONNAIRE CONSTRUCTION A Questionnaire is often the heart of a survey operation. If the heart is not properly set up then the whole operation is bound to fail. Thus studying the main objective of the questionnaire is important. There are two main objectives in designing a questionnaire:

Chapter 5: Data Collection Methods 1. To maximize the proportion of subjects answering our questionnaire that is, the response rate: To maximize our response rate, we have to consider carefully how we administer the questionnaire, establish rapport, and explain the purpose of the survey. The length of the questionnaire should be appropriate. 2. To obtain accurate relevant information for our survey: In order to obtain accurate relevant information, we have to give some thought to what questions we ask, how we ask them, the order we ask them in, and the general layout of the questionnaire.

Thus the most important parameters in questionnaire designing can be described as: 1. Question Content 2. Question Phrasing 3. Question Sequencing 4. Question Layout 1.Question content: For each question in the questionnaire, we should pay attention to how well it addresses the content we are trying to get at. Deciding what to ask there are three potential types of information : Information we are primarily interested in that is, dependent variables. Information which might explain the dependent variables-that is, independent variables. Other factors related to both dependent and independent factors, which may distort the results and have to be adjusted for - that is, confounding variables. Thus while forming the question content the following question must be answered appropriately. Is the Question Necessary/Useful? Examine each question to see if there is a need to ask it at all and if you need to ask it at the level of detail you currently have. Do Respondents Have the Needed Information? Look at each question to see whether the respondent is likely to have the necessary information to be able to answer the question. Does the Question Need to be More Specific? Sometimes the questions are too general and the information we obtain is more difficult to interpret. Is Question Biased or Loaded? One danger in question writing is that your own biases and blind spots may affect the wording. Will Respondents Answer Truthfully? For each question see whether the respondent will have any difficulty answering the question truthfully. If there is some reason why they may not, consider rewording the question. 2. Question phrasing: The way questions are phrased is important and there are some general rules for constructing good questions in a questionnaire. Use short and simple sentences Short, simple sentences are generally less confusing and ambiguous than long, complex ones. As a rule of thumb, most sentences should contain one or two clauses. Ask for only one piece of information at a time For example, "Please rate the lecture in terms of its content and presentation" asks for two pieces of information at the same time. It should be divided into two parts: "Please rate the lecture in terms of (a) its content, (b) its presentation." 3

Chapter 5: Data Collection Methods Avoid negatives if possible Negatives should be used only sparingly. For example, instead of asking students whether they agree with the statement, "Small group teaching should not be abolished," the statement should be rephrased as, "Small group teaching should continue." Double negatives should always be avoided. Ask precise questions Questions may be ambiguous because a word or term may have a different meaning. Level of details It is important to ask for the exact level of details required. On the one hand, you might not be able to fulfill the purposes of the survey if you omit to ask essential details. On the other hand, it is important to avoid unnecessary details. People are less inclined to complete long questionnaires. This is particularly important for confidential sensitive information, such as personal financial matters or marital relationship issues. Minimize bias People tend to answer questions in a way they perceive to be socially desired or expected by the questioner and they often look for clues in the questions

3. Question sequencing: In order to make the questionnaire effective and to ensure quality to the replies received, a researcher must pay attention to the question-sequence in preparing the questionnaire. A proper question sequence reduces the chances of the questions being misunderstood The question sequence must be clear and smooth- moving, with questions that are easiest to answer being put in the beginning.

4.Question layout: Questions should form a logical part of a well thought out tabulation plan. Questions should basically meet the following standards -Should be easily understood -Should be simple

1) face to face INTERVIEW An interviewer asking questions generally face-to-face to other persons conducts personal interview. This sort of interview may be in the form of direct personal investigation or it may be an indirect oral investigation. This method is particularly suitable for intensive investigations. Advantages 1. 2. 3. 4. 5. More information and that too in greater depth can be obtained. Interviewer can overcome any resistance, if any, of the respondents; this interview can be made to yield an almost perfect sample of he population. There is greater flexibility as questions can be restructured as when needed, especially in the unstructured interviews. Observation method can supplement verbal recording of answers. Personal information can be obtained easily in this method.

Disadvantages 1. 2. It can be quite expensive method, especially when large and widespread geographical sample is taken. Possibility of bias of interviewer and respondent is maximum. 4

Chapter 5: Data Collection Methods 3. 4. Certain respondents such as important officials cannot be approachable under this method. It is time-consuming especially when sample is large and re-calls o respondents are to be made.

2) TELEPHONE INTERVIEWS This method of collecting information consists contacting information consists contacting respondents on telephone itself. It is not a very widely used method, but plays important role in industrial surveys in developed regions. Advantages 1. 2. 3. 4. 5. 6. 7. It is more flexible in comparison to mail method. It is faster in obtaining information than other methods. It is cheaper compared to personal interviews; here the cost per response is very low. Recall is easy; callbacks are economic and simple. There is higher rate of response than mailing method Replies can be recorded without causing embarrassment to respondents. Interviewer can explain requirements more easily.

Disadvantages 1. 2. 3. 4. 5. 6. Little time is given to respondents to answer, as these types of interviews do not last for more than 5 minutes. Survey is restricted to people who have telephones. Cost plays a major part in extensive geographical coverage. It is not suitable for interviews having comprehensive answers to various questions. Some extent of interviewer's bias exists. Questions have to be short and probes are difficult to handle.

3) COMMERCIAL SURVEYS Commercial surveys can be divided into three types: Periodic, Panel and Shared surveys. Each of them are discussed below Periodic surveys Periodic surveys are conducted at regular intervals, ranging from weekly to annually held surveys. They use a new sample of respondents for each survey, focusing on the same topic and allowing the analysis of trends over a period. Periodic surveys are conducted by mail, personal interview and telephone. The disadvantage here could be that when periodic surveys are conducted at known intervals, they might affect the behavior being measured. An example of this kind of surveys could be TRPs. Panel surveys Panel surveys, sometimes called interval panels, are conducted among a group of respondents who have agreed to respond to a number of mail, telephone or occasionally personal interviews over time. These need not occur regularly. But a continuous panel or panel data (explained more in panels) refers to a group of individuals who agree to report specified behaviors over time. The advantages of this method are The research firm initially collects all the personal information about the respondents and does not waste time again in collecting this information during interviews. This increases the quality of the research data. The response rate can be as high as 70% - 90%.

Chapter 5: Data Collection Methods Shared surveys Shared surveys, sometimes referred to as omnibus surveys, are administered by a research firm and consist of questions supplied by multiple clients. Such surveys can involve mail, telephone, or personal interviews. The respondents may be drawn from either an interval panel or random selection. The main advantage here is the cost factor.

5) PANELS A panel is a group of individuals or organizations that have agreed to provide information to researcher over a period of time. A continuous panel, the focus of this section, has agreed to report specified behaviors on regular basis. There are 2 types of panels: retail and consumer, consumer further divided into diary panels and electronic panels. Retail panel In this method data is collected from the checkout scanner tapes of a sample of supermarkets and other retailers that use electronic scanning systems. For this to happen the product should carry the Universal Product Code (UPC) often referred to as bar code. The advantages of this method are 1. Greater frequency 2. Elimination of breakage and pilferage being counted as sales 3. More accurate price information The disadvantages are 1. 2. Only big supermarkets have scanners The quality of scanner data is dependent on checkout clerk. For e.g. if a person is buying 5 packets of packaged milk. In that case the clerk may put only 1 in the scanner and then multiply it by 5. So the rest 4 wont come in the scanner's data.