3.2.

Methods of data collection

3.2.1. INTRODUCTION
• Various methods of collecting data are employed by researchers. Here we will discuss the
varied dimensions relevant to :
o data generation and attempt to arrive at an abstract typology involving stimuli,
responses and setting for data collection.
o The task of data collection begins after a research problem has been defined and
research design /plan chalked out.
 TYPES OF DATA
o 1) PRIMARY DATA : Are those which are collected a fresh and for the first
time and thus happen to be original in character and known as Primary data.
o 2) SECONDARY DATA : Are those which have been collected by someone else
and which have already been passed through the statistical process are known as
Secondary data.
 COLLECTION OF PRIMARY DATA
o There are several methods of collecting primary data, particularly in surveys and
descriptive researches. In descriptive research, we obtain primary data either
through observation or through direct communication with respondents in one
form or another or through personal interviews.
 COLLECTION OF SECONDARY DATA
o These are already available i.e. they refer to the data which have already been
collected and analyzed by someone else.
o Secondary data may either be published or unpublished data. Researcher must be
very careful in using secondary data, because the data available may be
sometimes unsuitable.
3.2.2. Methods of data Collection
3.2.2.1. Primary Data
3.2.3. OBSERVATION METHOD : Observation method is a method under which data from
the field is collected with the help of observation by the observer or by personally going
to the field.
Observation may be defined as systematic viewing, coupled with consideration of seen
phenomenon.
o ADVANTAGES:
 Subjective bias eliminated (No bias info)
 Information researcher gets is Current information
 Independent to respondent’s variable (as in interview
and may be bias )
o DISADVANTAGES :
 It is expensive method (time requires more)
 Limited information
  Unforeseen factors may interfere with observational
task
 Respondents opinion can not be recorded on certain
subject
3.2.3.1. TYPES OF OBSERVATION
a. Structured and Unstructured Observation
 When observation is done by characterizing style of recording the observed
information, standardized conditions of observation , definition of the units to be
observed , selection of pertinent data of observation then it is structured observation
 When observation is done without any thought before observation then it is
unstructured observation
b. Participant & Non Participant Observation
o When the Observer is member of the group which he is observing, then it is
Participant Observation
In participant observation Researcher can record natural behavior of group ,
Researcher can verify the truth of statements given by informants in the context of
questionnaire , Difficult to collect information can obtain through this method but
in this researcher may loose objectivity of research due emotional feelings. Prob.
of control in observation isn’t solved.
o Non Participant Observation-When observer is observing people without giving
any information to them, then it is non participant observation
c. Controlled & Uncontrolled Observation
 When the observation takes place in natural condition i.e. uncontrolled
observation. It is done to get spontaneous picture of life and persons
 When observation takes place according to definite pre arranged plans , with
experimental procedure then it is controlled observation generally done in
laboratory under controlled condition.
3.2.4. INTERVIEW METHOD
 This method of collecting data involves presentation or oral-verbal stimuli and reply in
terms of oral-verbal responses.
 There are different type of interviews as follows
PERSONAL INTERVIEWS : The interviewer asks questions generally in a face to face
contact to the other person or persons.
Types of Personal Interview
a) Structured Interview
• Predetermined questions
• Standardized techniques of recording
• Interviewer follows rigid procedure laid down i.e. asking questions in form & order
prescribed
• Time required for such interview is less than non structured interview
• Not necessary of skill or specific knowledge
• Analysis of data becomes easier b/se information is collected prescribed manner
 b) Unstructured Interview

• Flexibility in asking questions

• No Predetermined questions
• No Standardized techniques of recording
• Interviewer has freedom to ask , omit , add questions in any manner
• Ask questions without following sequence•
• Deep knowledge & skill required in
• Analysis of data is difficult
Merits of Personal Interview
• Information at greater depth
• Flexibility of restructuring the Questionnaire
• Interviewer by his skill can come over resistance
• Non Response generally low
• Samples can controlled more effectively
• Personal information can be obtained
• Interviewer can collect supplementary information about respondent’s personal
characteristics and environment which has value in interpreting results
De Merits Of Interview
• Expensive method
• Respondent may give bias information
• Some Executive people are not approachable so data collected may be inadequate
• Takes more time when samples are more
• Systematic errors may be occurred
• Supervisors has to do complex work of selecting ,training and supervising the field staff.
TELEPHONIC INTERVIEWS
• Contacting samples on telephone
• Uncommon method may be used in developed regions
MERITS
• Flexible compared to mailing method
• Faster than other methods
• Cheaper than personal interview method
• Callbacks are simple and economical also
• High response than mailing method.
• when it is not possible to contact the respondent directly, then interview is conducted
through – Telephone.
 • Replies can be recorded without embarrassment to respondents
• Interviewer can explain requirements more easily
• No field staff is required
• Wider distribution of sample is possible
DEMERITS
• Little time is given to respondents
• Survey is restricted to respondents who have telephones
• Not suitable for intensive survey where comprehensive answers are required
• Bias information may be more
• Very difficult to make questionnaire because it should short and to the point

3.2.5. QUESTIONNAIRE METHOD

This method of data collection is quite popular, particularly in case of big enquiries. The
questionnaire is mailed to respondents who are expected to read and understand the questions
and write down the reply in the space meant for the purpose in the questionnaire itself.
Questions are printed in definite order , mailed to samples who are expected to read that
questions understand the questions and write the answers in provided space .
Merits of Questionnaire
• Low cost even the geographical area is large to cover
• Answers are in respondents word so free from bias
• Adequate time to think for answers
• Non approachable respondents may be conveniently contacted
• Large samples can be used so results are more reliable
Demerits of Questionnaire
• Low rate of return of duly filled questionnaire
• Can be used when respondent is educated and co-operative
• It is inflexible Omission of some questions
• Difficult to know the expected respondent have filled the form or it is filled by someone
else
• Slowest method of data collection
Main Aspects of Questionnaire
General Form Structured Questionnaire Alternatives or yes no type questions are asked. Easy
to interpret the data but unuseful for the survey which is aimed to probe for attitudes, and reasons
for certain actions.
Unstructured Questionnaire open ended questions
Respondents gives answers in his own words. On the basis of the pre-test researcher can decide
about which type of questionnaire should be used. Question sequence should be clear and
smoothly moving (relation of one question to another should readily apparent. First question
important for creating interest in respondents mind. Closed questions are easy to handle but this
is like fixing the answers in people’s mouth. So depending upon problem for which survey is
going on both close ended and open ended question may be asked in Questionnaire. Words
having ambiguous meaning should be avoided, catch words, words with emotional connotations,
danger words should be avoided
Essentials of Good Questionnaire
• Should be Short & simple
• Questions should arranged in logical sequence (From Easy to difficult one)
• Technical terms should avoided
• Some control questions which indicate reliability of the respondent ( To Know
consumption first expenditure and then weight or qty of that material)
• Questions affecting the sentiments of the respondents should avoided
• Adequate space for answers should be provided in questionnaire
• Provision for uncertainty (do not know, No preference)
• Directions regarding the filling of questionnaire should be given
• Physical Appearance - - Quality of paper, color
HOW TO CONSTRUCT A QUESTIONNAIRE
Researcher should note the following with regard to these three main aspects of a questionnaire:
• General form
• Question Sequence
• Determine the type the Questions :
A. Direct Question
B. Indirect Question
C. Open Form Questionnaire
D. Closed Form Questionnaire
E. Dichotomous Questions
F. Multiple Choice Questions (MCQ)
SCHEDULE METHOD
• Schedules Like Questionnaires but it filled by enumerator .
• Enumerators are specially appointed for filling questionnaire
• Enumerators explain the aim and objective to respondent and fill the answers in provided
space

Questionnaire Design
  Questionnaire design forms the central role in the survey process
 Good questionnaire design is crucial in terms of:
 encouraging the respondent to participate in the survey; and
 eliciting the required information from the respondent in a valid way.

The main objectives of a questionnaire are to:

• obtain accurate information from respondents;
• provide a logical structure to the questionnaire/ interview so that it flows smoothly;
• provide a standard form on which responses can be recorded; and
• facilitate data entry and processing through the use of coding.
Producing a good questionnaire requires careful thought, thorough planning and specialist
knowledge.
A well designed questionnaire should achieve all of the above objectives.
Principles of Questionnaire Design
 Establishing the objectives of the survey
o The more specific the objectives, the more usable the data collected.
 Overall layout of the questionnaire
o Before you start to think about the questions, consider what the overall layout of
the questionnaire will be.
 Question Wording

o Terminology When designing a questionnaire you should always use

language and terminology that the respondent is familiar with.
 avoid jargon, shorthand or uncommon words;
 avoid ambiguous words that do not have a specific meaning, for
example the words ‘often’, ‘usually’ and ‘frequently’ have no specific
meaning and should be made more specific;
 avoid words which can be misinterpreted;

 Question Structure
o For the questions to be fully read, As a guide, keep questions short and
concise.
o Multi-part questions will only lead to confusion. (More ideas in one question)

o Leading or biased questions will force a respondent to answer in a certain

way thus biasing the response. Questions should be worded in a neutral and
balanced way to guard against response bias.
 Layout
o The layout of the questionnaire should be inviting and interesting
o should provide a clear and logical path for the eye to follow.
o Throughout the questionnaire this layout should stay consistent
o Much of this can be achieved through the effective use of blank space so that
it is clear and easy to read.
o There should be more space between the questions than there is within them
 Question numbers

o Have a simple sequence of numbers

 o A combination of numbers and letters should be avoided as this can
confuse respondents.
o Question numbers should always be displayed consistently throughout the
questionnaire.
 Question order
o questionnaire starts with easy or less sensitive questions to encourage
the respondent to participate.
o Respondents are more likely to answer sensitive questions, if they are
placed towards the end of the questionnaire rather than at the
beginning.

 Front Page
o should contain all of the information that the respondent will need to know to
complete the questionnaire.

o The front page should act as an introduction or covering letter and should
inform the respondent of:
 Who is conducting the survey;
 Why they have been selected to take part;
 Whether the survey is compulsory;
 Confidentiality;
 Who should complete the questionnaire;
 How and when they should return the questionnaire;
 What the data collected will be used for, i.e. the objectives of the
survey; and
 Contact details for advice and further information.

Instructions

o questionnaire should include some clear guidance on how to complete it.

Question Styles
o The type of question used depends on the data required.
o By using a variety of question styles the respondent will become more interested and
engaged in the survey.
o Open Questions
 require the respondent to produce their own answers.
 used when rich, detailed information is required from the respondent.
 provide a source of qualitative data ( data refers to descriptive rather than numeric)
o Closed Questions
 Closed questions tend to be used when high level, quantifiable data is required.
 Quantifiable refers to data that is numeric or can be summarised in numeric form.
 Includes Yes/No or Multiple choice questions