ENGINEERING DATA ANALYSIS BSEE/BSCpE

Chapter 2
METHODS OF DATA COLLECTION

TYPES OF DATA
The task of data collection begins after a research problem has been defined and researches
design/chalked out. When deciding about method of data collection to be used for the study, the
researcher should keep in mind two types of data namely, primary and secondary data.

The primary data are those data, which are collected afresh and for the first time, and those
happen to be original in character. The secondary data, on the other hand, are those which have
already been collected by someone else and which have already been passed through the
statistical process.

Statistical data can be classified under two categories

1)primary data
2)secondary data

1. PRIMARY DATA
Primary data is the one, which is collected by the investigator himself for the purpose of a
specific inquiry or study. Such data is original in character and is generated by survey conducted by
individuals or research institutions or any organization. The objectives of primary data are formulated
on the basis of research objectives. Objectives set the guidelines and direction research planning.
Formulating the objectives offers the best feasible means of solution.

Significance of primary data Limitations

❖ It has high levels of reliability ➢ Time consuming
❖ A wide range of techniques can be used to ➢ High cost
collect the data ➢ Not always feasible
❖ Addresses specific research issues ➢ It might not be possible to collect a high
❖ The researcher has greater control of the volume of data
data collection process ➢ Non response bias i.e. Reluctance of
❖ Most of the information collected is the respondents to participate in the study
relevant to the study

2. SECONDARY DATA
Secondary data are those data which have been already collected and analyzed by some
earlier agency for its own use; and later the same data are used by a different agency.
Secondary data are statistics that already exist. It can be classified as:
⎯ Internal secondary data i.e. a part of the company’s records such as the company’s financial
accounts; sales data; prices; Product development; Advertising expenditure; purchase of supplies;
Human resources records; Customer complaint logs, etc.
⎯ External secondary data i.e. the data collected from outside the company e.g., Journals and books;
Case study materials; Committee minutes; Mailing list discussions; Web-site content; Advertising
banners, etc.

Advantages of secondary data Disadvantages of secondary data

❖ Economical (less costly) ❖ The data may not fit into the needs of
❖ Quickness investigation
❖ Can result in unforeseen discoveries ❖ Less accuracy
❖ No need of developing measuring ❖ Difficulty of access
instruments ❖ Existence of obsolete information
❖ Permanence of data – often stored in ❖ There may be difficulties in the identification
archives of the source of the data
❖ Provides a basis for comparison with ❖ Errors may be there in recording or
primary data transferring information from secondary
❖ Generates feasible alternatives sources

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Criteria for Evaluating Primary Data:

a) Reliability
A measuring instrument is reliable if it provides consistent results. Reliability can also be
defined as the extent to which measures are free from random or unstable error, XR. If XR = 0, the
measure is perfectly reliable.
b) Validity
Validity refers to the extent to which a test measures what we actually wish to measure. A
measure has validity if it measures what it is supposed to measure.

Criteria for Evaluating Secondary Data:

a) Specifications: Methodology Used to Collect the Data
b) Error: Accuracy of the Data
c) Currency: When the Data Were Collected
d) Objective(s): The Purpose for Which the Data Were Collected
e) Nature: The Content of the Data
f) Dependability: Overall, How Dependable Are the Data

METHODS OF PRIMARY DATA COLLECTION

1) INTERVIEW METHOD
Interviewing is one of the prominent methods of collection. It may be defined as a two-way
systematic conversation between an investigator and an informant, initiated for obtaining
information relevant to a Specific study. Interviewing requires face to face contact over telephone and
calls for interviewing skills. It is done by using a structured schedule or an unstructured guide.

Characteristics of interview method

➢ Needs proper introduction
➢ Incorporates transitory relationships
➢ Caters to a specific purpose
➢ Verbal interaction
➢ Facilitates telephonic conversation
➢ Group studies possible
➢ Interactional process
➢ Simultaneous recording

Types of Interview
❖ Personal interview
❖ Unstructured and direct interview
❖ Structured and direct interviews
❖ Unstructured and indirect interviews
❖ Telephone interview
❖ Panel interview
❖ Electronic interview Limitations of interview method
❖ Expensive
❖ Subject to bias and personal traits
❖ Ineffective in some areas
❖ Recording complexities
❖ demands skilled interviewers
❖ subjective

2)QUESTIONNAIRE METHOD
The questionnaire is the list of questions to be asked from the respondents. It also contains a
suitable space where the answers can be recorded.

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ENGINEERING DATA ANALYSIS BSEE/BSCpE
A questionnaire is a method of obtaining specific information about a defined problem so that the
data, after analysis and interpretation, results in a better appreciation of the problem. a
questionnaire form, which has to be completed by an interviewer, is often referred as schedule

Types of Questionnaire
• Structured questionnaire
• Unstructured questionnaire

Process of Questionnaire Designing

• Determine what information is needed
• What type of questionnaire to be used
• Decide on the type of questions
• Decide on the wording of questions
• Deciding on the layout
• Pretest
• Revise and prepare final questionnaire

3)SCHEDULE
It is a device in social research, which is most frequently used in collecting field data
especially where the survey method is employed. It is used in indirect interview. It contains questions
and blank spaces which are to be filled in by the investigators themselves after getting/obtaining
information from the respondents.

4) OBSERVATION
It is the gathering of primary data by investigator’s own direct observation of relevant people,
actions and situations without asking from the respondent. e.g.
. ➢ A hotel chain sends observers posing as guests into its coffee shop to check on
cleanliness and customer service.
➢ A food service operator sends researchers into competing restaurants to learn menu items
prices, check portion sizes and consistency and observe point-of purchase merchandising.
Observation can yield information which people are normally unwilling or unable to provide.
e.g. Observing numerous plates containing uneaten portions the same menu items indicates that
food is not satisfactory.

Types of Observation:
1. Structured – for descriptive research
2. Unstructured—for exploratory research
3. Disguised Observation-Respondents do not know that they are being observed
4. Undisguised Observation - Respondents know that they are being observed
5. Direct Observation- the actual behavior or phenomenon of interest is observed
6. Indirect Observation- the results/consequences of the phenomenon are observed.

Eg: In order to know the soft drinks consumption, he may like to observe empty bottles
dropped into the bin.

Advantages:
➢ They permit measurement of actual behavior rather than reports of intended or preferred
behavior.
➢ There is no reporting bias, and potential bias caused by the interviewer since the
interviewing process is eliminated or reduced.
➢ Certain types of data can be collected only by observation.
➢ If the observed phenomenon occurs frequently or is of short duration, observational
methods may be cheaper and faster than survey methods.
Limitations:
➢ The reasons for the observed behavior may not be determined since little is known about
the underlying motives, beliefs, attitudes, and preferences.

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ENGINEERING DATA ANALYSIS BSEE/BSCpE
➢ Selective perception (bias in the researcher's perception) can bias the data.
➢ Observational data are often time-consuming and expensive, and it is difficult to observe
certain forms of behavior.
➢ In some cases, the use of observational methods may be unethical, as in observing people
without their knowledge or consent.
➢ It is best to view observation as a complement to survey methods, rather than as
being in competition with them.

QUALITATIVE TECHNIQUES OF DATA COLLECTION

There are four major techniques in Qualitative research. They are:
• Depth (or indepth) Interview
• Delphi Technique
• Focus Group
• Projective Technique

A) DEPTH INTERVIEW
Unstructured, direct interview is known as a depth interview. It is free from restrictions
imposed by a formal list of questions. Eg: What did you mean by that statement? Why did you feel
this way? What other reasons do you have
Advantages
o It is its ability to discover motivations or underlying reasons.
o It encourages respondents to express any ideas they have.
o It provides a lot of flexibility to the interviewer.
Limitations
o Longer duration
o Difficult to find qualified and trained people to conduct a depth interview
o No quantifiable data is obtained in the depth interviewing process

B) FOCUS GROUPS
A focus group, is a panel of people (typically 6 to 10 participants), led by a trained moderator,
who meet for 90 minutes to 2 hours. The facilitator or moderator uses group dynamics principles to
focus or guide the group in an ex-change of ideas, feelings, and experiences on a specific topic.
Focus groups are often unique in research due to the researcher’s (or sponsor’s) involvement in the
process.

Functions of Focus Group:

➢ To generate ideas for product development
➢ To understand the consumer vocabulary
➢ To reveal the consumer motivation, likes, and dislikes
➢ To validate the quantitative research findings

Advantages of Focus Groups:

• Synergism= 1+1=3
• Snowballing= comment of one gives ideas to others
• Stimulation
• Security= individual is protected in a group
• Spontaneity= on the spot discussion and not pre-planned
• Specialization
• Scientific scrutiny
• Structure
• Speed
Disadvantages of Focus Groups
• Misuse
• Misjudge
• Moderation is a challenge
• Messy
• Leads to group-think i.e. Misrepresentation to suit the group interests
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C) DELPHI TECHNIQUE
This is a process where a group of experts in the field gather together. The group members
are asked to make individual judgments about a particular subject, which judgments are compiled
and returned to the group members so that they can compare with those of others. After which the
group members are asked to revise their individual judgments until they reach a conclusion or
consensus. This may take 5 to 6 rounds. (advantages and disadvantages_read on your own)

D) PROJECTIVE TECHNIQUES
In projective techniques, respondents are asked to interpret the behavior of others, rather than
describe their own behavior. In interpreting the behaviour of others, respondents indirectly
project their own motivation and feelings into the situation.
Projective techniques can be used within the interview structures. Some of these techniques
include:
o Word or picture association - Participants match images, experiences, emotions, products and
services, even people and places, to whatever is being studied. “Tell me what you think of when you
think of Kellogg’s Special K cereal.”
o Sentence completion - Participants complete a sentence. “Complete this sentence: People who
buy over the Internet...”
o Cartoons or empty balloons - Participants write the dialog for a cartoon-like picture. “What will the
customer comment when she sees the salesperson approaching her in the new-car showroom.”
o Thematic Apperception Test (TAT) - Participants are confronted with a picture and asked to
describe how the person in the picture feels and/or thinks.
o Component sorts - Participants are presented with flash cards containing component features and
asked to create new combinations.

E) DIRECT OBSERVATION
Direct observation is one of the most passive qualitative data collection methods. Here, the
data collector takes a participatory stance, observing the setting in which the subjects of their
observation are while taking down notes, video/audio recordings, photos, and so on. Due to its
participatory nature, direct observation can lead to bias in research, as the participation may
influence the attitudes and opinions of the researcher, making it challenging for them to remain
objective. Plus, the fact that the researcher is a participant too can affect the naturalness of the
actions and behaviors of subjects who know they’re being observed.

F) DOCUMENT ANALYSIS
Researchers can gather useful data from print documents (or records) as well as
electronic records. Careful analysis is needed to draw conclusions from the body of related
documents.

QUANTITATIVE TECHNIQUES OF DATA COLLECTION

There are four basic data collection tools for quantitative research, namely:
⎯ surveys (structured questionnaires),
⎯ experiments
⎯ Secondary data, and
⎯ Observation (structured observation).

Note: The objectives of the study, the available data sources, the urgency of the decision, and the
cost of obtaining the data will determine which data collection technique is chosen.

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