MODULE 3

DATA AND METHOD

OF
RESEARCH
 DATA COLLECTION

• Data collection is a crucial part of any research process, involving the systematic
gathering and measuring of information from various sources.
• Its primary purpose is to help answer research questions, test hypotheses, and make
informed decisions.
• The data collected allows researchers to solve problems or understand trends and
patterns within a specific context.
 DATA

• Data refers to raw facts, figures, or pieces of information gathered for analysis. In
research, data serves as the core input that helps researchers gain insights, address
problems, and make informed decisions.
Types of Data:
A. Primary
B. Secondary

Abdul Raoof T k
Assistant professor
Department of Management
 PRIMARY DATA

• Primary data is firsthand data collected directly by the researcher for a specific
purpose. It is original and specifically gathered to address the research problem at hand.
• Merits of Primary Data:
• Original in nature: Data is collected directly from the source.
• Specific to the study: Tailored to the specific objectives of the research.
• Up-to-date: Collected in real-time, making it more relevant and current.
• Demerits of Primary Data:
• Time-consuming: Gathering primary data can be a lengthy process.
• Costly: Financial resources are required for designing, implementing, and collecting data.
• Requires effort: Planning and managing the data collection process demands significant
effort.

Abdul Raoof T k
Assistant professor
Department of Management
 SECONDARY DATA
• Secondary data is data that has been previously collected by someone else for a
different purpose but is available for researchers to use.
• Merits of Secondary Data:
• Cost-effective: Since it has already been collected, it saves time and money.
• Time-saving: Access to existing data is faster than collecting new data.
• Wide availability: Found in multiple sources like publications, reports, and online databases.

• Demerits of Secondary Data:

• Outdated: May not reflect the most recent trends or current conditions.
• Not specific to research: The data may not directly address the specific research question.
• Accuracy concerns: The reliability depends on the original source's credibility.

Abdul Raoof T k
Assistant professor
Department of Management
 METHODS OF COLLECTING PRIMARY DATA:
• Observation:
• Involves watching and recording behaviors or events.
• Useful in natural settings and can be structured or unstructured.
• Interview:
• Direct interaction between the researcher and respondents.
• Can be structured (with predetermined questions) or unstructured (open-ended).
• Helps gather in-depth qualitative data.
• Questionnaire:
• A set of questions provided to respondents for them to fill out.
• Can be distributed in person, by mail, or online.
• Suitable for collecting data from a large group.
• Schedule:
• Similar to a questionnaire but filled out by an interviewer.
• Ideal for face-to-face interaction.

Abdul Raoof T k
Assistant professor
Department of Management
 SOURCES OF SECONDARY DATA:

• Government Reports (e.g., census, economic surveys)

• Academic Journals (e.g., research papers)
• Books and Periodicals (e.g., industry reports, case studies)
• Internet (e.g., online databases, websites)

Abdul Raoof T k
Assistant professor
Department of Management
 LIMITATIONS OF SECONDARY DATA:

•Outdated Information: The data may no longer reflect current trends or situations.
•Lack of Specificity: It may not perfectly fit your research needs.
•Questionable Reliability: The quality and accuracy of the data may be uncertain.
•No Control Over Collection: You can't influence how the data was originally gathered.
•Limited Detail: It often lacks depth or detailed information.
•Potential Bias: The data may be biased, depending on the original collector's intent.
•Incompatibility: Differences in formats or units can make combining with new data difficult.
•Restricted Access: Access to some secondary data may be limited or costly.

Abdul Raoof T k
Assistant professor
Department of Management
 COMPARISON BETWEEN
PRIMARY AND SECONDARY DATA

Feature Primary Data Secondary Data

Source Collected firsthand Already available

Cost Expensive Low cost

Time Time-consuming Time-saving

Specificity Tailored to specific research General, may not fit exactly

Control over Data Quality High, researcher controls data Lower, depends on third-party

Abdul Raoof T k
Assistant professor
Department of Management
 SURVEY

• A survey is a method of gathering information from a sample of individuals using a

questionnaire, interview, or other tools.

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF SURVEY

1. Based on Mode of Administration

a) Online Surveys: These are surveys conducted over the internet using online platforms or
survey software.
b) Mail Surveys: These surveys are sent to respondents by postal mail, and the completed
forms are returned via mail.
c) Telephone Surveys: Surveys conducted via phone calls where interviewers ask questions
and record answers.
d) Face-to-Face Surveys:Conducted in person, where the researcher directly interacts with
respondents to ask questions.

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF SURVEY
2. Based on Time Frame
a) Cross-Sectional Surveys: These surveys collect data at a single point in time from
a sample population. Example: A survey conducted to measure customer satisfaction
after a product launch.
b) Longitudinal Surveys: These surveys collect data from the same sample population
at multiple points in time.
Example: A survey tracking consumer behavior over several years.

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF SURVEY
3. Based on Type of Questions
a) Structured Surveys :These surveys use closed-ended questions, where
respondents choose from predefined options (e.g., multiple-choice questions, yes/no
questions).
b) Unstructured Surveys: These surveys use open-ended questions, allowing
respondents to answer in their own words.
c) Semi-Structured Surveys: A combination of structured (closed-ended) and
unstructured (open-ended) questions to gather both quantitative and qualitative data.

Abdul Raoof T k
Assistant professor
Department of Management
 MEASUREMENT AND SCALING
Measurement
• It is the process of assigning numbers or labels to various objects, events, or
characteristics according to specific rules.
• The act of quantifying or categorizing variables to better understand their characteristics.
Scaling
• It is the technique used to measure the attributes or characteristics of a variable.
• A procedure for assigning numbers or labels to objects to represent quantities or
attributes, often used for subjective or abstract concepts like attitudes, satisfaction, or
preferences.

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF MEASUREMENT SCALES
• Measurement scales can be classified into four types
• 1. Nominal Scale
The simplest scale, which assigns labels or categories to objects without implying any order or ranking.
• Characteristics:
• No quantitative value.
• Categories are mutually exclusive.
• No arithmetic operations can be performed.

• Example:
• Number assigned to a player
• Gender (Male = 1, Female = 2)
• Nationality (Indian,American, British)

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF MEASUREMENT SCALES ….
• Measurement scales can be classified into four types
II. Ordinal Scale
• This scale ranks objects or events in a specific order, but the differences between the ranks
are not necessarily equal.
• Characteristics:
• Indicates relative ranking or order.
• No consistent difference between ranks.
• Can be used to determine "greater" or "lesser" but not how much greater or lesser.
• Example:
• Education level (Primary, Secondary, College)
• Customer satisfaction (Very satisfied, Satisfied, Neutral)

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF MEASUREMENT SCALES ….
• Measurement scales can be classified into four types
III. Interval Scale
This scale indicates both order and equal intervals between values, but it lacks a true zero point.
• Characteristics:
• Measures the difference between values.
• Equal intervals between values.
• No true zero, so ratios are not meaningful.
• Example:
• Temperature in Celsius (0°C doesn’t mean the absence of temperature).
• IQ scores.
• Time of Day on a 12-Hour Clock

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF MEASUREMENT SCALES ….
• Measurement scales can be classified into four types
IV. Ratio Scale
The most informative scale, providing both equal intervals and an absolute zero, which allows for
the comparison of absolute quantities.
• Characteristics:
• True zero point exists, meaning the absence of the quantity being measured.
• All mathematical operations are possible (addition, subtraction, multiplication, division).
• Example:
• Weight (0 kg means no weight).
• Height (0 cm means no height).
• Income (0 means no earnings)

Abdul Raoof T k
Assistant professor
Department of Management
 TYPES OF MEASUREMENT SCALES ….

• Comparison of Measurement Scales

Property Nominal Ordinal Interval Ratio
Order No Yes Yes Yes
Equal Intervals No No Yes Yes
Absolute Zero No No No Yes
Customer
Gender, Weight, Height,
Examples Ranking, Education Temperature, IQ
Nationality Income
Level

Abdul Raoof T k
Assistant professor
Department of Management
 CRITERIA FOR A GOOD MEASUREMENT SCALE

• Validity:
The extent to which a scale accurately measures what it is intended to measure.
• Types of Validity:
• Content Validity: The scale should cover all relevant aspects of the concept being measured.
• Construct Validity: The scale should measure the theoretical concept it claims to measure.
• Criterion Validity: The scale should be able to predict or correlate with other accepted measures
of the same concept.

Abdul Raoof T k
Assistant professor
Department of Management
Blossom Arts and science college Kondotty
 CRITERIA FOR A GOOD MEASUREMENT SCALE…

• Reliability:
The consistency of the measurement. A scale is reliable if it produces the same results
under consistent conditions.
• Types of Reliability:
• Test-Retest Reliability: The scale should produce similar results when applied to the same sample
at different times.
• Equivalent forms reliability : Equivalent forms reliability measures the consistency of results
between two different but statistically equivalent versions of a test or assessment.
• Internal Consistency: Items within the scale should correlate well with each other.

Abdul Raoof T k
Assistant professor
Department of Management
Blossom Arts and science college Kondotty
 CRITERIA FOR A GOOD MEASUREMENT SCALE…

• Sensitivity:
 The scale should be sensitive enough to detect small differences or changes in the
variable being measured.
 A sensitive measurement scale allows researchers to observe minor changes that could
indicate important trends or shifts.
 If a scale is not sensitive enough, it might overlook these small yet significant differences,
leading to less reliable or valid results.

Abdul Raoof T k
Assistant professor
Department of Management
Blossom Arts and science college Kondotty
 SURVEY INSTRUMENTS AND TYPES
Survey instruments
Tools used to collect structured data from respondents. They are crucial for gathering information on opinions,
behaviors, and characteristics.
Types of Survey Instruments
• Questionnaires: Structured sets of questions (multiple-choice or open-ended)
• Schedules: Similar to questionnaires but filled out by an interviewer during an interview, allowing for flexibility in
responses.
• Interviews: Direct interaction with respondents, can be structured, semi-structured, or unstructured.
• Focus Groups: Guided discussions with a small group, facilitated by a moderator
• Census : A comprehensive data collection method that gathers information from every member of a population.
• Observational Instruments: Tools for observing and recording behaviors or events systematically
• Case Studies: In-depth exploration of an individual, group, or situation using multiple data sources.
QUESTIONNAIRE VS. SCHEDULE
Definition:
• Questionnaire:
• A questionnaire is a structured set of questions designed to gather information from
respondents. It is typically self-administered, meaning respondents fill it out on their own,
either in paper or digital format.

• Schedule:
• A schedule is similar to a questionnaire but differs in that it is filled out by an interviewer
during an interview session. The interviewer records the responses as they are given, allowing
for more flexibility in following up on answers.
 DIFFERENCES BETWEEN
QUESTIONNAIRE AND SCHEDULE
Feature Questionnaire Schedule

Administration Self-administered by respondents Administered by an interviewer

Allows for follow-up questions and
Structure Fixed questions with less flexibility
clarifications
Can include multiple-choice, open-ended, Responses are typically recorded in real-
Response Format
etc. time
Often quantitative, but can include Primarily qualitative, but can also yield
Data Collection
qualitative elements quantitative data
Generally less expensive and quicker to More resource-intensive due to the need
Cost and Time
administer for trained interviewers
Job interviews, in-depth research
Examples Customer feedback forms, surveys
interviews

Abdul Raoof T k
Assistant professor
Department of Management
 ESSENTIALS OF GOOD SURVEY INSTRUMENTS

1. Clarity and Simplicity:

•Use straightforward language; avoid jargon.
•Keep questions concise and focused on one issue.
2. Relevance:
•Ensure questions relate directly to research objectives.
•Avoid unnecessary questions to prevent fatigue.
3. Reliability:
•Aim for consistent responses over time.
•Conduct test-retest reliability checks.
4. Validity:
•Accurately measure the intended concepts.
•Ensure content and criterion validity.

Abdul Raoof T k
Assistant professor
Department of Management
Blossom Arts and science college Kondotty
 ESSENTIALS OF GOOD SURVEY INSTRUMENTS

5. Appropriate Question Types:

• Use a mix of open-ended and closed-ended questions.
• Example: "How satisfied are you with our service?" (Closed-ended).
6. Logical Flow and Organization:
• Start with simple questions and group related ones.
• Provide clear instructions where needed.
7. Avoid Leading or Biased Questions:
• Use neutral wording to prevent bias.
• Example: Ask "How would you rate your experience?" instead of leading questions.
8. Anonymity and Confidentiality:
• Assure respondents that their answers are anonymous and confidential.

Abdul Raoof T k
Assistant professor
Department of Management
Blossom Arts and science college Kondotty
 ESSENTIALS OF GOOD SURVEY INSTRUMENTS

9. Flexibility and Adaptability:

• Ensure compatibility across multiple devices.
• Adapt the survey for different respondent groups.
10. Pilot Testing:
• Conduct pre-testing with a small group to identify issues.
• Revise based on feedback to improve the instrument.
11. Length and Time:
• Keep the survey as short as possible.
• Provide an estimated completion time.
12. Response Options:
•Use balanced scales for responses (e.g., strongly agree to strongly disagree).
•Include “Don’t Know” or “Not Applicable” options.

Abdul Raoof T k
Assistant professor
Department of Management
Blossom Arts and science college Kondotty
 THANK YOU

Abdul Raoof T k
Assistant professor
Department of Management
Blossom Arts and science college Kondotty