METHODS OF PRIMARY DATA COLLECTION

Primary data collection can be through survey of the respondents, that is, by
census survey or sample survey, especially, as well as from experiments,
depending on the nature of investigation.
In case of primary data collection an important factor to consider is that of
nature of survey or experiment intended

Survey can be through;

● complete enumeration or census survey
● sample survey
In case of sample survey, adequate care must be given in selecting sample set.
the sampling techniques are categorized into two;
● probabilistic sampling methods
● Non probabilistic sampling
In case of physical science or laboratory or field based experimental research,
wherein the data is generated through experiments, the investigator must have
clear cut plan on the research design to be used such as;
● pre-test and post-test group design,
● post-test only control group design
● Probabilistic sampling methods - simple random sampling, systematic
random sampling, stratified random sampling, cluster sampling, multi-stage
random sampling
● Non probabilistic sampling methods – convenience sampling, purposive
sampling, voluntary response sampling and snowball sampling etc
There are several methods of collecting primary data such as;
● observation method
● interview method
● questionnaire and schedule based survey
● content analysis
● projective techniques
Observation Method
Unlike common observations of happening around us in everyday life, the
observation as a method of data collection is a scientific method and is carried
out systematically, purposefully and also is subjected to checks and controls on
validation and reliability
There are broadly three types of observations carried out either in a structured
manner or in unstructured manner;
● direct participant observation
● direct non-participant observation
● indirect observation
In the direct participant observation method, the investigator himself gets
immersed into the group of participant either as a member to understand the
intricacies of the nature of the group.

It is a classical approach and it gives the data that is natural to participating

elements and even those they may hesitate to respond.

It is a time consuming method and has many ethical, methodological and

practical issues in its implementation.
In Direct non-participant observation method, the investigator or researcher
retains the position of a visitor and get closer without interfering into ways of
being of the participants to collect the necessary information
In Indirect observation the researcher does not participate but elicit the
information through devices like video and audio recording, hidden camera,
written materials etc.

If the observation is done in a natural setting it is termed as uncontrolled

observations

If it is carried out in a setting that is pre-planned with certain objectives it is

termed as controlled observation

It is usually carried out in laboratories and field settings

Interview Method
In this method the investigator attempts to elicit information from participants
by giving stimulus in the form questions directly or indirectly and record the
verbal responses of participants.
There are different methods of interview carried out either in structured or
unstructured manner;
● direct personal interviews
● focus group interviews
● clinical interviews
In the direct personal interview method, the investigator meets the respondent
concerned with the issue in person and collects the information through raising
questions regarding the issue
This method is;
● more reliable
● Provides in-depth information
● give new insights on the intricacies of the problems
● the method is expensive and time consuming
● normally appropriate to issues involving smaller group of respondents
In situations wherein it is difficult to approach the respondents involved under
enquiry directly, indirect personal (oral) interviews are resorted upon.

In this approach, the investigator collects information by interviewing the third

parties who have information about the individuals in connection with issue
investigated

It is different from indirect investigation methods wherein information is

gathered by deploying trained personnel or agencies
Focus group interview
● In this a group of people comprised of individuals with certain
characteristics who focus discussion on specific issues are brought together
by a trained moderator to explore attitudes, perception, feeling and ideas
about the issue.
● It gives a more natural environment than personal interview as participants
are influenced and influence each other
● It aims at collecting high quality data in a social context and is suitable in
situations wherein researcher lacks sufficient information about the subjects
Clinical Interview
● It is a one-on-one encounter between interviewer and interviewee in which
the latter will be asked to solve, explain or think about the issue under
consideration of the former.
● With less intervention of the interviewer the respondent gets a natural
environment to think and share his experiences or views on the issue.
● it is opportunistic and cumulative in nature and asking for clarification,
elaboration and confirmation are characteristic of it.
● It may be more formative, that is, carry out interview with test a pre-set
hypothesis, or exploratory in nature
Telephonic or Virtual interviews are the new platform for conducting all the
above discussed interview methods online with larger effect on cost and
convenience
Broadly interview method has the advantages like
● possibility of obtaining in depth information
● flexibility to restructure the instruments used including questions and
language used
● control on the selection of respondents
But the interview method is expensive and time consuming and also
necessitates supervision and control.
Questionnaire and Schedule Based Survey
● Questionnaire is a set question, printed or virtual, concerning the issues of
investigation, upon which responses from respondents are to be drawn

It is either mailed to the respondents to fill in and sent back or sometimes

by investigator himself or through trained staff brought to the respondents
which the latter fills in and returns to them
● It limits the bias in responses as it provides adequate time to respondents to
respond
● But the success of this method depends on the issue investigated, education
and cooperative mind set of the respondents.
● If the questionnaire is pre-structured often with definite options on answers
and sub questions they are called structured questionnaire, if not, it is called
unstructured questionnaire.
● Normally, the questionnaire is taken for a pilot survey before administering
for the data collection to update, rectify mistakes and to verify if it is
capable to elicit intended information.
● The nature of form of questionnaire, sequence of questions, question
formulation and wordings are important aspects of a standard
questionnaire.
● Schedules based survey is similar to that of questionnaire based one with
the difference that the former is filled by the investigator or by the trained
enumerators based on the responses from the respondent.
● This survey gives opportunity to explain the questions to the respondents
and retrieve their answers.
● Even though this method is expensive, it often gives reliable and accurate
information
Content Analysis
● It is one of the methods used in qualitative analysis especially in document
analysis.
● In this method, data sources can be anything of textual, verbal and visuals
relevant to study including literature, any type of interview transcripts,
questionnaire including open-ended ones, films, records of observations,
pictures and films etc.
● Data can be based on literal meanings of the content, termed as manifest
analysis, or on the inner meaning of the content, termed as latent analysis.
● The most important part of data collection is by coding and classification
stage, where in the source materials are examined to find out the
occurrences of meaningful codes relevant to the objective of the study, may
be in the form of words or symbols.
● Coding can be pre-determined or can be prepared by examining the source
materials.
● It is a normally done with use of specific software intended for the purpose
Projective Techniques
● Projective technique, originally used by clinician, psychologists,
anthropologists, is widely used in marketing research, brand building,
education, advertising, consumer research etc.
● It helps the investigator to draw data on various attributes like; hidden
motives, traits, urges, reactions, intentions, perceptions, determinations etc,
of the respondents which is otherwise not revealed easily or the respondent
himself is not aware about.
● In this method ambiguous verbal or visual stimulus materials are presented
to respondents in fun and engaging environment requiring mostly their
prompt reactions which are recorded by the investigator for the purpose of
study.
● Its use requires intensive training for the investigator as the stimuli
situations are not considered on their face value rather placed as a tool to
elicit the hidden reactions of the respondent.
● It can be in the form of tests like; word association test, story completion
test, sentence completion test, verbal explanations or projection test, fun
games or play techniques, pictorial techniques, examinations etc.
Data Collection methods in Physical Science and Life Science
Most of the data collected in physical science and in life science are
quantitative in nature and the data is generated through laboratory experiments
and observations.
The role of measuring devices plays an important role in the data collection.
The quality of the data depends on the precision and quality of the instruments
used
Major sources of the secondary data are the following;

● Publications of Governments at various levels and of departments;

● Publications by International bodies and their subsidiaries;
● Data published in research journals, books, magazines, newspapers;
● Publications by various associations and educational institutions;
● Specialized data repositories.
● It may also be available from unpublished data bases of business houses,
institutions etc