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Data Collection

Primary data collection involves directly gathering raw data through methods like surveys, interviews, and observations. There are both qualitative and quantitative primary data collection methods. Qualitative methods focus on opinions and include in-depth interviews, focus groups, and projective techniques. Quantitative methods collect numerical data through surveys administered via phone, mail, email or online. The choice of primary data collection method depends on factors like the type of data needed, cost, and accessibility of respondents.

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KUMARI RITIKA
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94 views24 pages

Data Collection

Primary data collection involves directly gathering raw data through methods like surveys, interviews, and observations. There are both qualitative and quantitative primary data collection methods. Qualitative methods focus on opinions and include in-depth interviews, focus groups, and projective techniques. Quantitative methods collect numerical data through surveys administered via phone, mail, email or online. The choice of primary data collection method depends on factors like the type of data needed, cost, and accessibility of respondents.

Uploaded by

KUMARI RITIKA
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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DATA COLLECTION

Name: KUMARI RITIKA

Subject: BUSINESS RESEARCH METHODOLOGY


Data Collection
• Data Collection is the systematic approach to
gathering and measuring information from a
variety of sources to get a complete and
accurate picture of an area of interest.
Types Of Data Collection :
• Primary Data Collection: It is gathering of raw
data collected at the source. It is a process of
collecting the original data collected by a
researcher for a specific research purpose.

It can be further divided into two segments:


• Qualitative Research data collection method.
• Quantitative Research data collection method.
Qualitative Research Methods:
Online
Communities

Web
In depth
Survey
Interviews
Chat
Qualitative
Data
Collection

Online Focus
forms groups
Depth Interview Techniques:
• Interview :
- In a study designed to come up with new credit card
features, respondents merely listed features of existing
credit cards when questioned in a structured way.
- The depth interviews were employed to probe the
respondents.
- The interview asked respondents to ask themselves:
• What is important to be?
• What problems do I have?
• How do I wish I could live?
Depth Interview identified the need for an “Intelligent card”.
Continued…..

• Laddering :
In laddering, the line of questioning proceeds
from product characteristics to user
characteristics. This technique allows the
researcher to tap into the consumer’s network
of meanings.
Continued…

• Hidden Issue Questioning:


In this, the focus is not on socially shared values
but rather on personal “sore spots”, not on
general lifestyles but on deeply felt personal
concerns.
Continued….

• Symbolic Analysis :
It attempts to analyze the symbolic meaning of
objects by comparing them with their opposites.
The logical opposites of a product that
investigated are: non usage of the products,
attributes of an imaginary “non-product” and
opposite types of products.
Focus Groups:

The opposite of quantitative research which


involves numerical based data , this data
collection method focuses more on qualitative
research. It falls under the primary category for
data based on the feelings and opinions of the
respondents. This research involves asking open
ended questions to a group of individuals
usually ranging from six to ten people, to
provide feedback.
Projective Techniques:
An unstructured, indirect form of questioning that encourages
respondents to project their underlying motivations, beliefs,
attitudes or feelings regarding the issues of concern.
In projective techniques, respondents
are asked to interpret the behavior of others. In interpreting the
behavior of others , respondents indirectly project their own
motivations, beliefs, attitudes or feelings into this situation.
In this there are three types of techniques:
• Completion Techniques
• Construction Techniques
• Expressive Techniques
Characteristics of Focus Groups:
• Group size :- 8 to 12.
• Group Composition :- Homogeneous,
Respondents, Prescreened.
• Physical Settings :- Relaxed, Informal
Atmosphere.
• Recording :- Use of audio cassettes and video
tapes.
• Time duration :- 1 to 3 hours
• Moderator :- Observational, Interpersonal and
communication skills of the moderator .
Quantitative Research Method
Quantitative
Data
Collection

Phone

Face to
Online Face

Mail
Comparison of self-administered, telephone,
mail, e-mail techniques :
Four Survey Methodologies are:-
1. In- Person :
Getting information in-person may be the most
personal approach and the most effective way of
gaining trust and cooperation from the
respondents. In this, face to face contact is
particularly useful.
Continued….

2. Telephone :
These are less expensive than the in-person and
may be more or less expensive than mailings,
depending on the numbers involved. Access to
some people is easier by telephone. However,
not everyone has one.
Continued…

3. Mail :
More people may be reached by paper surveys
than any other methods, although up-to-date
mailing lists may be difficult to come by and
postage can be expensive.
Continued…

4. Online :
The use of online is very popular. Online
questionnaires are the least expensive way to
reach the greatest number of people globally.
Although not everyone has a computer, tablets,
or smartphones, computers are available at
public libraries and community agencies.
Primary Data Collection Survey VS Observations:

Success of marketing research project depends


upon qualitative and relevance of data. And , quality
of data to a major extent , depends upon methods
and techniques used for collecting data. Selection
and use of methods for conducting marketing
research require a great deal of expensive and
expertise. Overall suitability of different methods
plays a vital role in their selection.
Data Collection Methods :
1. Survey Methods:
• Interview
• Telephonic Interview
• Mail Survey
2. Observational Methods:
• Structured VS Unstructured Observations
• Lives VS Record Observations
• Direct VS Indirect Observations
• Natural VS Contrived Observations
• Human VS Mechanical Observations
• Disguised VS Undisguised Observations
3. Experimental Methods:
• Field or Natural Experiment
• Laboratory or Artificial Experiment
• Panel Method
Measurement of scaling: Primary Scales of
Measurement

In statistics, the variables or numbers are


defined and categorized using different scales of
measurement. Each level of measurement scale
has specific properties that determines the
various use of statistical analysis. In this article,
we will learn four types of scales such as
nominal, ordinal, interval and ratio scales.
What is the scale?
A scale is a device or an object used to measure or quantify
any event or another object.
• Levels of measurement :
1. Nominal Scale :
A nominal scale is the first level of measurement scale in
which the numbers serve as tags or labels to classify or
identify the objects. It deals with only non-numeric
variables.
2. Ordinal Scale :
It is the second scale of measurement that reports the
ordering and ranking of data without establishing the
variation between them. It represents the order.
Continued…

3. Interval Scale :
It is the third scale of measurement. It is the
quantitative measurement scale in which the
difference between the two variables are meaningful.
4. Ratio Scale :
It is the fourth scale of measurement which is
quantitative. It’s a type of variable measurement scale.
It’s a unique scale. It allows the researchers to compare
the differences or intervals.
THE END

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