primary data collection methods

7/28/2019 Primary Data Collection Methods

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Data CollectionMethodology-

Primary Data Collection

Methods


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ObservationMethod

Most commonly used

method

Advantages:

Subjective bias is

eliminated

Information obtained

relates to currenthappenings

Demands less of active

cooperation of

respondents


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ObservationMethod

Disadvantages:

It is an expensive method

Limited information provided

Rare accessibility for direct observation


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InterviewMethod

Interview Method

Personal Interviews Telephone Interviews

Presentation of oral-verbal stimuli and

reply in terms of oral-verbal responses


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PersonalInterviewAdvantages:

More information of greater

depth is obtained Personal information can be

obtained easily Samples can be controlled

more effectively

Interviewers may secure mostspontaneous reactions

Disadvantages: Possibility of bias of interviewer

and respondent Certain respondents may not be

easily approachable This method is relatively more

time- consuming

Presence of interviewer mayover stimulate respondents


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Advantages: More flexible, faster and

cheaper in comparison toother methods

There is high rate ofresponse

No field staff is required

Disadvantages: Time constraints for

respondents Not suitable for intensive

surveys

Questions have to beshort and to the oint


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Questionnaires

Advantages Extensive geographical

coverage with minimum cost Respondents have adequate

time to give answers Results can be more dependable

and reliable Large sample size, thus more

reliable

Disadvantages

Low rate of return of duly filled inquestionnaires Can be used only with educated

and co-operating respondents Inflexibility in amending

questionnaires once sent

It is likely to be the slowest Possibility of ambiguous replies


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Examples of Question types

Open questions

Eg: Please list up to three things you like about

your college1

2

3


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Category questions

Interviewer : listens to the respondents answer and

tick as appropriate

Eg: How often do you bunk the college ?

Once a week

Less than fortnightly to once a month

2 or more times a week Less than once a week to fortnightly

Less often


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Ranking questions

Eg: Please number each of the factors listed belowin order of importance to you in choosing a new car.

Number the most important 1, the next 2 and so on.Factor

Importance

Carbon dioxide emissions [

]Boot size [ ]

Depreciation[ ]

Price [ ]


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Rating questions

Eg : For the following statement please tick the box that

matches your view most closely

Agree Tend to agree Tend to disagree

Disagree

I feel employees

Views haveInfluenced the

Decisions taken

By management


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Essentials of a good Questionnaire

Short and Simple

Sequence should be easy to difficult

Personal and Intimate questions should be leftto the end

Technical terms capable of different

interpretations should be avoided

Open ended questions should be avoided tothe extent possible


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Difference between Questionnaires

and Schedules

Questionnaire Schedule

It is sent through mail

without furtherassistance

Data Collection is

relatively cheap

No clarity aboutrespondents

This method is likely to

be slow

Respondents need to be

It is filled out by

enumerators and provideassistance

Data collection is more

expensive

Identity of respondents isknown

Information is collected

well in time

Data can be collected


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Other Methods of Data Collection

Warranty cards

Distributor audits

Pantry audits Consumer Panels

Transitory Consumer Panel

Continuing Consumer Panel Use of mechanical devices


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Different data capture methods
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