rm unit 3 data

7/29/2019 RM Unit 3 Data

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Data Collection


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Primary and secondary data

Data collection methods observation,interview, schedules, focus group, personalinterview method,

projective techniques

sentence completion,word association, story completion, verbalprojection tests,

Pictorial techniques;

play techniques, quizzes, tests and

examinations, Socio-metric analysis,

Content analysis.

Use of mechanical devices


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Data collection is one of the most important

stage in conducting a research

Data collection starts with determining what

kind of data required and then selection of asample from a certain population.

After that, a certain instrument is used to

collect the data from the selected sample.


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Primary data: Data collected from primary

sources are known as primary data

Data that have been originally collected and

have not undergone any sort of statisticaltreatment, are called Primary data.

Primary data are also known as raw data


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Addresses specific research issues as the

researcher controls the search design to fit

their needs

Great control; not only does primaryresearch enable the marketer to focus on

specific subjects, it also enables the

researcher to have a higher control over how

the information is collected. Taking this intoaccount, the researcher can decide on such

requirements as size of project, time frame

and goal.


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Very expensive in preparing and carrying out theresearch. Costs can be incurred in producing thepaper for questionnaires or the equipment for anexperiment of some sort.

primary data collection requires thedevelopment and execution of a research plan. Ittakes longer to undertake primary research thanto acquire secondary data.

Some research projects, while potentiallyoffering information that could prove quite

valuable, may not be within the reach of aresearcher.

By the time the research is complete it may beout of date.

Low response rate has to be expected.


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data collected from secondary sources are

called secondary data.

example: published reports, information in

websites, research papers, books, magazinesand journals


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It is economical. It saves efforts andexpenses.

It is time saving.

It helps to make primary data collectionmore specific since with the help ofsecondary data, we are able to make outwhat are the gaps and deficiencies and whatadditional information needs to be collected.

It helps to improve the understanding of theproblem.

It provides a basis for comparison for thedata that is collected by the researcher.


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The information may not be same as we require:-

Suppose you want information on disposable

income, but the data is available on gross

income.

Accuracy of secondary data is not known.

Data may be outdated.


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Availability

Relevance- For this we have two criterion:- Units of measurement should be the same.

Concepts used must be same and currency ofdata should not be outdated.

Accuracy- the following points must beconsidered: - Specification and methodology used;

Margin of error should be examined; The dependability of the source must be seen.

Sufficiency- Adequate data should beavailable.


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Direct Personal investigation/Observation.

Interviews

Questionnaires

Collection through EnumeratorsCollection through Local Sources

Registration


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In this method, an investigator collects theinformation personally from the individual

concerned

Since he interviews the informants himself, theinformation collected is generally considered

quite accurate and complete.

This method is very costly and time consuming

It is not practicable for an extensive field of

inquiry as the field cannot be covered within a

reasonable amount of time and without errors

due to personal shortcomings of the investigator.


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The analyst (interviewer) and the personinterviewed meet face to faceand collects

information by asking questions

Interview can be conducted through variousmodes.

1. Face to face interview.

2. On-line interview.

3. Telephonic interview


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It offers a better opportunity than thequestionnaire to evaluate the validity of theinformation gathered.

The interviewer can observe not only what

subjects say but also how they say it. It is an effective technique for eliciting

information about complex subjects and forprobing the sentiments underling expressedopinions

People usually cooperate in an interview. Incontrast, the percentage of returns to aquestionnaire is relatively low: often less than20 percent.


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Questionnaire is a tool that has questions to

which individuals respond.

Two types: Open-end and closed-end

questionnaire


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It is economical and requires less skill.

A questionnaire can be administered to large

numbers of individuals simultaneously.

Uniformity of questions. Due to anonymity the respondents feel

greater confidence because they give

opinions without fear that the answer will be

connected to their names. The questionnaire places less pressure on

respondents for immediate responses


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Low percentage of return.

Many people find it difficult to write and

they prefer to speak.

Questionnaires involve a process which istime-consuming.


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Personally collected

Mail questionnaire


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A focus group is a form of qualitative research inwhich a group of people are asked about theirperceptions, opinions, beliefs, and attitudestowards a product, service, concept,

advertisement, idea, or packaging. Questions are asked in an interactive group

setting where participants are free to talk withother group members.

The first focus groups were created at

the Bureau of Applied Social Research in theUSA, by associate director, sociologist Robert K.Merton. The term itself was coined bypsychologist and marketing expert Ernest Dichter


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A interview schedule is a interview withpre-coded question to produce quick,cheap and easy quantitative data which ishigh in reliability but low in validity. Thesemethods are favoured by Positivists butshunned by Interactionists.


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sentence completion

word association

story completion

verbal projection tests Pictorial techniques

play techniques

Quizzes play techniques,

quizzes, tests and examinations,


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Sociometry was developed by Jacob L.

Moreno in the 1930s

It became closely associated with small

group research and a focus on interpersonalchoices.

Sociometric Tests are simply surveys which

are administered to subjects (typically all

subjects in a small group) to determine thedirection of certain relationships.


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Content analysis is a research technique (or

method of inquiry) for systematic and

replicable analysis of the content of

communication, and for making inferences

from that data to their context


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Mechanical devices are sometimes used tomeasure physiological responses of researchparticipants to product attributes oradvertisements.

Generally, interest or emotions aremeasured in response to what is seen, heard,felt, or smelled.

Mechanical devices used in primary research

data collection include Galvanometers, eyecameras, eye gaze recorders, audiometers,and tachistoscopes that show an image or adfor a brief flash.

rm unit 3 data

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