PROGRAM: BBA SEM 3/4: 2023-24

SUBJECT: MARKETING RESEARCH

UNIT 4

METHODS OF DATA COLLECTION

Data collection is defined as the procedure of collecting, measuring and analysing accurate
insights for research using standard validated techniques. A researcher can evaluate their
hypothesis on the basis of collected data. In most cases, data collection is the primary and
most important step for research, irrespective of the field of research. The approach of data
collection is different for different fields of study, depending on the required information.
Data Collection in Marketing Research is a detailed process in which a planned search for all
relevant data is made by researcher.
Types of Data
Primary Data- Primary data is the data which is collected first hand specially for the purpose
of study. It is collected for addressing the problem at hand. Thus, primary data is original data
collected by researcher first hand.
Secondary data- Secondary data is the data that have been already collected by and readily
available from other sources. Such data are cheaper and more quickly obtainable than the
primary data and also may be available when primary data cannot be obtained at all.
Secondary data is data collected by someone other than the actual user. It means that the
information is already available, and someone analyses it. The secondary data includes
magazines, newspapers, books, journals, etc. It may be either published data or unpublished
data.
In Quantitative research (survey research), interviews are more structured than in
Qualitative research.
In a structured interview, the researcher the questions are in more organised manner.
Face -to -face interviews have a distinct advantage of enabling the researcher to establish
rapport with potential participants and therefor gain their cooperation. These interviews yield
highest response rates in survey research as there is a direct approach with the respondent.
Telephone interviews are less time consuming and less expensive and the researcher has
ready access to anyone on the planet who has a telephone.
Computer Assisted Personal Interviewing (CAPI) is a form of personal interviewing, but
instead of completing a questionnaire, the interviewer brings along a laptop or hand-held
computer to enter the information directly into the database.
Questionnaires
Paper-pencil-questionnaires can be sent to a large number of people and saves the researcher
time and money
Web based questionnaires: A new and inevitably growing methodology is the use of
Internet based research. This would mean receiving an e-mail on which you would click on
an address that would take you to a secure web-site to fill in a questionnaire
The qualitative methods most commonly used in evaluation can be classified in three broad
categories:
 in-depth interview
 observation methods
 document review
Different ways of collecting evaluation data are useful for different purposes, and each has
advantages and disadvantages. Various factors will influence your choice of a data collection
method: the questions you want to investigate, resources available to you, your timeline, and
more.
Survey Method
The Survey method is the technique of gathering data by asking questions to people who are
thought to have desired information. A formal list of questionnaires is prepared. Generally, a
non-disguised approach is used. The respondents are asked questions on their demographic
interest opinion.
BIBLIOGRAPHY
https://www.managementstudyguide.com/survey_method.htm
https://www.managementstudyguide.com/observation_method.htm
https://theintactone.com/2018/02/27/br-u2-topic-6-methods-of-data-collection-primary-and-
secondary-sources/
http://dl.lib.uom.lk/bitstream/handle/123/213/Chapter04.pdf?sequence=4&isAllowed=y
https://www.managementstudyguide.com/data_collection.htm
https://www.questionpro.com/blog/data-collection/
https://byjus.com/maths/data-collection-methods/

Fill in the blanks:

1. In surveys, data is collected through structured ____________ that consist of a series of

predetermined questions
2. ____________ is a method of data collection that involves observing and recording
information about a subject without direct interaction
3. In-depth interviews and focus groups are examples of ____________ data collection
methods that involve open-ended questions and discussions.
4. ____________ data collection involves collecting numerical data, typically through
closed-ended questions or measurements.
5. ____________ data collection methods involve collecting data from existing sources,
such as government reports, books, or databases.
6. ____________ is a method of data collection that involves analyzing and interpreting
textual or visual data to identify patterns and themes.
7. ____________ data collection methods involve collecting data from a specific group or
sample, often through surveys or interviews.
8. In experimental research, data is collected through controlled tests or ____________ that
manipulate variables to observe their effects
9. ____________ data collection methods often involve the use of sensors, devices, or
technology to automatically collect data, such as GPS tracking or wearable fitness
trackers.
10. ____________ data collection involves collecting data at one specific point in time,
providing a snapshot of a particular moment.
11. Longitudinal data collection methods involve gathering data from the same subjects over
____________, allowing researchers to track changes and developments over time.
12. Ethnographic research involves immersing the researcher in a particular culture or context
to collect data through ____________ and participant observation

Answers:

1. Questionnaires or Interviews
2. Observation
3. Qualitative
4. Quantitative
5. Secondary
6. Content Analysis
7. Primary
8. Experiments
9. Automated or Sensor-based
10. Cross-sectional
11. Multiple Time Points or Periods
12. Fieldwork