Methods of Data Collection

Collection of Primary data

 Methods
1. Observation
2. Interview
3. Through Questionnaires
4. Through Schedules
5. Other methods which include:
 Warranty cards
 Distributor audits
 Pantry audits
 Consumer panels
 Using mechanical devices
 Through projective techniques
 Depth interviews
 Content analysis
 Observation Method
• Observation becomes a scientific tool and method of data
collection for the researcher when it serves a formulated research
purpose; is systematically planned and recorded and is subject to
checks and controls on validity and reliability
• Information is sought by way of the investigator’s own direct
observation without asking the respondent.
• Structured Observation: characterised by a careful definition of the
units to be observed, the style of recording the information,
standardised conditions of observation and selection of the
pertinent data of observation.
• Unstructured observation: When observation takes place without
these characteristics.
• Participant vs non-participant observation
• Controlled vs uncontrolled observation
 Interview Method
• Involves presentation of oral-verbal stimuli and reply in
terms of oral-verbal responses. Can be through
personal interviews or telephonic interviews.
• Structured vs. unstructured interviews. Structured
interviews involve the use of a set of pre-determined
questions and of highly standardised techniques of
recording. Follows a rigid procedure, asking questions
in the form and order prescribed
• Unstructured interviews do not follow a system of pre-
determined questions.
• Focussed interview, clinical interview, and non-
directive interview
 Merits of interview Method
• More information and that too in greater depth can be
obtained
• Interviewer can overcome resistance if any of the
respondents
• Greater flexibility to restructure questions in case of
unstructured interviews.
• Non-response generally remains low
• Interviewer can decide who will answer the questions.
Group discussions can also be held
• Language can be adopted to suit the educational level of
the person being interviewed
• Can collect personal information of the respondent’s
personal characteristics to help to interpret results
 Weaknesses of the interview Method
• May be very expensive when large and geographically
spread sample is taken
• Possibility of the bias of the interviewer and the
respondent
• Respondents in high positions may not be easily accessible
• More time consuming
• Selection, training and supervising the field staff is more
complex
• May introduce systematic errors
• Rapport between interviewer and respondent may be
difficult to achieve.
 Telephonic Interviews
• More flexible
• Faster than other methods
• Cheaper
• Recall is easy. Call backs are simple and economical
• Higher rate of response
• Replies can be recorded without embarrassment to the
respondent
• Can explain requirements more easily
• Better access to respondents who cannot be otherwise
contacted
• No field staff is required
• Representative and wider distribution of sample is possible
 Demerits of telephonic interview
• Little time is given to respondents toconsider
the answer.Period not likely to exceed five
minutes
• Only people who have telephonic facility can
be accessed
• Not suitable for intensive surveys where
detailed answers are required
• Greater possibility of bias
• Questions have to be short and to the point
 Through Questionnaires
• Questionnaire consists of a number of questions
printed or typed in some definite order
• Mailed to respondents who have to fill it and
return it at the earliest
• Low cost even when geographic coverage is wide
• Free from the bias of the interviewer.
• Respondents get adequate time to think
• Large samples can be made use of making results
more reliable
Demerits of Questionnaire Method
• Low rate of return of duly filled in questionnaires.
Bias due to non-response is often indeterminate.
• Less control over the questionnaire, once
dispatched.
• Possibility of ambiguous replies or omission
making interpretation difficult
• Difficult to know whether willing respondents are
representative.
• Pilot study to be conducted to increase
effectiveness of the questionnaire
 Main features of a questionnaire
• General form- structured or unstructured. In
structured questionnaire, questions are definite,
pre-determined and concrete.Standardisation is
maintained to ensure that all respondents reply
to the same set of questions.
• Questions may be closed or open.
• Correct question sequence to be maintained
• Opening questions should be such as to rouse
interest in the respondents
• Easy questions should be asked first.. Questions
should go from the general to the specific.
 Essentials of a good questionnaire
• Should be short and simple
• Must proceed in a logical sequence
• Personal and intimate questions should be left to the end
• Technical terms and vague expressions should be avoided
• Questions should be dichotomous,multiple choice, or open-
ended.
• There should be some control questions to ensure
reliability of the respondent
• Questions affecting sentiments of the respondents must be
avoided.
• Adequate space should be provided to give the answers
• Physical appearance must attract the respondent
 Collection of data through schedules
• Schedules are filled in by the enumerators
themselves. Selection of the right type of
enumerators is very important.
• Enumerators should be well trained,
intelligent, honest sincere, hard working and
have patience.
• Useful in extensive enquiries but more
expensive .
 Other methods
• Warranty cards
• Distributor or store audits.
• Pantry audits
• Consumer panels
• Use of mechanical devices