Data Collection

Data Collection Methods

Edited & Complied

By

Sanjeev Sadashiv. MalageAssociate Professor

FMS Department , NIFT, Bangalore

• Types• Sources• Methods

• Pros and cons

Data Collection Methods

Sanjeev Sadashiv Malage, NIFT, Bangalore3

“Data are the facts and figures relatedto the problem, and are divided intotwo main parts: secondary data and

primary data.”

“Data are the facts and figures relatedto the problem, and are divided intotwo main parts: secondary data and

primary data.”

Data


Primary Versus Secondary Data

• Primary data: information that isdeveloped or gathered by theresearcher specifically for theresearch project at hand.

• Secondary data: information that haspreviously been gathered bysomeone other than the researcherand/or for some other purpose thanthe research project at hand.


“Primary data are the facts and figuresthat are newly collected for a project.”

“Primary data are the facts and figuresthat are newly collected for a project.”

Primary Data


“Secondary data are the facts andfigures that have already been

recorded before the project at hand.”

“Secondary data are the facts andfigures that have already been

recorded before the project at hand.”

Secondary Data


“Observational data are facts andfigures obtained by watching, either

mechanically or in person, how peopleactually behave.”

“Observational data are facts andfigures obtained by watching, either

mechanically or in person, how peopleactually behave.”

Observational Data


“Questionnaire data are facts andfigures obtained by asking peopleabout their attitudes, awareness,intentions, characteristics and

behaviors.”

“Questionnaire data are facts andfigures obtained by asking peopleabout their attitudes, awareness,intentions, characteristics and

behaviors.”

Questionnaire Data


“A focus group is a research techniquewhere a small group of people meet

for a few hours with a trainedmoderator to discuss topics

surrounding the marketing researchproblem.”

“A focus group is a research techniquewhere a small group of people meet

for a few hours with a trainedmoderator to discuss topics

surrounding the marketing researchproblem.”

Focus Group


Locating Secondary Data Sources

• Step 1: Identify what you wishto know and what youalready know aboutyour topic.

• Step 2: Develop a list of keywords and names.

• Step 3: Begin your search usingseveral library sources.


Locating Secondary Data Sources

• Step 4: Compile the literatureyou have found andevaluate your findings.

• Step 5: If you are unhappy withwhat you have found orare otherwise havingtrouble, use an authority.

Step 6: Report results.


Classification of Secondary Data

• Internal secondary data are data thathave been collected within the firmsuch as sales records, purchaserequisitions, and invoices.– Internal secondary data is used for

database marketing.


Classification of Secondary Data

– Database marketing is the process ofbuilding, maintaining customer (internal)databases and other (internal)databases for the purpose of contacting,transacting, and building relationships.CRM and DATA Mining


Internal Databases

• What is a database?• Internal database: a database

developed from data within anorganization.

• Where does the data come from?– Sales Invoices– Salesperson’s Call Reports– Warranty Cards– Customer Registration/Sign-in


Internal Database Marketing

• Database marketing: the creation of largecomputerized files of customers’ and potentialcustomers’ profiles and purchasing patterns. Oftencalled micromarketing.

• Internal database marketing enables firms to:– evaluate sales territories– identify most and least profitable customers– identify potential market segments– identify which products, services, and segments need the

most marketing support– evaluate opportunities for offering new products or

services– identify most and least profitable products and services– evaluate existing marketing programs


üInternal Data – Internaldatabases (files, records,reports, etc.)

Database:Records Fields

Sales records

Scanner data

Sales reports

Data mining

Types of Secondary Data


• Database refers to a collection ofdata and information describing itemsof interest.

• Record: is a unit of information in adatabase.

• Fields: subcomponents of informationcomposing records.– Brand – Color – Year– Model – Violations

Internal Databases


• Published: are sources of informationprepared for public distribution andnormally found in libraries or a varietyof other entities such as trade orGovt. organizations.

External Secondary Data


Sources of Secondary data

• Government publications– Statistical Abstract of India – by CSO– Annual survey of Industries– Estimates of National product, Savings

and Capital formation– Census report – by Reg Gen of India– Basic Statistics Relating to Indian

Economy –by Planning commission– National Sample Survey- socio-eco-by

PC


Sources of Secondary data

• Non Government publications– Kothari’s industrial and Eco guide– Chamber of commerce– Thapers Indian Industrial Directory and

Export import directory of the world– SIRI Directory of Industrial India– The Hindu Survey of Indian Industries– Indian Industries


• Syndicated Services Data: areprovided by firms that collect data ina standard format and make themavailable to subscribing firms -- highlyspecialized and not available inlibraries.

External Secondary Data


• Consumer research– Retail Stores audit on cons purchase-ORG– Market pulse –IMRB

• Media Research– National readership Survey –IMRB– Television Rating Point

Syndicated Services Data


Uses of Secondary Data

• Secondary data has many uses inmarketing research and sometimes theentire research project may depend onthe use of secondary data.

• Applications include economic-trendforecasting, corporate intelligence,international data, public opinion, andhistorical data.


• Obtained quickly• Inexpensive• Usually available• Enhances existing primary data• May achieve research objective

Advantages of Secondary Data


Advantages of Secondary Data• Primary advantages:

– Acquisition cost– Acquisition time– Convenience

• Additional advantages:– May help clarify or redefine the problem

definition– May provide a solution to the problem– May aid in primary research design– May provide background info. and foster

creativity


Limitations of Secondary Data

• Lack of availability• Lack of relevance• Inaccuracy

– Who gathered the data?– What was the purpose of the study?– What information was collected?– When was the information collected?– How was the information obtained?– Is the information consistent with other

information?• Insufficient Data


• When was it collected? For howlong?– May be out of date for what you want to

analyze.– May not have been collected long

enough for detecting trends.

Secondary Data – Limitations


• Is the data set complete?– There may be missing information on

some observations– Unless such missing information is

caught and corrected for, analysis willbe biased.




• Are there confounding problems?– Sample selection bias?– Source choice bias?– In time series, did some observations

drop out over time?



• Are the data consistent/reliable?– Did variables drop out over time?– Did variables change in definition over

time?



• Is the information exactly what youneed?– In some cases, may have to use “proxy

variables” – variables that mayapproximate something you reallywanted to measure. Are they reliable?Is there correlation to what you actuallywant to measure?


Disadvantages of Secondary Data

• Measurement units do notmatch…need per capita income andonly have household income.

• Class definitions are notusable…need to know percent ofpopulation with income above 100kand only have 50k and over.

• Data are outdated.


Secondary Data – Advantages

• No need to reinvent the wheel.– If someone has already found the data,

take advantage of it.



• It will save you money.– Even if you have to pay for access,

often it is cheaper in terms of moneythan collecting your own data. (more onthis later.)



• It will save you time.– Primary data collection is very time

consuming. (More on this later, too!)



• It may be very accurate.– When especially a government agency

has collected the data, incredibleamounts of time and money went into it.It’s probably highly accurate.



• It has great exploratory value– Exploring research questions and

formulating hypothesis to test.


Evaluating Secondary Data

• What was the purpose of the study?• Who collected the information?• What information was collected?• How was the information attained?• How consistent is the information

with other information?


Summary

• Secondary data is the place to startfor all projects.

• Government Documents are veryhelpful

• Industry associations are helpful• Ask what associations are relevant


Primary Data

• Primary data – data you collect


Primary Data - Examples

• Surveys• Focus groups• Questionnaires• Personal interviews• Experiments and observational study


Types of Primary Data

• Demographic/Socioeconomic– Age, Sex, Income, Marital Status, Occupation

• Psychological/Lifestyle– Activities, Interests, Personality Traits

• Attitudes/Opinions– Preferences, Views, Feelings, Inclinations

• Awareness/Knowledge– Facts about product, features, price, uses

• Intentions– Planned or Anticipated Behavior

• Motivations– Why People Buy (Needs, Wants, Wishes, Ideal-Self)

• Behavior– Purchase, Use, Timing, Traffic Flow


Primary Data - Limitations

• Do you have the time and money for:– Designing your collection instrument?– Selecting your population or sample?– Pretesting/piloting the instrument to

work out sources of bias?– Administration of the instrument?– Entry/collation of data?


Primary Data - Limitations

• Uniqueness– May not be able to compare to other

populations

• Researcher error–Sample bias


Data collection choice

• What you must ask yourself:– Will the data answer my research

question?



• To answer that– You much first decide what your

research question is– Then you need to decide what

data/variables are needed toscientifically answer the question



• If that data exist in secondary form,then use them to the extent you can,keeping in mind limitations.

• But if it does not, and you are able tofund primary collection, then it is themethod of choice.


Primary Data Can Be Gathered By:

• Communication Methods– Interacting with respondents– Asking for their opinions, attitudes,

motivations, characteristics• Observation Methods

– No interaction with respondents– Letting them behave naturally and

drawing conclusions from their actions


Communication Methods of Primary DataCollection

• Methods include:– Surveys– Focus Groups– Panels

• Highly versatile in terms of types of data• Generally more speedy• Typically more cost effective

– Electronic media have made observation cheaper– Activities, Interests, Personality Traits


Observation Methods: What Can Be Observed?

• Physical Actions– Shopping behavior, response latency, service

quality, television viewing habits• Verbal Behaviors

– Sales conversations, opinion leadership, tone ofvoice

• Expressive behaviors– Facial expressions, body posture

• Spacial Relations and Locations– Traffic patterns, store layout, efficiency

• Temporal Patterns– Amount of time spent shopping, service time


Observation Methods of Primary Data Collection

• Types of observation:– Direct versus indirect– Disguised versus undisguised– Structured versus unstructured– Human versus mechanical

• Greater objectivity– less researcher bias

• More accurate– less “response tendency” or “demand

effects”• Limited in terms of what can be

observed


Primary Data - Examples

• Surveys• Focus groups• Questionnaires• Personal interviews• Experiments and observational study

Data Collection

Documents

cons data data

secondary data primary

collection of data

related data

secondary data sources

bangalore step

bangalore focus group

marketing research problem