Primary Data Collection

Data Collected for the first

time.

Types
Interview
Questionnaire
Observation.

Observation Survey
Data collection by observation.
People can be observed in natural or
lab setting.
Emotions are observed.

Participative and NonParticipative

Participative: when researcher
becomes an integral part of
organization.
Non-Participative: when the
researcher works as a observer
without making an integral part of
the organisation.

Structured and UnStructured.

Structured: observer has a
predetermined set of categories of
activities or phenomena to be
studied.
Un-structured: the researcher has no
pre-planned set of questions to be
observed.

Advantages
More reliable data and free from
respondent bias.
Easy to understand the influence of
environment on work setting
Easier for certain group of individuals
such as kids, or extreme busy
executives.

Disadvantages
Observer should be physically
present or may take the help of
camera.
Slow and time consuming
The observer may misperceived
some gesture of respondents.

Focus Group
Its consists of 2-10 individuals with a
moderator leading the discussions for hours
about a topic, concept or product.
Members are expertise in the topic
Focus group is discussion on a specific topic
at a particular location and at a specific time.
Moderator (anchor person) introduce the
topic and members; observes; taking notes
and giving equal opportunity to each
member to express his/her feelings.

Focus Group
Moderator does not become an
integral part of discussion.
Moderator should not be judgmental
or opinionate about someone.
The data is qualitative in nature
Good to get information from
homogenous expertise at one time
within short-time period.

Panel
Panel is like focus group
Whereas focus group meet for a onetime group session, members in
panel meet more than once for the
same topic.
Static panel: same members serve as
members for extended period of time
Dynamic Panel: panel members change
from time to time as various phases of
the study are in progress.

Unobtrusive Measures.
Trace Measure or Unobtrusive
Measures is a primary data collection
that does not involve people.
For Example: Consumption of Soft
Drink Brand?
The number of different brands of soft
drink cans found in trash bag also
provides a measure of their
consumption.