Data Collection Methods: Sanjeev Sadashiv. Malage

Data Collection Methods
Edited & Complied

By
Sanjeev Sadashiv. Malage

Associate Professor
FMS Department , NIFT, Bangalore
Data Collection Methods
• Types
• Sources
• Methods
• Pros and cons
Data
“Data
“Data are
are the
the facts
facts and
and figures
figures related
related
to
to the
the problem,
problem, and
and are
are divided
divided into
into
two
two main
main parts:
parts: secondary
secondary data
data and
and
primary
primary data.”
data.”
3
Sanjeev Sadashiv Malage, NIFT, Bangalore
Primary Versus Secondary Data
• Primary data: information that is

developed or gathered by the
researcher specifically for the
research project at hand.
• Secondary data: information that has
previously been gathered by
someone other than the researcher
and/or for some other purpose than
the research project at hand.
4
Primary Data
“Primary
“Primary data
data are
are the
the facts
facts and
and figures
figures
that
that are
are newly
newly collected
collected for
for aa project.”
project.”
5
Secondary Data
“Secondary
“Secondary data
data are
are the
the facts
facts and
and
figures
figures that
that have
have already
already been
been
recorded
recorded before
before the
the project
project at
at hand.”
hand.”
6
Observational Data
“Observational
“Observational data
data are
are facts
facts and
and
figures
figures obtained
obtained by
by watching,
watching, either
either
mechanically
mechanically or
or in
in person,
person, how
how people
people
actually
actually behave.”
behave.”
7
Questionnaire Data
“Questionnaire
“Questionnaire data data are
are facts
facts and
and
figures
figures obtained
obtained by by asking
asking people
people
about
about their
their attitudes,
attitudes, awareness,
awareness,
intentions,
intentions, characteristics
characteristics and
and
behaviors.”
behaviors.”
8
Focus Group
“A
“A focus
focus group
group is
is aa research
research technique
technique
where
where aa small
small group
group ofof people
people meet
meet
for
for aa few
few hours
hours with
with aa trained
trained
moderator
moderator to to discuss
discuss topics
topics
surrounding
surrounding the
the marketing
marketing research
research
problem.”
problem.”
9
Locating Secondary Data Sources
• Step 1: Identify what you wish

to know and what you
already know about
your topic.
• Step 2: Develop a list of key
words and names.
• Step 3: Begin your search using
several library sources.
10
Locating Secondary Data Sources
• Step 4: Compile the literature

you have found and
evaluate your findings.
• Step 5: If you are unhappy with
what you have found or
are otherwise having
trouble, use an authority.
Step 6: Report results.
11
Classification of Secondary Data
• Internal secondary data are data that

have been collected within the firm
such as sales records, purchase
requisitions, and invoices.
– Internal secondary data is used for
database marketing.
12
Classification of Secondary Data
– Database marketing is the process of

building, maintaining customer (internal)
databases and other (internal)
databases for the purpose of contacting,
transacting, and building relationships.
CRM and DATA Mining
13
Internal Databases
• What is a database?
• Internal database: a database
developed from data within an
organization.
• Where does the data come from?
– Sales Invoices
– Salesperson’s Call Reports
– Warranty Cards
– Customer Registration/Sign-in
14
Internal Database Marketing
• Database marketing: the creation of large
computerized files of customers’ and potential
customers’ profiles and purchasing patterns. Often
called 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
15
Types of Secondary Data
üInternal Data – Internal

databases (files, records,
reports, etc.)
Database: Sales records
Records Fields Scanner data
Sales reports
Data mining 16
Internal Databases
• Database refers to a collection of

data and information describing items
of interest.
• Record: is a unit of information in a
database.
• Fields: subcomponents of information
composing records.
– Brand – Color – Year
– Model – Violations
17
External Secondary Data
• Published: are sources of information

prepared for public distribution and
normally found in libraries or a variety
of other entities such as trade or
Govt. organizations.
18
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
19
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
20
External Secondary Data
• Syndicated Services Data: are

provided by firms that collect data in
a standard format and make them
available to subscribing firms -- highly
specialized and not available in
libraries.
21
Syndicated Services Data
• Consumer research
– Retail Stores audit on cons purchase-ORG
– Market pulse –IMRB
• Media Research
– National readership Survey –IMRB
– Television Rating Point
22
Uses of Secondary Data
• Secondary data has many uses in

marketing research and sometimes the
entire research project may depend on
the use of secondary data.
• Applications include economic-trend
forecasting, corporate intelligence,
international data, public opinion, and
historical data.
23
Advantages of Secondary Data
• Obtained quickly
• Inexpensive
• Usually available
• Enhances existing primary data
• May achieve research objective
24
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
25
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
26
Secondary Data – Limitations
• When was it collected? For how

long?
– May be out of date for what you want to
analyze.
– May not have been collected long
enough for detecting trends.
27
• Is the data set complete?

– There may be missing information on
some observations
– Unless such missing information is
caught and corrected for, analysis will
be biased.
28
• Are there confounding problems?

– Sample selection bias?
– Source choice bias?
– In time series, did some observations
drop out over time?
29
• Are the data consistent/reliable?

– Did variables drop out over time?
– Did variables change in definition over
time?
30
• Is the information exactly what you

need?
– In some cases, may have to use “proxy
variables” – variables that may
approximate something you really
wanted to measure. Are they reliable?
Is there correlation to what you actually
want to measure?
31
Disadvantages of Secondary Data
• Measurement units do not

match…need per capita income and
only have household income.
• Class definitions are not
usable…need to know percent of
population with income above 100k
and only have 50k and over.
• Data are outdated.
32
Secondary Data – Advantages
• No need to reinvent the wheel.

– If someone has already found the data,
take advantage of it.
33
• It will save you money.

– Even if you have to pay for access,
often it is cheaper in terms of money
than collecting your own data. (more on
this later.)
34
• It will save you time.

– Primary data collection is very time
consuming. (More on this later, too!)
35
• It may be very accurate.

– When especially a government agency
has collected the data, incredible
amounts of time and money went into it.
It’s probably highly accurate.
36
• It has great exploratory value

– Exploring research questions and
formulating hypothesis to test.
37
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?
38
Summary
• Secondary data is the place to start

for all projects.
• Government Documents are very
helpful
• Industry associations are helpful
• Ask what associations are relevant
39
Primary Data
• Primary data – data you collect
40
Primary Data - Examples
• Surveys
• Focus groups
• Questionnaires
• Personal interviews
• Experiments and observational study
41
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 42
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?
43
Primary Data - Limitations
• Uniqueness
– May not be able to compare to other
populations
• Researcher error
–Sample bias
44
Data collection choice
• What you must ask yourself:

– Will the data answer my research
question?
45
• To answer that
– You much first decide what your
research question is
– Then you need to decide what
data/variables are needed to
scientifically answer the question
46
• 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 to
fund primary collection, then it is the
method of choice.
47
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
48
Communication Methods of Primary Data
Collection
• 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
49
Observation Methods: What Can Be Observed?
• Physical Actions
– Shopping behavior, response latency, service
quality, television viewing habits
• Verbal Behaviors
– Sales conversations, opinion leadership, tone of
voice
• Expressive behaviors
– Facial expressions, body posture
• Spacial Relations and Locations
– Traffic patterns, store layout, efficiency
• Temporal Patterns
– Amount of time spent shopping, service time
50
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
51
Primary Data - Examples
• Surveys
• Focus groups
• Questionnaires
• Personal interviews
• Experiments and observational study
52

Data Collection Methods: Sanjeev Sadashiv. Malage

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Data Collection Methods

Edited & Complied

Sanjeev Sadashiv. Malage

• Primary data: information that is

• Step 1: Identify what you wish

• Step 4: Compile the literature

• Internal secondary data are data that

– Database marketing is the process of

üInternal Data – Internal

• Database refers to a collection of

• Published: are sources of information

• Non Government publications

• Syndicated Services Data: are

• Secondary data has many uses in

• When was it collected? For how

• Is the data set complete?

• Are there confounding problems?

• Are the data consistent/reliable?

• Is the information exactly what you

• Measurement units do not

• No need to reinvent the wheel.

• It will save you money.

• It will save you time.

• It may be very accurate.

• It has great exploratory value

• What was the purpose of the study?

• Secondary data is the place to start

• Primary data – data you collect

• Do you have the time and money for:

• What you must ask yourself:

• If that data exist in secondary form,

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