Beruflich Dokumente
Kultur Dokumente
PREPERATION
Module – II
Data Collection Methods
Internal External
Published
Ready to Use Material
Syndicated
Services
Secondary Data from Published Sources
• Books, Newspapers, Magazines and Journals
• Government Publications
• International Publications
• Reports of Committees and Commissions
• Private Publications
• Research Institutes and Research Scholars
Some of the Important Websites for
Published Data
• www.rbi.org
• www.data.gov.in
• www.mca.gov.in
• www.irdai.gov.in
• www.mospi.gov.in
• https://censusindia.gov.in
• https://niti.gov.in
• https://home.kpmg
• www.data.wto.org
Computerised Databases
Digital Libraries
• Information and Library Network (INFLIBNET)(Shodganga)
• Indian National Digital Library in Engineering Sciences and Technology
(INDEST) Consortium
Research Publications Databases
• Google Scholar
• Ebsco
• Amizone Digital Library
BSE/NSE Websites
Mobile Apps
Syndicated Services
• Indiastat.com
• CMIE (Centre for Monitoring Indian Economy Pvt. Ltd.)
Primary Data Vs. Secondary Data
Primary Data Collection Methods
• The important Primary data collection methods are:
• Observation Method
• Survey Method
Primary data Collection Instruments
• Through Questionnaires
• Through Schedules
Observation Method
Natural Observation:
Observing behaviour as it takes place in the environment
Contrived Observation:
The behaviour is observed in an artificial environment
Observation Methods Classified by Mode of
Administration
• Personal Observation
• Mechanical Observation
• Pantry Audit
• Content Analysis (phenomenon to be observed is communication
medium)
• Trace Analysis
Survey Method
• Survey method of obtaining information is based on the questioning
of respondents.
• Variety of questions regarding their behaviour, intentions, attitudes,
Awareness, motivations, and demographic and lifestyle
characteristics.
• Structured Data Collection
• Fixed Alternative Questions
Disagree Agree
Shopping in Department Stores is Fun 1 2 3 4 5
Advantages:
• Simple to Administer
• Responses are limited to the alternatives stated, therefore
coding, analysis and interpretation of data are relatively
simple.
Disadvantages:
• Unwillingness of the respondents to provide desired
information
• Framing the questionnaire is not an easy task
Measurement and Scaling
Measurement:
• Assigning numbers or other symbols to characteristics of objects
according to certain prespecified rules.
• What we measure is not the object but some characteristics of it.
• For example when we want to know about our consumers, we try to
measure consumers through their characteristics like perceptions,
attitudes, preferences etc.
Measurement Contd…
• Assigning numbers help us in two ways:
• First, numbers permit statistical analysis of the resulting data.
• Second, numbers facilitate the communication of measurement rules
and results.
• The most important aspect of measurement is the specification of
rules for assigning numbers to the characteristics.
• The assignment process must be isomorphic
Scaling
• Scaling may be considered an extension of measurement
• Scaling involves creating a continuum upon which measured objects
are located.
Scale Characteristics and Level of Measurement
• All the scales that we use in business research can be described in
terms of four basic characteristics.
• They are:
• Description
• Order
• Distance
• Origin
• The level of measurement denotes what properties of an object the
scale is measuring or not measuring.
Primary Scales of Measurement
• Nominal Scale
• Ordinal Scale
• Interval Scale
• Ratio Scale
Nominal Scale
• A scale whose numbers serve only as labels or tags for identifying and
classifying objects.
• The only characteristic possessed by these scales is description
• These scales are generally used to identify respondents, brands,
attributes etc.
• Categorical data
• Mutually exclusive Data
• Examples: Gender, Political Affiliation, Name etc.
Ordinal Scale
• A ranking scale in which numbers are assigned to objects to indicate
the relative extent to which some characteristic is possessed.
• An ordinal scale allows you to determine whether an object has more
or less of a characteristic than some other object, but not how much
more or less.
• The ordinal scale possesses both the characteristics of description
and order.
• Examples: Socio economic status, students rank in a graduation
course etc.
Interval Scale
• A scale in which the numbers are used to rate objects such that
numerically equal distances on the scale represent equal distances in
the characteristic being measured.
• The difference between any two scale values is identical to the
difference between any other two adjacent values of an interval scale.
• A common example in everyday life is a temperature scale.
• This scale possess three characteristics i.e. description, order,
distance.
• This scale doesn’t possess a true zero value or the zero value is
arbitrary.
Ratio Scale
• A ratio scale possesses all the properties of the nominal, ordinal and
interval scales and in addition an absolute zero point.
• It is the highest scale. It allows the researcher to identify or classify
objects, rank/order the objects and compare intervals or differences.
• Examples of ratio scale are height, weight, age, money etc.
Identify which Scale?
Gender
Male Female
1 2
Identify which Scale?
Please rank the following activities in terms of your preference by assigning
ranks 1 (most preferred) to 5 (least preferred).
I Reading Magazines ____________________________
II Watching Television ____________________________
III Shopping ____________________________
IV Eating Out ____________________________
V Listening to Music ____________________________
Identify which Scale?