primary data collection methods
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Data CollectionMethodology-
Primary Data Collection
Methods
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ObservationMethod
Most commonly used
method
Advantages:
Subjective bias is
eliminated
Information obtained
relates to currenthappenings
Demands less of active
cooperation of
respondents
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ObservationMethod
Disadvantages:
It is an expensive method
Limited information provided
Rare accessibility for direct observation
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InterviewMethod
Interview Method
Personal Interviews Telephone Interviews
Presentation of oral-verbal stimuli and
reply in terms of oral-verbal responses
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PersonalInterviewAdvantages:
More information of greater
depth is obtained Personal information can be
obtained easily Samples can be controlled
more effectively
Interviewers may secure mostspontaneous reactions
Disadvantages: Possibility of bias of interviewer
and respondent Certain respondents may not be
easily approachable This method is relatively more
time- consuming
Presence of interviewer mayover stimulate respondents
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Advantages: More flexible, faster and
cheaper in comparison toother methods
There is high rate ofresponse
No field staff is required
Disadvantages: Time constraints for
respondents Not suitable for intensive
surveys
Questions have to beshort and to the oint
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Questionnaires
Advantages Extensive geographical
coverage with minimum cost Respondents have adequate
time to give answers Results can be more dependable
and reliable Large sample size, thus more
reliable
Disadvantages
Low rate of return of duly filled inquestionnaires Can be used only with educated
and co-operating respondents Inflexibility in amending
questionnaires once sent
It is likely to be the slowest Possibility of ambiguous replies
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Examples of Question types
Open questions
Eg: Please list up to three things you like about
your college1
2
3
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Category questions
Interviewer : listens to the respondents answer and
tick as appropriate
Eg: How often do you bunk the college ?
Once a week
Less than fortnightly to once a month
2 or more times a week Less than once a week to fortnightly
Less often
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Ranking questions
Eg: Please number each of the factors listed belowin order of importance to you in choosing a new car.
Number the most important 1, the next 2 and so on.Factor
Importance
Carbon dioxide emissions [
]Boot size [ ]
Depreciation[ ]
Price [ ]
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Rating questions
Eg : For the following statement please tick the box that
matches your view most closely
Agree Tend to agree Tend to disagree
Disagree
I feel employees
Views haveInfluenced the
Decisions taken
By management
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Essentials of a good Questionnaire
Short and Simple
Sequence should be easy to difficult
Personal and Intimate questions should be leftto the end
Technical terms capable of different
interpretations should be avoided
Open ended questions should be avoided tothe extent possible
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Difference between Questionnaires
and Schedules
Questionnaire Schedule
It is sent through mail
without furtherassistance
Data Collection is
relatively cheap
No clarity aboutrespondents
This method is likely to
be slow
Respondents need to be
It is filled out by
enumerators and provideassistance
Data collection is more
expensive
Identity of respondents isknown
Information is collected
well in time
Data can be collected
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Other Methods of Data Collection
Warranty cards
Distributor audits
Pantry audits Consumer Panels
Transitory Consumer Panel
Continuing Consumer Panel Use of mechanical devices
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Different data capture methods
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