Chapter Five

Sources and methods of data collection

The task of data collection begins after a research problem and research design has been defined.
While deciding about the method of data collection to be used for the study, the researcher
should keep in mind two types of data viz., primary and secondary.
Sources of data
The primary data collected from sales men of the companies, customers and dealers dealing in

the products of the company. The secondary data collected from records of the company,

retailers and dealers. The data of past sales also have been collected. The primary and secondary

data have been collected to cover every aspect of the study. The primary data are related to

behavior and response of employees, dealers and customers. The secondary data shows the sales

of the company product wise. These data used in combination as per need of the study. These

data having different merits and demerits and have serves our purpose of the research study.

These are explained below:

(a) Primary Data

Primary data are information collected by a researcher specifically for a research assignment. In
other words, primary data are information that a company must gather because no one has
compiled and published the information in a forum accessible to the public. Companies generally
take the time and allocate the resources required to gather primary data only when a question,
issue or problem presents itself that is sufficiently important or unique that it warrants the
expenditure necessary to gather the primary data. Primary data are original in nature and directly
related to the issue or problem and current data. Primary data are the data which the researcher

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collects through various methods like interviews, surveys, questionnaires, observation, etc. The
primary data have own advantages and disadvantages:

Advantages of primary data: Advantages of primary data are as follows:

 The primary data are original and relevant to the topic of the research study so the
degree of accuracy is very high.
 Primary data is that it can be collected from a number of ways like interviews,
telephone surveys, focus groups etc. It can be also collected across the national
borders through emails and posts. It can include a large population and wide
geographical coverage.
 Moreover, primary data is current and it can better give a realistic view to the
researcher about the topic under consideration.
 Reliability of primary data is very high because these are collected by the concerned
and reliable party.
Disadvantages of primary data: the following are the disadvantages of primary data:

 For collection of primary data where interview is to be conducted the coverage is

limited and for wider coverage a more number of researchers are required.
 A lot of time and efforts are required for data collection.
 It has design problems like how to design the surveys. The questions must be simple
to understand and respond.
 Some respondents do not give timely responses. Sometimes, the respondents may
give fake, socially acceptable and sweet answers and try to cover up the realities.
 With more people, time and efforts the cost of the data collection goes high.
 In some primary data collection methods there is no control over the data collection.
Incomplete questionnaire always give a negative impact on research.
 Trained persons are required for data collection. In experienced person in data
collection may give inadequate data of the research.

(b) Secondary Data

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 Secondary data are the data collected by a party not related to the research study but collected
these data for some other purpose and at different time in the past. If the researcher uses these
data then these become secondary data for the current users. These may be available in
written, typed or in electronic forms. A variety of secondary information sources is available
to the researcher gathering data on an industry, potential product applications and the market
place. Secondary data is also used to gain initial insight into the research problem.
Secondary data is classified in terms of its source – either internal or external. Internal, or in-
house data, is secondary information acquired within the organization where research is
being carried out. External secondary data is obtained from outside sources. There are
various advantages and disadvantages of using secondary data.

Advantages of Secondary Data: Advantages of secondary data are following:

 It is cheaper and faster to access.

 It provides a way to access the work of the best scholars all over the world.
 It gives a frame of mind to the researcher that in which direction he/she should go
for the specific research.
 It saves time, efforts and money and adds to the value of the research study.
Disadvantages of Secondary data: the followings are the disadvantage of secondary data:

 The data collected by the third party may not be reliable accurate.
 Data collected in one location may not be suitable for the other one due
variable environmental factor.
 With the passage of time the data becomes obsolete and very old.
 Secondary data can also raise issues of authenticity and copyright.

Keeping in view the advantages and disadvantages of sources of data requirement of the
research study and time factor, both sources of data i.e. primary and secondary data have
been selected. These are used in combination to give proper coverage to the topic.

Methods of Data Collection

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The method of collecting primary and secondary data is different. Primary data are to be
originally collected, while in secondary data; the nature of data collection work is that of
compilation.

A) Collection of primary data: There are several method of collecting primary data
particularly in survey and descriptive research. Commonly used methods of collecting
primary data are discussed below.

i) Observation-Observation is the primary source of information especially in

studies related to behavioral science. We all observe things around us, but this type of
observation is not scientific observation.
Observation becomes scientific tools and methods of data collection:
 When it serves a formulated research purpose
 When it is systematically planned and recorded
 And it is subject to checks and controls on validity and reliability.
Under this method the researcher should personally and directly observe the condition and
incidence of his fields of study. The researcher would not ask anything from respondents.
For example, in a study related to consumers’ behavior, the investigator instead of asking the
brand of say, wristwatch used by the respondent may himself look at the watch.

Direct observation is the most reliable method for gathering information related to the life style,
status, conduct, behavior, language, custom and tradition and the like phenomenon. The observer
should be absolutely detached and objective in gathering facts.

The main advantages of this method

 Information obtained under this method relates to what is currently happening. It is

not complicated by the either the past behavior or future intention or attitude.
 It is independent of respondents and is not demanding the active cooperation of the
respondents.

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Limitation of observation method
 It is an expensive method
 The information provided by this method is very limited
 Sometimes unforeseen factors may interfere with the observation task
 Some people or phenomenon are rarely accessible to direct observation
The researcher using this method should decide priory on:

 What should be observed?

 How the observation should be recorded?
 How the accuracy of observation can be ensured?

Generally, observation might be:

 Participant observation: The researcher lives in the group or in the community as a

member of it and participates in their life. He experiences what the member of the group
experience.
 Non-participant observation: The researcher does not participate in the group life but
observe as an external spectator. Under such approach the presence of the researcher is
unknown to the people.
 Uncontrolled observation: Is the observation which takes place in natural setting. Here
no attempt is made to use precision instruments. The main aim of this type of observation
is to get a spontaneous picture of life or person.
 Controlled observation: Observation takes place according to definite pre-arranged
plans, including experimental procedure. Controlled observation takes place in various
experiments that are carried out in a laboratory or under controlled condition.
 Structured Observation: It is structured and preplanned observation technique. This
observation is characterized by a careful definition of units, the style of recording the
observation information; standardize conditions of observation and the selection of
pertinent observation. Such observation is appropriate in descriptive research. The
approach followed in the observation process is specified in detail. It includes
 The behavior to be observed

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  The unit of observation
 Subject of observation (women, adult, etc)
 Conditions of observation (time of observation, place of observation,
approaches of observation, etc
 Style of recording the observed information and the like are predetermined.
 Unstructured observation: The observation takes place without the characteristics
mentioned above, i.e., without standardized format and plan. There is no specification of
subject of observation, behavior to be observed and no standard format for recording the
observed information. Such observation is very much flexible and commonly used in
exploratory research.

Some suggested methods of recording the observed information

 Write down on a prepared recording format, which can be on the spot (during
observation or later after each observation).
 Motion picture like video camera or still camera.

ii) Interview- In this method, the researcher meets people and discusses on the
issues under investigation. During the courses of discussion, he gathers facts. An
interview is different from Schedules (interview questionnaires). A schedule includes
some predetermined questions asked by the researcher in a definite order without
change. But the interview has no such definite form or order of question. The
researcher may ask any question on the basis of his insight into the problem.
Interview can be either personal interview or interview through telephone.

Prerequisites of interview

For successful implementation of the interview method; interviewer should be carefully selected,
trained and briefed. Moreover,

 Interviewer should be honest, sincere, hardworking, impartial and must possess the
technical competence and necessary practical experience

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  Occasional field checks should be also made in advance so that appropriate action must
be taken if some of the selected respondent refuse to cooperate or are not available when
an interviewers calls up on.
 Interviewer has to try to crate friendly atmosphere of trust and confidence so that the
respondent may feel at ease while talking and discussing with the interviewer
 Interviewer must ask question properly and completely. At the same time the interviewer
must answer legitimate questions if any asked by the respondent.
 The interviewer should not show surprise or disapproval of a respondent’s answer,
instead he must keep the direction of interview in his own hand.

Basic principles of Interviewing

Interviewers should follow the following principles while conducting interview

 Ask only one question at a time

 Repeat the question if necessary
 Listen carefully to the subjects answer
 Observe the subjects facial-expression, gesture and tone of the voice
 Allow the subject sufficient time to answer the question

iii) Questionnaire- Questionnaire is a list of structured questions, which will

be present, mailed or e-mailed to selected respondents to obtain reliable response
from them. The objective is to find what a selected group of respondents do, think or
fell.

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 This method of data collection is used when the subject of study is very wide and
direct observation is not possible. It is also used for such things, which cannot be
known through direct observation (ideas, preference, motive, and so on). The
questionnaire is given to respondents who are expected to read and understand the
questions and write down the reply in the space meant for the purpose in the
questionnaire itself; and sent back to the researcher.

Forms of questions

Questions in a questionnaire can have either open or closed end form.

 Open-end questions: The respondent is asked to provide his own answer to the question.
His answer is not in any ways limited. E.g., the respondent might be asked, “What do you
feel the most important issue facing your country”?
 The problem associated with such form of questioning is that, it
is not possible to get uniform answers and hence is difficult to
process.

 Closed ended questions: The respondent is asked to select his answer from among a list
provided by the researcher (yes, no, I don’t know, etc). Closed ended questions are very
popular in survey research since they provide a great uniformity response and because
they are easy to process.

 The major shortcoming of closed-ended questions on the

researcher’s structuring of response is that the checklist or the
provided list of answers may not include all possible answers.

B) Collection of secondary data: Secondary information is information, which has

already been collected by someone and which, have already been passed through
statistical process. The researcher does not obtain them directly rather he gathered them

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 from published and unpublished material. Before using secondary data, we must see that
they possess the following characters.

1. Reliability of the data- The reliability can be tested by finding answers to the following
questions about the said data:

 Who collect the data? (How is the reputation of the collector?)

 What were the sources of the data?
 Were they collected using proper method?
 At what time were they collected?
 Was there any bias of the collector?
 What level of accuracy was desired?
 Was it achieved?
2. Suitability- The data that are suitable for one inquiry may not necessary be found suitable in
another inquiry. The researcher must very carefully scrutinize the definition of various terms and
units of collection used at the time of collecting the data from the primary sources originally. The
object, scope and nature of the original inquiry must be studied. If the researcher finds difference
in these, the data will remain unsuitable for the present inquiry and should not be used.

3. Adequacy- If the area and scope of the study is narrower than the present study the data are
considered as inadequate. Because of the fact that information will be missed and the researcher
needs additional sources to make it complete and usable.

Secondary data may be obtained either from:

 Internal (within the company or organization)

 External sources (outside sources)
Internal secondary data: All companies or organizations or any other organs keep record of the
every course of conducting business or any other activities.

 Orders received are filled

 Cost are recorded

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  Sales' people reports are submitted. Such and the like data are some of the many
sources of information collected by the company for other purpose and are useful
to the researcher
External sources of secondary data: The major sources of external information are:

 Government (federal, state, local)

 Trade association and trade press
 Periodicals
 Institution (research, academic)
 Commercial services and the like

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