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Lecture 13

The document discusses methods of data collection, distinguishing between primary and secondary data, and outlining their respective advantages and disadvantages. It details various sources of secondary data, types of primary research methods, and the pros and cons of different data collection techniques, including surveys, interviews, and electronic media. Additionally, it provides insights on how to increase response rates and what can be observed during data collection.

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6 views23 pages

Lecture 13

The document discusses methods of data collection, distinguishing between primary and secondary data, and outlining their respective advantages and disadvantages. It details various sources of secondary data, types of primary research methods, and the pros and cons of different data collection techniques, including surveys, interviews, and electronic media. Additionally, it provides insights on how to increase response rates and what can be observed during data collection.

Uploaded by

khanahira0
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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Week-13,

Date Collection
Methods
Revision of Last Lecture
• Sample Design
• Sampling Kinds
PRELIMINARY DATA
COLLECTION
 SECONDARY DATA
 The data which is already exist is called
secondary data.

 PRIMARY DATA
 The actual data collected from the actual
occurrence of events are called primary
data.
• Secondary data sources:
– Government
• Types of Data information
– Internal, commercial,
and online databases
• Secondary – Publications
• Advantages:
data – Obtained quickly
• Primary data – Less expensive than
primary data
• Disadvantages:
– Information may not
exist or may not be
usable.
Types of Information
Sources
• Indexes and Bibliographies
• Dictionaries
• Encyclopedias
• Handbooks
• Directories
Secondary Sources by
Type
• Indexes and Bibliographies
– to find or locate books or articles
– to find authors, topics to use in
online searches
Secondary Sources by
Type
• Dictionaries
– to identify jargon of an industry--used
for online searches
– to identify bell-weather events in an
industry
– to identify knowledgeable people to
interview
– to identify organizations of influence
Secondary Sources by
Type
• Encyclopedias
– To identify historical or background
information
– To find critical dates within an
industry
– To find events of significance to the
industry, company
Secondary Sources by
Type
• Handbooks
– To find facts relevant to topic
– To identify influential individuals
through source citations
Secondary Sources by
Type
• Directories
– To identify influential people and
organizations
– to find addresses, e-mail, other
contact info on these people and
organizations
• Planning primary research:
• Types of Data – Research approaches:
• Observation, survey,
experiment
– Contact methods:
• Secondary • Mail, telephone, online,
personal
data – Sampling plan:

• Primary data • Sampling unit, sample size,


sampling procedure
– Research instruments:
• Questionnaire etc
Primary Research Methods & Techniques

Primary
Research

Quantitative Data Qualitative Data

Surveys Experiments Focus groups


 Personal
interview Individual depth
(intercepts) interviews
 Mail Observation
 In-house, self-
Human
administered
 Telephone, observation
Simulation
fax, e-mail,
Web Case studies
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
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
Pros and Cons of Telephone as a Data
Collection Method

• Relatively fast • Does not handle long


• Relatively strong interviews well
response rates, but • Cannot use visuals
getting worse • Difficult to contact
• Sequence of business
questions can be respondents
easily changed
• Data entry at time of
completion is
possible
Pros and Cons of Mail as a Data Collection
Method

• Easy to generate • Little control over


stratified sample exactly who
frame completes survey
• No interviewer bias • Low response rate
• Assures anonymity of • Long response time
respondent • No ability to probe on
• Wide distribution open-ended questions
• Best for sensitive or • Cannot change
personal questions sequence of
• Generally least questions
expensive
Personal Interviews as a Data Collection
Method

• Probably highest • Generally narrow


response rate distribution
• Allows any type of • Typically most
questions/questionna expensive method
ires
• Often tough to gain
• Know who is
identity of respondent
completing
questionnaire • Can be time
consuming in the
case of in-home
• Tough to supervise
Electronic Media as a Data Collection
Method
(email, online, fax)
• Typically low cost, • Limited sample
especially marginal frame
cost of additional – representative
responses – ability to locate
• Wide distribution • Expense of
possible infrastructure and
• Very quick (15 expertise
minutes-2 days) • Legal problems
• Fairly decent
response rates
• Automatic data entry
Increasing Response Rates for
Communication Methods

• Pre-notification letters
• Cover letters/purpose statements
• Incentives
– Money
– Donations to charity
– Gifts
• Postage-paid returns
• Follow-ups
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
• Special Relations and Locations
– Traffic patterns, store layout, efficiency
• Physical Evidence
– Amount and type of food consumed, media read
Faisal Azeem Malik
Next topic
• Data Collection Techniques
Thank
U

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