Executing The Research Work P a g e | 7.

07. Methods of Data Collection

The task of data collection begins after a research problem has been
defined and research design/plan chalked out. 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.
• The primary data are those which are collected afresh and for the first
time, and thus happen to be original in character.
• The secondary data, on the other hand, are those which have already
been collected by someone else and which have already been passed
through the statistical process.

PRIMARY DATA COLLECTION

There are several methods of collecting primary data, particularly in surveys
and descriptive researches. Important ones are:
(i) observation method,
(ii) interview method,
(iii) through questionnaires
(iv) through schedules, and
(v) other methods

Observation Method
Observation is a data collection method in which the researcher watches and
records information about a behavior or event. It can be conducted in a natural
setting or a controlled environment. Observational data can be collected
through various techniques, such as direct observation, participant
observation, structured observation, or unstructured observation.
Direct observation involves the researcher observing and recording behavior
or events as they occur without any interference. Participant observation
involves the researcher participating in the activities being observed while
also observing and recording the behavior or events. Structured observation
involves the researcher observing and recording specific behaviors or events
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using a predetermined checklist or coding scheme. Unstructured observation

involves the researcher observing and recording all behaviors or events
without any specific criteria.
Observation is useful for studying complex social behaviors, nonverbal
communication, and natural settings. It can also provide rich and detailed data.
However, it can be time-consuming, and the observer's presence may alter the
behavior being observed. Therefore, careful planning, training, and ethical
considerations are necessary for conducting observational research.

INTERVIEW METHOD
The interview method is a data collection method in which a researcher asks
questions to gather information from an individual or a small group.
Interviews can be structured, semi-structured, or unstructured.
In a structured interview, the researcher asks a standardized set of questions
to all participants. This method is useful for collecting quantitative data and
allows for comparisons between participants.
In a semi-structured interview, the researcher uses an interview guide but
allows for flexibility in the order and wording of the questions. This method
is useful for collecting qualitative data and allows for in-depth exploration of
the topic.
In an unstructured interview, the researcher has a general topic or theme, but
the questions are not predetermined. This method is useful for exploring a new
topic or gaining insight into a participant's perspective.
Interviews can be conducted in person, over the phone, or online. The choice
of method depends on the research question, the participants, and the
resources available. Interviews can provide rich and detailed data, but they
can also be time-consuming and require skilled interviewers. Therefore,
careful planning, training, and ethical considerations are necessary for
conducting interview research.
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THROUGH QUESTIONNAIRES
Collecting data through questionnaires is a data collection method in which a
set of standardized questions is administered to a group of people.
Questionnaires can be distributed on paper, online, or through email.
Questionnaires can be closed-ended or open-ended. Closed-ended questions
offer a set of response options from which the participant chooses. Open-
ended questions allow the participant to answer in their own words.
Questionnaires are useful for collecting large amounts of data from a diverse
group of people. They can provide quantitative data that can be analyzed
statistically. Questionnaires are also relatively easy and cost-effective to
administer.
However, questionnaires have some limitations. The quality of the data
depends on the clarity of the questions and the accuracy of the responses. The
response rate can be low, and participants may not answer all questions
truthfully. Questionnaires may also not be suitable for complex or sensitive
topics.
Therefore, careful planning, pilot testing, and ethical considerations are
necessary for designing and administering questionnaires.

THROUGH SCHEDULES
Collecting data through schedules is a data collection method in which a
structured set of questions is administered to a group of people at specific
intervals over time. This method is also called longitudinal research.
Schedules can be used to collect quantitative or qualitative data. They can be
administered in person, over the phone, or online. The questions in the
schedule are typically standardized to ensure consistency across all
participants and time points.
Schedules are useful for studying changes in behavior or attitudes over time.
They can provide detailed information on the patterns and trends of the
phenomenon being studied. Schedules can also allow for the analysis of cause-
and-effect relationships.
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However, schedules also have some limitations. Participants may drop out
over time, leading to attrition bias. The same set of questions may not be
suitable for all participants or time points. Schedules can also be time-
consuming and costly to administer.
Therefore, careful planning, pilot testing, and ethical considerations are
necessary for designing and administering schedules. It is also important to
minimize participant burden and keep the questions relevant and meaningful
over time.

SOME OTHER METHODS OF DATA COLLECTION

Let us consider some other methods of data collection, particularly used by
big business houses in modern times.
1. Warranty cards: Warranty cards are usually postal sized cards which are
used by dealers of consumer durables to collect information regarding their
products. The information sought is printed in the form of questions on the
‘warranty cards’ which is placed inside the package along with the product
with a request to the consumer to fill in the card and post it back to the dealer.
2. Distributor or store audits: Distributor or store audits are performed by
distributors as well as manufactures through their salesmen at regular
intervals. Distributors get the retail stores audited through salesmen and use
such information to estimate market size, market share, seasonal purchasing
pattern and so on. The data are obtained in such audits not by questioning but
by observation.
3. Pantry audits: Pantry audit technique is used to estimate consumption of
the basket of goods at the consumer level. In this type of audit, the investigator
collects an inventory of types, quantities and prices of commodities
consumed. Thus in pantry audit data are recorded from the examination of
consumer’s pantry.
4. Consumer panels: An extension of the pantry audit approach on a regular
basis is known as ‘consumer panel’, where a set of consumers are arranged to
come to an understanding to maintain detailed daily records of their
consumption and the same is made available to investigator on demands.
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5. Use of mechanical devices: The use of mechanical devices has been widely
made to collect information by way of indirect means. Eye camera,
Pupilometric camera, Psychogalvanometer, Motion picture camera and
Audiometer are the principal devices so far developed and commonly used by
modern big business houses, mostly in the developed world for the purpose of
collecting the
required information.
6. Projective techniques: Projective techniques (or what are sometimes
called as indirect interviewing techniques) for the collection of data have been
developed by psychologists to use projections of respondents for inferring
about underlying motives, urges, or intentions which are such that the
respondent either resists to reveal them or is unable to figure out himself. In
projective techniques the respondent in supplying information tends
unconsciously to project his own attitudes or feelings on the subject under
study. Projective techniques play an important role in motivational researches
or in attitude surveys.
7. Depth interviews: Depth interviews are those interviews that are designed
to discover underlying motives and desires and are often used in motivational
research. Such interviews are held to explore needs, desires and feelings of
respondents.
8. Content-analysis: Content-analysis consists of analysing the contents of
documentary materials such as books, magazines, newspapers and the
contents of all other verbal materials which can be either spoken or printed.