Primary Data

Module 6
Module 6 – Primary Data
(a) Primary Data: Meaning
(b) Advantages and Disadvantages of Primary Data
(c) Types of PD - Quantitative Data and Qualitative Data
(d) Advantages and Disadvantages – Quantitative and
Qualitative Data
(e) Quantitative Data Collection
(f) Qualitative Data Collection Method (Observation,
Depth Interview, Delphi Techniques, Focus Groups,
Projective Techniques)
Primary Data

Primary method of data collection is used when

the area to be investigated is high on subjectivity
and a structured method would not elicit any
meaningful information. The data which is
unprocessed and collected for the first time by
the researchers is termed as primary data.
Primary Data

The collection of primary data seems to be quite expensive as the

responsibility of collection and research of primary data is on the
concerned organization itself. This data only become the source of
secondary data which is obtained by conducting several statistical
operations on this data.

Definition of primary data

It mainly refers to the data which is original and is originated for the
first time by the one conducting research through his large efforts,
mainly for finding out the solution to the research.
Primary Data: Advantages &
Disadvantages
Advantages of Primary Data
 Data collected is very specific to the problem and is
useful.
 Quality of the data collected is not doubtful and is
meaningful.
 It may lead to the discovery of additional data and
information during its collection.
Disadvantages of Primary Data
 There are numerous hassles involved in the collection of
primary data like taking a decision such as how, when,
what and why to collect.
 The cost involved in the collection of primary data is very
high.
Qualitative V/S. Quantitative
Research(Distinguishing based on
various perspectives)

 Research Objective
Qualitative research: It can be used to explore, describe or understand the reasons
for a certain phenomenon. For example, to understand what a low-cost car means
to an Indian consumer, this kind of investigation would be required.
Quantitative research: When the data to be studied needs to be quantified and
subjected to a suitable analysis in order to generalize the findings to the population
at large or to be able to quantify and explain and predict the occurrence of a
certain phenomenon. For example, to measure the purchase intentions for Nano as
a function of the demographic variables of income, family size and distance
travelled, one would need to use quantitative methods.
 Research Design
Qualitative research: The design is exploratory or descriptive, loosely structured and
open to interpretation and presumptions.
Quantitative research: The design is structured and has a measurable set of
variables with a presumption about testing them.
Qualitative V/S. Quantitative
Research(Distinguishing based
on various perspectives)

 Sampling Plan
Qualitative research: Only a small sample is manageable
as the information required needs to be extracted by a
flexible and sometimes lengthy procedure.
Quantitative research: Large representative samples can
be measured and the data collected can be based
upon a shorter time span with a larger number. Chances
of error in extrapolating it to a larger population are less
and measurable
Qualitative V/S. Quantitative
Research
 Data Collection
Qualitative research: The data collection is in-depth and collected
through a more interactive and unstructured approach. Data
collected includes both the verbal and non-verbal responses.
Methodology requires a well-trained investigator.
Quantitative research: The data collected is formatted and
structured. The nature of interrogation is more of stimulus-response
type. The data collected is usually verbal and well-articulated.
Interrogation does not need extensive training on the part of the
investigator.
 Data Analysis
Qualitative research: Interpretation of data is textual and usually non-
statistical.
Quantitative research: Interpretation of data entails various levels of
statistical testing.
Qualitative V/S. Quantitative
Research
 Research Deliverables
Qualitative research: The initial and ultimate objective is
to explain the findings from more structured sources.
Quantitative research: The findings must be conclusive
and demonstrate clear indications of the decisive action
and generalizations.
Qualitative vs quantitative methods

Research stage Qualitative Quantitative

Study objective Exploratory, investigative Definite, conclusive and

predictive
Research design Loosely structured Structured, controlled
conditions
Sampling plan Small samples Large/representative
samples
Data Collection Loosely structured Formatted & structured

Data analysis Textual and non-statistical Statistically tested and

authenticated
Study deliverables Explanatory and Conclusive and action
supportive oriented
 Qualitative data collection
methods

Qualitative methods of data collection explore the

latent and the unconscious constructs through
various means that are loosely structured and
require in-depth and closer exploration and
reporting of phenomena or behavior, which would
not be apparent through more structured methods.
Classification of qualitative methods
Qualitative Research
Procedures

Direct (Nondisguised) Indirect (Disguised)

Observation Focus Depth Delphi Content

Groups Interviews Technique Analysis

Projective Sociometry
Techniques

Association Completion Construction Expressive Choice /

Techniques Techniques Techniques Techniques Ordering
DIRECT METHODS
Observation Method
Method 1
Video Discussion – How stores
track your shopping behavior |
Ray Burke
 Research Problem – Understanding and developing
strategies to optimize Shoppability
 Research Objectives
 To anticipate shopper' needs and desires
 To discover the points of engagement and friction in the
shopping process
 To improve the retail experience and measure how
shopper’s respond
Techniques used

 UPC Scanner – Analysis of Bill (Order data)

 Analysis of Customer Movements
 Camera/CCTV
 Simulation – Inside Laboratory
 VR Gear/Headset
 Heat Map Recording Camera
 Panoramic Camera
Examples

 Example 1) Marsh - UPC scanner – Checkout Points –

Designed Loyalty offer by Tracking their past
purchases
 Example 2) Wal-Mart – Designed Customer Profile
 Example 3) Camera designing heat map to
understand how customer look for their desired
products/items in the
Final Implications

 Loyalty Offers Based on Customer Profiling

 Add-ons Facilities (Recipe) Based on Customer
Profiling
 Products Arrangements on Shelves in specific manner
(angle/groupings/unwrapped)
 Labeling of Eatable Products
 Fashion Product Display through
 Fashion Show (New Products)
 Not folded but displayed on stands or on
statues/Mannequins
 Effective Navigation Instructions/Boards
Application: Observation
Method
 Study customer movement
 Pantry checking for testing brand preferences
 Monitor sales techniques
 Observe customer responses in retail stores
 Learn fashion trends and style acceptance.
Observation method
Observation involves viewing and recording individuals, groups,
organizations or events in a scientific manner in order to collect
valuable data related to the topic under study.

Basic Method formats:

 Standardized and structured
 Non-standardized and unstructured
Level of respondent consciousness
 Disguised observation
 Undisguised observation
Observation setting
 Natural environment
 Simulated environment
OBSERVATORS
 Human observations
 Mechanical observations
Role of the human participants
 Participating
 Non-participating
 Mechanical observation
method
 Store scanners and store cameras
 Audio and people meters
 Psycho galvanometer
 Pupilometers
 Voice pitch meters
 Universal Product CODES (UPC)
Observation guide(sample sheet)
Focus group discussion
Method 2
Focus group discussion

A focus group discussion involves collecting information

from a representative group of respondents in a
neutral setting. The process generally involves a
moderator who maneuvers the discussion on the topic
under study.
 It is essentially a sociological technique.
 The group dynamics influence the individual to
respond in divergent ways.
Key elements of focus group
method
 Size: Ideal recommended size for a group discussion is
8 to 12 members.
 Nature: Composition of the group should be
homogenous-in terms of demographic and
psychographic traits and product/subject knowledge.
 Acquaintance: recommended that the members in a
group should be strangers to each other.
 Setting: Discussion setting should be neutral, informal
and comfortable.
Key elements of Focus
Group discussion(FGD)
 Time period: usually recommended that the discussion
should take place in a single setting.

 Recording: human or mechanical recording of the

entire discussion.

 Moderator: key conductor, might be a participant or a

non-participant.
Key moderator skills

• Listening skills

• Observation kills

• Flexibility of approach

• Empathetic yet objectivity of conduction

• Summary and closure approach

Planning & Conducting FGDs

• Define the research objective(s) requiring discussion

• Split and bulleted into information areas

• Identifying the respondent screening/selection criteria

• Conducting the FGD

• Summarizing the findings of the FGD

Stages in Focus group formation
Types of focus groups
 Two-way focus group

 Dual moderator group

 Fencing moderator group

 Friendship group

 Mini-groups

 Creativity groups

 Brand-obsessive groups

 Online focus groups

Types of focus groups
 Two-way focus group
 One respondent group sits and listens to other and after learning from them
or understanding the needs of the group, carry out a discussion amongst
themselves

 Dual moderator group

 There are two different moderators; one responsible for the overt task of
managing the group discussion and the other for the second objective of
managing the ‘group mind’ in order to maximize the group performance

 Fencing moderator group

 The two moderators take opposite sides on the topic being discussed and
thus, in the short time available, ensure that all positive perspectives are
thoroughly explored.

 Friendship group
 Mini-groups
Focus group –Advantages
and Disadvantages

Advantages Disadvantages
 Idea generation  Group dynamics

 Group dynamics  Scientific process

 Process advantage  Statistical analysis

 Reliability & validity  Moderator/investigator bias

Depth Interviews
Method 3
Personal interview method

The personal interview is a one to one interaction

between the investigator/interviewer and the
interviewee. The purpose of the dialogue is research
specific and ranges from completely unstructured to
highly structured

Typical Usage:
 Problem definition
 Exploratory research
 Primary data collection
Conducting the personal
interview
 Stating the interview objective

 Identifying the interview guidelines: unstructured, semi-

structured or structured.

 Screening the interviewees

 Analysis and interpretation of interview data

 INTERVIEWS

The interview process: The steps undertaken for the conduction of a

personal interview are somewhat similar in nature to a focus group
discussion.
Interview objective: The information needs that are to be addressed
by the instrument should be clearly spelt out as study objectives. This
step includes a clear definition of the construct/variable(s) to be
studied.  Interview guidelines: A typical interview may take from 20
minutes to close to an hour. A brief outline to be used by the
investigator is formulated depending upon the contours of the
interview.
• Unstructured: Absolutely no defined guidelines. Usually begins with
a casually worded opening remark like ‘so tell us/me something
about yourself’. The cues are usually taken from what the subject
says. The direction the interview will take is not known to the
researcher also. The probability of subjectivity is very high and
generalization from such an investigation is extremely difficult.
 INTERVIEWS

• Semi-structured: This has a more defined format and usually

only the broad areas to be investigated are formulated. The
questions, sequence and language are left to the investigator’s
choice. Probing is of critical importance in obtaining meaningful
responses and uncovering hidden issues. After asking the initial
question, the interviewer uses an unstructured format. The
subsequent direction of the interview is determined by the
respondent’s initial reply, the interviewer’s probes for elaboration
and the respondent’s answers.
• Structured: This format has highest reliability and validity. There
is considerable structure to the questions and the questioning is
also done on the basis of a prescribed sequence. They are
sometimes used as the primary data collection instrument also.
 Categorization of personal
interviews

Interview Methods

Telephone Personal
Interviewing Interviewing

Traditional Computer – In-Home Mall Computer –

Assisted Intercept Assisted
Interviews Methods
Personal methods
 These are the traditional one-to-one methods that have been used actively in all
branches of social sciences. However, they are distinguished in terms of the place
of conduction. These may be categorized as at-home, mallintercept, or computer-
assisted interviews.

 At-home interviews: This face-to-face interaction takes place at the respondent’s

residence. Thus, the interviewer needs to initially contact the respondent to
ascertain the interview time. The interviewer asks the respondent study-related
questions and records the responses. The cost and time involved in conducting
these interviews is considerable, which is the reason why they are avoided.
However, they are used for syndicate research studies like pantry audits. The
advantage of the technique is that it can be used in collaboration with observation
to ascertain the lifestyle of the subject as well as get his/her responses.

 Mall-intercept interviews: As the name suggests, this method involves conducting

interviews with the respondents as they are shopping in malls. Sometimes, product
testing or product reactions can be carried out through structured methods and
followed by interviews to test the reactions. The advantage of the method is that a
large number of subjects are accessible in a short time period, thus it is both cost
and time effective. However, the time available is short, thus the questioning
cannot be extensive and must get over in 20 to 30 minutes.
 Computer-assisted personal interviewing (CAPI): These techniques are carried out
with the help of the computer. In this form of interviewing, the respondent faces an
assigned computer terminal and answers a questionnaire on the computer screen
by using the keyboard or a mouse. A number of pre-designed packages are
available to help the researcher design simple questions that are self-explanatory
and instead of probing, the respondent is guided to a set of questions depending
on the answer given. Thus, predetermined branches are formulated for probing a
particular line of thought. There is usually an interviewer present at the time of
respondent’s computer-assisted interview and is available for help and guidance, if
required. This is why they are called interviews and not questionnaires.
Telephone method
 The telephone method involves replacing the face-to-face interaction
between the interviewer and interviewee, by questioning on
telephones and calling up the subjects to asking them a set of
questions. The advantage of the method is that geographic
boundaries are not a constraint and the interview can be conducted
at the individual respondent’s location. The format and sequencing of
the questions remains the same. Computer-assisted personal
interviewing (CAPI) is called so as there is usually an interviewer
present at the time of the respondent’s computer assisted interview.
 Traditional telephone interviews: The process can be accomplished
using the traditional telephone for conducting the questioning. With
the improvement in wireless technology, it is possible to reach the
subject in the remotest of locations with considerable ease.
 Computer-assisted telephone interviewing: In this process, the
interviewer is replaced by the computer and it involves conducting
the telephonic interview using a computerized interview format. The
interviewer sits in front of a computer terminal and wears a mini-
headset, in order to hear the respondent answer. However, unlike the
traditional method where he had to manually record the responses,
the responses are simultaneously recorded on the computer. Once
the interview time is fixed, the call is made to the respondent by the
computer. The interviewer reads questions as listed in front of him on
the computer screen and hears the response on the head set and at
the same time the answers are fed into the computer’s memory.
Content Analysis
Method 4
Content Analysis

Content analysis technique involves studying a previously

recorded or reported communication and
systematically and objectively breaking it up into more
manageable units that are related to the topic under
study.
 Material studied is usually ex-post facto.
 Study and analysis is, however, primary and problem
specific.
Delphi Technique
Method 5
 Delphi Technique

 The Delphi method is a forecasting process framework

based on the results of questionnaires sent to a panel
of expert.
 After each round of questionnaires, the experts are
presented with aggregate summary of last round,
allowing each expert to adjust their answers
according to the group response.
 This process combines the benefits of expert analysis
with elements of wisdom of crowds.
Advantage/Disadvantage
of Delphi Technique
Advantages Disadvantages

 Seeks to aggregate opinion  Delphi method does not

from diverse set of experts. result in the same sort of
interactions as a live
 It can be done without discussion.
having to bring everyone
together for a physical  A live discussion can
meeting. sometimes produce a better
example of Consensus, as
 The responses of the ideas are introduced,
participants are anonymous, broken down, and
individual panelist don’t reassessed.
have to worry about
repercussions for their  Response times with Delphi
opinion. method can be long, which
slows the rate of discussion.
 Consensus can be reached
over time as opinions are  It is also possible that
swayed, making the method information received from
very effective. the exerts will provide no
innate value.
INDIRECT METHODS
Projective techniques

Projective techniques involve indirect questioning. The

respondent is given a relatively ambiguous stimuli and
the underlying assumption is that the respondents
would project their underlying needs, emotions, beliefs
and attitudes on to this object .
• Association techniques
• Completion techniques
• Construction techniques
• Choice or ordering techniques
• Expressive techniques
 The projective techniques:

It uncovers the different levels of consciousness of an individual’s mind

and reveal that data which is inhibited by socially-desirable and correct
responses.
Association techniques: These are the most frequently used methods in
management research. They essentially involve presenting a stimulus to
the respondent and he needs to respond with the first thing that comes
to his mind. The method is essentially borrowed from clinical psychology,
the most well known being the Rorschach Inkblot test. The set of inkblots
are ambiguous in nature, however, these are standardized blots
symmetrical in nature. The first few are in shades of black and white and
the others are coloured. Each of these is presented in a sequence to the
consumer.
Completion techniques: These techniques involve presenting an
incomplete object to the respondent, which can be completed by the
respondent in any way that he/she deems appropriate. For example: Old
age is………………………………….
Construction techniques: These techniques might appear similar to
completion technique, however here, the focus is on the completed
object, which could be a story, a picture, a dialogue or a description.
Here, again, the level of ambiguity and scope for letting loose the
respondents’ imagination is vast. (Few types of such tests:-Story
Construction and Cartoon test)
 Choice or ordering techniques: These techniques involve
presenting the respondents with an assortment of stimuli—in the
form of pictures or statements— related to the study topic. The
subject is supposed to sort them into categories, based on the
study instructions given.
 Expressive techniques: The focus on the other five techniques was
on the end result or the output. However, in expressive
techniques, the method or means or expressions used in
attempting the exercise are significant. The subject needs to
express not his/her own feelings and opinions but those of the
protagonist(s) in a given verbal or visual situation. Again the
presumption is that people are uncomfortable giving personal
opinion on a sensitive issue, but, do not mind or are less inhibitive
when it is in the third person. There are many examples: Clay
modelling—here the emphasis is on the manner in which the
person uses or works with clay and not on the end result. ( Few
types of such tests:- Psychodrama , Object personification , Role
playing )
Sociometric analysis

 Sociometry has a group of people as unit of analysis

 Sociometry involves measuring
 Choice
 communication
 interpersonal relations
of people in different groups. The computations made
on the basis of these choices indicate the social
attraction and avoidance in a group.
 Sociometric analysis is useful in
 Evaluating informal channels of communication in an
organization
 Measuring social and organizational prejudices that
people might have
 Sociometric matrix(team choices)

Nimit Shanti Pooja Ravdeep Asmit Rini

Nimit 0 1 1 0 0 0
Shanti 1 0 0 0 1 0
Pooja 1 1 0 0 0 0
Ravdeep 0 1 0 0 1 0
Asmit 0 1 0 0 0 1
Rini 0 1 0 0 1 0
∑ 2 5 1 0 2 1
Quantitative Methods of
Data Collection
Method 1- Survey
 Survey
 Survey is a method of data collection, usually on a large scale.
 This is a structured method of data collection
 It has generally a fixed questionnaire containing set of questions.
It can be administered using following methods:-

 Personally
 Telephonic
 Mail
 Electronic Media
 Personally administered survey or Structured Interview:-
The set of questions are personally asked by the researcher
or interviewer.
In this method either the question is handed over personally
and taken back after completion or questions are asked
orally and noted down by interviewer.

Telephonic Survey:-
When it is not possible to personally conduct survey for each
unit in the sample data is collected through telephonic
interaction.
The questions are asked over phone by the researcher or
interviewer and they note down the responses after that.
 Mail Survey:- When respondents are geographically
dispersed and too far to call or for survey. Also when the
survey is detailed or extensive, questionnaires are mailed
to respondents.

 Survey using Electronic Media:-The questionnaires can

also be sent using electronic media. Using online survey
service, and sending links to respondents through various
online platform data can be collected.
Method 2 – Experiments
Experiments

Mechanical
Observations

Simulations
Experiments

 Cause-effect relationship assessment possible

 Identification of Independent Variables, Extraneous
variable, and dependent variable is important
 Based on the variable identification suitable research
design is selected and experiment is conducted