Method and Technique of Data
Collection:
Primary and Secondary Data
OUTLINES
Definition Data
What is Data?
Importance od Data in Research
Types of Data
Data Collection
Importance of Data Collection
Methods and Techniques of Data Collection
Primary Data Collection
• Experimental
• Survey
Secondary Data Collection
Case Study
Conclusion
References
DEFINITION OF DATA
WHAT IS DATA ?
“Data is the plural of Datum which literally means to give or
something given”
• It is the lowest unit of information from which other
measurements and analysis can be done.
• Numbers, images, words, figures or ideas etc. all are data,
thus, it is qualitative or quantitative values of variables.
• Data in itself cannot be understood, one must interpret it into
meaningful information.
IMPORTANCE OF DATA IN RESEARCH
What is “Research” ?
• Research in common parlance refers to a search for
knowledge.
• A careful investigation or inquiry specially in search for new
facts/theory/ideas in any branch of knowledge.
• Research is an original contribution to the existing stock of
knowledge making for its advancement.
Thus,
new knowledge, existing Knowledge, facts etc. all are forms
of Data which is the most vital aspect of any research.
TYPES OF DATA
Based on type of
Based on data collection variable
method
Primary Qualitative Data Quantitative Data
Secondary Data
Data
TYPES OF DATA Continue..
Primary Data are data collected from the original sources
specially for the purpose in mind.
• Original in character, as they are collected afresh and for the
first time.
• It has not been published yet, thus, not altered or changed by
human beings and is reliable, authentic and objective.
Secondary Data are data which have already been collected by
someone else, thus data which are reused.
• They are readily available from indirect sources and had
passed through statistical process.
• It is quickly obtainable than primary data.
TYPES OF DATA Continue..
PRIMARY AND SECONDARY DATA: DIFFERENCE
PRIMARY DATA SECONDARY DATA
• Real time data • Past data
• Sure about source of data • Not sure about source of data
• Help to give results/findings • Help in refining problem and leads
• Costly and time consuming to find primary data
• More flexible • Cheap and no time consuming
• Higher accuracy • Less flexible
• Targeted issue addressed • Poor accuracy
• Greater control • May be irrelevant
• Data interpretation • Data not up to date
• Wider geographical area
TYPES OF DATA Continue..
Qualitative Data are categorical measurement expressed not in
terms of numbers but rather by means of natural language
description.
Quantitative Data are anything that can be expressed as a
number or quantified.
• It may be represented by ordinal, intervals or ratio etc.
Both the above stated data can be obtained from same data unit
depending on whether the variable of interest is numerical or
categorical.
TYPES OF DATA Continue..
DATA COLLECTION
IMPORTANCE OF DATA COLLECTION
“The process by which researchers collects the information
needed to answer the research problem”
• A researcher as per requirement of study may decide on use
of primary data or secondary data or both.
• Inaccurate data collection can impact the results of a study
and ultimately lead to invalid results.
• Methodology of Research in different fields of studies may
vary but every research is based on Data which is interpreted
to get information.
Thus, Data collection crucial element in the process of research.
RESEARCH PROCESS: DATA COLLECTION
HOW SHOULD WE COLLECTION DATA?
PRECAUTIONS IN DATA COLLECTION
• Data must be aid in verification of the hypotheses.
• Accuracy and precision
• Reliable and valid
• Complete in itself
• Comprehensive in nature
• Relevant to research problem
• Collected through formal or standardized research tools
• Subjected to statistical treatment or verification
• Minimum measurement error
Don’t end up like her
“Inaccurate data collection impact the results of a
study and ultimately lead to invalid results.”
METHODS OF DATA COLLECTION
Data
Collection
Primary Secondary
data Data
Collection Collection
Survey Experimental Unpublished
Published
Observation. Interview, Lab based, Journals,
Questionnaire, Schedules, Field Based, Report, Diaries,
other methods Web based letters, etc.
Books etc.
PRIMARY DATA COLLECTION
PRIMARY DATA COLLECTION
Experimental:
• Laboratory
• Field etc.
Survey:
• Observation method
• Interview method
• Questionnaires
• Schedules
• Other methods : warranty cards, distributor, audits, pantry
audits, consumer panels, using mechanical devices, through
projective techniques, depth interviews, content analysis
PRIMARY DATA COLLECTION: EXPERIMENTAL
Laboratory Based Experiment
• Simulation by tools
eg. TCAD, Cadence, Vivado , MathLab etc.
• Experiments by:
– electronics boards or components available
– chemicals, elements
– Machines or device
PRIMARY DATA COLLECTION: EXPERIMENTAL (example)
OBSERVATION METHOD
“Observation should be done scientifically”
Scientific Observation:
serves a formulated research purpose
systematically planned and recorded
subjected to checks and controls on validity and
reliability
What and how and where to observed?
How observations should be recorded?
How accuracy of observation can be ensured?
OBSERVATION METHOD
This method is preferred when :
• Need direct information
• Trying to understand ongoing behavior
• There is physical evidence, products, or outputs than can be
observed
• Need to provide alternative when other data collection is
infeasible or inappropriate
• Structured observation:
careful definition of the units to be observed
style of recording the observed information
standardized conditions of observation
selection of pertinent data of observation
Suitable for descriptive studies
• Unstructured observation: Observation is to take place without stated
characteristics to be thought of in advance.
Suitable for exploratory studies
• Participant observation:
Observer as a member of group being observed
Observer share life of the group
researcher can gather information which could
not easily be obtained if he observes in a
disinterested fashion
verify the truth of statements made by
informants
Common in social studies
• Non-participant observation:
Observer observes as detached emissary
No attempt to experience observant
situation or feelings
Common in social studies
• Disguised observation: observer is observing in such a manner that his
presence may be unknown to the people he is observing.
• Uncontrolled observation: observation takes place in the natural
setting
no precision instruments used
tendency to supply naturalness and
completeness of behaviour
• Controlled observation: observation takes place according to definite
pre-arranged plans, involving experimental procedure.
Use of mechanical (or precision)
instruments
MERITS AND DEMERITS OF OBSERVATION METHOD
MERITS DEMERITS
• subjective bias is eliminated, if • expensive method
observation is done accurately • the information provided by this
• Information obtained relates to method is very limited
what is currently happening • unforeseen factors may interfere
• it is not complicated by either the with the observational task.
past behavior, future intentions or
attitudes
• Independent of respondent’s
willingness to respond.
INTERVIEW METHOD
Structured
Interviewer ask
questions face-to-face
Interview
to other person or
persons Unstructured
Interview
Personal Focused
interview Interview
Interview
Telephonic Clinical
Interview Interview
Non Directive
Interview
Interviewer contact
respondents on
telephone
PRE-REQUISITES AND BASIC TENETS OF INTERVIEWING
• Interviewers should be carefully selected, trained and briefed.
• They should be honest, sincere, hardworking, impartial.
• must possess the technical competence.
• Occasional field checks to ensure that interviewers are neither
cheating, nor deviating from instructions given.
• Interviewer must ask questions properly and intelligently and
must record the responses accurately and completely.
• His approach must be friendly, courteous, conversational and
unbiased.
• He must keep direction of interview in his own hand, discouraging
irrelevant conversation and make effort to keep the respondent
on the track.
MERITS AND DEMERITS OF PERSONAL INTERVIEW
MERITS DEMERITS
• More and greater depth information • It is a very expensive method
• Almost perfect sample can ve yield • Possibility of the bias of interviewer as
• Greater flexibility well as that of the respondent
• Personal information can as well be • Important officials, executives or people
obtained easily in high income groups may not be easily
• Non-response remains very low approachable
• Interviewer may catch the informant • More-time-consuming
off-guard and may secure the most • Requirement of selecting, training and
spontaneous reactions supervising the field-staff is more
• He can collect information about complex
respondent’s personal characteristics • Proper rapport with respondents that
etc. which is often of great value in facilitate free and frank responses. This
interpreting results. is often a very difficult requirement.
MERITS AND DEMERITS OF TELEPHONIC INTERVIEW
MERITS DEMERITS
• More flexible in comparison to mailing • Little time is given to respondents for
method considered answers
• cheaper than personal interviewing • Surveys are restricted to respondents
method who have telephone facilities.
• Recall is easy; callbacks are simple and • Possibility of the bias of the interviewer is
economical relatively more
• Replies can be recorded without causing • Questions have to be short and to the
embarrassment to respondents point; probes are difficult to handle
• No field staff is required • Not suitable for intensive surveys where
• Representative and wider distribution of comprehensive answers are required
sample is possible.
QUESTIONAIRE
• In this method a questionnaire is sent (by post or mail) to the
persons concerned with a request to answer the questions
and return the questionnaire.
• A questionnaire consists of a number of questions printed or
typed in a definite order on a form or set of forms.
• It is always advisable to conduct ‘pilot study’ for testing the
questionnaires.
• Main aspects of a questionnaire:
General form
Question sequence
Question formulation and wording
MERITS AND DEMERITS OFQUESTIONAIRE
MERITS DEMERITS
• Low cost • Low response rate
• No bias from interviewer • Can be used only for educated and
• Adequate time to give well thought cooperating respondents
out answers • Control over questionnaire is lost
• Respondents, who are not easily once it is sent
approachable, can also be reached • Possibility of ambiguous replies or
conveniently omission of replies
• Widespread and Large samples • Difficult to know whether willing
• Standard wordings respondents are truly representative
• This method is slowest of all.
SCHEDULES
• In this method, schedules (proforma containing a set of
questions) are being filled in by the enumerators who are
specially appointed for the purpose.
• Enumerators along with schedules, go to respondents and
record their replies in the space meant in the proforma.
• They explain the aims and objects of the investigation and
also remove the difficulties.
• The enumerators should be trained and intelligent and must
possess the capacity of cross examination in order to find out
the truth.
QUESTIONNAIRE AND SCHEDULE: DIFFERENCE
QUESTIONNAIRE SCHEDULES
• Mailed or post • Direct contact
• Questions filled by Respondent • Questions filled by Researcher or
• Relatively low cost Enumerator
• Non-Response is high • Expensive
• Time Consuming • Non-Response is low
• Respondents :Literate, co-operative • Less time required
• Success depends on quality of • No such pre condition
questionnaire • Success depends more on quality
of enumerator
OTHER METHODS
• Warranty Cards
• Distributor or Store Audits
• Pantry Audits
• Consumer Panels
• Projective techniques
• Mechanical Devices: Eye Camera ,Psychogalvanometer,
Motion picture camera, Audiometer etc.
• Depth interviews : often used in motivational research.
Indirect question or projective technique are used to know
the behaviour of respondents.
• Content Analysis
SECONDARY DATA COLLECTION
SECONDARY DATA COLLECTION
Secondary data may either be published data or unpublished data.
• Published data are available in:
publications of the central, state are local
governments
publications of foreign governments, international
bodies and their subsidiary organizations
technical and trade journals
Internet: mobile,
books, magazines and newspapers
tablets, laptop etc. reports and publications of various associations
connected with business, industry, banks, stock
exchanges, etc.
reports prepared by research scholars, universities,
economists, etc. in different fields
public records and statistics, historical documents,
and other sources of published information
SECONDARY DATA COLLECTION Continue..
• Sources of unpublished data:
diaries, letters, unpublished biographies and
autobiographies
scholars and research workers
trade associations
labour bureaus and other public/private
individuals and organizations etc.
Dr. A.L. Bowley very aptly observes that it is never safe to take
published statistics at their face value without knowing their
meaning and limitations and it is always necessary to criticize
arguments that can be based on them.
SECONDARY DATA COLLECTION Continue..
“Dr. A.L. Bowley very aptly observes that it is never safe to take published
statistics at their face value without knowing their meaning and limitations
and it is always necessary to criticize arguments that can be based on them.”
• Researcher, before using secondary data, must see that they
possess following characteristics:
Reliability
Suitability
Adequacy
Authenticity
CASE STUDY METHOD
Case study method is a technique by which individual factor
whether it be an institution or just an episode in the life of an
individual or a group is analyzed in its relationship to any other in
the group.
• It is a widely used systematic field research technique in
sociology.
• Major phases involved in case study:
Recognition and determination of the
status of the phenomenon to be
investigated
Collection of data, examination and
history
Diagnosis and identification of causal
factors
Application of remedial measures
CONCLUSION
Selection of appropriate method for data collection
• Nature, scope and objective of research
• Availability of funds, tools/instruments
• Time factor
• Precision required
“In collection of statistical data common sense is the chief
requisite and experience the chief teacher.” - Dr. A.L. Bowley
REFERENCES
[1] C.R.Kothari, “Research Methodology Methods and Techniques”,2nd ed.
New Delhi,India:New age,2004.
[2] Lalthanpuii khiangte, “Design of control logics for 36 Channel Silicon Pixel Readout
ASIC and its Digital Interface with MARC for Data Acquisition”, M.tech.
dissertation, Dept. Electron., Banasthali Univ. , Tonk, Rajasthan,2014.
[3] Amogh Kadam. Data collection primary and secondary[Online]. Available:
https://www.slideshare.net/parabprathamesh/primary-sec
[4] Joop J. Hox, Hennie R. Boeiji. (2005). Data Collection, Primary Vs Secondary [Online],
Available: http://www.joophox.net/publist/ESM_DCOL05.pdf
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