Bangladesh University of Business and Technology

Course Title: Introduction to Statistics

Chapter: Collection of Data
CourseTeacher: Md. Moyazzem Hossain

Data

The raw material of statistics consists of numbers or observations usually obtained by

some process of counting or measurement is known as data.

Primary data

Primary data are measurements observed and recorded as part of an original study. When
data required for a particular study can be found neither in the internal records of the
enterprises, nor in published sources, it may become necessary to collect original data i.e.
to conduct first hand investigation.

Secondary Data

Secondary data means data that are already available i.e. they refer to the data which have
already been collected and analyzed by someone else. When the researcher utilizes
secondary data, then he has to look into various sources from where he can obtain them.
In this case he is certainly not confronted with the problems that are usually associated
with the collection of original data. Secondary data may either be published data or
unpublished.

Internal Data

Internal data refer to the measurements that are the by product of routine business record
keeping like accounting, finance, production, personnel, quality control, sale etc.

Methods of
Collecting Data

Collection of Collection of Sources of

Primary data Secondary data Internal data

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Collection of Primary Data

They are several methods of collecting primary data, particularly in surveys and
descriptive researches .Important ones are:

1. Observation method
2. Interview method
3. Through questionnaires
4. Through Schedules
5. Other Methods

1. Observation Method

The observation method is the most commonly used method especially in studies relating
to behavioral sciences. Under the observation method, the information is sought by way
of investigator’s own direct observation without asking from the respondent. The main
objective of this method is that subjective bias is eliminated, if the observation is done
accurately. Secondly, the information obtained under this method relates to what is
currently happening, it is not complicated by either the past behavior or future intentions
or attitudes.

2. Interview Method

This method can be used through personal interviews and if possible through telephone
interviews.

a) Personal interviews

Personal interview method requires a person known as the interviewer asking

questions generally in a face to face contact to the other persons. At times the
interviewee may also ask certain questions and the interviewer responds to these, but
usually the interviewer initiates the interview and collects the information.

Merits

i. More information and that too in greater depth can be obtained

ii. Interviewer by his own skill can overcome the resistance
iii. Personal information can as well be obtained easily under this method

Demerits

i. It is very expensive method, especially when large and widely spread

geographical sample is taken.
ii. This method is relatively more time consuming, especially when the sample is
large.

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 b) Telephone interviews

This method of collecting information consists in connecting respondents on telephone

itself. It is not a very widely used method, but plays important part in individuals’
surveys, particularly in developed regions.

Merits

i. It is more flexible in comparison to mailing method

ii. It is faster than other methods
iii. No field staff required

Demerits

i. Surveys are restricted to respondents who have telephone facilities

ii. Questions have to be short and to the point, probes are to difficult to handle.

3. Collection of data through questionnaires

It is being adopted by private individuals, research workers, private and public

organizations and even by governments. In this method a questionnaire is sent (usually by
post) to the persons concerned with a request to the answer the answer the questions and
return the questionnaire. The questionnaire is mailed to respondents who are expected to
read and understand the questions and write down the reply in the spacement for the
purpose in the questionnaire itself. The respondents have to answer the questions on their
own.

Merits

i. There is low cost even when the universe is large and is widely spread
geographically
ii. It is free from the bias of the interviewer, answers are in respondents own words.

Demerits

i. It can be used only when respondents are educated and cooperating

ii. It is difficult to know whether willing respondents are truly representative.
iii. This method is likely to be the slowest of all.

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4. Collection of data through schedules

This method of data collection is very much like the collection of data through
questionnaire, with little difference which lies in fact that schedules (Performa containing
a set of questions) are being filled in by enumerators who are especially appointed for the
purpose. The enumerators along with schedules, so to respondents, put to them the
questions from the Performa in the order the questions are listed and record the replies in
the spacement for the same in the Performa.

5. Some other methods of data collection

i. 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 long with the product with a request to the consumer to fill
in the card and post it back to the dealer.

ii. 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, 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.

iii. 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.

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Collection of Secondary Data

Secondary data may either be published data or unpublished data.

a. Collection of published data

i. Various publications of the central, state are local governments

ii. Various publications of foreign governments

iii. Technical and trade journals

iv. Books, magazines and newspapers

v. Report and publications of various association connected with business

and industry, banks, stock exchange etc.

vi. Reports prepared by research scholars, universities, economists etc

vii. Public records and statistics, historical documents and other sources of
published information.

b. Collection of unpublished data

i. They are may be found in diaries

ii. Letters

iii. Unpublished biographic

iv. Autobiographic

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Selection of appropriate method of data collection

1. Nature, Scope and object of enquiry

This constitutes the most important factor affecting the choice of particular method. The
method selected should be such that it suits the type of enquiry that is to be conducted by
the researcher. This factor is also important is deciding whether the data already available
(secondary data) are to be used or the data not yet available (primary data) to be
collected.

2. Availability of funds

Availability of funds for the research project determines to a large extent the method to
be used for the collection of data. When funds at the disposal of the researcher are very
limited, he will have to select a comparatively cheaper method which may not be as
efficient and effective as some other costly methods.

3. Time Factor

Availability of time has also to be taken into account in deciding a particular method of
data collection. Some methods take relatively more time, whereas with others the data
can be collected in a comparatively shorter duration.

4. Precision required

Precision required is yet another important factor to be considered at the time of selecting
the method of collection of data.

Case Study Method

The case study method is a very popular from of qualitative analysis and involves a
careful and complete observation of a social unit, be that unit a persons, a family, an
institution, a cultural group or even the entire community. It is a method of study in depth
rather than breadth. The case study places more emphasis on the full analysis of a limited
number of events or conditions and their Intercorrelations. The case study deals with the
processes that take place and their interrelationship. Thus, case study is essentially an
intensive investigation of the particular unit under consideration. The object of the case
study method is to locate the factors that account for the behavior patterns of the give unit
as an integrated totality.

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Designing a Questionnaire

The success of the questionnaire method, of collecting information depends largely on

the proper designing of the questionnaire. Designing questionnaire is a highly specialized
job and requires a great deal of skill and experience.

Developing a questionnaire, the researcher has to be very clear in the following issues:

1. What information will be sought?

2. What types of the questionnaire will be required?
3. How that (those) questionnaire will be administrated?
4. What the content of the individual question will be?
5. What the from of response of each question will be?
6. How many questions will be used and how the individuals’ questions will be
sequenced?

The following points may be kept in mind while designing a questionnaire.

1. Covering letter

The persons conducting the survey must introduce himself and state the objective of the
survey. It is desirable that-

i. A short letter is enclosed. The letter should state in as few a words as

possible,
the purpose of the survey and how the informant would tend to benefit from it.

ii. Enclose a self-addressed envelop for the respondent’s convenience in

returning the questionnaire.

iii. Assure the respondent that his answers will be kept in strictest
confidence.

iv. Promise the respondent that he will not be harassed after he fills up the
Questionnaire.

v. Offer especial inducement (free gifts, conseesion, coupon, etc.)to return

the
questionnaire.

vi. If the respondent is interested, promise him a copy of the result of the
survey.

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 2. The number of questions should be as few as possible

The number of questions should be kept to the minimum. The precise number of question
to be included would naturally depend on the object and scope of the investigation.

3. Question should be logically arranged

The questions must be arranged in the logical order so that a natural and spontaneous
reply to each is introduced. Thus it is undesirable to ask a man how many children he has
before asking whether he is married or not. Similarly, if would be illogical to ask a man
his income before asking him whether he is employed or not.

4. Question should be short and simple

The questions should be short, simple and easy to understand and they should convey one
and only one sense.

5. Questions of a sensitive nature should be mineded

As far as possible questions of a personal and pecuniary nature should not to be asked.
For example, questions about sources of income, volume of sales etc, may be unwillingly
answered in writing. Where such information is essential, it should be obtained indirectly,
preferably by personal interviews.

6. Instructions to the informants

The questionnaire should provide necessary instructions to the informants. For example,
the questionnaire should specify the time within which it should be sent and the place
where it should be sent.

7. Footnotes

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If a particular question needs clarification, it should be marked or lettered and the
explanation provided in footnotes.

8. Questions should be capable of objective answer

a. Dichotomous questions

Two examples of dichotomous questions are:

i. Do you intend to purchase a colored television set this year?

 Yes
 No

ii. Are you satisfied with the after sales service provided by our
organization?

 Yes
 No

b. Multiple choice questions

Why did you purchase Sony TV?

 Price is lower than other brands

 It represents best quality
 Picture is better
 Warranty period is longer
 After sales service is better
 Any other

c. Open -ended or free answer questions

If the free answer form or open-ended questions, the respondent is asked to answer a
question in his/her own words in easy form. The MBA students after completion of the
course may be asked questions like:

What is your opinion of the quality of teaching?

………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………

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 9. Answer to questions should not require calculations

Questions should not require calculations to be made. For example, informant should not
be asked yearly income, for in most cases they are paid monthly.

10. Pretesting the questionnaire

The questionnaire should be pretested with a group before mailing it out.

11. Cross-Checks

If possible, one or more cross checks should be incorporated into the questionnaire, to
determine whether the respondent is answering the questions carefully.

12. Incentives to the respondents

Some incentives for filling up the questionnaire should be provided. It ma be in the form
of gift coupons, a sample of product which the company wanted to introduce etc.

13. Method of tabulation to be used

The method to be used for tabulating the results should be determined before the final
draft of the questionnaire is made.

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