Data Collection and
Processing
Dr. Manisha Ajara Shah
Introduction
• Data play an important role in research
• Data includes facts, information or premises systematically Collected for
drawing inferences.
Types of Data Collection
Types of
Data
Primary Secondary
Data Data
Primary Data
• Constitute first-hand information
• Also called as original data
Characteristics / Features of Primary Data
• Qualitative data
• Reliable and updated information
• Time consuming and also costly / expensive
• Not easily available
• Requires proper drafted questionnaire
• Completes gap in the secondary data
• Reliable, updated, accurate and dependable
Primary Data
Advantages Limitations
• First hand information • Costly / Expensive
• Detailed information • Time consuming
• Accurate and reliable information • Supervision and control
• Bias of interviewers and respondents
• Availability of specific data
• Poor response
• Supplement to secondary data
• Need further processing
• Additional information from respondents
• Involves huge paper work
• Improves the quality of research work
• Sampling error is possible
• Miscellaneous advantages • Quick decision making is not possible
Importance of Primary Data
• Sound foundation of research work • Efficient spending
• Indispensable input • Participation of respondents
• Useful to society
• First hand information
• Greater control
• Proprietary information
Secondary Data
• Collected by someone else
• Easily or readily available in the published form
• Used extensively in academic research
Features
• Recorded and published sources • Too much dependence on
secondary data is undesirable
• Data are not new or original
• Supportive in character
• Only after testing accuracy,
reliability and relevance
• Collected from internal and
external source
Secondary Data
Advantages Limitation
• Available easily, quickly and economically • May be outdated data
• Data by small agencies may be defective
• Directly or naturally
• Absence of reliability
• All the aspect of marketing problem
• May not be relevant
• Completing research
• May not be sufficient
• Comparing and interpreting primary data
• Miscellaneous limitation
• Evaluating research findings • Lack of in-depth information
• Time saving • Biased information available
• Supplement and support to primary data • Unsuitability
• Quality of work
Significance of Secondary Data
• Supportive role
• Ready availability
• Economical
• No issues regarding disclosures
• Comparative analysis is possible
• Huge volume of data available
• Reliable sampling
Sources of Secondary Data
Internal-Within the Co. External-Outside the Co.
• Old statistical records and correspondence • Trade journals
• Sales invoice / sales force report • Directories
• Accounting data • Subscription services
• Production statistics • Publications of trade associations and chambers
• Sales information • Publication of management and economic consultants
• Financial records • Publication of banks and financial institutions
• Department budget and reports • Company reports
• Old research and survey reports • Specialized library
• Periodical progress report • Government publication and publication of international
organization
Sources / Methods of Primary Data Collection
Sources / Methods of Primary Data Collection
Survey Method / Field Observation Experimental
Investigation method Method
Mail Telephonic Personal Consumer
Live Mechanical Field Laboratory
Survey Survey interview panels
Observation Method of Primary Data
Collection
• Also known as observation research
• Means gathering of primary data by observing relevant people, action and situation
• Acc. Oxford Dictionary, Observation means “accurate watching and noting of
phenomena as they occur in nature with regard to cause and effect or mutual
relation”
• It involves recording of events/actions as they take place in the environment
• Scientific observation is always purposeful, economical and immensely useful to
researcher
Observation Method of Primary Data
Collection
Features Methods/Types
• Accurate watching and noting • Simple Direct Observation
• Indirect Observation
• Reliable, accurate, scientific and • Structured Observation
systematic
• Unstructured Observation
• Mental or physical • Mechanical Observation
• Well-defined objectives/purposeful • Manual/Human Observation
• Disguised and Undisguised Observation
Observation Method of Primary Data
Collection
Merits/Advantages Limitations/Disadvantages
• Accuracy • Certain elements missing
• Factual Information Available • Human errors possible
• Purpose is defeated, if secrecy is not maintained
• Records events as they occur
• Observer’s bias
• Economical
• Limited application
• Objective data available • Time consuming
• Accuracy in mechanical devices • Expensive method
• Effective method
Experimental Method of Primary Data
Collection
Meaning Types
• A process where events occur in a • Field setting
setting at the discretion/option of • Product design, Package Design,
the researcher and controls are used Pricing Policies, Distribution Policies,
to identify the sources of variation Promotion Policy
in respondent’s response
• Laboratory setting
Experimental Method of Primary Data
Collection
Advantages Disadvantages
• Clearly defined • Costly and time consuming
• To take quick decision • Requires trained staff
• Administration problem
• Realism
• Controlling variables is difficult
• Unbiased feedback
• Competitors may weaken the test market
• Direct or first hand info. result
• Reliable and relevant info.
• Lack of theoretical base
