DATA COLLECTION
SUBMITTED TO:- SUBMITTED BY:-DR. KHUJAN SINGH AMARJEET 15103046
M.COM ( P ) DATA COLLECTION PRIMARY & SECONDARY
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INTRODUCTIONData collectionis a term used to describe a process
of preparing and collectingdata Systematicgatheringof datafor
aparticular purpose from various sources, that has been
systematically observed, recorded, organized.Data are the basic
inputs to any decision making process in business
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PURPOSE OF DATA COLLECTIONThe purpose of data collection is- to
obtain information to keep on record to make decisions about
important issues, to pass information on to others
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CLASSIFICATION OF DATA
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PRIMARY DATAThe data which are collected from the field under
the control and supervision of an investigatorPrimary data means
original data that has been collected specially for the purpose in
mindThis type of data are generally afresh and collected for the
first timeIt is useful for current studies as well as for future
studiesFor example:your own questionnaire.
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Primary Research Methods & TechniquesSurveys Personal
interview (intercepts) Mail In-house, self-administered Telephone,
fax, e-mail, Web
Quantitative DataPrimary Research
ExperimentsMechanical observationSimulation
Qualitative DataCase studiesHuman observationIndividual
depthinterviewsFocus groups
Primary Research CategoriesQuantitative
ResearchNumericalStatistically reliableProjectable to a broader
population
7Read more about Observation Research in Chapter 6
Physiological research uses techniques that measure voluntary
and involuntary responses.
Quantitative Research CategoriesSampling Methods:Random Samples
equal chance of anyone being pickedMay select those not in the
target group indiscriminateSample sizes may need to be Large to be
representativeCan be very expensive
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Quantitative Research CategoriesStratified or Segment Random
SamplingSamples on the basis of a representative strata or
segmentStill random but more focussedMay give more relevant
informationMay be more cost effective
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Quantitative Research CategoriesQuota SamplingAgain by
segmentNot randomly selectedSpecific number on each segment are
interviewed, etc.May not be fully representativeCheaper method
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Qualitative Research CategoriesQualitative ResearchIn-depth,
insight generatingNon-numericalDirectional
Common TechniquesPersonal interviews (depth, one-on-one)Focus
groups (8-12) and mini-groups (3-6)
11Insights that are common for gauging are 1) the why of
behaviors, 2) motivations, 3) attitudes, 4) consumer needs, 3)
decisionmaking patterns
METHODSOBSERVATION METHOD Through personal observationPERSONAL
INTERVIEW Through QuestionnaireTELEPHONE INTERVIEW Through Call
outcomes, Call timingsMAIL SURVEY Through Mailed Questionnaire
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SECONDARY DATAData gathered and recorded by someone else prior
to and for a purpose other than the current project Secondary data
is data that has beencollectedfor another purpose.It involves less
cost, time and effort Secondary data is data that is being reused.
Usually in a different context.For example:data from a book.
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SOURCESINTERNAL SOURCES Internal sources of secondary data are
usually for marketing application- Sales RecordsMarketing
ActivityCost InformationDistributor reports and feedbackCustomer
feedback
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SOURCESEXTERNAL SOURCES External sources of secondary data are
usually for Financial application-JournalsBooks
MagazinesNewspaperLibrariesThe Internet
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Advantages & Disadvantages of Primary DataAdvantagesTargeted
Issues are addressedData interpretation is betterEfficient Spending
for InformationDecency of DataProprietary IssuesAddresses Specific
Research IssuesGreater Control
Advantages & Disadvantages of Primary DataDisadvantagesHigh
CostTime ConsumingInaccurateFeed-backsMore number of resources is
required
Advantages & Disadvantages of Secondary DataAdvantagesEase
of AccessLow Cost to AcquireClarification of Research QuestionMay
Answer Research Question
Disadvantages & Disadvantages of Secondary
DataDisadvantagesQuality of ResearchNot Specific to Researchers
NeedsIncomplete InformationNot Timely
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