1.

Introduction
Welcome to the series of E-learning modules on Primary Data. In this module we are going to
cover the importance and methods of Primary Data.

At the end of this session, you will be able to:

• Explain the meaning and importance of Primary Data
• Explain the methods of collecting primary data
• Explain the designing of a questionnaire

Introduction:

Statistics is concerned with the scientific method of collecting, organizing, summarizing,

presenting and analyzing the data as well as drawing a valid conclusion and making
reasonable decisions on the basis of such analysis.

Statistics is used by government, industry, business, agriculture, mining, transport, education,

medicine and so on for their planning, setting standards and functional controls.

Thus, the problems pertaining to this field needs to be well defined for which statistics follows
a defined step to arrive at decisions. They are:
• Formulation of the problem
• Objective of the study,
• Determining the source of data
• Designing data collection forms
• Conducting the field survey
• Organising the data
• Analysing the data
• Reaching statistical findings
• Presentation of findings

Our discussion in this session focus on the design of collecting the primary data, its methods
and designing questionnaire to collect data from the respondents.
Data collection is a very important step in any statistical investigation, as data collected if
inaccurate or inadequate or defective in some aspect will undoubtedly be misleading.
Therefore it is important to plan proper collection of the required data.

The word ‘data’ has been derived from the Latin word ‘datum’ means ‘something given’. It
means a piece of information which can be quantitative or qualitative. It is a plural word and
means ‘facts and statistics collected for analyses’.

Data’s are of two types: On the basis of collection of information we classify it as Primary
Data and secondary data and on the basis of representation we classify it as Quantitative
data and qualitative data.

Primary data are the data collected first hand by the researcher specifically for a purpose to
facilitate the study.

Secondary data are the data in the hands of an individual gathered for some other purpose
but utilized for this specific problem.

Qualitative data are the data expressed in the non – numerical form e.g., poor, satisfaction
and so on.

Quantitative data are the data expressed in numerical form – e.g. height, weight, income and
so on.

Data that has been collected from first-hand-experience is known as primary data. Primary
data has not been published yet and is more reliable, authentic and objective. Primary data
has not been changed or altered by human beings; therefore its validity is greater than
secondary data.

In statistical surveys it is necessary to get information from primary sources and work on
primary data: for example, the statistical records of female population in a country cannot be
based on newspaper, magazine and other printed sources. One such source is old and
secondly they contain limited information as well as they can be misleading and biased.
2. Importance of Primary Data
Importance of Primary Data are:
• Validity
• Authenticity
• Reliability

Validity: Validity is the quality of a research that makes it trustworthy, scientific, logical and
acceptable. Using primary data in research can improves the validity of research as it is the
First hand information obtained from a sample that is representative of the target population.

Authenticity: Authenticity is the genuineness of the research. Authenticity can be at stake if

the researcher invests personal biases or uses misleading information in the research.
Primary research tools and data can become more authentic if the methods chosen to
analyze and interpret data are valid and reasonably suitable for the data type. Primary
sources are more authentic because the facts have not been overdone. Primary source can
be less authentic if the source hides information or alters facts due to some personal reasons.

Reliability: Reliability is the certainty that the research is enough true to be trusted on. For
example, if a research study concludes that junk food consumption does not increase the risk
of cancer and heart diseases. This conclusion should have to be drawn from a sample whose
size, sampling technique and variability is not questionable. Reliability improves with using
primary data. In the similar research mentioned above if the researcher uses experimental
method and questionnaires the results will be highly reliable. On the other hand, if he relies on
the data available in books and on internet he will collect information that does not represent
the real facts.
3. Sources of Primary Data - Part 1
Sources of Primary Data:
Collection of primary data is done during the course of experimentation or surveys.

Experiments: Experiments require an artificial or natural setting in which to perform logical

study to collect data. Experiments are more suitable for medicine, psychological studies,
nutrition and for other scientific studies. In experiments the experimenter has to keep control
over the influence of any extraneous variable on the results.

Surveys: Survey refers to the method of securing information concerning a phenomenon

under study. It is most commonly used method in social sciences, management, marketing
and psychology to some extent.

The sources for collecting primary data which could be valid reliable and authentic are
limited the most commonly used methods are:
• Observation
• Interview
• Questionnaire
• Schedules and
• Others like
o Warranty card,
o Distributor audits,
o Pantry audits,
o Consumer panel,
o Mechanical devices,
o Projective techniques,
o Depth interview and
o Content analysis

Observation:
Observation method of collecting data is a scientific tool where the investigator sought
information through direct observation of the respondent. For example the investigator may
observe the brand of oil a respondent buys and recorded it as information.

The observation on the basis of purpose is classified as structured observation and

unstructured observation:

Structured observation are observation where in the observation is having a
specific unit, style, standardized condition and the selection of the pertinent data
to be observed

Unstructured observation are observations which takes place without a specific
unit, style, standardized condition and the selection of the pertinent data to be
observed though in advance

On the basis of Participation of the observer: Participant observation and non participant
observation.

Participant observation are observation where the observer observes by making
himself more or less a member of the group he is observing so that he can
experience what the members of the group experience

Non participant observation is an observation where the observer observes as a
detached emissary without the attempt to experience through what the
members of the group experience

On the basis of the Environment: Controlled and uncontrolled observation.

Controlled observation is observation recorded in a pre arranged, planned,
environment involving experimental procedures

Uncontrolled observations generally are observation recorded in a natural
setting

Let us now discuss about the Merits and Demerits of Observations:

Merits are:
• Subjective bias is eliminated
• Information is related to current happenings
• Independent of the respondents willingness to participate or not
• Record the natural behaviour of the group
• Easy verification of the truth of the statement

Demerits are:

It is an expensive method

Information provided is limited

Unforeseen factors can interfere the observation

Observer may lose the objectivity of observation

Problem of observation control is not solved

It narrow downs the investigators range of experience

Interview:
Interview is a face-to-face conversation with the respondent. In interview the main problem
arises when the respondent deliberately hides information otherwise it is an in depth source of
information. It is a method of collecting primary data through oral – verbal stimuli presentation
and reply in terms of oral – verbal responses.

The interviewer can not only record the statements the interviewee speaks but he can
observe the body language, expressions and other reactions to the questions too. This
enables the interviewer to draw conclusions easily.

Interview can be carried out instantly or through pre-determined questions. If there are
structured pre determine questions we call it as structured interview and if there is flexibility in
asking the questions we call it as unstructured interview.

This method can be used through personal interview, telephonic interview, focused interview,
clinical interview and non-directive interview.

Personal interview is a face to face contact with the person from whom the information
needed to be gathered.
Collecting information by contacting the respondents on telephone itself is called telephonic
interview. It is used widely in industrial surveys.

Interview can also be focused interview when attention is given on the experience of the
respondent.

Clinical interview is related to the feelings or motivations of the individual.

Non-directive interview when the respondent is just encouraged to talk about a topic with bare
minimum questions.

Merits of Interview are:

More information and in greater depth can be collected

Can overcome resistance if any by the respondent.

Greater flexibility as questions can be restructured

Personal information can be easily obtained

Samples can be controlled effectively

Record more spontaneous results

Flexibility with language can be adopted which can reach the education level of the
respondent as well as avoid misinterpretation.

Can collect supplementary information

Demerits of Interview are:

It is a very expensive method when large and widely spread samples are taken

Bias of the interviewer as well as that of the respondent can be exist

Respondents may not be easily approachable

Relatively time consuming when large and widely spread samples are taken

Presence of the interviewer on the spot mat over stimulate the respondent

High cost as it involves selecting, training and supervising the interviewer

Effective response is possible only when there is a proper rapport between the
interviewer and the respondent
4. Sources of Primary Data - Part 2
Questionnaire: It is the most commonly used method in survey. Questionnaires are a list of
questions which either has open-ended or close -ended questions for which the respondent
give answers. Questionnaire can be conducted via telephone, mail, live in a public area, or in
an institute, through electronic mail or through fax and other methods.

Classification:

Structured –non-disguised

Structured disguised

Non-structured non-disguised

Non- structure disguised

Structured questionnaires are those in which the questions are listed in a formal prearranged
order and asked by the investigator in the same order.

Non structured questionnaires are those in which the questions are not
structured and is left to the investigators discretion to ask the respondent.

Disguised questionnaires are those in which the objective of the

questionnaire is not revealed to the respondent.

Non Disguised questionnaires are those in which the objective of the

questionnaires are revealed to the respondent.

Designing a Questionnaire
A collection of data in the primary data format should be extremely careful in
deciding what information is to be collected, how many questions to be
formulated, sequence of the questions, its wordings, layout of the questionnaire.

A good questionnaire should also consider the time and effort to be spent and
the objective to be achieved.
The designing of an effective questionnaire in a systematic manner is possible
by keeping the following points in mind:
• Types of information to be collected
• Types of questions
• Phrasing of the questions
• Order of the questions
• Number of questions
• Layout of the questions

Types of information to be collected:

The specific information to be collected needs to be pre -determined so that questions can be
framed in such a way that it will be able to help us in collecting facts that are relevant, vital,
and accurate and manages cost. If there are questions that are irrelevant then the data
collected can be inaccurate, raise in total cost and time consumption.
Types of Questions:
This the second important point to be considered. We need to understand that the questions
are classified into three types: Open ended question, dichotomous question and multiple
choice questions.

Types of Questions-Open Ended Question:

Open ended questions are questions where the respondent can feel free to answer. This type
of questions are best suitable when the investigator needs to understand the top most priority
in the minds of the respondent also the answer can be of any length and contain a detail
answer. However there are certain limitations while using open ended questions – it is difficult
to note down all the points, if they are more than two interviewers then there is likely chance
of element of bias as each interviewer would record the information based on their
understanding.

For example: In case you would like to give any additional information about the product
please do so in the space given below.

Types of Questions-A Dichotomous Question:

A dichotomous question are question which have only two answers in the form of ‘yes’ or ‘no’,
‘true’ or ‘false’ ‘use or ‘don’t use’, etc. These types of questions are most convenient to
indicate their choice, least bothersome, minimum time, easy to edit, tabulate and interpret.
The limitations are it would not be able to get information that needs to be probe like attitude,
actions or feelings, fixed alternative answers, forcing a statement of opinion.

For example: Do you currently use this product?

Yes No

Types of Questions-A Multiple Choice Question:

Multiple choice questions are questions having more than two choices. In this type of question
all possible choices can be exhausted and the respondent can choose the appropriate
answer. The advantage is that such question can give a list of alternatives helping in getting a
clarity of the question, easy handling and inexpensive. The limitations are more time is
required for editing, tabulation, and interpretation.

For example: If you have already used the product how would you rate it?
Extremely good Good Satisfactory Bad

Phrasing of the Question:

Here we focus on preparing a questionnaire attention must be paid to the wordings of the
questions as reliable and meaningful information depends on it to a large extent. The word
used in the questionnaire should be simple and familiar to all respondents. While preparing
the questionnaire care should be taken to avoid words that are ambiguous, danger words,
words with emotional connotations, use of phrases that reflect the prestige of the respondent
and question words that bias the answers. In fact usage of questioning words and formulation
is an art that is learnt out of practice.

Order of the Question:

In order to make the questionnaire effective and to ensure quality to the information collected
care should be taken to sequence the questions such that:
 • It reduces the chances of questions being misunderstood.
• Relation of one question to the other should be apparent.
• Easy answering questions in the beginning as it will influence the attitude of the
respondent.
• Questions should be framed in such a way that it arouses human interest.
• Should conform to the respondent’s way of thinking.
• Help in building rapport with the respondent.
• The question should be in the form that it moves from a general to a more specific
sequence.
• The question sequence should be in such a way that it helps in understanding that the
later question is a function of the previous question also.

Number of Questions to be Asked:

It should be kept in mind that the length of the questionnaire should be decided in such a way
that the interest of the respondent is sustained till the last moment to obtain the required
information.
5. Sources of Primary Data - Part 3
Layout of the Questionnaire:
To create a favourable impression in the mind of the respondent care should be taken to see
that the questionnaire is:

Neatly printed

An individual page does not have too many question

Proper spacing between questions

Bold and underline the important wordings

If lengthy questionnaire then reduce the size by providing two columns in a page

Using finer type and easy looks

It is better to print the questionnaire in a superior quality paper so that writing by pen or
pencil is smooth.

Essentials of a good questionnaire:

We can summarise the following points for preparing an effective questionnaire:

Size of the questionnaire should be short and simple

Logical sequence – moving from easy to more difficult

Question could be open ended, dichotomous or multiple choice

Include control questions to indicate the reliability of the respondent

Adequate space for answers to be provided.

Space for indicating uncertainties ‘like do not know’ or ‘no preference.’

Brief instructions with regard to filling up the questionnaire.

Attractive looking questionnaire in a quality paper to attract the attention of the
respondents.

Things to be avoided while preparing a questionnaire:

Avoid usage of technical terms and vague expressions

Avoid usage of difficult questions as its analyses is difficult

Avoid questions effecting the sentiments of the respondent

Merits of Questionnaire are:

Low cost when the universe is large and is widely spread geographically

Free from the bias of the interviewer

Adequate time to give well thought answers

Respondent easily not approachable can also be reached conveniently

Usage of large samples resulting in more dependable and reliable data

Demerits of Questionnaire are:

Low rate of return of filled questionnaire due to no response

Can be used only for educated and cooperating respondents

Control over questionnaire can be lost

Inbuilt inflexibility as once the questionnaires are dispatched

Possibility of ambiguous replies, omissions and misinterpretations of questions.

Slowest method and

Difficulty in finding out whether the respondents are true representatives.
Schedule:
Schedule is a set of questions which is generally filled by an enumerator who is specially
appointed for this purpose. The enumerator along with the schedules go to respondents put
the questions from the schedule and records the replies in the space meant for the same in
the schedule. In certain cases the schedule is handed to the respondent and the enumerator
helps in recording their answers.

Others
Others includes: Warranty card, Distributor Audit, Pantry Audit, Consumer panel, Mechanical
devices, Projective techniques, Depth interview.

Warranty card: These are postal sized cards which have questions in the printed form placed
inside the package along with the product with a request to fill in the card and post it back to
the dealer.

Distributor Audit: This is a method where the retail stores are audited by the salesman and
use such information to estimate the market size, market share, seasonal purchasing pattern
and so on.

Pantry Audit: This is a technique where information is collected by examining the consumer’s
pantry and data is used to understand the consumers buying behavior.

Consumer panel: This is a sample of consumers who are interviewed repeatedly over a
period of time and information is collected.

Mechanical devices: This is a method in which devices like the eye camera, pupil metric
camera, and psycho galvanometer are used for the purpose of collecting the required
information.

Projective techniques: These are the techniques developed by the psychologists to collect
information from the respondent unconsciously to project his own attitudes or feelings on the
subject under the study. It plays an important role in motivational researches or in attitude
surveys. The important projective techniques are word association tests, sentence completion
tests, story completion tests, verbal projections tests, play techniques, quizzes tests and
examination.

Depth interview: These are interviews held to explore the needs, desire and feelings of the
respondents. It requires a great skill on the part of the interviewer and involves considerable
time.

Here’s a summary of our learning in this session:

• Meaning and importance of Primary Data
• Methods of collecting primary data
o Observation
o Interview
o Questionnaire
o Schedules and
o Others
• Designing of a questionnaire
o Types of information to be collected
o Types of questions
o Phrasing of the questions
o Order of the questions
o Number of questions
o Layout of the questions