Data Collection Methods

Introduction

• Data collection is defined as the procedure

of collecting, measuring and analyzing accurate
insights for research using standard validated
techniques.

• The search for answer to research questions is

called collection of data.
 DATA
• Facts and statistics collected together for
reference or analysis.
Factual information

Example :
• The types of loans secured by borrower.
• The opinions of people on voting in a general
election( Opinion poll)
 Types of Data
• Data pertaining to human beings – Socio-
economic characteristic of individuals.
• Data relating to organizational – Origin ,
ownership, objectives, resources, functions ,
performance and growth.
• Data pertaining to territorial areas –
Population, occupational pattern,
infrastructure, degree of development.
 Sources of Data
• Primary data are originated by a researcher
for the specific purpose of addressing the
problem at hand.

• Secondary data are data which have already

been collected for purposes other than the
problem at hand. These data can be located
quickly and inexpensively.
Methodology For Collection Of Primary Data
 Qualitative methods and Questioning (Survey)
are two broad approaches available for primary
data collection.
 Qualitative vs. Quantitative Research
Quantitative Research
Qualitative Research

Objective To quantify the data and generalize

To gain a qualitative
the results from the sample to the
understanding of the underlying
population of interest
reasons and motivations

Sample Large number of representative

Small number of non-
cases
representative cases

Data Collection Structured

Unstructured

Data Analysis Statistical

Non-statistical

Outcome Recommend a final course of action

Develop an initial understanding
 Difference between quantitative and
qualitative data collection

Quantitative research refers to the process

of collecting large amounts of data through surveys,
questionnaires, and polling methods.

Conversely, Qualitative research involves determining

/ understanding of opinions / motivations through
close observation, typically in a small group or face-to-
face encounter.
 Quantitative Data
Quantitative data is numerical and is generally
organized which means that it is more precise
and definite.
• Surveys
• Experiments
• Tests
• Metrics
• Market reports
 Qualitative Data

Unlike quantitative data, qualitative data is

composed of non-statistical information that is
commonly structured or unstructured.

• Records and documents

• Interview transcripts
• Focus groups
• Observation research
 Data Collection Tools
[Link] Scraping
• Data scraping is the process of collecting data
from a website and saving it as a local file on a
computer
Some of the most popular data scraping
utilization includes the following:
• Locating sales leads
• Conducting market research
• Finding business intelligence
• Sending product data
 2. Information Management Systems
Although IMS management systems are
generally meant to manage and monitor your
database, they may also assist in collecting data
• Operations
• Sales and Marketing
• Research & Development
• Financial
• Human Resources
• Productivity
• Artificial Intelligence and Cognitive Computing
• Business Intelligence
 Data Collection Software

• KoboToolbox
• REDcap
• JotForm
• Survey CTO
• CommCare
Qualitative research
 Observation method
Observation involves viewing and recording
individuals, groups, organizations or events in a
scientific manner in order to collect valuable data
related to the topic under study.

The major difference between the approaches is that

in the questioning process, the respondents play
an active role because of their interaction with the
researcher.
 A Classification of Observation Methods
Observation Methods

Personal Mechanical Audit Content Trace

Observation Observation Analysis Analysis
 Example
• Consider someone on the busy street of
Bangalore, neighbourhood asking random
people that pass by how many pets they have,
then taking this data and using it to decide if
there should be more pet food stores in that
area

[Link]
 Observation Methods
Personal Observation

• A researcher observes actual behavior as it

occurs
• The observer does not attempt to manipulate
the occurrence being observed but merely
records what takes place

Example, a researcher might record traffic

counts and observe traffic flows in a
department store
 Observation Methods
Mechanical Observation
 Do not require respondents' direct participation.

 Turnstiles that record the number of people

entering or leaving a building. (A turnstile, also
called a baffle gate, is a form of gate which
allows one person to pass at a time )
 On-site cameras (still, motion picture, or video)
 Optical scanners in supermarkets
 Do require respondent involvement.

 Psycho galvanometer - A device for determining

changes in the electrical resistance of the skin in
response to emotional stimuli

 Oculometers - records the movements of the user's

eye

 Pupilometers - measures the pupil's response to

visual stimuli
 Observation Methods - Audit
• The researcher collects data by examining
physical records
• Data are collected personally by the researcher.
• The data are based upon counts, usually of
physical objects

Example : An auditor looks for inconsistencies in

financial records. An audit might include
collecting a sample from a pool of data using a
specific protocol and analyzing the findings to
generalize about the data pool's characteristics
 Observation Methods - Content Analysis

• The objective, systematic, and quantitative

description of the noticeable content of a
communication.
• The unit of analysis may be words, characters
(individuals or objects), themes (propositions), space
and time measures (length or duration of the
message), or topics (subject of the message)

Example : To research the importance of employment

issues in political campaigns, you could analyze campaign
speeches for the frequency of terms such
as unemployment, jobs, and work and use statistical
analysis to find differences over time or between
candidates
 Observation Methods
Trace Analysis

Data collection is based on physical traces, or

evidence, of past behavior.

Example :
• The age and condition of cars in a parking lot were
used to assess the affluence of customers.
• Internet visitors leave traces which can be analyzed
to examine browsing and usage behavior by using
cookies.
 The Time Dimension

Cross-sectional

Longitudinal
 Example
Financial Analysts may, want to compare the
financial position of two companies Amazon and
Apple’s end of year consolidated balance sheets
at a specific point in time.
 Cross-sectional Designs

Involve the collection of information from any given

sample of population elements only once.

• In single cross-sectional designs, there is only one

sample of respondents and information is obtained
from this sample only once.

• In multiple cross-sectional designs, there are two or

more samples of respondents, and information from
each sample is obtained only once. Often, information
from different samples is obtained at different times.
 Longitudinal Designs / Panel Analysis

• A fixed sample (or samples) of population elements

is measured repeatedly on the same variables

• A longitudinal design differs from a cross-sectional

design in that the sample or samples remain the
same over time
 Example
1. Market trends and brand awareness: Use a market
research survey and marketing survey to identify
market trends and develop brand awareness.
2. Product feedback: If a business or brand launches a
new product and wants to know how it is faring with
consumers, product feedback surveys are a great
option.
3. Customer satisfaction: Customer satisfaction
surveys help an organization get to know the level of
satisfaction or dissatisfaction among its customers.
Survey Research
 Nature of Surveys

The method of collecting information by

asking a set of pre-formulated questions in a
predetermined sequence in a structured
questionnaire to a sample of individuals drawn
so as to be representative of a defined
population is known as survey research.
 Classifying Survey Research Methods
Surveys can be classified on the basis of the
method of communication, the degree of
structure and the amount of disguise in a
questionnaire and the timeframe for data
collection.
 Questionnaire
• A questionnaire is a formalized set of
questions for obtaining information from
respondents.
 Types of questionnaire
method of administration
• Self-administered questionnaire: respondents
fills in the questionnaire him/her self

• Schedule: the investigator/researcher reads out

the questions and records the respondents’
answers.
 Types of Interviews
Structured : Structure refers to the amount of
freedom the interviewer has in altering the
questionnaire to meet the unique situation
posed by each interview
Unstructured :The interviewer can use his skill
to extract information from the respondent
 A Classification of Survey Methods
Survey
Methods

Telephone Personal Mail Electronic

In-Home Mall Computer-Assisted Internet

E-mail
Intercept Personal
Interviewing

Traditional Computer-Assisted
Mail Mail
Telephone Telephone
Interview Panel
Interviewing
Personal Interview
 Personal Interview Method:

1. Door-to-door interviewing
2. Executive Interviewing
3. Mall Intercept Surveys

[Link]
Personal interviews are characterized by the
presence of four entities i.e. the researcher, the
interviewer, the interviewee and the interview
environment.

The first three participants have some inherent and

acquired characteristics specific to each of them.

As such, they are able to influence the interviewing

process in some way or the other.
 Door-to-door Interview

This traditional survey method, supposedly the

best, involves consumers being interviewed in
their homes. There are a number of reasons why
this method is considered the best.

• Door-to-door interview involves a direct, face-to-

face contact with the interviewee
 Executive Interviewing

• It is similar to door-to-door interviewing with the only

difference that it is specific to workplace respondents

• Executive interviewing is concerned with finding out

information related to some industrial product or service

• If an ERP solutions provider seeks to identify the latest

user preferences, then it should at first identify and get in
touch with the end users of its ERP products
Mall Intercept Surveys
 Mall Intercept Surveys
• A mall-intercept is a survey whereby respondents are
intercepted in shopping in malls.
• The process involves stopping the shoppers,
screening them for appropriateness, and either
administering the survey on the spot or inviting them
to a research facility located in the mall to complete
the interview.
• Not representative of the population in general,
shopping mall customers do constitute a major share
of the market for many products.
Telephonic Interview Techniques

[Link]
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 Telephonic Interviews
Telephonic interviews, once thought of as
“quick”, providing less reliable or valid data, has
finally come of age, and are currently judged as
one of the best cost effective alternatives to
face-to-face interviews and mail surveys.
 Central Location Telephone interviews (CLTI)

• For central location telephone interviews, the interviewers

make calls from a centrally located marketing research
facility to reach and interview respondents

• Wide-Area Telecommunications Service (WATS) lines are

used for making the calls.

• These lines facilitate unlimited long distance calls

throughout the country or geographical area at fixed rates
Computer-Assisted (CATI) Telephone interviewing

• The process in which the telephonic interview

responses can be directly entered into the
computer is known as computer-assisted telephone
interviewing
• Here, the telephonic interviewer is seated at a
computer terminal while interviewing qualified
respondents
 Completely Automated Telephone Surveys
(CATS)

This process which combines computerized

telephone dialing and voice-activated computer
messages makes use of Interactive Voice
Response (IVR) technology to record the
responses of the interviewees
 Self Administered Interview

• An Interview where the questionnaire is filled

in by the respondent without the intervention
of an interviewer is known as self-administered
interview
 Mail / Electronic
Surveys

A survey where questionnaires are sent to

qualified respondents by mail or e-mail, is known
as a mail survey.

• Ad hoc mail surveys and mail panels are used in

business research. There is no prior contact in
the case of ad hoc mail surveys.
• A questionnaire is just sent to a sample selected
from an appropriate source and responses are
awaited
 Typical ways to cope with non-response
in mail surveys are outlined below:
• Monetary incentives
• Stamped, self-addressed return envelope with a
persuasive covering letter
• Premiums such as pen, pencil and other small
gifts
• Promise of contributions towards charity
• Entry into drawing for prizes
• Emotional appeals
• Reminder that the respondent participated in
previous surveys
Secondary Data
 Criteria for Evaluating Secondary Data

• Specifications: Methodology Used to Collect the

Data
• Error: Accuracy of the Data
• Objective(s): The Purpose for Which the Data Were
Collected
• Nature: The Content of the Data
• Dependability: Overall, How Dependable Are the
Data
 A Classification of Secondary Data

Secondary Data

Internal External

Ready to Requires Published Computerized Syndicated

Use Further Materials Databases Services
Processing
 Internal Secondary Data
Department Store Project
Sales were analyzed to obtain:
• Sales by product line
• Sales by major department (e.g., men's wear, house wares)
• Sales by specific stores
• Sales by geographical region
• Sales by cash versus credit purchases
• Sales in specific time periods
• Sales by size of purchase
• Sales trends in many of these classifications were also
examined.
 Type of Individual/Household Level Data
Available from Syndicated Firms
I. Demographic Data
- Identification (name, address, telephone)
-Gender
- Marital status
- Names of family members
- Age (including ages of family members)
- Income
- Occupation
- Number of children present
- Home ownership
- Length of residence
- Number and make of cars owned
 A Classification of Published Secondary Sources

Published Secondary
Data

General Business Government

Sources Sources

Guides Directories Indexes Statistical Census Other

Data Data Government
Publications
 Published External Secondary Sources
Guides
• An excellent source of standard or recurring information
• Helpful in identifying other important sources of directories, trade
associations, and trade publications
• One of the first sources a researcher should consult

Directories
• Helpful for identifying individuals or organizations that collect specific data
• Examples: Consultants and Consulting Organizations Directory,
Encyclopedia of Associations, FINDEX: The Directory of Market Research
Reports, Studies and Surveys, and Research Services Directory

Indices
• Helpful in locating information on a particular topic in several different
publications
 Syndicated Services
• Syndicated market research companies are the ones
who look the market requirements and prepare
their reports accordingly

Thus, A.C Nielsen regularly presents reports on buying

patterns, industry analysis and sector analysis which is
then sold at a cost to all companies
Additional Reading
 Focus Group
It is a form of qualitative research consisting of
interviews in which a group of people are asked
about their perceptions, opinions, beliefs, and
attitudes towards a product, service, concept,
advertisement, idea, or packaging.
 Characteristics of Focus Groups
Group Size 8-12

Group Composition Homogeneous, respondents,

prescreened

Physical Setting Relaxed, informal atmosphere

Time Duration 1-3 hours

Recording Use of audiocassettes and videotapes

Moderator Observational, interpersonal, and

communication skills of the moderator
 Variations in Focus Groups
• Two-way focus group. This allows one target group to listen to
and learn from a related group. For example, a focus group of
physicians viewed a focus group of arthritis patients discussing
the treatment they desired.

• Dual-moderator group. A focus group conducted by two

moderators: One moderator is responsible for the smooth flow
of the session, and the other ensures that specific issues are
discussed.

• Dueling-moderator group. There are two moderators, but they

deliberately take opposite positions on the issues to be
discussed.
 Variations in Focus Groups
• Respondent-moderator group. The moderator asks selected
participants to play the role of moderator temporarily to
improve group dynamics.
• Client-participant groups. Client personnel are identified and
made part of the discussion group.

• Mini groups. These groups consist of a moderator and only 4 or

5 respondents.

• Tele-session groups. Focus group sessions by phone using the

conference call technique.
• Online Focus groups. Focus groups conducted online over the
Internet.
Advantages of Online Focus Groups
• Geographical constraints are removed and time
constraints are lessened.
• Unique opportunity to re-contact group participants at
a later date.
• Can recruit people not interested in traditional focus
groups: doctors, lawyers, etc.
• Moderators can carry on side conversations with
individual respondents.
• There is no travel, video taping, or facilities to arrange;
so the cost is much lower.
 Disadvantages of Online Focus Groups
• Only people that have access to the Internet can
participate.
• Verifying that a respondent is a member of a
target group is difficult.
• There is lack of general control over the
respondent's environment.
• Only audio and visual stimuli can be tested.
Products can not be touched (e.g., clothing) or
smelled (e.g., perfumes).
 Depth Interview Techniques: Laddering

In laddering, the line of questioning proceeds from

product characteristics to user characteristics. This
technique allows the researcher to tap into the
consumer's network of meanings.

A laddering question sequence usually consists of four

questions related to a feature.
 Sports scores on cell phones
Moderator, “What do you like best about your phone?”
• Respondent, “Getting real-time sports scores” [feature]
Moderator, “What is important about that?”
• Respondent, “I know what’s happening right away.”
[functional benefit]
Moderator, “What does that do for you?”
• Respondent, “I can tell my friends, as soon as I know.”
[higher benefit]
Moderator, “What does telling your friends right away do
for you?”
• Respondent, “I am the go-to guy for sports. My friends
expect me to know. It is what we talk about.”
[emotional benefit]
Sports scores on a cell phone lead to emotional
benefits of social acceptance and friendship.
• Applications
Use laddering results for advertising and
positioning. You can also use it for product
development and preliminary segmentation. It is
a powerful technique, especially for advertising
and positioning.
Imaginary example of advertising copy
for the “in-the-know” sports phone
“Be the leader of the pack [emotional benefit].
Tell your friends about baseball scores before
they know [higher benefit]. Be in-the-know
instantly [functional benefit] while on the go.
Get the X sports phone. It’s the only one with
real-time XYZ scores [feature].”
 Depth Interview Techniques:
Hidden Issue Questioning
In hidden issue questioning, the focus is not on
socially shared values but rather on personal “sore
spots;” not on general lifestyles but on deeply felt
personal concerns.

The interviewer could ask the participant about their

ideal life, or vision of a perfect world. Based on their
answer, the interviewer can continue their line of
questioning to determine what traits would be
excluded from their perfect life
 Hidden Issue Questioning
Determining that the participant would not like
to feel awkward in a social setting, a
manufacturer of aftershave might emphasize
the product’s attractiveness to the opposite
gender, and is likely to get the participants
attention more than emphasizing packaging or
style.
 Depth Interview Techniques:
Symbolic Analysis

Symbolic analysis attempts to analyze the symbolic

meaning of objects by comparing them with their
opposites. The logical opposites of a product that
are investigated are: non-usage of the product,
attributes of an imaginary “non-product,” and
opposite types of products.
An interviewer might ask the participant if they
regularly use e-mail. If so, what would the
participant do if e-mail didn’t exist? he participant
might respond that they would have to write letters
to keep in touch with their family, or take more long
trips to visit them.

From this, the interviewer can infer that, to the

participant, e-mail represents a way to keep in
touch with family. This kind of information can help
a company determine how to advertise.
Advertising that emphasizes how easy it is to
exchange photos and home videos with family
members online, is likely to get this participants
attention more than advertising that emphasizes
the convenience of online sharing.