D a ta S o u rc es and Questionnaire

Design
■ Introduction
a is the fir5t step in com pleting any research study or research pa ~. .Q~~~ ~e.
Col~cction of dat archer do research work. ReSearcb1in
earc h and raw ma terial with whi ch a rese
foundation of aJI rc5 information
for specific purpose of getting systematic
fact, is the business of data colJection
pertaining to 1narketing study.
.\/
Data
-\ 11 Primary Data and Secondary
There are two sources of data:
(1) Primary Data
(2) Secondary Data
Da ta: ~a ry dat a are tho se whi ch are collected by a researcher for the purpose ~f
(1) Primary
h data are orig ina l in cha rac ter and are generated by survey conducted by
a specific study. Suc examp le, if any researcher conducts a
itut ion s or any org ani sati on. For
individuals or research inst lecting data
on the ma nuf actu ring ind ustr ies ope rating in a particular area , then he will be col
survey ti~
ustr y ope rati ng in that area . Suc h data are called primary data. It is_ _~~~nsiye__and_
from the ind
c,~~ su~ ng _to obtain primary data.
a: ~~c ond ary data are tho se dat a which have been collected already by some
(2) Secondary Dat manufacµrrjng
arc h age ncie s, gov ern me nt and ind ivid uals. The researcher may get _clata on the
rese lished by
ry from Eco nom ic Sur vey pub lish ed by Govt. of India or industry reports pub
[Link] a are
ies and trad e org anisati ons . Suc h dat a are called secondary data. Seco11dary dat
various industr
lish ~d sou rces and rese arch con duc ted by other people . The advant~ge of the
cgllected fron;i pub inal data is hig~. It_ aI~ ~~ \·ed time
Jess cos tly as the cos t of get ting orig
secondary data is that it is · -
rese arc her to com pl~ te his rese arch wor k in time.
wh ich allows - - -
. .

■ Methods of Collecting Primary Data

g any of the following methods :
The primary data may be collected by usin
- (1) Survey Method
(2) Observation Method
 -vnr qou n;es Ani.1 Ot18$fionnAiro Design
4'i5
(1) Sun· ttl' 1\h-thod• I
.. •
re~pom:,c-nts thought to h•3 .n d·surve y mcl hml, the data arc collected hy a,km · g quc~ ·
t mn , fr 0· m
• . . .
. _-: · cs,rc d mformatmn . 1111s is done by personal .interview
·
mten tew, ma11. questio "C
· .· • , le Icp hone
' nnrure, schedule through enumerators, Survey method inclu
( l) interview ~-1cthod de
(2) Ques tionn aire Method
(3) Sche dule ~telh od
Let us discu ss them briefly.
(1) Inte niew l\1ethod· I t · • .
d fi d • n erv1ewmg 1s one of the major ods of data collection . It may be
~ ~e. as .: o-w a~ syst~matic conversation between an invesmeth tigator and an informant, initiated for
0
ta1?'1ngfri onnthation relevant to as a specific study. It involves
1eam mg om e d not only conversation, but also
. . ·. _respon ent's gestures, facial · expressions
- - ·
and pauses, and his environment.-
In~ervie~m
g requ ires face-to-face contact or contact over telephone
skills It 1s done b · and calls for interviewin"
- · Yusing a structured schedule or an unstructur··ed guide. Interview 0

to othe r data -coll ectin g meth od p is often supe rior

. . s. eop1e are usually more willi
· :ng to · . Once
talk than to wnte
1s established, even conf iden tial infon natio n may be obtai rapport
ned.
■ Typ es of Interviewing Method
,
The inter view ing meth od may be classified into two types
:
( 1) Pers onal Inter view
(2) Tele phon e Inter view
(1) Personal Interview: In a personal interview, the flow of
infonnation is multi-dimensional.
This meth od is .s uitab le for _inten sive investigation. ~de
r this method, pe!_SQJl is interviewed and
close _pers onal ~Qntacts. betw een the_intervi_~wer and
the interviewee is established. There are
\'arious type s of pers onal inter view such as:
·- ·
(i) Structured or Directive Interview: Structured inter
views are those conducted when it is
know n in the begi nnin g wha t infor mati on is needed. Th~j
~!~JY!e\Yer h~~-~__!is~ of predetermined
questi~ns_t9j,e _a s~~ !~_f:h.~!~~p91_!g~!}~S. The same ques
tions will be asked to everybody in the same
manner.
---·
(ii) Unstructured or Non-directive interview: .~
uns~ ~~re ~ ii:iterview is an interview in
' which qu_e stion s_~e ~<?.~ Pt~-arr~ged, allo~~!}g fo~ spontanei
ty and for questions to d~velo~ during
the cours e of thein terv iew. It 1~ ~ sort of discussion with the respo
ndents. It allows the mterv1ewer to
build better rapport with -~e re,sp~ndents.
· (ill) In-depth ·interview: It j_~..fQ~duc;~ ~~-~'!~~y
_on one to o~e basi~. In-depth J~~-~J!_i~~ . i~ _
undertaken with an individual. I!J~ d~signed to reveal the unde
rlymg motives of the lespondents
attitude, beh~vio·u ; ~d perceptiQns. .·
·, · ·· · •ote nie. w s: It _is un4 ~~e n ~i~ a g~o-~p of people. In a focus grou p
. (i~) Focus group 1 u· . riences and unde rstan ding of .a grou p of peop
ex.,pe
mterv1ew we ~~pl(?~e ~~ p~r~ep; ~n~s, le who have
a situation· .
some experience in co~ 9.Q ~th .regard to . , ~.
.. . ---------~--- . '
 $t.1t1s!it·~,1An.,.1ys,1 fur lJHsitrf).:s,

\\ \ r and lnt\'T\ ie\\ : A r,md in~f f\' l~\, Ill.\} h .· (\'Il\l'\''.'-l'd t'f ftlth'f tmll\ i\hMI, tlf n~r~f(Jlt"
\m;t-S lt 1~ ., ,\."'n, r mf:1 t m,'th,,\ '-'f ,+ t.11mn~ mf,,rn,util' t\ ,1t"-lltt ttw ~llHttnuin!! ~ ·[Link] l'f J iroup
,,r ~ p.1.:1d \.' t n"\f''l~ ..k nt~.
t,i' Clink~\ l ntt nkn : In dmk,,t int~·rv i1..·\\ . th,· n·s"-.m:hl'r will h,tve s,,mc pr~ prt·pan:J
q'J,',:-:J~' :'.S t-,:t wi~t .i.~\.. :-:,,,~,[Link],,,us '-' th.' ~ ~,~ wd t. lt is n,n~·fnwd \\ ith ~wad umkrlyi ng f(.:ding or
~\ ,:~ t"'.~ \.' \'~~~ d. i:1,h\ i,.!,urs hf(.· t' \ ['\' ri t'n(t'.
\1) Tdt·ph,,n'-' inh'n frw : tn t~krhl)n.,· tntl'tYil·w th~ inform ..1tilm is colt('t·ted from the
~ ~0 •:':J,·t:t t-~ .,~ltt\f. th~ \lll,'~tl~'ll~ _"'n rh,'t1t'. l\•krhonk intt·n·it:WS an: N·st suitt"d when
i:1{,.,~t~.1.u,,n. fn-rc.l ;.1 L'h"f~ mm1~·r '--)f n.·~p,'[Link]$ spn.·~t1.l ,.lva .1 "i'-fo geogr~1phical area is to be
,,~:..i:;,-J ~~'"i'-·\.h- [Link] L~--~ m. . dv. [Link]'-'n l' f t'J1.'h itttt·n-kw is. sav lO minutt·~ or k~s. Many market
\. .;,.

~.!:' e~-S.. t\.,r e, ;tmrk ~~ ('(' thiu\.· tt-J tht\)Ufh $tr\Kt llrt,l k·kr h\l(l.c.' intt·rvit:ws. In ~l(1'.lition. C0mputer
As.:-i:-:N T-:-kph.~)n~ lnteni ~ws ~CATl) m~ ah.,) ~,~siM~ and easy to manngc.

Tne t'nti~ rR,-~ss l't. intaYi~·w n ,nsi$tS l'f th~ foll",wing steps:
• rr~r..rrJti0n
• D.;'YCh."r ing rarr,"rt with th(" ~ ${X' mk nt
• c~11:ing im-:-rYkW t~,rw:ird '
• R~0rJing the intcn i ew and '
• Cl0sin_g the int('ni ew·
Advantages of Interview Method
O) It is Yery g1.."-xl lt'\."hniquc:' f",r getti ng the infonnation about the rompkx emotionally l..[Link]
$U~j ~•t.s.
t~) It ~an be e.:1sily adarkJ to the ability l'f the pl·rson being interYiewed.
l3) It yielJs a g00J per(ent:1ge of returns,
\4) Ir yielJ.s perfect sample of the general population.
(5) DJtl collt"-"tnl PYthis method is likdy to hl' mon~corrt'd compnt\·d h.l the othl'r methods.
Disadvantages of Interview Method
( l ) It is time consuming pr\.lCess.
(2) It inrolves high rost.
(3) It requires highly skilled int~rviewc~r
(4) ll requires more energy
It may sometimes in\'olv~ systematic errors
It has more confusing and u very [Link]'d method.
nnaire ~lethod: !!_is ~lSJlm!.l}.~t,1Jy_tJS~llJ1}~t.h_o~~~!s olJe~tingprl!E~ data. tJrukr
daU&.. art collected through a set of questiQ_nnnire. A_ questionnaire i~!..<!{)~_1:1_m_~Qt
__in _ ·tigator cQot~uning_a.Jet. o[ questfo~s. These_questions relate [Link]
__~
· iadire~_tly. }!ere fiI?-~ th~ questionnaires_are mailed ~o the. informants...with. a
:uw,r
1
;
"~ ........... ,tj .., ,,,

ta sources and QuestionnalrP

.., 0 eslgn ,
Da ' 457
request--to- answer .
the qu cst1ons
•orrnal
l'.
- -· -,-, · . - a d nd
1
~hou@~-~h.e P2~ "l~h~g~s. The i)ucsti:nn~ them back. Por better. _re~~_,nse the ·iny~sti1ator
0
bje~~t~~.E_f-~h_<:...e~g~iry, deffoition of ~~i ~•re_s~_ou.t<!~_arry _a polite note e~plaining Jhe aimJ and
invesugator should ensure the secrecyof th__~us term~ _a nd concept~_l:[Link]<L~tiere. Besides thi.'J the
required. Suc~ess of this method greatl d e mformat10n as weJI as the name of the informants~ if
so the investigator must be very carefyl e1~ nd s up~n the way in which the questionnai re is drafted.
short ~ ~ ~l~~-(~i)_F~~ in numb~J (iii~ S~ tie fra~mg t~e. ques~ions. Th~_9-u~~!!9?-~-st iould be; (i)
for cross check ( ) - ~le a'!~_tn!elhg~~1e (1v) Corroborato ry rn nature or there
500uld be prov1s10n 1
multiple-~ho.i~~ O[_Qp~n-end type. Que;ti mp~rs9n_al,_no~-agg~essive typ~ (vi) Simple . ~l~ernati _ve,
v~ry- wid.~ al)d_when the infonna~n~t Qnnai_re_me_thod 1_s more suited wh~n the area of the study is
_ ---· ----- ·· · · . ~ ar~.~ducated.
~dvantage s of Questionn aire Method
( 1) This method is economical m · ·
. . terms of time, money and efforts involved.
(2) This method .
1s original and there fiore very reliable.
. d b th This is because the information is
1
supp ie y e concerned persons themselves.
(3) This method can cover wider areas ..
Disadvanta ges of Questionn aire method
(1) ~ener~ly, the informants do not take interest in filling the questionnair es and fail to return
the quest1onnarres. Those who return, often send incomplete answers.
(2) This method lacks flexibility in the sense that when questions are not properly replie~ these
cannot be changed to obtain the required information. . · .
(3) This method has limited use in that questionnaire are answered only by the educated
informants. Thus, this method cannot be used when the informants are uneducated.
(4) If the informants are biased, [Link] will also biased.
(5 ) The conclusions based on such investigation have only limited accuracy. This is because
some questions may be difficult and accurate _answers may not be possible.
(3) Schedule Method:, In case the informants are largely uneducated, data cannot be c9llected
by th~_ITiail~_g_u~~-[Link] tbod. !Q such cases, schedu}~!Il_~tho~ ~s Es~d t~ _~oUec~ data. Here the
questionnair es are sent througlt..th~-~J!l.;l_ll}erators to coUect informations. Enu~erator s are ~rsons
appointed . by_· the~[Link] ator for the p_u~9s~. They direc~ly meet __t~t?.-_i~~!'l!l~!s~~-~it.h _~h~
questionnair e. Thcy~l(p_}aj,!1._rtle g ~ a_mtob~ecuve of t~~-ei:iqun:y t~_!1!.e..J~f<?~rnant~ and _s~lic~_! t~~i~
cooperation. The enumerator s ask the questions to the informants and record their answers in the
questi;~~e and compile them. The success of_t_hi~Ill~tbod _d~p~~<!.~-°-I__l !!ie_.~~!lcerit~ a~d .~ff.i<;j~Qcy
of the_enumerators So the enumerator should be sweet-tempe red, good-nature d, trained and
well-behaved . This ~ethod is mostly used when field of investigation is large and the investigator s .
are well versed in the local language.
~dvantage s of Schedule Method . .
(1) This method is capable of wider coverage m terms of the area mvolved. Even illiterates will
also provide information . . . .·
 l:) ·n\\'n' is.\ t:tir ,t.~~1\'\ ' \'f ,h_'\'\1\,1,'~ Ill th,· l\'~a,11-.: t'h,-. IS l•\'\';\\I._,, im ,·sllt;l{ hll\~ m\' "''"~ h~
s1,·,·[Link]: ,·d t"m1m1.,, .it,,,:-..
l-') l 1nlik.,· i11 th\.· "-;1s"' \' ( l\\,\ih1\~; qth·st1,,11t1.1i1,-. 1th'\\',._ 1•,·1.,, 111;\l \ ' l 1nLh'l \\ uh th"' 1nt~ 1
1111;1n1~ in
this 11\c'lh,"L .-\,·,·,,l\lint, :l\.\'lll. \(\' :11\,l rirhc alb\\"\' lS ,m· , 1t1 t;lllh.',l
\➔) This m~·th,,,t is itnt'.1rti,1L This 1s h·,·:111.-:1.• th,• ,·111111h'1 ,1t1'lS
lth'lll:-.,·h <'S d, 1 1h 11 l\\.'\"',I th~
t\·,1u11\',l infi. 1nn...ni,,11. s,.) tlh'~ .l t\' i1111i_nt i.1l fl\ lh,· 11,11111\' ,,f inl',11 m ;1ti, 1 111l1-·y , 1l1
t.u n .
t~) S,·h,•,i nks h,I\ \' tlh' 1111.·ncs ,,f ,·,,1\lpkk1h·ss. h·,·~n,st· tl11:s~ W\' t"dk,1111 t,y th,·
1..'tl\11\l\'t,\h,,~
th<'l\\SCI\ t'S .
Disad vanta Qt'S of Sch~ dulo Mt~thod
t1) This is a \\'I~ c'\l'\'ll Si\t' t\l\.'tl111d l'f ll\\"1'Sl lf,l(l1'1 \ 1,,·,-:nts,' ,,r ihc i1\\\1hrmc'lll ,,f tf,llll<'d
inn.·sri ...~at,,1-:-.
{1) (\,mp\ .·t,:nt l'lllll\l, 'l'.ll\1\~ l\\.ty t\1)t h.· ,l\':1il:1l 1 k-. ;\1' \'\ll;\t.:y \If the in t\,11\\,\1 11 11\ ,h,'\'\l\\hnrly
suff..-r~.
l-~) Fm1mc r:1h1rs Ill:\)' IK'c..' d spc1.·i:1lisi..·,I tr,1i11 illf t'i.1 r p~irti\·ular il\\'('Sl\~;11\,rs .
inn'sti~a1i1.m thu~ t,,•,'t)ll\cs tillH.' ,·1.111s111\1111~.
The- p1\,(fS S ,,r
(-l) Sith.'c' this 11wtlh 1,l is \"1.'l'Y l'\l'l'I\S l\"1.-'. it is fl'l h.' \';1lly lhll Sllit.1Mc f,,r l'ri\'ll(C
inH·siir,:11i,,ns.
This nwtho\t is ...t_ctwra lly. Hst\1 l,y. thl· l~,,ycrnmc11t instituti,,ns.
(5 ) If till' cnumnal,)l'S :ire hi:\scd , the d;1t:1 will n,)t h· t\\.\ ."ll l':ltc'.
Difference between Ques tionnairo and Schedulo
,\ list 1.-, f qu ..·st i,Hts pct't.1inin~ 1,, :1 1':111i1..·11br cm111iry is ~'"·'''. as qm'sti, 1111wi11.·
,,r s\·lwdulc
Gt'nl'r~1lly. these tWtl k-rms arc..' used wi1h,,11t :111y ,.:knr rut dis1in,:1i,,n . l\ut s,,11\1..' dislin\
·tit'I\ is made
1,crwc.·cn a qucs1i,H111;1i1\.' and n srhcd uk. Th1.· sd11.·duk is ,11\li11mily filkd in l1
y inn.'stit:11,.,r ,,r
, em1rncrahlfS whik n quc.•sti,Hrn:1i1"l' is fillcll in by inf\,trn:ml. Thl' 1n:1i11 diffc1\·1wc.·s brtwc
cn lhl.'sc t\\'''
urt.· as fol 11.)\\'S:
(i) The..' lJUt.'sti1.HU1:1irt.' is ndmissibk ,1111,,11!! lilcr:ih.:s ,inly whl'l'i..':tS thl.· sdwd
uk is ad1ni1'sihk
among btl!h Jitl'r:ttc' and illi1t.·ra11..·s.
(ii) The qucs1it,1m:1irc.• is 111;1ikd to lhl.· i11f,,rn1:111ts wlh, :ll'l' 1,, [Link]· :ms\\\'rs i11 tlu.' m:nuw
rs
Spel·ificd. Th1..· interviewer dl,cs IHlt m1.•l.'f and help 1111..· inl~wmanl in fillin~ lhc lflll'Sli
,,nnairc. On lht•
other hand th~ sd1rd uk in 1h1.· fo,111 ,lf ;1qu,:sii, 1ni1ai1\' is filled in by tlh.' inll'r\'kw1..·r
him:-;l'lf. I k~ sit
· iU1 till' informant fore 11..) fort' and fills in lhl' for111 .
(iii) A quc:stinnnair~ is sdf adminish.'l\'d whal· as the sdwd uk is admi11isk1\'ll thr,,ug
h trninrd
·e,n·rs or by n'sl'ard1cr himsd f.
iv) In a qul'Stionnairc there an.· t'xpl:111ah,ry null·s with intnpr datil,n l,l the int\,nuunt to unsWl'
r
t questions wht.·n:vn 111..·cessary whl.'l'l'as in till' sdh.' duk the l'c..'sl.'an:hrr or inkn-i
i:wcr ussists
pon~knt whl'lll. '\'t•r lll.'{:l.'Ssary in the..' inll.·rp1\.·tation uf tllll'stions.
In <1u~stionnairl.' thnc an~ ljlll'stions [Link] whl'l"l.'as in s,,.- hl·duk thl·r~ an: b,,th tJt1<:sli,,us anJ
'
OJ,a:,ou1v vor-n..-~ ....,.,nm,,a1
re Design
· - - . 459
(vi) Jn quc~t,onnairc the rate c,f •
. . rc~pon"c •~ v . . .
vcrf high, - · . cry poor whcreM 1n ttchcdulc the rate of rcspon-.c J1t
(2) Oh~crvatlon Method: 'Th h · ·
,. -·-oL---·~ --- . C O ~fVatj
rc~c:[Link].: h~r. vscrvat10n . ~~~~ 11 _vicwiri. or·-(~n ..m~•~~,~ .1." _;als_~) p,_
·
mm_on,iy _u~~cd_mc!_!1o<l by
~~;i;crvatlOn m_ ~ th~. t~e rc~carcher ,do not~nlc~ [Link], hearing _and [Link] as... wclL_Un<ll1'
jnadc!~nd record~ __w_ith_~ccuracy. Thi~ h... a~t With !he respondents, but ~imply ohservat1onj arc
~00;u~~~~-~':~3.vi_or. For example, in.~t: · ~l<l !~ ~ornud~rcd more suitable in certain situation like
re.~archer may obs~rve which brand ~f askmg ~h1ch hrand of the produ~t is preferred, the
O
manual_lY. <:>_ f_~ec~a~1cally. ;In_s~mc ad.J:nc~: arc b7mg used most.. 9~-~~r_v_~~o_n..s ca,n_,bc_,_rr,t~~te,
·using ~}~tro~•~ ~1g1~~J..,catJ\eJas, audio-me · · ..c~u~t11cs, ~h~ ~bscr.~al!Q~ _~e!~!'>~.h_a~gone hi-tech
'While u~ing this method the researcher sho:;d ~l!yc h_o-g~lv,an~mctc~, eye camera, laser scanner etc.
How the observation should be recorded cep 10 mind thmgs hke: What should be observed ?
• or how the accuracy of observation can be ensured ?
Types of Observation Methods• Th .
t or action The observati· h. ere can be a number of methods to observe a particular
eve n · · on met od can be:
(l)_ P~rticipant - Non-Participant Observation
(2) Disguised- Undisguised Observation
(3) Controlled - Uncontro11ed Observation
(4) Human - Mechanical Observation
(5) Structured - Unstructured Observation
Let us discuss them briefly.
(1) Participant· Non-Participan~ Observ~tion: ~! !_~e observ~~bserves py making himself,
more or less, a _
meI?b~r..Qf th~group he 1s ob~ervmg!e~_~C? t~~~ ~-e_can exp~tje11ce w~at the members
of the group expenei:ice, ~.~ observati~~~J! ~~~e~ ~as _th~ pat:ticipant observation. But if the-observer
observes silently.,without any__ a~!_t:~LQI.1 _l!i!P~ to expeni~~-i
feels, the observation of thi~ cy~ is termed as non-participaqt.
-~~°-ugf p~cJ~!io n ~hat_,Q!~-~r
~ - • -·-t,_ ... . - .. --· . - -
-
(2) Disguised - Undisguised Observation: [Link] is also referred to as indirect - .direct
observation. Wh~JJ thueop!~~ei!}g_g!!senred, _are_.11ot.. a~~e_of th~ __fa~~ ~h~!_th~ ~e µnd~r
observation, the [Link]~C9-9[it.1.4~r~~[Link]?.~~IY~ti.9_1t Th~_r~s~archer d~~~-_1:1ot mi~~P witl:l
the group under this mode of observation and record the activities of the group saliently. In the
undis~ised observition:·tJteoliserveilells ~he gr9_!1_p)l~Qut _his purpose and question the members
whene~~r feels ~~~s~ary byw [Link] the g!~Up_~irectly. . ... ·-- -- .. .. - . ··-
C~nir~ll;d.
(3) Uncontrolled Ob;~;ti~~: If the observation takes place in natural setting, it
may be tenned as uncontrolled observation but w~en ob~~.!!~.!!Jak~ place_accordi~g _ !o definite
pre-arranged_plaim~_<;ljnvgJ_ying_ ~X~E.!!1~!1~ _proc.~dure, the same _i~--t:11~~ t_ermed as .controlled
.observation. In uncontrolled observation, no attempt 1s mad,~ !o ~-~e~ P!ec1s1on instruments where as
in contr;lled observation, ,W~Jl~ precisio,!!_i_!1~~-~ e11ts~ · ·_ · ·
(4) -H~man • Mechanical Obsenation: ~~~pbseryati<?!l,~~~~~~-~ac,~1,t~~~!ll~_p.Jly Jrai~~d
pers.9!ls while mechanical observation is the result .~L~~hanic~L5f~vices (or tools). y~Q~s
~ chanicald~~~~s (or tools) 8~_g__p~ ycho-g~~ ~.~!~r,_,electronic digital camer4', audiomete;
 460 Statistical Analysis for Business

and eye camera may be used for observing the actions or response of the people. Various other
mechanical devices such as tape-recorders, VCR, CCTV camera <;:an also be used while making
observation in research
. -.
.
- - (5) Structured- Unstructured Observation: ]_(the rese~rcry~~ ~s clear in his mjnd as to what he
is to observe, it may be termed as structured observation but when the observer is a free to <;>bserve
to
whatever COil}-eS· him without anyclarity of the_subject, it is termed as unstructured opservation.
Such observation is not free from biased.
Advantages of Observation Method
(I) It is less costlier then survey method
(2) This method is independent of respondent's willingness to respond.
(3) This method is a particularly suitable in studies which deal with subjects (i.e. respondents)
who are not capable is a giving verbal records of their feelings for one reason or the other.
Disadvantages of Observation Method
(1) It give information only on 'What' but not Why?
(2) Unforseen factors may interfere with the observational task.
(3) Sometime observation suffers from biased considerations .

■ Sources of Secondary Data

Secondary data can be collected from a number of sources which can be broadly classified into
two categories:
(i) Commercial (~_yndicated).__ Sources
(ii) Non-_Commercial Sources
Let us discuss them briefly:
(1) Commercial (Syndicated) Sources: CQmmercial or syndicated ~~11-rce~_constitute the
.m~jo_r~ou~~~-9f secondary data. ~a!_!l market!_!lg re~e<l!c.~ _a~~!_~9:~eJ:!i_s,ing ag~I_!~ie~_§uch as Indi~
M~~eting Research Bureau (IMRB), ~a(i<;>pal Adve~isipg ~ervice~.(Pvt.) Ltd., ORG-MARCfetc.
are. engaged
-·-... - --in- collecting
-- - - -· and
-- - - tabulat~--the
. - -
marketing _information and providi_n_g_1l;le_$.~
·. !!!f~.1:lllatioos .to the rese~[Link] and other)_U§!I_!~§S,_firqi~_at some nominal pri~es. D~t~urre designed
in ,such a -~ ay__ !~a_t__ _the information sµits _the subscriber:· Tfiese ·syn~_ic~~~d _s~rvic;_e_s _pr_ovide
· -~_£ination data for both household as _well as instit!1t~~_n. In collecting data for household these
~arch organisations u_s_:s_~ainly three _a~pr~~~hes: (Q_~_l!_~_yey (ii) ~ -<!_i!_J?iaI2:_PaneJ2:n~ (iii)
tro_!!_i_c~ S~~_!!ger: Services. They collect data for institutions from (i) Wholesellers (ii) Retailers
(iii) Industrial .fl_rms. Syndicated services are becoming popular day by day since they provide
rmationata low unit cost.
(2) Non-Commercial Sources: Sec.9nga,ry_data can also be obtained from the following two
~mmercia] sources: ~ .. . ----······- -----·· - --- -- ---•·· . - -- . -.
 0~~0 1,rv t1~~
0 mn;/ ,onna·
"' -
' •re Design
i!}!..ublished Source!.
461
sc,m e of the published source f · ·
. . s o seconda d
'-ll)-Go,·crnment Publications• M· . .ry ataarc:
· h ·arie .
~a _ '. ty. .of stat'•-~~!~ ·
~~~
• th1stnes of th c
th~_ir_~inea;• .
~t1tJ are ta1rly rehable. S_ome of then ·b-.-- -~----hY_~ty.._eAs...e~~ ~-'--~~~ _S~~~t~_Q.~>y~mm.c~~ !_n _lmHa
. A --- ...._ ., o1a 1e Govern these arc published by the Government,
fl d
~.\h ~~- _~ ia, _... ~-~u~l S~~~Y_Qf~~d~~tries . b
.,nd Finance , ~a~ou!_ Qazette Reserv · · •· 'Agn.~~ -p-~ ~-~~~!~~<!-~ -~~~!~~ti~-~ ~_re : S~atistical
,u, ---- -
.---. - ----- --J · · e 8 ank of I d'cult ural
B •Stat1st1cs of Indi ···---
a, Repon on Currency
L--(.2) Se011-Go,·emment Publi t' · · · ---- n ta ullct m etc
. ~. ·--·- ··--·- ...! - ·
~i"tropolitan Councils) publish datca ions.. Sem i-Go
- -- vern_.m_en t B d' ( h M . . 1· .
• c 1 -= o 1es sue a~ unic1pa 1t1cs an d
also fairly reliable and useful. a---
re atmg to educaf h 1h
--- ______ _J.Q!l, ea_t_1__b'1rths, cll)~A~.£\Lh~-These data
- are
(3) Reports of Committees and c ..
tl1e G°'.ernment· also fumis .h ODU nissi
1ot 0f st · · · · ons: ~ommittees and Commissions-·apnn inted bv
.--- ----- .. . .
\1 0 nopolies Comrruss1on Pia· ··· . c~tt~_tt~
--· ~mfonnation in their reports. Finance Com
· .--·-•---,-- ----~
¥ -Y- --- · · · -- ~
•_ . _ .. _ .- .. . . . '
which supply detailed statistical info
. . nnmg . omnuss1on are some of -·-~ · ----~ mission.
the notable commiss
rmation in their rep~rts_- · ---- · ·- ·- ·~ · · · · ions
··
in India
_('4~ Publications of_ ~r~de Associations: Some
of the big trade associations, th_roug~_Qie~~-
statl~tlc~-~ -d r~a rch d1v1s1ons, collec!.!l!..<!fillblish
de!~ on various aspects of trading activity. For
example, Sugar Mills Association published informa
tion regarding sugar mills in India.
(5) _Publications of Research Institutions:
Various univ
publi;h ~orm~~!9!1_~~fmdings of th~ir researc~ activities. In Indiersities and research institutions
a, i~;; ~~p leT ndi ~ St;tistical
regular fe!-tur~.
of
Institute! N~t~naLCouncii Applied Economic Rese
a
arch publish' variety of statistical ~~!~ ~~.- ~-
I
(6) Journals and Papers:.Many newspapers such
as Economic Times and Financial Expre,ss as
well as Mag~in~~ ~_µch as 'Commerce', 'Facts for
You' also supp!~ a lar~::'~~!r~!_~t~~st!~al
infom1ation.
(7) Publications of Research Scholars: Ind ivi.
du~ ~r~ h scholars also smm~times publ_ish
their research _work_~Qn_tainil)[Link] _us.~fy~--~tati~~~al
~~~t!!}ation .
.
(8) .Interna t100al Publications: International organisations such ~s U.~ :O.·,
;d ~ - - -- - - --- ----- -
foreign goy~~~~~t~, etc., ajso _p_uh!!!~}~! o_f .~!.!1~~
l.M.F., I.L.O .
~~~-i~f~~~t-~~~· These are used_~ --
-secondary da~.
{II) Unpublished Sources
Th blished sources as well. These d'!!~~....£~!1~~J~d__
__ . er~ are some unpu rall for their self b.Y...f!l~_g_o_v_~m~~~t
use
orgarusauon~ _and _o_~er~, ge_n.~_.- Y ~ . --:· · · ·--- ·-howevor offic e record. The se data arc nQ~ published.
These unpublished n~J!l-~1'!~~!.!~Q~- er used as sec ond ~ data. . · .
· ·-·· ·-··•-- . ~~ons are, . . ' . ... ----_-- ----- ~ . -. -. .
· D ta ·
Precautions in the use of Sec ondarv a .
· . .
· th rs to suit their specific reqmrements. Therefore, one
O
Secondary data are collected by deta needs
to be very careful while using tbese a .· [Link] has rightly stated, "Statistics especially other
·
 St;1/i!;ticnl Ann/yf; /'I for Businl!JSS

p,'\1pk \ ~t.1t1~111:~ lull ,,I pit tall ~ 1'01 the 11sr1 s." So111c of the prc<.: aulions to be b<,rnc in mind
t ll\.

"h1k ,1,111f tlH: ~,·\·,111ll;11 y d;,la 111 e:

{,1) \\' hl·tlw, t ill' dat.1ill L' 1t l1;il1k'!
(l' ) \\' hct hr, thr dat a Ml' s11it i1hk for the purpose of enquiry'!
\~') \\' lirthn tht' data arl' ndl'. quatc '!
In lltdn h, ,1ssl·ss tlw rrli ;1hility, 'suitability and adequacy of Lhc data, following point~ must be
~\· pt in 1111nd :
( I) Ahilit~· ol' the.• Colkdin~ Organisation: One should check the ability of the organisation
"hirh imti:1lly r olkr kd tht data . The data should he used only if collected by able, experienced and
impartial inYrsti gatlH'S,
(2) Ohjl·rtin· ~md Sropl': One should note the objective of collecting data as well as the scope
of in\'t:~li~.ation . lhta should h~ used only if the objective and scope of the study undertaken earlier
mah:h with the l)hjertiVL' and scope of the present study.
t \ ) l\frthod of ('olkdion: The method of colkction of data by the original investigator should
alsl) ht' nnkd . Tht' method :.[Link] must match the nature of investigation.
(-i) Timl' und Conditions of Collc<·tion: One should also make sure regarding the period of
invl·~tigati on as wt'll as the conditions of investigations. Por example, data collected during war
ti mes may not be suitable to gcncralize certain facts during peace times.
(S) lklinition of the Unit: One should also make sure that the units of measurement used in the
initial l'olkl.:tion of data tJ1e same as adopted in the present study. If the unit of measurement differs,
d;,ta mu ~t be modified bdorc use.
((,) Accurnl'y: Accural'y of the data should also be checked if the available data do not conform
l
to the high degree of accuracy, these should be discarded.
In short , as stakJ by Bowley, "H is never safe to take published statistics at their face value
without knowing their meaning and limitations". In using secondary data, the above precautions
must be taken.