Methods of Data Collection

INTRODUCTION• Various methods of collecting data are employed by social scientists. Here
we will discuss the varied dimensions relevant to: data generation and attempt to arrive at an
abstract typology involving stimuli, responses and setting for data collection. The task of data
collection begins after a research problem has been defined and research design /plan is
formulated.
TYPES OF DATA1) PRIMARY DATA: Are those which are collected a fresh and for the first
time and thus happen to be original in character and known as Primary data.
2) SECONDARY DATA : Are those which have been collected by someone else and which
have already been passed through the statistical process are known as Secondary data.
COLLECTION OF PRIMARY DATA• There are several methods of collecting primary data,
particularly in surveys and descriptive researches. In descriptive research, we obtain primary data
either through observation or through direct communication with respondents in one form or
another or through personal interviews.
COLLECTION OF SECONDARY DATA• These are already available i.e. they refer to the data
which have already been collected and analyzed by someone else.• Secondary data may either be
published or unpublished data. Researcher must be very careful in using secondary data, because
the data available may be sometimes unsuitable.
Methods of data Collection :Primary Data • 1) OBSERVATION METHOD : Observation
method is a method under which data from the field is collected with the help of observation by
the observer or by personally going to the field. • In the words of P.V. Young, “Observation may
be defined as systematic viewing, coupled with consideration of seen phenomenon.”
ADVANTAGES:• Subjective bias eliminated (No bias info)• Information researcher gets is
Current information• Independent to respondent’s variable (as in interview and may be bias )•
DISADVANTAGES :• It is expensive method (time requires more)• Limited information•
Unforeseen factors may interfere with observational task• Respondents opinion can not be
recorded on certain subject
TYPES OF OBSERVATION Structured and Unstructured Observation• When observation is
done by characterizing style of recording the observed information, standardized conditions of
observation , definition of the units to be observed , selection of pertinent data of observation
then it is structured observation• When observation is done without any thought before
observation then it is unstructured observation
Participant & Non Participant Observation: When the Observer is member of the group which
he is observing then it is Participant Observation• In participant observation Researcher can
record natural behavior of group, Researcher can verify the truth of statements given by
informants in the context of questionnaire , Difficult to collect information can obtain through
this method but in this researcher may loose objectivity of research due emotional feelings. Prob.
of control in observation isn’t solved.
Non Participant Observation• When observer is observing people without giving any information
to them then it is non participant observation

Controlled & Uncontrolled Observation: When the observation takes place in natural condition
i.e. uncontrolled observation. It is done to get spontaneous picture of life and persons• When
observation takes place according to definite pre arranged plans , with experimental procedure
then it is controlled observation generally done in laboratory under controlled condition.

INTERVIEW METHOD• This method of collecting data involves presentation or oral-verbal

stimuli and reply in terms of oral-verbal responses.• Interview Method This is Oral Verbal
communication . Where interviewer asks questions( which are aimed to get information required
for study ) to respondent.
There are different type of interviews as follows :
PERSONAL INTERVIEWS : The interviewer asks questions generally in a face to face contact
to the other person or persons.
Types of Personal Interview Personal Interview Structured Interview • Flexibility in asking
questions• Predetermined questions• Standardized techniques of • No Predetermined questions
recording• Interviewer follows rigid • No Standardized techniques of procedure laid down i.e.
asking recording questions in form & order prescribed • Interviewer has freedom to ask ,• Time
required for such interview omit , add questions in any is less than non structured manner
interview • Ask questions without following sequence• Not necessary of skill or specific
knowledge • Deep knowledge & skill• Analysis of data becomes easier required Bcoz
information is collected in • Analysis of data is difficult prescribed manner
Merits of Personal Interview• Information at greater depth• Flexibility of restructuring the
Questionnaire• Interviewer by his skill can come over resistance• Non Response generally low•
Samples can controlled more effectively• Personal information can be obtained
Interviewer can collect supplementary information about respondent’s personal characteristics
and environment which has value in interpreting results
Supervisors have to do complex work of selecting, training and supervising the field staff.
Systematic errors may be occurred. It takes more time when samples are more. Some Executive
people are not approachable so data collected may be inadequate. Respondent may give bias
information. Expensive method is de merits of Interview.
TELEPHONIC INTERVIEWS• Contacting samples on telephone• Uncommon method may be
used in developed regions MERITS• Flexible compare to mailing method• Faster than other
methods• Cheaper than personal interview method• Callbacks are simple and economical also•
High response than mailing method.• when it is not possible to contact the respondent directly,
then interview is conducted through – Telephone.
Replies can be recorded without embarrassment to respondents• Interviewer can explain
requirements more easily• No field staff is required• Wider distribution of sample is possible
DEMERITS • Little time is given to respondents • Survey is restricted to respondents who have
telephones • Not suitable for intensive survey where comprehensive answers are required • Bias
information may be more • Very difficult to make questionnaire because it should short and to
the point Structured interviews : in this case, a set of pre- decided questions are there.•
unstructured interviews : in this case, we don’t follow a system of pre-determined questions.•
focused interviews : attention is focused on the given experience of the respondent and its
possible effects.• clinical interviews : concerned with broad underlying feelings or motivations or
with the course of individual’s life experience, rather than with the effects of the specific
experience, as in the case of focused interview.
Group interviews : a group of 6 to 8 individuals is interviewed.• qualitative and quantitative
interviews : divided on the basis of subject matter i.e. whether qualitative or quantitative.•
individual interviews : interviewer meets a single person and interviews him.• selection
interviews : done for the selection of people for certain jobs.• depth interviews : it deliberately
aims to elicit unconscious as well as other types of material relating especially to personality
dynamics and motivations.
QUESTIONNAIRE METHOD• This method of data collection is quite popular, particularly in
case of big enquiries. The questionnaire is mailed to respondents who are expected to read and
understand the questions and write down the reply in the space meant for the purpose in the
questionnaire itself. The respondents have to answer the questions on their own.• Questionnaire
Method Questionnaire is sent to persons with request to answer the questions and return the
questionnaire Questions are printed in definite order , mailed to samples who are expected to
read that questions understand the questions and write the answers in provided space .
Merits of Questionnaire • Merits of Questionnaire Low cost even the geographical area is large
to cover Answers are in respondents word so free from bias Adequate time to think for answers
Non approachable respondents may be conveniently contacted Large samples can be used so
results are more reliable
Demerits of Questionnaire• Demerits of Questionnaire Low rate of return of duly filled
questionnaire Can be used when respondent is educated and co operative It is inflexible
Omission of some questions Difficult to know the expected respondent have filled the form or it
is filled by someone else Slowest method of data collection
Main Aspects of Questionnaire • Main Aspects of Questionnaire General Form Structured
Questionnaire Alternatives or yes no type questions are asked Easy to interpret the data but
unuseful for the survey which is aimed to probe for attitudes, and reasons for certain actions
Unstructured Questionnaire open ended questions
Respondents gives answers in his own words On the basis of the pre test researcher can decide
about which type of questionnaire should be used Question Sequence Question sequence should
be clear and smoothly moving (relation of one question to another should readily apparent First
question important for creating interest in respondents mind
Question which gives stress on memory or of a personal character and wealth should be avoided
as opening questions Easier question should be at the start of the questionnaire General to
specific questions should be the sequence of questions Question Formulation and Wording
Question should easily understood Question should be simple and concrete.
Closed questions are easy to handle but this is like fixing the answers in people’s mouth. So
depending upon problem for which survey is going on both close ended and open ended question
may be asked in Questionnaire. Words having ambiguous meaning should be avoided, catch
words ,words with emotional connotations , danger words should be avoided
Essentials of Good Questionnaire• Essentials of Good Questionnaire Should Short & simple
Questions should arranged in logical sequence (From Easy to difficult one) Technical terms
should avoided Some control questions which indicate reliability of the respondent ( To Know
consumption first expenditure and then weight or qty of that material)• Questions affecting the
sentiments of the respondents should avoided Adequate space for answers should be provided in
questionnaire Provision for uncertainty (do not know, No preference) Directions regarding the
filling of questionnaire should be given Physical Appearance - - Quality of paper, color
HOW TO CONSTRUCT A QUESTIONNAIRE Researcher should note the following with
regard to these three main aspects of a questionnaire: • General form • Question Sequence •
Determine the type the Questions : • A) Direct Question • B) Indirect Question • C) Open Form
Questionnaire • D) Closed Form Questionnaire • E) Dichotomous Questions • F) Multiple
Choice Questions (MCQ)
SCHEDULE METHOD• It is one of the important methods for the study of social problems.•
Schedules Like Questionnaires but it filled by enumerator . Enumerators are specially appointed
for filling questionnaire Enumerators explain the aim and objective to respondent and fill the
answers in provided space .• In the words of Thomas Carson Macormic, “The schedule is
nothing more than a list of questions which it seems necessary to test the hypothesis .”
Questionnaire V/S Schedule Questionnaire Schedule• Q generally sent • Schedule is filled by the
through mail and no enumerator or research further assistance from worker sender • Costly
requires field• Q is cheaper method workers• Non Response is high • Non response is low
Questionnaire Schedule• In questionnaire it is not • In Schedule identity of confirmed that
expected person is known respondent have filled • Information is collected the answers well in
time• Very slow method • Direct personal contact• No Personal contact • Info can collected
from• Q can be used only illiterates also when respondent is educated and co operative
Wider distribution of • Difficulty for wider area sample is possible • Relatively more correct•
Incomplete and wrong and complete information is more • Depends on Honesty• Depends on
quality of and competence of questionnaire enumerator• Physical appearance of • Not necessary
in questionnaire should Schedule method attractive • It is possible to use• Observation method
can observation at the time not use of filling schedule by enumerator
Other Methods Of Data Collection • Warranty Cards Post card size cards sent to customers and
feedback collected through asking questions on that card • Distributor or Store Audits Audits are
done by distributor or manufacturer’s salesperson. Observation or copying information about
inventory in retail shops. Useful method for knowing market share ,market size , effect of in
store promotion.
Pantry Audits From the observation of pantry of customer to know purchase habit of the people
(which product , of what brand etc.) Questions may be asked at the time of audit• Consumer
Panels When pantry audit is done at regular basis, Daily record of consumption of certain
customers. Or repeatedly interviewed at the specific periods to know their consumption.•
Transitory consumer panels – for limited time Continuing Consumer panel For indefinite period
Use of Mechanical Device Eye Cameras to record eyes focus on certain sketch• Psycho
galvanometer to measure body excitement to visual stimulus• Motion Picture camera to record
movement of body at the time of purchase• Audiometer concerned to TV . Useful to know
Channel, program preference of people
Depth Interview To discover the underlying motives or desires of samples . To explore needs ,
feelings of respondents. Skill is required , indirect question or projective techniques are used to
know behavior of the respondent.• Content Analysis analyzing contents of documentary material
as news paper , books , magazines about certain characteristics to identify and count
CASE STUDY METHOD• It is essentially an intensive investigation of the particular unit under
consideration. Its important characteristics are as follows : a) the researcher can take one single
social unit or more of such units for his study purpose. b) the selected unit is studied intensively
i.e. it is studied in minute details.
SURVEY METHOD• One of the common methods of diagnosing and solving of social problems
is that of undertaking surveys.• Festinger and Kat of the opinion that, “Many research problems
require systematic collection of data from population through the use of personal interviews or
other data gathering devices”.
PANEL METHODIn this method, data is collected from the same sample respondents at the
some interval either by mail or by personal interview. This is used for studies on :• 1)
Expenditure Pattern• 2) Consumer Behaviour• 3) Effectiveness of Advertising• 4) Voting
Behaviour and so on
Secondary DataSources of data• Publications of Central, state , local government• Technical and
trade journals• Books, Magazines, Newspaper• Reports & publications of industry ,bank, stock
exchange• Reports by research scholars, Universities, economist• Public Records
Factors to be considered before using secondary data • Reliability of data – Who, when , which
methods, at what time etc. • Suitability of data – Object ,scope, and nature of original inquiry
should be studied, as if the study was with different objective then that data is not suitable for
current study • Adequacy of data– Level of accuracy, • Area differences then data is not adequate
for study
Selection of proper Method for collection of Data • Nature ,Scope and object of inquiry •
Availability of Funds • Time Factor • Precision Required

or very small populations (under 200), do a census.

For a population of: Use a ratio of:
500 50%
1,000 30%
10,000 10%
150,000 1%
1 million 0.025%
Figure 8.1 Conventional sampling ratios