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Data Collection Methods Overview

Data is numerical information used as the basis for analysis. There are three types of data: primary, secondary, and tertiary. There are two sources of data: primary sources that collect original data, and secondary sources that analyze and report on primary data. Market researchers can use qualitative or quantitative methods to collect primary data, such as interviews, focus groups, surveys, and experiments. Primary research addresses specific issues but is more expensive and time-consuming than secondary research.

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86 views10 pages

Data Collection Methods Overview

Data is numerical information used as the basis for analysis. There are three types of data: primary, secondary, and tertiary. There are two sources of data: primary sources that collect original data, and secondary sources that analyze and report on primary data. Market researchers can use qualitative or quantitative methods to collect primary data, such as interviews, focus groups, surveys, and experiments. Primary research addresses specific issues but is more expensive and time-consuming than secondary research.

Uploaded by

Ayush Jain
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Data

Data is a numerical statement of the facts. Data


are facts, figures and other relevant materials,
past and present, serving as bases for study and
analysis.
Generally data are of two types.
Primary Data and Secondary Data
But sometimes due its (data) commercial
utilization data can be divided into three parts.
Primary data(first hand data)
Secondary data(second hand data)
Tertiary data or Syndicated data

Types of Sources
There are two types of sources for collecting
data. They are
Primary Source
Secondary Source

Data Collection Method


In general marketers can select from two basic
approaches to data collections using primary
methods:
Qualitative Data Collection
Quantitative Data Collection

What is Primary Research?


When marketers conduct research to collect original
data for their own needs it is called primary research.
This process has the marketer or someone working for
the marketer designing and then carrying out a
research plan. Primary research is often undertaken
after the researcher has gained some insight into the
issue by collecting secondary data.
While not as frequently used as secondary research,
primary research still represents a significant part of
overall marketing research. For many organizations,
especially large consumer products firms, spending on
primary research far exceeds spending on secondary
research.

Primary Research - Advantages

Addresses Specific Research Issues


Greater Control
Efficient Spending for Information
Proprietary(copyright) Information

Primary Research - Disadvantages


Cost
Time Consuming
Not Always Feasible

Qualitative Data collection Methods


Personal Interview
Focus Groups or Panel discussion or Delphi
Method
Observational Research
Depth Interview
Pilot Technique(based on motivation)
Projective Technique(Word Association Test,
Sentence Completion Test, Role Play & TAT etc.)

Observation Method- It is the technique of obtaining data


through direct contact with a persons or group of persons.
Since, the main focus of qualitative research is naturalism,
the researcher has to observe person or persons in their
natural state as undisturbed as possible. The role of the
researcher may be viewed as a continuum (scale) (see
Figure). On one extreme, the researcher is a passive
observer and on the other extreme the researcher is a
participant observer. In between these two extremes, the
researcher may be an active observer.

Passive Observer

Active Observer

Participant Observer

Continuum of Observation Techniques

Quantitative Research
Quantitative research is generally made using
scientific methods, which can include:
The generation of models, theories and
hypothesis.
The development of instruments and
methods for measurement.
Experimental control and manipulation of
variables.
Collection of empirical data.
Modeling and analysis of data.

Quantitative Data collection Methods

Mail surveys
Street surveys
Telephone surveys
Internet surveys

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