What is Primary Data?

Primary data is a type of data that is collected by researchers directly from

main sources through interviews, surveys, experiments, etc. Primary data are
usually collected from the source—where the data originally originates from
and are regarded as the best kind of data in research.

The sources of primary data are usually chosen and tailored specifically to
meet the demands or requirements of particular research. Also, before
choosing a data collection source, things like the aim of the research and
target population need to be identified.

For example, when doing a market survey, the goal of the survey and the
sample population need to be identified first. This is what will determine
what data collection source will be most suitable—an offline survey will be
more suitable for a population living in remote areas without an internet
connection compared to online surveys.

Examples of Primary Data

● Market Research

This is an important aspect of business strategy that involves the process of

gathering information about the target market and customers. The data
gathered during market research is primary as it is tailored specifically to
meet the business needs.

An organization doing market research about a new product (say phone) they
are about to release will need to collect data like purchasing power, feature
preferences, daily phone usage, etc. from the target market. The data from
past surveys are not used because the product differs.

● Student Thesis

When conducting academic research or a thesis experiment, students collect

data from the primary source. The kind of data collected during this process
may vary according to the kind of research being performed—lab
experiments, statistical data gathering, etc.

For example, a student carrying out a research project to find out the effect of
daily intake of fruit juice on an individual's weight will need to take a sample
population of 2 or more people, feed them with fruit juice daily and record
the changes in their weight. The data gathered throughout this process is
primary.

● Trauma Survivors

Although people react differently to trauma, there is usually a trait common

to people who have gone through the same kind of trauma. The research
aimed at finding out how victims of sexual abuse overcame the traumatic
experience will include interviewing the survivors, sending them surveys, or
any other primary source of data collection.

Experiences differ and every situation is unique. Therefore, using secondary

data may not be the best option in this case.

PRIMARY DATA COLLECTION METHODS

Primary data collection methods are different ways in which primary data can
be collected. It explains the tools used in collecting primary data, some of
which are highlighted below:
1. Interviews

An interview is a method of data collection that involves two groups of

people, where the first group is the interviewer (the researcher(s) asking
questions and collecting data) and the interviewee (the subject or respondent
that is being asked questions). The questions and responses during an
interview may be oral or verbal as the case may be.

Interviews can be carried out in 2 ways, namely; in-person interviews and

telephonic interviews. An in-person interview requires an interviewer or a
group of interviewers to ask questions from the interviewee in a face-to-face
fashion.

It can be direct or indirect, structured or structure, focused or unfocused, etc.

Some of the tools used in carrying out in-person interviews include a notepad
or recording device to take note of the conversation—very important due to
human forgetful nature.

On the other hand, telephonic interviews are carried out over the phone
through ordinary voice calls or video calls. The 2 parties involved may
decide to use video calls like Skype to carry out interviews.
A mobile phone, Laptop, Tablet, or desktop computer with an internet
connection is required for this.

Pros

● In-depth information can be collected.

● Non-response and response bias can be detected.
● The samples can be controlled.

Cons

● It is more time-consuming.
● It is expensive.
● The interviewer may be biased.

2. Surveys & Questionnaires

Surveys and questionnaires are 2 similar tools used in collecting primary

data. They are a group of questions typed or written down and sent to the
sample of study to give responses.

After giving the required responses, the survey is given back to the researcher
to record. It is advisable to conduct a pilot study where the questionnaires are
filled by experts and meant to assess the weakness of the questions or
techniques used.

There are 2 main types of surveys used for data collection, namely; online
and offline surveys. Online surveys are carried out using internet-enabled
devices like mobile phones, PCs, Tablets, etc.

They can be shared with respondents through email, websites, or social

media. Offline surveys, on the other hand, do not require an internet
connection for them to be carried out.

The most common type of offline survey is a paper-based survey. However,

there are also offline surveys like Formplus that can be filled with a mobile
device without access to an internet connection.

This kind of survey is called online-offline surveys because they can be filled
offline but require an internet connection to be submitted.

Pros
 ● Respondents have adequate time to give responses.
● It is free from the bias of the interviewer.
● They are cheaper compared to interviews.

Cons

● A high rate of non-response bias.

● It is inflexible and can't be changed once sent.
● It is a slow process.

3. Observation

The observation method is mostly used in studies related to behavioral

science. The researcher uses observation as a scientific tool and method of
data collection. Observation as a data collection tool is usually systematically
planned and subjected to checks and controls.

There are different approaches to the observation method—structured or

unstructured, controlled, or uncontrolled, and participant, non-participant, or
disguised approach.

The structured and unstructured approach is characterized by careful

definition of subjects of observation, style of observer, conditions, and
selection of data. An observation process that satisfies this is said to be
structured and vice versa.

A controlled and uncontrolled approach signifies whether the research took

place in a natural setting or according to some pre-arranged plans. If an
observation is done in a natural setting, it is uncontrolled but becomes
controlled if done in a laboratory.

Before employing a new teacher, academic institutions sometimes ask for a

sample teaching class to test the teacher's ability. The evaluator joins the
class and observes the teaching, making him or her a participant.

The evaluation may also decide to observe from outside the class, becoming
a non-participant. An evaluator may also be asked to stay in class and
disguise as a student, to carry out a disguised observation.

Pros

● The data is usually objective.

 ● Data is not affected by past or future events.

Cons

● The information is limited.

● It is expensive

4. Focus Groups

Focus Groups are gathering of 2 or more people with similar characteristics

or who possess common traits. They seek open-ended thoughts and
contributions from participants.

A focus group is a primary source of data collection because the data is

collected directly from the participant. It is commonly used for market
research, where a group of market consumers engages in a discussion with a
research moderator.

It is slightly similar to interviews, but this involves discussions and

interactions rather than questions and answers. Focus groups are less formal
and the participants are the ones who do most of the talking, with moderators
there to oversee the process.

Pros

● It incurs a low cost compared to interviews. This is because the

interviewer does not have to discuss with each participant individually.
● It takes lesser time too.

Cons

● Response bias is a problem in this case because a participant might be

subjective to what people will think about sharing a sincere opinion.
● Group thinking does not clearly mirror individual opinions.

5. Experiments

An experiment is a structured study where the researchers attempt to

understand the causes, effects, and processes involved in a particular process.
This data collection method is usually controlled by the researcher, who
determines which subject is used, how they are grouped, and the treatment
they receive.
During the first stage of the experiment, the researcher selects the subject
which will be considered. Therefore, some actions are carried out on these
subjects, while the primary data consisting of the actions and reactions are
recorded by the researcher.

After which they will be analyzed and a conclusion will be drawn from the
result of the analysis. Although experiments can be used to collect different
types of primary data, it is mostly used for data collection in the laboratory.

Pros

● It is usually objective since the data recorded are the results of a

process.
● Non-response bias is eliminated.

Cons

● Incorrect data may be recorded due to human error.

● It is expensive.

Collection of data through schedules

Here the schedules are filled by the enumerators specifically appointed for the same. They are sent to
respondents with the questions in order from the proforma to record the replies in the space meant for the
same in the proforma. The aims and objectives of the investigation, thereby removing the difficulties any
respondent might come across in the process.
This method basically requires the selection of enumerators to fill up schedules or to assist respondents
filling up schedules, calling for right and careful selection of enumerators. Proper training should be
provided to enumerators, also explaining the objectives and scope of investigation. Enumerators are
expected to be intelligent, spontaneous to handle the queries or nay uncertain situation. They should be
honest, sincere, and hardworking with good amount of patience and perseverance.
This method of data collection is very useful for extensive enquiries giving reliable results. The drawback
here is that it is considered quite expensive and is made use of by government agencies or bigger
organisations for the purpose of investigation. Population census across the world is conducted through
this method of schedules.
The major differences between the Questionnaire and Schedule are:

Questionnaire Schedule

The questionnaire is one of the The schedule is also one of the methods of
methods used for data collection. The data collection. It will have a set of statements,
questionnaire will have many questions and space given to note down the
questions, with each question having answers.
multiple choices.

Questionnaire method of data The Schedule method of data collection can be

collection is preferred when the utilised irrespective of the respondent’s
respondents are willing to cooperate. literacy. It can be used when the respondents
In addition, to deploy this method the are literate and can be used even when the
respondents need to be literate. respondents are illiterate.

The type of technique used in the The type of technique used in the Schedule
Questionnaire method is Quantitative. method is Qualitative.

In the Questionnaire method, the In the schedule method of data collection, the
grouping is made on the basis of grouping may exist or may not exist.
different categories like location, age,
gender etc.

Informants receive questionnaires Answers in the Schedule method of data

through emails, posts and the answers collection are filled by research
will be given as per instructions given workers/enumerators.
in the cover letter.

In the Questionnaire method, there is In the Schedule method, there is direct

no scope for direct personal contact personal contact of the respondents with the
with the respondents. enumerators.

The cost incurred in the questionnaire The cost incurred in the Schedule method of
method of data collection is data collection is very expensive since there is
economical in comparison with the the cost involved in preparing the schedule,
schedule. The cost is less even if the cost incurred on enumerators in addition to the
sample size used is very large. training imparted to them.
Predominantly the money is spent on
preparing questionnaires only.

The coverage of Questionnaire method The coverage of this method is relatively small
is large as the questionnaires can even as there are constraints in sending enumerators
be sent to respondents who are not to larger areas.
easily accessible.

In the questionnaire, there is a higher The possibility of receiving inaccurate answers

possibility of collecting wrong or or incomplete answers due to difficulties in
incomplete information when understanding the question can be ruled out in
respondents are unable to have a clear this method of data collection as the
understanding of the given question. enumerators will be present and they can
resolve any doubts and queries of respondents.

In the Questionnaire method, The time available for respondents while

respondents will get sufficient time to answering questions is limited in the Schedule
think before answering questions. method when compared to the Questionnaire
method.

In Questionnaires, responses are filled In Schedule, method responses are filled by

by the respondents. the enumerators themselves.
In the Questionnaire method, there is In the Schedule method of data collection,
no scope for bias or the answers there is scope for bias or the answers getting
getting influenced by the interviewers influenced by the enumerator as the answers to
thought process as the answers are the questions are filled by enumerators
filled by the respondents themselves. although the answers are given by the
respondents.

The response rate of the Questionnaire The response rate in the Schedule method of
method is low compared to the data collection is high.
Schedule method.

In the Questionnaire method, the In the Schedule method, the identity of the
identity of the respondent is not respondent is known.
known.

The Questionnaire quality determines The success of the Schedule method of data
the success of the questionnaire collection is dependent on the efficiency,
method of data collection. integrity and honesty of the Schedule method
of data collection.

Comparison Table Between Questionnaire and Schedule (in Tabular

Form)
Parameter
of
Comparison Questionnaire Schedule

Definition A questionnaire is a The schedule is a

structured form of data well-thought-of
collection method where a structured set of
list of pre-defined questions questions that were
are designed, mostly, with asked by the
their best possible answers interviewer
or choices, from which the personally to the
respondents need to choose, respondent or
basis their experience and respondent need to
scope of knowledge. Many write answers to
Parameter
of
Comparison Questionnaire Schedule

times choices are not

included and the respondent them in the presence
needs to answer on his/her of interviewer or
own. investigator.

No alternate answer
options are given to
choose from, either
Alternate answer choices respondent need to
Available can be made available to write or respond to
Options choose from. the interviewer.

Technique
Type Quantitative Qualitative

Grouping is made basis

different categories i.e. age, The grouping may or
Grouping location, etc. may not exist.

Schedule is done
generally where a
small set or groups
Questionnaire can easily of people are
Cover cover large audiences. involved.

Extension of No help is extended, the Full help is extended

Help respondent has to select to the respondent to
from the given choices, no understand the
matter whether he/she question so that they
understood the question or can express their
Parameter
of
Comparison Questionnaire Schedule

actual views or
provide correct
not. answer.

Accuracy Little Utmost

SECONDARY DATA COLLECTION

Secondary data collection, on the other hand, is referred to as the gathering of
second-hand data collected by an individual who is not the original user. It is
the process of collecting data that is already existing, be it already published
books, journals, and/or online portals. In terms of ease, it is much less
expensive and easier to collect.
Your choice between Primary data collection and secondary data collection
depends on the nature, scope, and area of your research as well as its aims
and objectives.
IMPORTANCE OF DATA COLLECTION
There are a bunch of underlying reasons for collecting data, especially for a
researcher. Walking you through them, here are a few reasons;

● Integrity of the Research

A key reason for collecting data, be it through quantitative or qualitative

methods is to ensure that the integrity of the research question is indeed
maintained.

● Reduce the likelihood of errors

The correct use of appropriate data collection of methods reduces the

likelihood of errors consistent with the results.
 ● Decision Making

To minimize the risk of errors in decision-making, it is important that

accurate data is collected so that the researcher doesn't make uninformed
decisions.

● Save Cost and Time

Data collection saves the researcher time and funds that would otherwise be
misspent without a deeper understanding of the topic or subject matter.

● To support a need for a new idea, change, and/or innovation

To prove the need for a change in the norm or the introduction of new
information that will be widely accepted, it is important to collect data as
evidence to support these claims.

COLLECTION OF SECONDARY DATA

Data is a collection of facts, figures, objects, symbols, and events gathered from
different sources. Organizations collect data to make better decisions. Without
data, it would be difficult for organizations to make appropriate decisions, and so
data is collected at various points in time from different audiences.

For instance, before launching a new product, an organization needs to collect data
on product demand, customer preferences, competitors, etc. In case data is not
collected beforehand, the organization’s newly launched product may lead to
failure for many reasons, such as less demand and inability to meet customer
needs.

Although data is a valuable asset for every organization, it does not serve any
purpose until analyzed or processed to get the desired results.

You can categorize data collection methods into primary methods of data
collection and secondary methods of data collection.

PRIMARY DATA COLLECTION METHODS

Primary data is collected from the first-hand experience and is not used in the past.
The data gathered by primary data collection methods are specific to the research’s
motive and highly accurate.

Primary data collection methods can be divided into two categories: quantitative
methods and qualitative methods.

Quantitative Methods:
Quantitative techniques for market research and demand forecasting usually make
use of statistical tools. In these techniques, demand is forecast based on historical
data. These methods of primary data collection are generally used to make long-
term forecasts. Statistical methods are highly reliable as the element of subjectivity
is minimum in these methods.

Time Series Analysis

The term time series refers to a sequential order of values of a variable, known as a
trend, at equal time intervals. Using patterns, an organization can predict the
demand for its products and services for the projected time.

Smoothing Techniques
In cases where the time series lacks significant trends, smoothing techniques can
be used. They eliminate a random variation from the historical demand. It helps in
identifying patterns and demand levels to estimate future demand. The most
common methods used in smoothing demand forecasting techniques are the simple
moving average method and the weighted moving average method.

Barometric Method
Also known as the leading indicators approach, researchers use this method to
speculate future trends based on current developments. When the past events are
considered to predict future events, they act as leading indicators.

Qualitative Methods:
Qualitative methods are especially useful in situations when historical data is not
available. Or there is no need of numbers or mathematical calculations. Qualitative
research is closely associated with words, sounds, feeling, emotions, colors, and
other elements that are non-quantifiable. These techniques are based on experience,
judgment, intuition, conjecture, emotion, etc.

Quantitative methods do not provide the motive behind participants’ responses,

often don’t reach underrepresented populations, and span long periods to collect
the data. Hence, it is best to combine quantitative methods with qualitative
methods.

Surveys
Surveys are used to collect data from the target audience and gather insights into
their preferences, opinions, choices, and feedback related to their products and
services. Most survey software often a wide range of question types to select.

You can also use a ready-made survey template to save on time and effort. Online
surveys can be customized as per the business’s brand by changing the theme,
logo, etc. They can be distributed through several distribution channels such as
email, website, offline app, QR code, social media, etc. Depending on the type and
source of your audience, you can select the channel.

Once the data is collected, survey software can generate various reports and run
analytics algorithms to discover hidden insights. A survey dashboard can give you
the statistics related to response rate, completion rate, filters based on
demographics, export and sharing options, etc. You can maximize the effort spent
on online data collection by integrating survey builder with third-party apps.

Polls
Polls comprise of one single or multiple choice question. When it is required to
have a quick pulse of the audience’s sentiments, you can go for polls. Because they
are short in length, it is easier to get responses from the people.

Similar to surveys, online polls, too, can be embedded into various platforms. Once
the respondents answer the question, they can also be shown how they stand
compared to others’ responses.

Interviews
In this method, the interviewer asks questions either face-to-face or through
telephone to the respondents. In face-to-face interviews, the interviewer asks a
series of questions to the interviewee in person and notes down responses. In case
it is not feasible to meet the person, the interviewer can go for a telephonic
interview. This form of data collection is suitable when there are only a few
respondents. It is too time-consuming and tedious to repeat the same process if
there are many participants.
Delphi Technique
In this method, market experts are provided with the estimates and assumptions of
forecasts made by other experts in the industry. Experts may reconsider and revise
their estimates and assumptions based on the information provided by other
experts. The consensus of all experts on demand forecasts constitutes the final
demand forecast.

Focus Groups
In a focus group, a small group of people, around 8-10 members, discuss the
common areas of the problem. Each individual provides his insights on the issue
concerned. A moderator regulates the discussion among the group members. At the
end of the discussion, the group reaches a consensus.

Questionnaire
A questionnaire is a printed set of questions, either open-ended or closed-ended.
The respondents are required to answer based on their knowledge and experience
with the issue concerned. The questionnaire is a part of the survey, whereas the
questionnaire’s end-goal may or may not be a survey.

SECONDARY DATA COLLECTION METHODS

Secondary data is the data that has been used in the past. The researcher can
obtain data from the sources, both internal and external, to the organization.

Internal sources of secondary data:

● Organization’s health and safety records

● Mission and vision statements
● Financial Statements
● Magazines
● Sales Report
● CRM Software
● Executive summaries

External sources of secondary data:

● Government reports
● Press releases
● Business journals
● Libraries
● Internet
The secondary data collection methods, too, can involve both quantitative and
qualitative techniques. Secondary data is easily available and hence, less time-
consuming and expensive as compared to the primary data. However, with the
secondary data collection methods, the authenticity of the data gathered cannot be
verified.

Data Collection Methods

To analyze and make decisions about a certain business, sales, etc., data will be collected.
This collected data will help in making some conclusions about the performance of a
particular business. Thus, data collection is essential to analyze the performance of a business
unit, solving a problem and making assumptions about specific things when required. Before
going into the methods of data collection, let us understand what data collection is and how it
helps in various fields.

WHAT IS DATA COLLECTION?

In Statistics, data collection is a process of gathering information from all the relevant
sources to find a solution to the research problem. It helps to evaluate the outcome of the
problem. The data collection methods allow a person to conclude an answer to the relevant
question. Most of the organizations use data collection methods to make assumptions about
future probabilities and trends. Once the data is collected, it is necessary to undergo the data
organization process.
The main sources of the data collections methods are “Data”. Data can be classified into two
types, namely primary data and secondary data. The primary importance of data collection in
any research or business process is that it helps to determine many important things about the
company, particularly the performance. So, the data collection process plays an important
role in all the streams. Depending on the type of data, the data collection method is divided
into two categories namely,

● Primary Data Collection methods

● Secondary Data Collection methods

In this article, the different types of data collection methods and their advantages and
limitations are explained.

Also, read:

● Categorical Data

● Data Handling
 ● Sampling Methods

● Data Collection and Organisation

Primary Data Collection Methods

Primary data or raw data is a type of information that is obtained directly from the first-hand
source through experiments, surveys or observations. The primary data collection method is
further classified into two types. They are

● Quantitative Data Collection Methods

● Qualitative Data Collection Methods

Let us discuss the different methods performed to collect the data under these two data
collection methods.

Quantitative Data Collection Methods

It is based on mathematical calculations using various formats like close-ended
questions, correlation and regression methods, mean, median or mode measures. This method
is cheaper than qualitative data collection methods and it can be applied in a short duration of
time.

Qualitative Data Collection Methods

It does not involve any mathematical calculations. This method is closely associated with
elements that are not quantifiable. This qualitative data collection method includes
interviews, questionnaires, observations, case studies, etc. There are several methods to
collect this type of data. They are
Observation Method
Observation method is used when the study relates to behavioural science. This method is
planned systematically. It is subject to many controls and checks. The different types of
observations are:

● Structured and unstructured observation

● Controlled and uncontrolled observation

● Participant, non-participant and disguised observation

Interview Method
The method of collecting data in terms of oral or verbal responses. It is achieved in two ways,
such as
 ● Personal Interview – In this method, a person known as an interviewer is required to ask
questions face to face to the other person. The personal interview can be structured or
unstructured, direct investigation, focused conversation, etc.
● Telephonic Interview – In this method, an interviewer obtains information by contacting
people on the telephone to ask the questions or views orally.
Questionnaire Method
In this method, the set of questions are mailed to the respondent. They should read, reply and
subsequently return the questionnaire. The questions are printed in the definite order on the
form. A good survey should have the following features:

● Short and simple

● Should follow a logical sequence

● Provide adequate space for answers

● Avoid technical terms

● Should have good physical appearance such as colour, quality of the paper to attract the
attention of the respondent
Schedules
This method is similar to the questionnaire method with a slight difference. The enumerations
are specially appointed for the purpose of filling the schedules. It explains the aims and
objects of the investigation and may remove misunderstandings, if any have come
up. Enumerators should be trained to perform their job with hard work and patience.

Secondary Data Collection Methods

Secondary data is data collected by someone other than the actual user. It means that the
information is already available, and someone analyses it. The secondary data includes
magazines, newspapers, books, journals, etc. It may be either published data or unpublished
data.
Published data are available in various resources including

● Government publications

● Public records

● Historical and statistical documents

● Business documents

● Technical and trade journals

Unpublished data includes

● Diaries
● Letters

● Unpublished biographies, etc.