Chapter 5

Methods of
Data Collection
Types of Data
• Primary and
• Secondary.
• The primary data are those which are collected afresh and for the
first time, and thus happen to be original in character.
• The secondary data are those which have already been collected by
someone else and which have already been passed through the
statistical process.
Methods for Collecting
Primary Data
• Observation method,
• Interview method,
• Through questionnaires,
• Through schedules, and
• Other methods
(a) warranty cards;
(b) distributor audits;
(c) pantry audits;
(d) consumer panels;
(e) using mechanical devices;
(f) through projective techniques;
(g) depth interviews, and
(h) content analysis.
Observation Method
• Under the observation method, the information is sought by

way of investigator’s own direct observation without asking
from the respondent. For instance, in a study relating to
consumer behavior, the investigator instead of asking the
brand of wrist watch used by the respondent, may himself
look at the watch.
Advantages of Observation
Method
• The main advantage of this method is that subjective bias is
eliminated, if observation is done accurately.
• Secondly, the information obtained under this method
relates to what is currently happening; it is not complicated
by either the past behavior or future intentions or attitudes.
• Thirdly, this method is independent of respondents’
willingness to respond and as such is relatively less
demanding of active cooperation on the part of respondents
as happens to be the case in the interview or the
questionnaire method.
Interview Method
• The interview method of collecting data involves

presentation of oral-verbal stimuli and reply in terms
of oral-verbal responses. This method can be used
through personal interviews and, if possible, through
telephone interviews.
Interview Method
(a) Personal interviews: Personal interview method requires a person
known as the interviewer asking questions generally in a face-to-
face contact to the other person or persons. This sort of interview
may be in the form of direct personal investigation or it may be
indirect oral investigation.
• Structured interview
• Unstructured interview
Interview Method
• (b) Telephone interviews: This method of collecting

information consists in contacting respondents on
telephone itself. It is not a very widely used method,
but plays important part in industrial surveys,
particularly in developed regions.
Collection of Data Through
Questionnaires
• A questionnaire consists of a number of questions

printed or typed in a definite order on a form or set
of forms. 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.
Merits of Questionnaire Method
I. There is low cost even when the universe is large and is widely
spread geographically.
II. It is free from the bias of the interviewer; answers are in
respondents’ own words.
III. Respondents have adequate time to give well thought out answers.
IV. Respondents, who are not easily approachable, can also be reached
conveniently.
V. Large samples can be made use of and thus the results can be
made more dependable and reliable.
Collection of Secondary Data
• Sources of secondary data

• Various publications of the central, state are local governments;
• Various publications of foreign governments or of international bodies and
their subsidiary organizations;
• Technical and trade journals;
• Books, magazines and newspapers;
• Reports and publications of various associations connected with business
and industry, banks, stock exchanges, etc.;
• Reports prepared by research scholars, universities, economists, etc. in
different fields; and
• Public records and statistics, historical documents, and other sources of
published information.
Basic Characteristics of
Secondary Data
• Reliability of Data
• Suitability of Data
• Adequacy of Data
Selection of Appropriate Method
for Data Collection
• Nature, scope and objects of enquiry

• Availability of fund
• Time factor
• Precision required
Case Study Method
Case study method is a form of qualitative analysis

where in careful and complete observation of an
individual or a situation or an institution is done; efforts
are made to study each and every aspect of the
concerning unit in minute details and then from case
data generalizations and inferences are drawn.
Major Phases involved in Case
Study Method
• Recognition and determination of the status of the phenomenon to
be investigated or the unit of attention.
• Collection of data, examination and history of the given phenomenon.
• Diagnosis and identification of causal factors as a basis for remedial or
developmental treatment.
• Application of remedial measures i.e., treatment and therapy (this
phase is often characterized as case work).
• Follow-up program to determine effectiveness of the treatment
applied.
Advantages of Case Study
Method
• The case study method enables us to understand fully the behavior
pattern of the concerned unit.
• Through case study a researcher can obtain a real and enlightened
record of personal experiences
• This method enables the researcher to trace out the natural history of
the social unit and its relationship with the social factors and the
forces involved in its surrounding environment.
• It helps in formulating relevant hypotheses along with the data which
may be helpful in testing them.
Method
• The method facilitates intensive study of social units which is
generally not possible if we use either the observation
method or the method of collecting information through
schedules.
• Information collected under the case study method helps a
lot to the researcher in the task of constructing the
appropriate questionnaire.
• Case study method has proved beneficial in determining the
nature of units to be studied along with the nature of the
universe.
Method
• Case study method enhances the experience of the

researcher and this in turn increases his analyzing
ability and skill.
• This method makes possible the study of social

changes.
Limitations of Case Study
Method
• Case situations are seldom comparable and as such the information
gathered in case studies is often not comparable.
• Read Bain does not consider the case data as significant scientific data
since they do not provide knowledge of the “impersonal, universal, non-
ethical, non-practical, repetitive aspects of phenomena.”
• The danger of false generalization is always there in view of the fact that
no set rules are followed in collection of the information and only few
units are studied.
• It consumes more time and requires lot of expenditure. More time is
needed under case study method since one studies the natural history
cycles of social units and that too minutely.
Limitations of Case Study
Method
• Case study method is based on several assumptions which may not be
very realistic at times, and as such the usefulness of case data is
always subject to doubt.
• Case study method can be used only in a limited sphere., it is not
possible to use it in case of a big society. Sampling is also not possible
under a case study method.
• Response of the investigator is an important limitation of the case
study method. He often thinks that he has full knowledge of the unit
and can himself answer about it.

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Chapter 5

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Methods of

• Under the observation method, the information is sought by

• The interview method of collecting data involves

• (b) Telephone interviews: This method of collecting

• A questionnaire consists of a number of questions

• Sources of secondary data

• Nature, scope and objects of enquiry

Case study method is a form of qualitative analysis

• Case study method enhances the experience of the

• This method makes possible the study of social

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