Business Research Methodology: Chapter 05: Methods of Data Collection

Business Research Methodology
Chapter 05: Methods of Data Collection
I N S T R U C T O R : D R . S AY E D U L A N A M
A S S I S TA N T P R O F E S S O R
D E PA R T M E N T O F B U S I N E S S A D M I N I S T R AT I O N
D A F F O D I L I N T E R N AT I O N A L U N I V E R S I T Y
Learning Objectives
To complete this chapter, a student will able to:
 Understand the Different source of data

 Understand the method of collection primary data
 Understand the observation method and its advantages and
disadvantages
 Understand the interview method and its advantages and
disadvantages
 Understand the questionnaire method and its advantages and
disadvantages
 Learn about the secondary sources and characteristics of secondary
data
Types/Sources of Data
There are two types of Data;

Primary Data: The primary data are those which
are collected afresh and for the first time, and thus
happen to be original in character.
Secondary Data: The secondary data, on the other

hand, are those which have already been collected
by someone else and which have already been passed
through the statistical process.
COLLECTION OF PRIMARY DATA
There are several methods of collecting primary data, particularly in surveys

and descriptive researches. Important ones are:
1. Observation method
2. Interview method
3. Through questionnaires
4. Through schedules
5. Other methods which include
1. warranty cards
2. distributor audits
3. pantry audits
4. consumer panels
5. using mechanical devices
6. through projective techniques
7. depth interviews
8. content analysis.
Observation Method
Observation Method: Under the observation method, the information is sought by

way of investigator’s own direct observation without asking from the respondent.
The main advantage of this method is:

1. Subjective bias is eliminated, if observation is done accurately.
2. 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.
3. 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.
However, observation method has various limitations:

1. It is an expensive method.
2. The information provided by this method is very limited.
3. Sometimes unforeseen factors may interfere with the observational task.
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.
(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.
(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.
Personal interviews
Advantages
1. More information and that too in greater depth can be obtained.
2. Interviewer by his own skill can overcome the resistance
3. There is greater flexibility under this method as the opportunity to restructure
questions is always there, specially in case of unstructured interviews.
4. Personal information can as well be obtained easily under this method.
5. Samples can be controlled more effectively
• Disadvantages
1. It is a very expensive method, specially when large and widely spread
geographical sample is taken.
2. There remains the possibility of the bias of interviewer as well as that of the
respondent
3. Certain types of respondents such as important officials or executives or people
in high income groups may not be easily approachable under this method.
4. This method is relatively more-time-consuming, specially when the sample is
large and recalls upon the respondents are necessary.
Telephone interviews
Advantages:
1. It is faster and cheaper than other methods
2. Recall is easy; callbacks are simple and economical.
3. There is a higher rate of response than what we have in mailing method; the
non-response is generally very low.
4. Interviewer can explain requirements more easily.
5. Representative and wider distribution of sample is possible.
Disadvantages:
6. Little time is given to respondents for considered answers.
7. Surveys are restricted to respondents who have telephone/internet facilities.
8. It is not suitable for intensive surveys where comprehensive answers are
required to various questions.
9. Possibility of the bias of the interviewer is relatively more.
10. Questions have to be short and to the point; probes are difficult to handle.
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.
The method of collecting data by mailing the

questionnaires to respondents is most extensively
employed in various economic and business surveys.
QUESTIONNAIRES
Advantages:
1. There is low cost even when the universe is large and is widely spread
geographically
2. It is free from the bias of the interviewer; answers are in respondents’ own words.
3. Respondents have adequate time to give well thought out answers.
4. Respondents, who are not easily approachable, can also be reached conveniently.
5. Large samples can be made use of and thus the results can be made more
dependable and reliable.
Disadvantages:
1. Low rate of return of the duly filled in questionnaires; bias due to no-response is
often indeterminate.
2. It can be used only when respondents are educated and cooperating.
3. There is inbuilt inflexibility because of the difficulty of amending the approach
once questionnaires have been dispatched.
4. It is difficult to know whether willing respondents are truly representative
SECONDARY DATA
Available sources of collection of secondary data:

1. Various publications of the central, state are local governments;
2. Various publications of foreign governments or of international
bodies and their subsidiary organizations;
3. Technical and trade journals;
4. Books, magazines and newspapers;
5. Reports and publications of various associations connected
with business and industry, banks, stock exchanges, etc.;
6. Reports prepared by research scholars, universities,
economists, etc. in different fields; and
7. Public records and statistics, historical documents, and other
sources of published information.
Characteristics of Secondary Data
1. Reliability of data: The reliability can be tested by finding out such things
about the said data:
(a) Who collected the data? (b) What were the sources of data? (c) Were they collected
by using proper methods (d) At what time were they collected?(e) Was there any bias of
the compiler? (t) What level of accuracy was desired? Was it achieved ?
2. Suitability of data: The data that are suitable for one enquiry may not
necessarily be found suitable in another enquiry. Hence, if the available data are
found to be unsuitable, they should not be used by the researcher. In this context, the
researcher must very carefully scrutinize the definition of various terms and units of
collection used at the time of collecting the data from the primary source originally.
Similarly, the object, scope and nature of the original enquiry must also be studied. If
the researcher finds differences in these, the data will remain unsuitable for the present
enquiry and should not be used.
3. Adequacy of data: If the level of accuracy achieved in data is found
inadequate for the purpose of the present enquiry, they will be considered as
inadequate and should not be used by the researcher. The data will also be considered
inadequate, if they are related to an area which may be either narrower or wider than
the area of the present enquiry.

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Business Research Methodology

Chapter 05: Methods of Data Collection

To complete this chapter, a student will able to:

 Understand the Different source of data

There are two types of Data;

Secondary Data: The secondary data, on the other

There are several methods of collecting primary data, particularly in surveys

Observation Method: Under the observation method, the information is sought by

The main advantage of this method is:

However, observation method has various limitations:

The interview method of collecting data involves presentation of

(a) Personal interviews: Personal interview method requires a

(b) Telephone interviews: This method of collecting information

A questionnaire consists of a number of questions

The method of collecting data by mailing the

Available sources of collection of secondary data:

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