Data collection methods
- 2. It is important to note that for collection of the secondary data, no need to use specific methods. They are easily collected from various published sources. The problem of method selection arises in case of primary data. So, discussion on data collection methods is relevant to primary data only. Practically, sample-based survey methods are used. Selection of an appropriate sample is important decision in almost all the methods for primary data collection.
- 4. Survey method is also said as communication method as the data are collected by communicating with the respondents, either by face-to-face oral communication or by other means like telephone, mails, etc. This is a widely used method for collecting primary data. It is fit for any kind of research problem. Major marketing research projects, more or less, follow survey method. Because of the intensive use of questionnaire in survey method, it is also called as the questionnaire method. The unique characteristic of a survey method is that the data are collected by asking questions to the relevant respondents. Commonly used options in the survey methods include interview, telephone interview, and mail survey.
- 5. Interview involves a face-to-face interaction with the respondents. Personal interview includes collection of data by personally contacting the respondents. Here face- to-face communication and free feedback are possible. It is a very effective and flexible method for conducting survey.
- 6. Interview is conducted using questionnaire, containing different types of questions. Using probe questions like what, why, when, how much, where, with whom, etc., more information can be elicited from the respondents. Picture, chart, cartoons, products, and other similar devices are used to get more clear and precise information regarding their interest, attitudes, and opinions. Interviews may include personal interview, focus group interview, primary interview, and in-depth interview. In personal interview, at a time, only one interviewee is interviewed while focus group interview includes interviewing more respondents at a time. Primary interview is conducted to collect the primary (elementary or brief) information. In contrast, the in-depth interview consists of the detailed discussion with the respondents. Success of interview depends on ability, training, experience, and competency of interviewer.
- 7. Nowadays, a telephone survey can be easily conducted due to wide spread telephone facilities provided by telephone department and private companies. Up-to-date telephone directories (in hard and soft copy format) can make the task easy. However, in urban areas, it can be conducted more effectively. Here, interview is conducted by asking questions through telephone (including cell phone), and response of the respondents is recorded systematically. This is an ideal method when one wants information on the current/live activities.
- 8. For example, we can get information about the performance of the star cricketers when match is being displayed on television by asking question to viewers through telephone. Similarly, the effectiveness of advertisement can be measured by immediately contacting the respondents when advertisement is published during particular programme. It is suitable when one wants short answers for a few questions. A large number of interviews can be conducted in a short time. This survey may be structured or unstructured. But, generally the structured telephone survey is used to get information on the specific aspects within limited time.
- 9. In this method, data are collected by mail or letter. Well-designed printed copy of questionnaire is sent to known and unknown respondents with a request to return it back dully filled. The mail may work as a silent fieldworker. Certain gifts, rewards, or direct benefits are associated with the mail to inspire and prompt the respondents for quick and complete information. Sometimes, a coin, coupons, or draw tickets are sent with questionnaire. Follow-up with sweet reminders can create respondents’ interest. Newspapers and magazines can also be used as medium for limited survey. Internet (putting quarries or questions on websites) and E-mail (electronic mail) are the latest computer-based devices to send and collect data on the relevant area. SMS by cell phone is also widely used for the purpose.
- 10. This method doesn’t face geographical constraints. With same charge, by government postal service, national wide survey is possible. In fact, private mail service providers, like courier services, charge rates as per distance. It is, comparatively, less costly and convenient. For mail survey, questionnaire is prepared in regional language, and simple, short and direct questions are used. PRACTICAL PROBLEMS RELATED TO THE MAIL SURVEY ARE: (1) Time consuming, (2) Careless completion of questionnaire, (3) Minimum response rate, (4) Incomplete response (5) Limited information can be collected, (6) SMS (cell phone), e-mail, etc., are costly and there are a lot of related practical problems, (7) Expression or face reading is not possible, etc.
- 11. This is another type of widely used method for primary data collection. However, it is used as a complementary to survey method. It is used to furnish, revise or complement data collected through the survey. Observation can be defined as: The act of carefully recognizing and noting facts or occurrence. The distinguished characteristic of this method is that no questions are asked to respondents for collecting data, but their behaviour is observed minutely. Under this method, researcher can observe, measure, or note the original behaviour of respondents, mostly consumers and dealers.
- 12. There can be two types of observations – live observation and record observation. In case of live observation, on- going (live) facts or occurrence are recognized or noted. On the other hand, the record observation involves recognizing, or noting of the records. Observation carried out by the properly selected, trained, capable, and experienced observer can provide an objective information. A lot depends upon ability of observer. Various tools used for observing behaviour may include camera, movie camera, close-circuit camera, printed forms, etc.
- 13. PRACTICAL PROBLEMS ASSOCIATED WITH OBSERVATION METHODS ARE: (1) It is difficult of collect data objectively, (2) It doesn’t measure the state of mind, which is more relevant for the study of intension, buying motive, or attitudes, (3) It depends heavily upon ability and experience of the observer; there is possibility of the biased outcomes, and (4) It is costly and time consuming.
- 14. STRUCTURED V/S UNSTRUCTURED OBSERVATION Structured observation involves a detailed plan regarding what and when to observe; why and how to observe, and where and who is to observe. Printed forms are used to record the behaviour of respondents. Every aspects related to observation is predetermined in advance. It is known as planned or structured observation. Sometimes, the observer watches and notes the behaviour without any specific scheme or plan. Here, time, methods, place, and procedures of observing behaviour and recording data are not specified in advance. Such observation may turn as unstructured observation. LIVES V/S RECORD OBSERVATION In case of the live observation, on-going or live behaviour and activities are observed. The record observation consists of observing the recorded/ past behaviour of the relevant respondents.
- 15. DIRECT V/S INDIRECT OBSERVATION Direct Observation involves observing behaviour of the respondents directly. There is no considerable physical distance between observer and respondents. Indirect observation is the distanced observation. Behaviour is observed at the distance place. Direct or indirect observation is applicable to both live as well as record observation. NATURAL V/S CONTRIVED OBSERVATION While natural observation is conducted in the original setting or situations, the contrived observation is based on artificially created environment. Artificial situation is created, people are informed, and their behaviour is observed. The natural observation provides more reliable and original information.
- 16. HUMAN V/S MECHANICAL OBSERVATION Obviously, human observation involves human being. Human organism is recognizing and noting the respondents’ behaviour. On the contrary, the mechanical observation involves certain mechanical or electrical devices, such as movie camera, automatic recording close-circuit camera or robot is used to observe behaviour and activities of people. DISGUISED V/S UNDISGUISED OBSERVATION This is a very important classification of observation. Disguised observation is one in which the targeted people do not know that they are being observed. They will behave naturally and originally. Sometimes, the respondents are informed that their behaviour will be observed at a particular time.
- 17. Under this method of data collection, a cause and effect (i.e., causal) relationship is established. The independent variables are manipulated to measure the effects of such manipulation on the dependent variables. For example, if marketing manager want to measure the effect of 10% price rise on sales, first, he raises price by 10% (manipulation of independent variable), and then he tries to measure the effects of the price rise on sales volume (impact on dependent variable). However, along with manipulation of independent variables, the impact of relevant extraneous factors should also be kept in mind to estimate the exact effect of manipulation. Many times, to minimize the effect of uncontrollable factors, the experiment is conducted in the controlled environment.
- 18. MAJOR PROBLEMS ASSOCIATED WITH EXPERIMENTAL METHODS FOR PRIMARY DATA COLLECTION ARE: (1) Impact of extraneous factors that minimizes reliability of results, (2) Experimental method is costly, (3) It is time consuming, (4) Possibility of the strange (abnormal) results than normal because of effect of experiments; people may deliberately react abnormally, etc. Despite all these problems, the experimental method is very useful for certain marketing issues, for example, testing of new product in particular localities before it is lunched fully. It can be used to measure effectiveness of packaging and design, or measuring effect of particular promotional tool. Conducting a successful experiment for data collection needs a great deal of knowledge, experience, and ability.
- 19. EXPERIMENTAL METHOD CAN BE CONDUCTED IN TWO WAYS: I. FIELD OR NATURAL EXPERIMENT: Such experiment is conducted in the real market situation. No attempts are made to create an artificial situation for manipulation and measurement of effects. In a natural way, the independent variables are manipulated in one or more market places to measure their impact of dependent variables. One of the prime problems is that here the researcher has no control on the situation and, consequently, outcomes of experiment may be misleading.
- 20. II. LABORATORY OR ARTIFICIAL EXPERIMENT: This experimental method differs significantly from the former one. Here, attempts are made to create artificial situations in which experiment is made. It is conducted in the controlled environment. The researcher has considerable control on the situations. The net or exact outcome may be obtained. But, it is conducted in a limited scale and it is difficult to derive general conclusions on the basis. For example, some customers and dealers are invited in a laboratory and are shown demonstration of proposed product to estimate product acceptability at particular price. There is full possibility that results may be quite imaging compared to real situation. Response during experiment and post experiment may produce contrasting results.
- 21. Panel method is a hybrid method. All aforesaid methods are used to collect data from the panel. Panel can be defined as: The fixed and relatively permanent sample/group of respondents to obtain information continuously or intermittently (periodical) basis. In case of panel method, data are collected only from panels of response groups or respondents. As and when information is needed, these panels are contacted. They are provided incentives; they are offered gifts or some rewards to encourage them provide relevant and accurate information willingly. The data are more reliable and up-to-date. Such panels provide necessary information about market trends, fashion, consumer attitudes and expectations, strengths of competitors, and also make valuable suggestions to improve the company’s overall performance. Panel is relatively fixed and permanent sample of respondents. However, changes in terms of size, type, and location are made to suits the company’s requirements.
- 22. I. CONSUMER PANEL: Such panel involves only consumers. They are consulted for the required data, or they provide data periodically on any issue related to market as per the contract. II. DEALER PANEL: Dealer panel consists of middlemen, such as wholesalers, retailers, and agents. They can provide valuable information regarding consumers, competitors, and overall market environment. III. SUPPLIER PANEL: Suppliers are those parties who supply necessary inputs like raw materials, provisions, parts, and other inputs required for production and marketing of products. This panel also includes service providers like insurance companies, transporters, bankers, and so forth.
- 23. IV. CONTINUOUS OR PERIODICAL PANEL: Continuous panel provides information on a continuous basis. They maintain live contact with a company and inform the company as and when they feel that the information is important. Periodical panel, on the other hand, provides detail at a fixed interval. V. PERMANENT OR TEMPORARY PANEL: Permanent panel is standing in nature. Such panel serves for relatively a long period to time. On the other hand, the temporary panel is ad-hoc in nature. It is terminated when the time is over. VI. FIXED OR VARIABLE PANEL: In case of a fixed panel, number and type of respondents are fixed. No changes are made in the panel. While in variable panel, number and types of respondents are subject to change.