Rm sem-3
- 1. Primary Data Page 1 PRIMARY DATA 1. INTRODUCTION OF PRIMARY DATA Primary data collection is necessary when a researcher cannot find the data needed in secondary sources. Market researchers are interested in primary data about demographic / socioeconomic characteristics, attitudes / opinions / interests, awareness/knowledge, intentions, motivation, and behavior. Three basic means of obtaining primary data are observation, surveys, and experiments. The choice will be influenced by the nature of the problem and by the availability of time and money. Primary research is original research that you conducted specifically for your own objectives. You are going to be the person who directly obtains the raw data collected for your current needs in research. Often, it is undertaken after some insights have been gained by the researcher about the issue such as by analyzing previously collected primary data or by reviewing secondary research. It is the research generated by conducting trials, asking questions and collecting results, among others. On the other hand, secondary research is based on other people’s research findings. It has to do with gathering other people’s results from the internet, reports or books. Summaries or selections are made from the research which allows evidence to be gathered in order to your own conclusions. Various methods are used to accomplish primary research including telephone interviews and questionnaires in market research, direct observations in physical science or by doing experiments. The term primary research is used widely in competitive intelligence, market
- 2. Primary Data Page 2 research and academic research. Generally, knowing how to do primary research is something that students learn how to do in school, and this critical thinking course helps you make that grade.
- 3. Primary Data Page 3 2. ADVANTAGES & LIMITATION OF PRIMARY DATA A. Advantages of Primary Data Accuracy The measure of how accurately studies really represent a group, community, people or a person it claims to represent is called representativeness. Researchers make attempts to determine each study’s representatives which they conduct themselves. They also check the studies of other researchers to back their claims. When researchers use primary data, they observe data in real time and are at the scene where collection of data is going on. Therefore, researchers can be certain that the recorded data is a reflection of reality. On other words, primary research is the closes form of information to the idea or the topic being studied. Information is a genuine, first-hand account that has not been altered by other scholars. Unaltered, genuine information is more reliable particular for subjects such as history. Depth In a sociological study, it is impossible to get the appropriate and necessary depth of a study when reporting on the level of a small group or individual when you use only secondary data. Directly recording observations, feelings, thoughts and words from primary data is a kind of depth that really solidifies studies to which general readers able to relate.
- 4. Primary Data Page 4 Contrast/Compare As a comparison to secondary data, primary data comes in quite useful. When a researcher finds primary data, sociologists can see how data measures up to studies that other researchers have done on the same subject. If the information does not match, there needs to be a justification of new findings which might result in new information that discredits a previous belief. Bias Most research studies set out to explore a hypothesis’ possibilities or to answer a question. When researchers do their own study, they can be aware of what bias is brought to the writing of that study and to research. Here is a market research course that puts you on a fast track to finding out exactly what customers want. Control When researchers use primary data, there is maximum control about the method of collecting the data itself including for what purpose it is going to be used for, whom it is collected by and who it is collected from. Primary research follows the scientific method, which involves forming a hypothesis and based on this, collecting data from experiments to prove whether or not the hypothesis is right or wrong. Also, when students work with primary research, this helps them understand scholarship’s methodology. For example, replicating a scientific experiment’s results allows students to grasp exactly how important the basic philosophy of science is in general as well as the scientific method.
- 5. Primary Data Page 5 Get A Direct Experience When students engage in primary research, they get to experience information in a direct, personal manner. In the subject of history, for instance, reading a period memoir written by someone of the same age will give students a first person, powerful look at events that happened in history. Become an Active Participant One essential part of the process of learning is engaging students in primary research. This transforms researchers/students from passive information recipients to active participants in the process of knowledge-building. Students are allowed to experience the material vividly when working with primary sources and doing experiments. Dry renderings of a textbook’s conclusion just cannot replace what primary research can offer. Get Results All branches of science especially hard sciences like agriculture, physics, biology and chemistry use primary research. In these fields, the vast majority of papers published consist of this type of research. Being such a tested, tried and proven method for doing effective research, you can be assured that primary research puts on you on the road to real scientific discoveries. You can even take the first step to writing your own research paper using tips provided by this comprehensive writing course.
- 6. Primary Data Page 6 B. Limitation of Primary Data While primary data collection is a powerful method for acquiring information, it does pose several significant problems including: Cost Compared to secondary research, primary data may be very expensive since there is a great deal of marketer involvement and the expense in preparing and carrying out research can be high. Time Consuming To be done correctly primary data collection requires the development and execution of a research plan. Going from the start-point of deciding to undertake a research project to the end-point to having results is often much longer than the time it takes to acquire secondary data. Not Always Feasible Some research projects, while potentially offering information that could prove quite valuable, are not within the reach of a marketer. Many are just too large to be carried out by all but the largest companies and some are not feasible at all. For instance, it would not be practical for McDonalds to attempt to interview every customer who visits their stores on a certain day since doing so would require hiring a huge number of researchers, an unrealistic expense. Fortunately, as we will see in a later tutorial there are ways for McDonalds to use other methods (e.g., sampling) to meet their needs without the need to talk with all customers.
- 7. Primary Data Page 7 Inaccurate Feedbacks In case the research involves taking feedbacks from the targeted audience, there are high chances that feedback given is not correct. Feedbacks by their basic nature are usually biased or given just for the sake of it. More number of resources are required Leaving aside cost and time, other resources like human resources and materials too are needed in larger quantity to do surveys and data collection.
- 8. Primary Data Page 8 3. PRIMARY SOURCES OF DATA Primary sources are original sources from which the researcher directly collects data that have not been previously collected e.g., collection of data directly by the researcher on brand awareness, brand preference, brand loyalty and other aspects of consumer behavior from a sample of consumers by interviewing them. Primary data are first hand information collected through various methods such as observation, interviewing, mailing etc. a. Observation Observation means that the situation of interest is checked and a person or some mechanical device records the relevant facts, actions, or behaviors. Accurate data about what consumers do in certain situations is provided by observation. Observation does not tell why it happened. b. Mechanical Approaches Mechanical approaches are reliable data collection instruments because they provide objective measures. Data on the factors influencing product sales, such as competitor advertising and other promotional activities can be effectively assessed. Information can be obtained on a specific store or all the stores in a system, enabling rapid and effective comparisons at various local, regional and national levels. The information is available continuously and enables firms to plan down to the individual store level. Scanner and bar coding technologies form the basis for capturing marketing information at the retail level. Scanners are electronic devices at retail checkouts that read the bar code for each item bought. They provide up-to-the-minute data on product purchases by item and also by household. Telecommunications can transmit the information directly to the manufacturer and shorten the communications cycle from weeks to minutes. With this information the manufacturer can develop a profile for each retailer and establish the optimum retail inventory for each location.
- 9. Primary Data Page 9 The optimum inventory ensures stocking of merchandise that customers buy with a minimum amount of inventory investment for the retailer. Combining the retailer's information with the manufacturer's database yields local promotional mailings, fine tuned shelf displays, and redesigned store layouts. Other mechanical devices include video cameras, Nielsen People Meters, and single-source data systems that link consumers exposure to television advertising, sales promotion, and other marketing efforts with their store purchases (Behavior Scan and Info Scan of Information Resources, Inc.). Furthermore, measurements might be taken of respondents eye movements, pulse rates, or other physical reactions to advertisements. c. Personal Approaches Marketers can learn by personally observing or watching actions and situations. For example, when an organization is choosing a new location, it would observe the neighborhood conditions. Also, marketers of pet products and baby products are extremely interested in how respondents react to new products, but obviously cannot ask them to describe their opinions or to fill out surveys. They must depend on observational research. d. Surveys Surveys or questioning involve using a questionnaire (data collection instrument) to ask respondents questions to secure the desired information. Questionnaires may be administered by mail, over the telephone, by computer, or in person. Limitations of surveys include opportunities for error in construction and administering of a questionnaire, expense, and time needed to conduct a survey. Respondents may not respond, may be unable to respond, or may give misleading responses. e. Mail
- 10. Primary Data Page 10 Mail interviews can be used to collect large amounts of data and have a low cost per respondent. Respondents can see a concept, read a description, and think about it at their leisure. There is no interviewer bias. However, the questionnaires are not flexible, cannot be adapted to individual respondents, and generally have low response rates. The researcher has no control over who completes the questionnaire. f. Telephone Telephone interviews are easy to administer and allow data to be collected quickly at a relatively low cost. The interviewer can clarify the questions. Response rates tend to be higher and telephone interviewing allows for greater sample control. However, it is more expensive than a mail questionnaire. The presence of an interviewer on the phone may bias responses since respondents may be unwilling to discuss personal information. Also, respondents can‟t see product. A major limitation is that they must be short. g. Computer Advances in computers and technology have led to sophisticated data collection methods. Computer and online Interviewing allow rapid data collection from dispersed populations at a low cost. h. Personal Personal interviews may be conducted one-on-one or with a focus group. A personal interview is a direct, face-to-face interview between the interviewer and the respondent. In the past, personal interviews were conducted door-to-door. Today, most personal interviews (one-on-one) are conducted in malls and are referred to as mall intercept. Personal interviews are the most flexible since interviewers can clarify questions and probe for answers. Respondents can see a concept as well as read a description. More information can normally be obtained through observation of the respondent‟s surroundings. Personal interviewing is
- 11. Primary Data Page 11 expensive, yet it offers a great deal of flexibility and allows for visual stimuli. A focus group is a small group of people, carefully selected, who represent a specific target audience. They are used to generate concepts and hypotheses. The strength of focus groups is found in the group discussion and interaction. Focus group interviews are a popular way of gaining insight into consumer thoughts and feelings about a product. In the past, focus groups were regarded mainly as a simple and quick way of asking any group of respondents, usually in someone's home, to answer questions about a product. Today, focus groups are an important source of qualitative research. Advance preparation ensures that the facility, moderator, and respondents are of high quality. An example of a technique used in a focus group is a projective technique in which a People Board is used to obtain attitudes through photograph associations and forced relationships. Participants indicate which of several images in a category relate to the subject at hand. The findings from a focus group are useful for general information but do not suffice to give absolute quantifiable information. A panel is a fixed sample of individuals from who repeated measurements are taken over time with respect to the same variables. An example is MRCA, which has a 12,000 household panel that is representative of the national census in terms of significant demographics. Surveys of the panel conducted frequently throughout the year provide a means to measure relatively small changes in household purchases and product usage. Another example is the consumer diary. Diaries are especially appropriate for answering questions on brand penetration and loyalty. This approach indicates which factors influence purchasing behaviors, such as price and advertising, and where purchases are made -- supermarkets, discount stores, drugstores. Firms in packaged goods, apparel, home furnishings, financial services, travel, and entertainment use this method. i. Experiments
- 12. Primary Data Page 12 In an experiment, a researcher selects matched groups, gives them different experimental treatments controlling for other related factors, and checks for differences in the responses of the experimental group and the control group. Experimental research attempts to explain cause-and-effect relationships. Data in an experiment may be collected through observation and surveys. An experiment can be done in either a laboratory or field setting. In a laboratory experiment, the researcher has complete control during the experiment. A field experiment is conducted under more realistic conditions. For example, if a charitable organization wanted to see whether inclusion of return-address labels affected donors‟ responses to a mail solicitation, it could select similar sets of donors and send them the donation solicitation with and without labels to see if one method is more effective than the other is.
- 13. Primary Data Page 13 4. METHODS OF COLLECTING PRIMARY DATA Primary data are directly collected by the researcher from their original sources. In this case, the researcher can collect the required data precisely according to his research needs, he can collect them when he wants them and in the form he needs them. But the collection of primary data is costly and time consuming. Yet, for several types of social science research required data are not available from secondary sources and they have to be directly gathered from the primary sources. In such cases where the available data are inappropriate, inadequate or obsolete, primary data have to be gathered. They include: socio economic surveys, social anthropological studies of rural communities and tribal communities, sociological studies of social problems and social institutions. Marketing research, leadership studies, opinion polls, attitudinal surveys, readership, radio listening and T.V. viewing surveys, knowledge-awareness practice (KAP) studies, farm managements studies, business management studies etc. There are various methods of data collection. A „Method‟ is different from a „Tool‟ while a method refers to the way or mode of gathering data, a tool is an instruments used for the method. For example, a schedule is used for interviewing. The important methods are (a) observation, (b) interviewing, (c) mail survey, (d) experimentation, (e) simulation and (f) projective technique. In This Project, will explore on below 1. SURVEY METHOD 2. INTERVIEW METHOD 3. OBSERVATIONAL METOD 4. EXPERIMENTAL METHOD
- 14. Primary Data Page 14 1. SURVEY METHOD Surveys can be divided into two broad categories: the questionnaire and the interview. Questionnaires are usually paper-and-pencil instruments that the respondent completes. Interviews are completed by the interviewer based on the respondent says. Sometimes, it's hard to tell the difference between a questionnaire and an interview. For instance, some people think that questionnaires always ask short closed-ended questions while interviews always ask broad open-ended ones. But you will see questionnaires with open-ended questions (although they do tend to be shorter than in interviews) and there will often be a series of closed-ended questions asked in an interview. Survey research has changed dramatically in the last ten years. We have automated telephone surveys that use random dialing methods. There are computerized kiosks in public places that allows people to ask for input. A whole new variation of group interview has evolved as focus group methodology. Increasingly, survey research is tightly integrated with the delivery of service. Your hotel room has a survey on the desk. Your waiter presents a short customer satisfaction survey with your check. You get a call for an interview several days after your last call to a computer company for technical assistance. You're asked to complete a short survey when you visit a web site. Here, I'll describe the major types of questionnaires and interviews, keeping in mind that technology is leading to rapid evolution of methods. We'll discuss the relative advantages and disadvantages of these different survey types in Advantages and Disadvantages of Survey Methods.
- 15. Primary Data Page 15 1.1 QUESTIONNAIRES When most people think of questionnaires, they think of the mail survey. All of us have, at one time or another, received a questionnaire in the mail. There are many advantages to mail surveys. They are relatively inexpensive to administer. You can send the exact same instrument to a wide number of people. They allow the respondent to fill it out at their own convenience. But there are some disadvantages as well. Response rates from mail surveys are often very low. And, mail questionnaires are not the best vehicles for asking for detailed written responses. A second type is the group administered questionnaire. A sample of respondents is brought together and asked to respond to a structured sequence of questions. Traditionally, questionnaires were administered in group settings for convenience. The researcher could give the questionnaire to those who were present and be fairly sure that there would be a high response rate. If the respondents were unclear about the meaning of a question they could ask for clarification. And, there were often organizational settings where it was relatively easy to assemble the group (in a company or business, for instance). What's the difference between a group administered questionnaire and a group interview or focus group? In the group administered questionnaire, each respondent is handed an instrument and asked to complete it while in the room. Each respondent completes an instrument. In the group interview or focus group, the interviewer facilitates the session. People work as a group, listening to each other's comments and answering the questions. Someone takes notes for the entire group -- people don't complete an interview individually. A less familiar type of questionnaire is the household drop-off survey. In this approach, a researcher goes to the respondent's home or business and hand over the respondent the
- 16. Primary Data Page 16 instrument. In some cases, the respondent is asked to mail it back or the interview returns to pick it up. This approach attempts to blend the advantages of the mail survey and the group administered questionnaire. Like the mail survey, the respondent can work on the instrument in private, when it's convenient. Like the group administered questionnaire, the interviewer makes personal contact with the respondent -- they don't just send an impersonal survey instrument. And, the respondent can ask questions about the study and get clarification on what is to be done. Generally, this would be expected to increase the percent of people who are willing to respond. 1.2 QUESTION ISSUES Sometimes the nature of what you want to ask respondents will determine the type of survey you select. What types of questions can be asked? Are you going to be asking personal questions? Are you going to need to get lots of detail in the responses? Can you anticipate the most frequent or important types of responses and develop reasonable closed-ended questions? How complex will the questions be? Sometimes you are dealing with a complex subject or topic.The questions you want to ask are going to have multiple parts.
- 17. Primary Data Page 17 Will screening questions be needed? A screening question may be needed to determine whether the respondent is qualified to answer your question of interest. For instance, you wouldn't want to ask someone their opinions about a specific computer program without first "screening" them to find out whether they have any experience using the program. Sometimes you have to screen on several variables (e.g., age, gender, experience). The more complicated the screening, the less likely it is that you can rely on paper-and-pencil instruments without confusing the respondent. Can question sequence be controlled? Is your survey one where you can construct in advance a reasonable sequence of questions? Or, are you doing an initial exploratory study where you may need to ask lots of follow-up questions that you can't easily anticipate? Will lengthy questions be asked? If your subject matter is complicated, you may need to give the respondent some detailed background for a question. Can you reasonably expect your respondent to sit still long enough in a phone interview to ask your question? Will long response scales be used? If you are asking people about the different computer equipment they use, you may have to have a lengthy response list (CD-ROM drive, floppy drive, mouse, touch pad, modem, network connection, external speakers, etc.). Clearly, it may be difficult to ask about each of these in a short phone interview.
- 18. Primary Data Page 18 1.3 SAMPLE OF QUESTIONNAIRES: 1. Dichotomous Questions: When a question has two possible responses, we consider it dichotomous. Surveys often use dichotomous questions that ask for a Yes/No, True/False or Agree/Disagree response. There are a variety of ways to lay these questions out on a questionnaire: 2. Questions Basedon Level Of Measurement We can also classify questions in terms of their level of measurement. For instance, we might measure occupation using a nominal question. Here, the number next to each response has no meaning except as a placeholder for that response. The choice of a "2" for a lawyer and a "1" for a truck driver is arbitrary -- from the numbering system used we can't infer that a lawyer is "twice" something that a truck driver is. We might ask respondents to rank order their preferences for presidential candidates using an ordinal question: We want the respondent to put a 1, 2, 3 or 4 next to the candidate, where 1 is the respondent's first choice. Note that this could get confusing. We might want to state the prompt more explicitly so the respondent knows we want a number from one to 4 (the respondent might check their favorite candidate, or assign higher numbers to candidates they prefer more instead of understanding that we want rank ordering). We can also construct survey questions that attempt to measure on an interval level. One of the most common of these types is the traditional 1-to-5 rating (or 1-to- 7, or 1-to-9, etc.). This is sometimes referred to as a Likert response scale (see Likert Scaling). Here, we see how we might ask an opinion question on a 1-to-5 bipolar scale (it's called bipolar because there is a neutral point and the two ends of the scale are at opposite positions of the opinion):
- 19. Primary Data Page 19 Another interval question uses an approach called the semantic differential. Here, an object is assessed by the respondent on a set of bipolar adjective pairs (using 5-point rating scale): Finally, we can also get at interval measures by using what is called a cumulative or Guttman scale (see Guttman Scaling). Here, the respondent checks each item with which they agree. The items themselves are constructed so that they are cumulative -- if you agree to one, you probably agree to all of the ones above it in the list:
- 20. Primary Data Page 20 2. INTERVIEWS METHOD Interviews are a far more personal form of research than questionnaires. In the personal interview, the interviewer works directly with the respondent. Unlike with mail surveys, the interviewer has the opportunity to probe or ask follow-up questions. And, interviews are generally easier for the respondent, especially if what is sought is opinions or impressions. Interviews can be very time consuming and they are resource intensive. The interviewer is considered a part of the measurement instrument and interviewers have to be well trained in how to respond to any contingency. Almost everyone is familiar with the telephone interview. Telephone interviews enable a researcher to gather information rapidly. Most of the major public opinion polls that are reported were based on telephone interviews. Like personal interviews, they allow for some personal contact between the interviewer and the respondent. And, they allow the interviewer to ask follow-up questions. But they also have some major disadvantages. Many people don't have publicly-listed telephone numbers. Some don't have telephones. People often don't like the intrusion of a call to their homes. And, telephone interviews have to be relatively short or people will feel imposed upon. Concept of Interviews Interviews are among the most challenging and rewarding forms of measurement. They require a personal sensitivity and adaptability as well as the ability to stay within the bounds of the designed protocol. Here, I describe the preparation you need to do for an interview study and the process of conducting the interview itself. 2.1 PREPARATION:
- 21. Primary Data Page 21 The Role of the Interviewer The interviewer is really the "jack-of-all-trades" in survey research. The interviewer's role is complex and multifaceted. It includes the following tasks: Locate and enlist cooperation of respondents The interviewer has to find the respondent. In door-to-door surveys, this means being able to locate specific addresses. Often, the interviewer has to work at the least desirable times (like immediately after dinner or on weekends) because that's when respondents are most readily available. Motivate respondents to do good job If the interviewer does not take the work seriously, why would the respondent? The interviewer has to be motivated and has to be able to communicate that motivation to the respondent. Often, this means that the interviewer has to be convinced of the importance of the research. Clarify any confusion/concerns Interviewers have to be able to think on their feet. Respondents may raise objections or concerns that were not anticipated. The interviewer has to be able to respond candidly and informatively. Observe quality of responses Whether the interview is personal or over the phone, the interviewer is in the best position to judge the quality of the information that is being received. Even a verbatim transcript will not adequately convey how seriously the respondent took the task, or any gestures or body language that was evident. Conduct a good interview
- 22. Primary Data Page 22 Last, and certainly not least, the interviewer has to conduct a good interview! Every interview has a life of its own. Some respondents are motivated and attentive, others are distracted or disinterested. The interviewer also has good or bad days. Assuring a consistently high-quality interview is a challenge that requires constant effort. 2.2 TRAINING THE INTERVIEWERS: One of the most important aspects of any interview study is the training of the interviewers themselves. In many ways the interviewers are your measures, and the quality of the results is totally in their hands. Even in small studies involving only a single researcher-interviewer, it is important to organize in detail and rehearse the interviewing process before beginning the formal study. Here are some of the major topics that should be included in interviewer training: Describe the entire study Interviewers need to know more than simply how to conduct the interview itself. They should learn about the background for the study, previous work that has been done, and why the study is important. State who is sponsor of research Interviewers need to know who they are working for. They -- and their respondents -- have a right to know not just what agency or company is conducting the research, but also, who is paying for the research. Teach enough about survey research While you seldom have the time to teach a full course on survey research methods, the interviewers need to know enough that they respect the survey method and are motivated. Sometimes it may not be apparent why a question or set of questions was asked in a
- 23. Primary Data Page 23 particular way. The interviewers will need to understand the rationale for how the instrument was constructed. Explain the sampling logic and process Naive interviewers may not understand why sampling is so important. They may wonder why you go through all the difficulties of selecting the sample so carefully. You will have to explain that sampling is the basis for the conclusions that will be reached and for the degree to which your study will be useful. Explain interviewer bias Interviewers need to know the many ways that they can inadvertently bias the results. And, they need to understand why it is important that they not bias the study. This is especially a problem when you are investigating political or moral issues on which people have strongly held convictions. While the interviewer may think they are doing good for society by slanting results in favor of what they believe, they need to recognize that doing so could jeopardize the entire study in the eyes of others. "Walk through" the interview When you first introduce the interview, it's a good idea to walk through the entire protocol so the interviewers can get an idea of the various parts or phases and how they interrelate.
- 24. Primary Data Page 24 Explain respondent selection procedures, including reading maps It's astonishing how many adults don't know how to follow directions on a map. In personal interviews, the interviewer may need to locate respondents who are spread over a wide geographic area. And, they often have to navigate by night (respondents tend to be most available in evening hours) in neighborhoods they're not familiar with. Teaching basic map reading skills and confirming that the interviewers can follow maps is essential. Identifying households In many studies it is impossible in advance to say whether every sample household meets the sampling requirements for the study. In your study, you may want to interview only people who live in single family homes. It may be impossible to distinguish townhouses and apartment buildings in your sampling frame. The interviewer must know how to identify the appropriate target household. Identify respondents Just as with households, many studies require respondents who meet specific criteria. For instance, your study may require that you speak with a male head-of-household between the ages of 30 and 40 who has children under 18 living in the same household. It may be impossible to obtain statistics in advance to target such respondents. The interviewer may have to ask a series of filtering questions before determining whether the respondent meets the sampling needs. Rehearse interview You should probably have several rehearsal sessions with the interviewer team. You might even videotape rehearsal interviews to discuss how the trainees responded in difficult situations. The interviewers should be very familiar with the entire interview before ever facing a respondent.
- 25. Primary Data Page 25 Explain supervision In most interview studies, the interviewers will work under the direction of a supervisor. In some contexts, the supervisor may be a faculty advisor; in others, they may be the "boss." In order to assure the quality of the responses, the supervisor may have to observe a subsample of interviews, listen in on phone interviews, or conduct follow-up assessments of interviews with the respondents. This can be very threatening to the interviewers. You need to develop an atmosphere where everyone on the research team -- interviewers and supervisors -- feel like they're working together towards a common end. Explain scheduling The interviewers have to understand the demands being made on their schedules and why these are important to the study. In some studies it will be imperative to conduct the entire set of interviews within a certain time period. In most studies, it's important to have the interviewers available when it's convenient for the respondents, not necessarily the interviewer. 2.3 THE INTERVIEWER'S KIT It's important that interviewers have all of the materials they need to do a professional job. Usually, you will want to assemble an interviewer kit that can be easily carried and includes all of the important materials such as: a "professional-looking" 3-ring notebook (this might even have the logo of the company or organization conducting the interviews) maps sufficient copies of the survey instrument official identification (preferable a picture ID) a cover letter from the Principal Investigator or Sponsor a phone number the respondent can call to verify the interviewer's authenticity
- 26. Primary Data Page 26 2.4 THE INTERVIEW: So all the preparation is complete, the training done, the interviewers ready to proceed, their "kits" in hand. It's finally time to do an actual interview. Each interview is unique, like a small work of art (and sometimes the art may not be very good). Each interview has its own ebb and flow -- its own pace. To the outsider, an interview looks like a fairly standard, simple, prosaic effort. But to the interviewer, it can be filled with special nuances and interpretations that aren't often immediately apparent. Every interview includes some common components. There's the opening, where the interviewer gains entry and establishes the rapport and tone for what follows. There's the middle game, the heart of the process, that consists of the protocol of questions and the improvisations of the probe. And finally, there's the endgame, the wrap-up, where the interviewer and respondent establish a sense of closure. Whether it's a two-minute phone interview or a personal interview that spans hours, the interview is a bit of theater, a mini-drama that involves real lives in real time. 2.5 OPENING REMARKS In many ways, the interviewer has the same initial problem that a salesperson has. You have to get the respondent's attention initially for a long enough period that you can sell them on the idea of participating in the study. Many of the remarks here assume an interview that is being conducted at a respondent's residence. But the analogies to other interview contexts should be straightforward. Gaining entry The first thing the interviewer must do is gain entry. Several factors can enhance the prospects. Probably the most important factor is your initial appearance. The interviewer needs to dress professionally and in a manner that will be comfortable to the respondent. In
- 27. Primary Data Page 27 some contexts a business suit and briefcase may be appropriate. In others, it may intimidate. The way the interviewer appears initially to the respondent has to communicate some simple messages -- that you're trustworthy, honest, and nonthreatening. Cultivating a manner of professional confidence, the sense that the respondent has nothing to worry about because you know what you're doing -- is a difficult skill to teach and an indispensable skill for achieving initial entry. Doorstep technique You're standing on the doorstep and someone has opened the door, even if only halfway. You need to smile. You need to be brief. State why you are there and suggest what you would like the respondent to do. Don't ask -- suggest what you want. Instead of saying "May I come in to do an interview?", you might try a more imperative approach like " I'd like to take a few minutes of your time to interview you for a very important study." Introduction If you've gotten this far without having the door slammed in your face, chances are you will be able to get an interview. Without waiting for the respondent to ask questions, you should move to introducing yourself. You should have this part of the process memorized so you can deliver the essential information in 20-30 seconds at most. State your name and the name of the organization you represent. Show your identification badge and the letter that introduces you. You want to have as legitimate an appearance as possible. If you have a three-ring binder or clipboard with the logo of your organization, you should have it out and visible. You should assume that the respondent will be interested in participating in your important study -- assume that you will be doing an interview here.
- 28. Primary Data Page 28 Explaining the study At this point, you've been invited to come in (After all, you're standing there in the cold, holding an assortment of materials, clearly displaying your credentials, and offering the respondent the chance to participate in an interview -- to many respondents, it's a rare and exciting event. They hardly ever get asked their views about anything, and yet they know that important decisions are made all the time based on input from others.). Or, the respondent has continued to listen long enough that you need to move onto explaining the study. There are three rules to this critical explanation: 1) Keep it short; 2) Keep it short; and 3) Keep it short! The respondent doesn't have to or want to know all of the neat nuances of this study, how it came about, how you convinced your thesis committee to buy into it, and so on. You should have a one or two sentence description of the study memorized. No big words. No jargon. No detail. There will be more than enough time for that later (and you should bring some written materials you can leave at the end for that purpose). This is the "25 words or less" description. What you should spend some time on is assuring the respondent that you are interviewing them confidentially, and that their participation is voluntary.
- 29. Primary Data Page 29 2.6 Asking the Questions You've gotten in. The respondent has asked you to sit down and make yourself comfortable. It may be that the respondent was in the middle of doing something when you arrived and you may need to allow them a few minutes to finish the phone call or send the kids off to do homework. Now, you're ready to begin the interview itself. Use questionnaire carefully, but informally The questionnaire is your friend. It was developed with a lot of care and thoughtfulness. While you have to be ready to adapt to the needs of the setting, your first instinct should always be to trust the instrument that was designed. But you also need to establish a rapport with the respondent. If you have your face in the instrument and you read the questions, you'll appear unprofessional and disinterested. Even though you may be nervous, you need to recognize that your respondent is most likely even more nervous. If you memorize the first few questions, you can refer to the instrument only occasionally, using eye contact and a confident manner to set the tone for the interview and help the respondent get comfortable. Ask questions exactly as written Sometimes an interviewer will think that they could improve on the tone of a question by altering a few words to make it simpler or more "friendly." DON'T. You should ask the questions as they are on the instrument. If you had a problem with a question, the time to raise it was during the training and rehearsals, not during the actual interview. It is important that the interview be as standardized as possible across respondents (this is true except in certain types of exploratory or interpretivist research where the explicit goal is to avoid any standardizing). You may think the change you made was inconsequential when, in fact, it may change the entire meaning of the question or response. Follow the order given
- 30. Primary Data Page 30 Once you know an interview well, you may see a respondent bring up a topic that you know will come up later in the interview. You may be tempted to jump to that section of the interview while you're on the topic. DON'T. You are more likely to lose your place. You may omit questions that build a foundation for later questions. Ask every question Sometimes you'll be tempted to omit a question because you thought you already heard what the respondent will say. Don't assume that. For example, let's say you were conducting an interview with college age women about the topic of date rape. In an earlier question, the respondent mentioned that she knew of a woman on her dormitory floor who had been raped on a date within the past year. A few questions later, you are supposed to ask "Do you know of anyone personally who was raped on a date?" You figure you already know that the answer is yes, so you decide to skip the question. Instead, you might say something like "I know you may have already mentioned this, but do you know of anyone personally who was raped on a date?" At this point, the respondent may say something like "Well, in addition to the woman who lived down the hall in my dorm, I know of a friend from high school who experienced date rape." If you hadn't asked the question, you would never have discovered this detail. Don't finish sentences I don't know about you, but I'm one of those people who just hates to be left hanging. I like to keep a conversation moving. Once I know where a sentence seems to be heading, I'm aching to get to the next sentence. I finish people's sentences all the time. If you're like me, you should practice the art of patience (and silence) before doing any interviewing. As you'll see below, silence is one of the most effective devices for encouraging a respondent to talk. If you finish their sentence for them, you imply that what they had to say is transparent or
- 31. Primary Data Page 31 obvious, or that you don't want to give them the time to express themselves in their own language. 2.7 OBTAINING ADEQUATE RESPONSES - THE PROBE OK, you've asked a question. The respondent gives a brief, cursory answer. How do you elicit a more thoughtful, thorough response? You probe. Silent probe The most effective way to encourage someone to elaborate is to do nothing at all - just pause and wait. This is referred to as the "silent" probe. It works (at least in certain cultures) because the respondent is uncomfortable with pauses or silence. It suggests to the respondent that you are waiting, listening for what they will say next. Overt encouragement At times, you can encourage the respondent directly. Try to do so in a way that does not imply approval or disapproval of what they said (that could bias their subsequent results). Overt encouragement could be as simple as saying "Uh-huh" or "OK" after the respondent completes a thought.
- 32. Primary Data Page 32 Elaboration You can encourage more information by asking for elaboration. For instance, it is appropriate to ask questions like "Would you like to elaborate on that?" or "Is there anything else you would like to add?" Ask for clarification Sometimes, you can elicit greater detail by asking the respondent to clarify something that was said earlier. You might say, "A minute ago you were talking about the experience you had in high school. Could you tell me more about that?" Repetition This is the old psychotherapist trick. You say something without really saying anything new. For instance, the respondent just described a traumatic experience they had in childhood. You might say "What I'm hearing you say is that you found that experience very traumatic." Then, you should pause. The respondent is likely to say something like "Well, yes, and it affected the rest of my family as well. In fact, my younger sister..." 2.8 RECORDING THE RESPONSE: Although we have the capability to record a respondent in audio and/or video, most interview methodologists don't think it's a good idea. Respondents are often uncomfortable when they know their remarks will be recorded word-for-word. They may strain to only say things in a socially acceptable way. Although you would get a more detailed and accurate record, it is likely to be distorted by the very process of obtaining it. This may be more of a problem in some situations than in others. It is increasingly common to be told that your conversation may be recorded during a phone interview. And most focus group methodologies use unobtrusive recording equipment to capture what's being said. But, in general, personal
- 33. Primary Data Page 33 interviews are still best when recorded by the interviewer using pen and paper. Here, I assume the paper-and-pencil approach. Record responses immediately The interviewer should record responses as they are being stated. This conveys the idea that you are interested enough in what the respondent is saying to write it down. You don't have to write down every single word -- you're not taking stenography. But you may want to record certain key phrases or quotes verbatim. You need to develop a system for distinguishing what the respondent says verbatim from what you are characterizing (how about quotations, for instance!). Include all probes You need to indicate every single probe that you use. Develop a shorthand for different standard probes. Use a clear form for writing them in (e.g., place probes in the left margin). Use abbreviations where possible Abbreviations will help you to capture more of the discussion. Develop a standardized system (e.g., R=respondent; DK=don't know). If you create an abbreviation on the fly, have a way of indicating its origin. For instance, if you decide to abbreviate Spouse with a 'S', you might make a notation in the right margin saying "S=Spouse."
- 34. Primary Data Page 34 2.9 CONCLUDING THE INTERVIEW: When you've gone through the entire interview, you need to bring the interview to closure. Some important things to remember: Thank the respondent Don't forget to do this. Even if the respondent was troublesome or uninformative, it is important for you to be polite and thank them for their time. Tell them when you expect to send results I hate it when people conduct interviews and then don't send results and summaries to the people who they get the information from. You owe it to your respondent to show them what you learned. Now, they may not want your entire 300-page dissertation. It's common practice to prepare a short, readable, jargon-free summary of interviews that you can send to the respondents. Don't be brusque or hasty Allow for a few minutes of winding down conversation. The respondent may want to know a little bit about you or how much you like doing this kind of work. They may be interested in how the results will be used. Use these kinds of interests as a way to wrap up the conversation. As you're putting away your materials and packing up to go, engage the respondent. You don't want the respondent to feel as though you completed the interview and then rushed out on them -- they may wonder what they said that was wrong. On the other hand, you have to be careful here. Some respondents may want to keep on talking long after
- 35. Primary Data Page 35 the interview is over. You have to find a way to politely cut off the conversation and make your exit. Immediately after leaving -- write down any notes about how the interview went Sometimes you will have observations about the interview that you didn't want to write down while you were with the respondent. You may have noticed them get upset at a question, or you may have detected hostility in a response. Immediately after the interview you should go over your notes and make any other comments and observations -- but be sure to distinguish these from the notes made during the interview (you might use a different color pen, for instance).
- 36. Primary Data Page 36 3. OBSERVATION METHODS There are two approaches to collecting primary data through the use of observational methods. The first is structured observation, in which the researcher simply observes and records behaviour. The second is par- ticipant observation, in which the researcher actually takes part in the behaviour being studied. 3.1 STRUCTURED OBSERVATIONAL TECHNIQUES We are all familiar with the old-fashioned work study practitioners who, with their clipboards, stopwatches, pens and pads stood and observed people working. They were using structured observational methods, which are quantitative. They may have wanted to know how many times a person carried out a cycle of work activity within a particular period of time; and if a different method of working would improve pro- ductivity. Unlike the data gathered from an interview, this kind of observation records irrefutable facts about people’s behaviour. However, structured observation is quite a ‘cold’ exercise in that it tells us little about the subject’s emotions – their reactions to what they have to do and their thoughts and feelings about it. Those being observed are usually aware of what you are doing and, for ethical reasons, they should be told anyway. Exceptionally, when there is no alternative and when the observation subject is sufficiently important to justify it, covert observation takes place. Obviously, this raises ethical issues. Researchers do not normally set out to deceive people. On the other hand, the transparency of the observation creates a dilemma because in certain circumstances the probability of collecting accurate data is reduced markedly since those being observed seldom behave in the way they would normally. Undoubtedly, behaviour departs from
- 37. Primary Data Page 37 the norm when people are aware that they are being watched; this is a phenomenon that was observed during the Hawthorne studies in Chicago in the 1920s. Another form of deception takes place when as part of an ostensibly overt observation exercise, such as participant observation (see below), the behaviour that is being observed by the researcher may be outside the limits of his or her stated intentions. 3.2 PARTICIPANT OBSERVATIONAL TECHNIQUES By nature, participant observation is qualitative. As a generalization, it is safe that say that everyone is a participant observer. If you are a member of a group such as a sports club or a political party, you are in a good position to observe the values, motives and behavior of your fellow members and to share with them the experience of being a member. All of these are characteristic features of formal participant observation in which you gather such information about those within the group. In the formal research situation, how- ever, you become fully involved with them and their activities, and they usually know why you are there. It is important to understand that the situations being described here are natural settings in which you are unable to exercise any control over the variables. This is not meant to imply that you would wish to exercise control over the variables, because the whole point of participant observation is to observe people in their natural settings. A natural setting as opposed to a laboratory setting is ‘a research environment that would have existed had researchers never studied it’. Some writers say that because you cannot control the variables in a natural setting, you may observe the behaviour in a second, or even a third, natural setting and then draw comparisons.
- 38. Primary Data Page 38 This, however, assumes that the environment, which plays a significant role in determining people’s behaviour, is the same in all settings. In fact, there is no such thing as identical settings, since the people in them are different and so will be their behaviour, which means that you would not be comparing like with like. One approach to solving this problem may be to use two observers concurrently in the same setting, which has the additional benefit of reducing the chance of something being missed or misinterpreted. 3.4 PROBLEMS WITH OBSERVATIONAL TECHNIQUES Two problems associated with observational techniques are response bias and observer bias. Response bias occurs when someone who knows that he or she is under observation behaves in ways that are designed to provide the researcher with information that the person observed thinks the observer seeks (in an effort to ‘help’ science). If this goes undetected, it may contaminate the data. Observer bias occurs when two observers place different interpretation on some item of behaviour. Obviously, no two interpretations are ever exactly the same, but when they are markedly different, we have to either reach a compromise about the meaning of the behaviour, or simply agree to differ. It could, of course, be behaviour that is normally repeated, in which case both observers could be on hand to observe it concurrently and then reach an agreement. While observational methods are used less frequently than surveys and interviews, they are always worth considering for your total research strategy, depending, of course, on the nature of what you are researching. It is worth repeating that the reliability and validity of data is
- 39. Primary Data Page 39 increased by the evidential corroboration and cross-checking that the use of more than one method of data collection provides.
- 40. Primary Data Page 40 4. EXPERIMENTATION METHOD Primary Data can also be collected via experimentation. Experimentation is the practice of gathering data by selecting matched groups of people, giving them different treatments or scenarios, controlling related factors in their environments, and checking for differences in their responses. Experimentation gives us what we call "causal" data. Causal data helps us explain cause and effect relationships. Experimenting helps us try to answer "why" someone is doing something, and what influences their buying behavior. A common example of experimentation is price testing. To the buyer, price will be the final emotional factor that determines whether or not they will give us their hard earned money. Depending on the product and market segment, price may be the most important factor. How do you know what price is the right price? You have to test it. Many companies will test certain prices when collecting primary data on a new menu item that is being developed. How do you think McDonalds knows how much to charge for a Big Mac? They tested how much they can charge for that Big Mac, looking for that magic number that will provide the most sales and the most profit. In my next post we will continue this exploration of Primary Data by examining different contact methods. Research designs are either experimental or non-experimental. Experimental research is conducted mostly in laboratories in the context of basic research. The principle advantage of experimental designs is that it provides the opportunity to identify cause-and-effect relationships. Non-experimental research, e.g., case studies, surveys, correlation studies, is
- 41. Primary Data Page 41 non-manipulative observational research usually conducted in natural settings. While laboratory-controlled experimental studies tend to be higher in internal validity, non- experimental studies tend to be higher in external validity. One major limitation of experimental research is that studies are typically conducted in contrived or artificial laboratory settings. Results may not generalize or extrapolate to external settings. Two exceptions to this rule are natural experiments and field experiments. Natural experiments document and compare the behaviors of subjects before and after some natural event; e.g., floods, tornadoes, hurricanes. Field experiments involve manipulating conditions in the natural setting for the purpose of determining their influence on behavior. The field experiment is unique insofar as it tends to be moderately high on both external and internal validity. In experimental research, the investigator manipulates conditions for the purpose of determining their effect on behavior. Subjects should be unaware of their membership in an experimental group so that they don’t act differently (Hawthorne Effect). In the simplest experimental design, investigators administer a placebo to the control group and a treatment to the experimental group. Experimental designs vary in terms of subjects’ assignments to different groups, whether subjects were pre-tested, whether different treatments were administered to different groups, and the number of variables being investigated. Experiments are typically structured in terms of independent, organism, and dependent variables. The independent variable is a manipulated environmental stimulus dimension, the organism-variable is some dimension (e.g., sex, race) of more or less stable characteristics of
- 42. Primary Data Page 42 the organism, and the dependent variable is a behavioral dimension that reflects the influence of the independent and organism-variables. The general objective in experimental research is to define the relationship between the antecedent (independent and organism) variables and the consequent (dependent) variables. RESEARCH ETHICS Considerable attention has been given in recent years to the influence of experimenter bias which threatens the internal validity of the research. If the experimenter is aware of the hypothesis of the experiment, it is more likely that the hypothesis will be confirmed. The experimenter-bias effect can be controlled by keeping not only the subjects (single-blind) but also the experimenter blind to the hypothesis. This is called the double-blind procedure. The principle ethical dilemma that investigators face is deciding between the costs to the human and animal subjects stemming from conducting the research and the possible benefits to humankind. This dilemma is currently being played-out in the public arena regarding human embryonic stem cell research. Other ethical issues include: obtaining subjects’ consent to participate in the study (especially if children are involved), maintaining anonymity and confidentiality, and debriefing subjects if deception was used.
- 43. Primary Data Page 43 5. CONCLUSION Primary sources are original sources from which the researcher directly collects data that have not been previously collected. Primary data are first hand information collected through various methods such as observation, interviewing, mailing etc. Surveys can be divided into two broad categories: the questionnaires and the interviews. A questionnaire is either a mail questionnaire or group administered questionnaire. A less familiar type of questionnaire is the household drop-off survey. Mail questionnaire can be sent to a wide number of people. It is inexpensive to administer. But it is not the best tool for asking detailed written responses. In group administered questionnaire a sample of respondents is brought together and asked to respond to a structured sequence of questions. In household drop-off survey, a researcher goes to the respondent's home or business and hand over the respondent instrument. In some cases, the respondent is asked to mail it back or the interviewer returns to pick it up. This approach attempts to blend the advantages of the mail survey and the group administered questionnaire. Interview may be of personal interview or telephone interview. In the personal interview, the interviewer works directly with the respondents. It is time consuming. Telephone interviews enable a researcher to gather information rapidly. Interviews are among the most challenging and rewarding forms of measurement. They require a personal sensitivity and adaptability as well as the ability to stay within the bounds of the designed protocol.
- 44. Primary Data Page 44 6. BIBLIOGRAPHY Book reference Research Methodology in Commerce – Michael Vaz Websites Reference www.slideshare.net – 4 Oct,2015 https://www.bcps.org/offices/lis/ - 4 Oct,2015 www.preservearticles.com - 6 Oct,2015 www.yourarticlelibrary.com - 08 Oct,2015 www.nios.ac.in/media/documents/ - 10 Oct,2015