DATA COLLECTION; MEASUREMENT & SCALING TECHNIQUES

MODULE 4

DATA COLLECTION
DATA Means Facts, information or premises, systematically collected and formally presented for the purpose of drawing inferences Collection : data collection is the process of obtaining valuable and reliable

Primary Data:
The data directly collected by the researcher, with respect to the problem under study , is known as primary data. Primary data is also the first-hand data collected by the researcher for the immediate purpose of the study Secondary data Secondary data are statistics that already exit , They have been gathered not for immediate use. This may be described as those data that have been compiled by some agency other than the user.

Internal sources of secondary data Secondary data can be obtained internally i e within the firm Internal
sources of secondary data

Accounting Records

Internal Experts

Sales force reports

Misce reports

 External sources of secondary Data 1.Govt Publication

Central statistical organization (CSO) National Accounting Statistic Basic Statistics Relating to the Indian Economy Reserve Bank of India Bulletin Currency and Finance Report

2.Books and Periodicals 3.Non-govt Associations Indian cotton mills Federation publisher statistics on the cotton textile industry The American Statistics Index etc 4. Directories Yellow pages 5. Industry Experts 7. Special collection 8. Internet 9.Database format

SYNDICATED DATA Syndicated services are provided by certain organizations, which collect and tabulate marketing information on a continuing basis. Reports abased on the marketing information collected by such organizations are sent periodically ( weekly, monthly, or quarterly) to clients who are subscribers. syndicated services may be regarded as an intermediate source falling between the primary and secondary sources

Syndicated data can be collected using the following

Surveys: Periodic surveys Panel surveys Shared survey Periodic surveys: theses are surveys that are conducted at regular intervals- weekly, monthly, quarterly, or annually Panel surveys those surveys that are conducted among a group of respondents who have agreed to respond to a number of mail, telephone and personal interviews over a period of time

 Shared surveys Shared surveys conducted by a research firm use questionnaires that contain a pool of questions which are of interest to different clients. Hence, these are known as multi-clients surveys ands are sometimes called omnibus surveys.

Advantages of secondary data

Secondary data is used by managers as it is cheaper, and takes less time to gather, thus saving them lot of money and time Secondary data can help identify , clarity and redefine the research problem secondary data might also hold a solution to the problem Secondary data may provide alternatives methods that can be used for primary research Secondary data generates requisite information for better creativity

Disadvantages of secondary data

Lack of availability Lack of relevance Inaccurate data Insufficient data

Modes of data collection

1.Observation :
Information is collected by observing the process at work Difficulties in observation Inadequacies of our sense organs Interdependence of observation and inference Effects of interaction between the observer and the observed

 It is a physical and mental activity

Characteristics of observations

It is selective. The research selects the range of things to be observed on the basis of nature, scope and objectives of the study Observation is always purposeful It captures the natural social context in which persons behavior occurs

 Methods of observation
Structured unstructured observation
Structured observation is used when the research problem has been formulated precisely and the observers have been told specifically what is to be observed. They may be given a simple form to record their observations Unstructured observation : observers are free to observe whatever they think is

Disguised- undisguised observation In disguised observation, the respondents do not know that they are being observed In non-disguised observation, the respondents are well aware that they are being observed Ex; observers often pose as shoppers Direct- Indirect observation In direct observation, the event or the behaviour of a person is observed as it occurs. Indirect observation implies that some record of past behaviour is observed

Observation under natural settinglaboratory setting Observation in a laboratory setting, on the other hand , enables the observer to control extraneous variables which influence the behaviour of people.

 The original data can be collected at the time of occurrence of the event Observation is done in natural surroundings. Sometimes, the respondents may not like to part with some of the information, such information can be obtained by the researcher through observation ex ;small children it is easier to conduct disguised observation studies than disguised questioning There is no element of artificialness in observational studies, especially when the

Advantages of observation method

Disadvantages of observation
The observer might wait for longer period at the point of observation extensive training of observers is required This is an expensive method It is very difficult to gather information on (1) opinions (2) intentions

DESIGNING THE

QUESTIONNAI RE

Questionnaire is a tool

Questionnaire Objectives
It must translate the information needed into a set of specific questions that the respondents can and will answer. A questionnaire must uplift, motivate, and encourage the respondent to become involved in the interview, to cooperate, and to complete the interview. A questionnaire should minimize response error.

Question content Researcher has to find answers to 5 major questions while deciding the question content they are 1. what is the utility of the data collected? 2. How effective is a question in producing the required data? 3. Can the respondent answer the question accurately? 4 what is the chance of the responses being influenced by external events? 5. Is the respondent willing to answer the question accurately?

Characteristics of questionnaire
It must be simple, the respondents should be able to understand the questions It must generate relies that can be easily be recorded by the interviewer It should be specific , so as to allow the interviewer to keep the interview to the point It should be well arranged, to facilitate analysis and interpretation It must keep the respondent interested throughout

a) The utility of data b) Effectiveness in producing data c) The participants Ability to Answer Accurately d) The Respondents willingness to answer accurately e) Effect of external events

Principles for preparing a questionnaire

A short letter is enclosed Enclose a self addressed stamped envelop for the respondents convenience in returning the questionnaire Assure the respondent that his answers will be kept in confidence promise the respondent that he will not be solicited after he fills up the questionnaire if possible, offer special inducements ( free gifts) to return the questionnaire If the respondent is interested , promise a copy of the results of the survey to him

Types of questions
1. open-ended questions; Participants to respond in his /her own words without being restricted to predefined response choices is known as an open-ended question What do you think of the performance of the Indian hockey team in the recent Olympics? Which brand of soft drink do you like ? Coke or Pepsi?

1) OPEN-ENDED QUESTIONS: Respondents are given complete freedom to answer in their own words. Advantage a) eliminates "forced choice" bias b) unlimited response varieties Disadvantage a) promotes investigator bias b) responses difficult to code and analyze Best Use a) small scale exploration b) establishing rapport c) as final question d) to collect facts: e.g., age

Close-ended questions 1.Binary These are also known as dichotomous questions as they permit only two possible answers. The respondent has to choose one of the two permissible answers . These questions have the response options yes or No or True or False Agree or Disagree

CLOSED-ENDED QUESTIONS: A) Yes No Questions: Respondents are limited to a positive or negative position. Advantage a) minimizes investigator bias b) responses obtained quickly c) coding is simple and inexpensive Disadvantage a) of b) biases Best Use a) b) simplistic / limits range commitment wording can cause telephone interview self-administered

 Ranking questions These questions require the participant to rank the response options listed on a continuum basis in order of preference Ranking questions are used to get information that reveals participants attitudes and opinions The factors that influence your decision to buy from a particular supermarket are listed below please rank them from the most important (1) to the least important ( 7) Conveniently located .. Helpful sales staff .. Recommended by a friends or relative .. Regular discounts offered .. Instant home delivery .. Availability of everything I need. Competitive pricing.......................

Excellent Very Good 5 4

Average Fair 3 2

Poor 1

Multiple-choice question
These questions cover all significant degrees of response, the respondent has to select an option that best describes their feelings. These are mostly a variation of binary questions Multiple Choice Questions: Respondents are limited to choice of more than two positions. Advantage a) minimizes investigator bias b) responses obtained quickly c) coding is simple and inexpensive d) permits greater range of commitment than yes-no questions Disadvantage a) good questions are difficult to write b) wording can cause biases Best Use a) personal interview b) self-administered questionnaire c) telephone interview if item is not too complicated

Checklist questions These are questions where the participant has the freedom to choose one or more of the response options available Q. Which premium brand of shirts do you possess? ( tick as many of the following as apply) Allen Solly Louise Phillippe Van Heusen Color Plus Zodiac

Process construction of questionnaire

Information sought Type of questionnaire to be used Writing a first draft Re-examining and revising questions Pre-testing and editing the questionnaire Specifying procedure for its use

Questionnaire Design Preliminary Concerns Consider the data collection method. Consider the measurement scale and statistical analysis to be used. Wording Use correct grammar and sentence structure. Avoid slang and colloquialisms. Wording should be as simple as possible without being condescending to respondent. Use a conversational tone. Wording should be as closely as possible to the manner in which people would talk to each other. Wording should be neutral and clearly communicate the intent of question.

Types of Interview
Interview
Structured/ formal interview Unstructured interview Stress interview Group interview method Panel interview In- depth interview Decision- Making interview

Merits of interview
The interview method of data collection is often fast and cheap This method brings the respondent who supplies information and client who use it, closer. This method is quite flexible, because different questions are asked according to the respondents attitude and participation The findings emerge in a form which is fully understandable to the clients

Demerits of interview
It does not indicate how extensive the attitudes expressed by the participants are: The data is not at all projectable This method of data collection cannot cover large areas Mush of the results depend on the moderator

 Scales of measurement Criteria for good measurement: measurement 1.Reliability Reliable measuring scales provide stable measures at different times under different conditions. Ex; coffees vending machine gives the same quality of coffee every time then it can be concluded that the measurement of the coffee vending machine is

2.Validity The ability of a scale or a measuring instrument to measure what it is intended to measure can be termed as the validity of the measurement . 3. Objectivity 4. Simplicity 5. Accuracy 6. Economy