Data collection & its methods
Data collection
DEFINITION:
“Data collection is defined as the procedure of
collecting, measuring and analyzing accurate insights for research using
standard validated techniques”
Data Collection Methods:
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.
1. Survey Method or
Questionnaire Method:
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.
i. Interview:
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.
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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.
ii. Telephonic Interview:
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.
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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.
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.
Main problems associated with telephone
survey are:
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(1)
Unwillingness,
(2) No scope for
further query,
(3) Limited
information can be collected,
(4) Lack of
attention or non-committed answer and misleading information,
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(5) Only
respondents with telephone (and or cell phone) facility can be contacted; not
much fit for rural areas, and
(6) Limited
utility due to certain practical problems in conducting such survey.
In spite of
these limitations, it can be a powerful option if it is conducted carefully.
iii. Mail Survey:
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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.
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:
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(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,
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(7) Expression
or face reading is not possible, etc.
2.
Observation Method:
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.
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.
Practical problems associated with
observation methods are:
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(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.
Types of Observation:
There can be
various types of observation.
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Some popular forms have been stated
briefly as under:
i. 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 behavior 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 behavior without any specific
scheme or plan. Here, time, methods, place, and procedures of observing
behavior and recording data are not specified in advance. Such observation may
turn as unstructured observation.
ii. 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.
iii. Direct v/s Indirect Observation:
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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.
iv. 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.
v. 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.
vi. Disguised v/s Undisguised Observation:
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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.
Thus, they know
that they are being observed. It is a kind of an undisguised observation.
Because they are aware, they may behave differently than regular. Depending
upon situations, the suitable method of observation is used.
3.
Experimental Method:
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.
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.
Types of Experiment:
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.
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.
4.
Panel Method:
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.
Types of Panel:
Commonly used panels are as under:
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.
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.
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