Primary Data Collection by Amritraj D Bangera

7/28/2019 Primary Data Collection by Amritraj D Bangera

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Why primary data?

Primary data collection is necessary when a

researcher cannot find the data needed in

secondary sources.

In primary data collection, the data is collected

using methods such as interviews and

questionnaires. It is important to prepare atabulation plan and based on it design the

questionnaire to make sure that no table will be

left out.


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There are many methods of collecting

Primary Data

The main methods of primary data

collection include: Observation Method

Interview Method

Through Questionnaires

Through Schedules

Other Methods


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Observation method

Observation involves recording the behavioural patterns of people, objects

and events in a systematic manner. Observational methods may be:

Structured or Unstructured

In structured observation, the researcher specifies in detail what is to beobserved and how the measurements are to be recorded. It is appropriate

when the problem is clearly defined and the information needed is

specified.

In unstructured observation, the researcher monitors all aspects of the

phenomenon that seem relevant. It is appropriate when the problem has

yet to be formulated precisely and flexibility is needed in observation to

identify key components of the problem and to develop hypotheses. The

potential for bias is high. Observation findings should be treated as

hypotheses to be tested rather than as conclusive findings.


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Cont .

Disguised or Undisguised

In disguised observation, respondents are unaware they are being

observed and thus behave naturally. Disguise is achieved, for

example, by hiding, or using hidden equipment or people disguised

as shoppers.

In undisguised observation, respondents are aware they are being

observed. There is a danger of the Hawthorne effect people

behave differently when being observed.


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Cont .

Natural or Contrived

Natural observation involves observing behaviour as it takes place in the

environment, for example, eating hamburgers in a fast food outlet.

In contrived observation, the respondents behaviour is observed in anartificial environment, for example, a food tasting session.

Non-participant

The observer does not normally question or communicate with the people

being observed. He or she does not participate.


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Cont .

Personal

In personal observation, a researcher observes actual behaviour as it

occurs. The observer may or may not normally attempt to control or

manipulate the phenomenon being observed. The observer merely

records what takes place.

Mechanical

Mechanical devices (video, closed circuit television) record what is being

observed. These devices may or may not require the respondents direct

participation. They are used for continuously recording on-going

behaviour.


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Participant (with the participant taking a number of different roles).

In participant observation, the researcher becomes, or is, part of the

group that is being investigated. Participant observation has its roots in

ethnographic studies (study of man and races) where researchers would

live in tribal villages, attempting to understand the customs and practicesof that culture. It has a very extensive literature, particularly in sociology

(development, nature and laws of human society) and anthropology

(physiological and psychological study of man). Organizations can be

viewed as tribes with their own customs and practices.

There are different ways of classifying the role:a. Researcher as employee

b. Researcher as an explicit role

c. Interrupted involvement

d. Observation alone


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Adva tages a d Disadva tages of Perso al

I terview

A vanta e1. Serious approach by respondent resulting in

accurate information.

2. Good response rate.

3. Completed and immediate.4. Possible in-depth questions.

5. Interviewer in control and can give help if

there is a problem.

6. Can investigate motives and feelings.

7. Can use recording equipment.

8. Characteristics of respondent assessed

tone of voice, facial expression, hesitation,etc.

9. Can use props.

10. If one interviewer used, uniformity of

approach.

11. Used to pilot other methods.

Disadvantages1. Need to set up interviews.

2. Time consuming.

3. Geographic limitations.

4. Can be expensive.5. Respondent bias tendency to please or

impress, create false personal image, or end

interview quickly.

6. Embarrassment possible if personal

questions are sensitive in nature.

7. Transcription and analysis can present

problems subjectivity.8. If many interviewers, training required.


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Types of PersonalInterview

Structured

Based on a carefully worded interview questionnaire.

Frequently require short answers with the answers being ticked

off.

Useful when there are a lot of questions which are not particularly

contentious or thought provoking.

Respondent may become irritated by having to give over-

simplified answers.

Semi-structured

The interview is focused by asking certain questions but with

scope for the respondent to express him or herself at length.


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Unstructured

This also called an in-depth interview. The interviewer begins by

asking a general question. The interviewer then encourages the

respondent to talk freely. The interviewer uses an unstructured

format, the subsequent direction of the interview being determinedby the respondents initial reply. The interviewer then probes for

elaboration Why do you say that? or, Thats interesting, tell me

more or, Would you like to add anything else? being typical

probes.

Documents

Primary Data Collection by Amritraj D Bangera