UNIT

Methods of Collecting of Data

3
3.1. Methods of Collecting Primary Data
3.2. Survey Method
3.3. Questionnaire Method
3.4. Interview Method
3.5. Experimentation and Observation
Method
3.6. Focus Group Methods
3.7. Methods of Collecting Secondary Data
 Introduction

 The task of data collection begins after a research problem has been defined and research
design/plan chalked out.

 While deciding about the method of data collection to be used for the study, the
researcher should keep in mind two types of data viz., primary and secondary.

 The primary data are those which are collected a fresh and for the first time, and thus
happen to be original in character.

 The secondary data, on the other hand, are those which have already been collected by
someone else and which have already been passed through the statistical process.

 The researcher would have to decide which sort of data he would be using for his study
and accordingly he will have to select one or the other method of data collection.

 The methods of collecting primary and secondary data differ since primary data are to be
originally collected, while in case of secondary data the nature of data collection work is
merely that of compilation.
 3.1. Methods of Primary Data
Sources for primary data are limited and at times, it becomes difficult to obtain data from
primary source because of either scarcity of population or lack of cooperation. Regardless of
any difficulty one can face in collecting primary data; it is the most authentic and reliable data
source. Following are some of the sources of primary data.

Experiments Survey
 3.1. Methods of Primary Data
1) Experiments:
Primary Data 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.
2) Survey:
Survey research is one of the most important areas of measurement in applied social
research. The broad area of survey research encompasses any measurement procedures
that involve asking questions of respondents. A "survey" can be short paper-and-pencil
feedback form to an intensive one-on-one in-depth interview. These are divided into two
broad areas: Questionnaires and Interviews.
a) Questionnaire:
It is the most commonly used method in survey. Questionnaires are a list of questions
open-ended or close-ended for which the respondent gives answers. Various methods
of Questionnaire may conducted via telephone, mail, live in a public area, or in an
institute, through electronic mail or through fax and other methods.
b) Interview:
Interview is a face-to-face conversation with the respondent. In interview the main
problem arises when the respondent deliberately hides information otherwise it is an in
depth source of information.
 3.1. Methods of Primary Data
1) Experiments:
Primary Data 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.

2) Survey:
Survey research is one of the most important areas of measurement in applied social
research. The broad area of survey research encompasses any measurement procedures
that involve asking questions of respondents. A "survey" can be short paper-and-pencil
feedback form to an intensive one-on-one in-depth interview. These are divided into two
broad areas: Questionnaires and Interviews.
a) Questionnaire:
b) Interview:

3) Observations:
Observation is the collection of Primary Data through observing people, their actions, and
the situations they are in. Observation may be the easiest research to do. Typically,
observation is also the most cost effective method.
 3.2. Survey Methods
Primary data is collected during the course of doing experiments in an experimental research
but in case a research of the descriptive type is done and surveys are performed, whether
sample surveys or census surveys, then one can obtain primary data either through
observation or through direct communication with respondents in one form or another or
through personal interviews.
A) Meaning:
A survey method is a brief interview or discussion with individuals about a specific topic.
The term survey is unfortunately a little vague, so we need to define it better. The term
survey is often used to mean 'collect information.'

B) Types of Surveys:
There are various types of surveys one can choose from.
Questionnaires
According to
Instrumentation
Interviews
Types of Surveys
Cross-Sectional Surveys
According to the Span of
Time Involved
Longitudinal Surveys
 3.2. Survey Methods
B) Types of Surveys:
1) According to Instrumentation:
In survey research, the instruments that are utilized can be either a questionnaire or an
interview (either structured or unstructured).

a) Questionnaires:
Typically, a questionnaire is a paper-and-pencil instrument that is administered to the
respondents. The usual questions found in questionnaires are closed-ended
questions, which are followed by response options. However, there are
questionnaires that ask open-ended questions to explore the answers of the
respondents.

b) Interviews:
Between the two broad types of surveys, interviews are more personal and probing.
Questionnaires do not provide the freedom to ask follow-up questions to explore the
answers of the respondents, but interviews do.
 3.2. Survey Methods
B) Types of Surveys:
2) According to the Span of Time Involved:
The span of time needed to complete the survey brings us to the two different types of
surveys: cross-sectional and longitudinal.
a) Cross-Sectional Surveys:
Collecting information from the respondents at a single period in time uses the cross-
sectional type of survey. Cross-sectional surveys usually utilize questionnaires to ask
about a particular topic at one point in time. For instance, a researcher conducted a
cross-sectional survey asking teenagers’ views on cigarette smoking as of May 2014.
Sometimes, cross-sectional surveys are used to identify the relationship between two
variables, as in a comparative study. An example of this is administering a cross-
sectional survey about the relationship of peer pressure and cigarette smoking
among teenagers as of May 2014.

b) Longitudinal Surveys:
When the researcher attempts to gather information over a period of time or from
one point in time up to another, he is doing a longitudinal survey. The aim of
longitudinal surveys is to collect data and examine the changes in the data gathered.
Longitudinal surveys are used in cohort studies, panel studies and trend studies.
 3.2. Survey Methods
C) Selecting Appropriate Survey:
In order to choose the best survey method for a particular survey project, one needs to
consider the following:

Population
Questions
and Sampling

Bias Issues Resources

1) Population and Sampling:

Before selecting a survey method, one needs to point out the characteristics of people
who belong to their target population. Literacy levels, language issues, geographic
restrictions must be analyzed first. If the target population is composed of college
students, one may choose the online survey method.
 3.2. Survey Methods
C) Selecting Appropriate Survey:
2) Questions:
The types of questions that will be asked matter in choosing the right survey method. A
survey that asks mostly closed-ended questions needs paper-and-pencil survey, online
survey or telephone survey, whereas a survey containing more open-ended questions
requires a focus group survey or a personal interview survey.

3) Bias Issues:
One of the bias issues that needed to look at is social desirability. Many respondents
might answer questions that make them look good even when their responses are not
really true. Social desirability is a serious concern when conducting a personal interview
survey or a focus group survey, but can also be present in self-administered online or
mail surveys.

4) Resources:
Other factors that one need to consider when choosing a survey method include the
costs and budget for the survey, the facilities and equipment needed to conduct and
process the survey, the time allotted, and the manpower the survey demands.
 3.3. Questionnaire Method
Questionnaire relies on written information supplied directly by people in response to
questions. The information from questionnaires tends to fall into two broad categories -facts
and opinions. It is worth stressing that, in practice, questionnaires are very likely to include
questions about both facts and opinions.
A) Meaning:
A questionnaire is a form prepared and distributed to secure responses to certain
questions. It is a device for securing answers to questions by using a form which the
respondent fills by himself. It is a systematic compilation of questions that are submitted to
a sampling of population from which information is desired.

B) Purpose:
The purpose of the questionnaire is to gather information from widely scattered sources. It
is mostly used in uses in cases where one can not readily see personally all of the people
from whom he desires responses. It is also used where there is no particular reason to see
them personality.
 3.3. Questionnaire Method
C) Types of Questionnaire:
Questionnaire can be of various type on the basis of it‘s preparation. They are like:

1) Structured v/s Non-Structured Questionnaire:

The structured questionnaire contains definite, concrete and directed questions, where
as non-structured questionnaire is often used in interview and guide. It may consist of
partially completed questions.
2) Closed v/s Open Questionnaire:
The question that calls for short check responses are known as restricted or closed form
type. For Example, they provide for marking a yes or no, a short response or checking
an item from a list of responses.
3) Fact and Opinion:
Incase of fact questionnaire, the respondent is expected to give information of facts
without any reference to his opinion or attitude about them. But incase of opinion
questionnaire the respondent gives the information about the facts with his own
opinion and attitude.
 3.3. Questionnaire Method
C) Types of Questions:
Under this head, the questions in the questionnaire may be classified as follows:
1) Shut Questions:
Shut questions are those where possible answers are suggested by the framers of the
questionnaire and the respondent is required to tick one of them. Shut questions can
further be subdivided into the following forms:
a) Simple Alternate Questions:
In this type of questions the respondent has to choose fiom the two clear cut
alternatives like ‘Yes’ or ‘No’ ‘Right or Wrong’ etc. Such questions are also called
dichotomous questions. This technique can be applied with elegance to situations
where two clear cut alternatives exist.
b) Multiple Choice Questions:
Many a times it becomes difficult to define a clear cut alternative and accordingly in
such a situation either the first method is not used of additional answers between
Yes and No like Do not know, No opinion, Occasionally, Casually, Seldom etc. are
added.
 3.3. Questionnaire Method
C) Essentials of a Good Questionnaire:
To be successful, questionnaire should be comparatively short and simple i.e., the sine of
the questionnaire should be kept to the minimum.
 3.3. Questionnaire Method
C) Essentials of a Good Questionnaire:
1) Logical Sequence:
Questions should proceed in logical sequence moving from easy to more difficult
questions. Personal and intimate questions should be left to the end.
2) Technical Terms and Vague Expressions:
Technical terms and vague expressions capable of different interpretations should be
avoided in a questionnaire.
3) Type of Questions:
Questions may be dichotomous (yes or no answers), multiple choice (altemative
answers listed) or open-ended. The latter type of questions are often difficult to analyse
and hence should be avoided in a questionnaire to the extent possible.
4) Control Questions:
There should be some control questions in the questionnaire which indicate the
reliability of the respondent. For instance, a question designed to determine the
consumption of particular material may be asked first in terms of financial expenditure
and later in terms of weight. The control questions, thus, introduce a cross-check to see
whether the information collected is correct or not.
5) Sentiments of Respondents:
Questions affecting the sentiments of respondents should be avoided.
 3.3. Questionnaire Method
C) Essentials of a Good Questionnaire:
6) Adequate Space for Answers:
Adequate space for answers should be provided in the questionnaire to help editing
and tabulation. There should always be provision for indications of uncertainty. e.g., "do
not know," "no preference" and so on.
7) Brief Directions:
Brief directions with regard to filling up the questiornaire should invariably be given in
the questionnaire itself.
8) Physical Appearance:
Finally, the physical appearance of the questionnaire affects the cooperation the
researcher receives from the recipients and as such an attractive looking questionnaire,
particularly in mail surveys, is a plus point for enlisting cooperation. The quality of the
paper, along with its colour, must be good so that it may attract the attention of
recipients.
 3.4. Interview Method
The interviews not done by secret recording of discussions as research data. The consent of
the subject is taken for the purpose of interview. The words of the interviews can be treated as
on the record‘ and for the record‘. It should not be used for other purposes besides the
research purpose. The discussion therefore is not arbitrary or at the whim of one of the
parties.

A) Meaning:
Interviews are an attractive proposition for the project researcher. Interviews are
something more than conversation. They involve a set of assumptions and understandings
about the situation which are not normally associated with a casual conversion. Interviews
are also refered as an oral questionnaire by some people, but it is indeed mush more than
that. Questionnaire involves indirect data collection, whereas Interview data is collected
directly from others in face to face contact. As you know, people are hesitant to wrote
something than to talk. With friendly relationship and rapport, the interviewer can obtain
certain types of confidential information which might be reluctant to put in writing.
 3.4. Interview Method
B) Types of Interview:
Interviews vary in purpose, nature and scope. They may be conducted for guidance,
therapentic or research purposes. They may be confined to one individual or extended to
several people. The following discussions describe several types of interview.
 3.4. Interview Method
B) Types of Interview:
1) Structured Interview:
Structured interview involves fight control over the format of questions and answers. It
is like a questionnaire which is administered face to face with a respondent. The
researcher has a predetermined list of questions. Each respondent is faced with
identical questions. The choice of alternative answers is restricted to a predetermined
list. This type of interview is rigidly standardised and formal.

2) Semi-Structured Interview:
In semi-structures interview, the interviewer also has a clear list of issues to be
addressed and questions to be answered. There is some flexibility in the order of the
topics. In this type of interviewee is given chance to develop his ideas and speak more
widely on the issues raised by the researcher.

3) Unstructured Interview:
In case of unstructured interview, emphasis is placed on the interviewee‘s thoughts. The
role of the researcher is to be as unintruisve as possible. The researcher introduces a
theme or topic and then letting the interviewee develop his or her ideas and pursue his
or her train of thought. Allowing interviewees to speak their minds is a better way of
discovering things about complex issues.
 3.4. Interview Method
B) Types of Interview:
4) Single Interview:
This is a common form of semi structured or un-structured interview. It involves a
meeting between one researcher and one informant. It is easy to arrange this type of
interview. It helps the researcher to locate specific ideas wit specific people. It is also
easy to control the situation in the part of the interviewer.

5) Group Interview:
In case of group interview, more than one informant is involved. The numbers involved
normally about four to six people. Here you may think that it is difficult to get people
together to discuss matters on one occasion and how many voices can contribute to the
discussion during any one interview. But the crucial thing to bear in mind.

6) Focus Group Interview:

This is an extremely popular form of interview technique. It consists of a small group of
people, usually between six and nine in number. This is useful for non-sensitive and
non-sensitive and noncontroversial topics. The session usually revolve around a prompt,
a trigger, some stimulus introduced by the interviewer in order to focus the discussion.
 3.4. Interview Method
C) Advantages of Interview:
Interviews technique has the following advantages:
 3.4. Interview Method
C) Advantages of Interview:
1) Depth Information:
Interviews are particularly good at producing data which deal with topics in depth and
in detail. Subjects can be probed, issues pursued lines of investigation followed over a
relatively lengthy period.
2) Insights:
The researcher is likely to gain valuable insights based on the depth of the information
gathered and the wisdom of – key informants.
3) Equipment:
Interviews require only simple equipment and build on conversation skills which
researchers already have.
4) Information Priorities:
Interviews are a good method for producing data based on informant‘s priorities,
opinions and ideas. Informants have the opportunity to expand their ideas, explain their
views and identify what regard as their crucial factors.
5) Flexibility:
Interviews are more flexible as a method of data collection. During adjustments to the
line of enquiry can be made.
 3.4. Interview Method
C) Advantages of Interview:
6) Validity:
Direct contact at the point of the interview means that data can be checked for
accuracy and relevance as they are collected.
7) High Response Rate:
Interviews are generally pre-arranged and scheduled for a convenient time and
location. This ensures a relatively high response rate.
8) Therapeutic:
Interviews can be a rewarding experience for the informant, compared with
questionnaires, observation and experiments, there is a more personal element to the
method and people end to enjoy the rather rare chance to talk about their ideas at
length to a person whose purpose is to listen ad note the ideas without being critical.
 3.4. Interview Method
D) Disadvantages of Interview:
Irrespective of the above advantages, it has the following disadvantages.
 3.4. Interview Method
D) Disadvantages of Interview:
1) Time Consuming:
Analysis of data can be difficult and time consuming. Data preparation and analysis is
end loaded compared with, for instance, questionnaires, which are preceded and where
data are ready for analysis once they have collected.
2) Difficulty in Data Analysis:
This method produce non-standard responses. Semistructured and unstructured
interviews produce data that are not pre-coded and have a relatively open format.
3) Less Reliability:
Consistency and objectivity are hard to achieve. The data collected are, to an extent,
unique owing to the specific content and the specific individuals involved. This has an
adverse effect on reliability.
4) Interviewer Effect:
The identify of the researcher may affect the statements of the interviewee. They may
say what they do or what they prefer to do. The two may not tally.
5) Inhibitions:
The tape recorder or video recorder may inhibit the important. The interview is an
artificial situation where people are speaking for the record and on the record and this
can be daunting for certain kinds of people.
 3.4. Interview Method
D) Disadvantages of Interview:
6) Invasion of Privacy:
Interviewing can be an invasion of privacy and may be upsetting for the informant.
7) Resources:
The cost of interviewer’s fine, of travel and of transcription can be relatively high it the
informants are geographically widespread.
 3.5. Experimentation and Observation
Method
A) Experimentation Method:
The experimental method is the only method of research that can truly test hypotheses
concerning cause-and-effect relationships. It represents the most valid approach to the
solution of educational problems, both practical and theoretical, and to the advancement
of education as a science.
a) Meaning:
It is a systematic and scientific approach to research in which the researcher
manipulates one or more variables, and controls and measures any change in other
variables. The word experimental research has a range of definitions. In the strict sense,
experimental research is what we call a true experiment.

b) Aims of Experimental Research:

Experiments are conducted to be able to predict phenomenons. Typically, an
experiment is constructed to be able to explain some kind of causation. Experimental
research is important to society - it helps us to improve our everyday lives.

c) Identifying the Research Problem:

After deciding the topic of interest, the researcher tries to define the research problem.
This helps the researcher to focus on a more narrow research area to be able to study it
appropriately. Defining the research problem helps to formulate a research hypothesis,
which is tested against the null hypothesis.
 3.5. Experimentation and Observation
Method
A) Experimentation Method:
d) Constructing the Experiment:
There are various aspects to remember when constructing an experiment. Planning
ahead ensures that the experiment is carried out properly and that the results reflect
the real world, in the best possible way.
1) Sampling Groups to Study:
Sampling groups correctly is especially important when we have more than one
condition in the experiment. One sample group often serves as a control group,
whilst others are tested under the experimental conditions.
2) Creating the Design:
The research design is chosen based on a range of factors. Important factors when
choosing the design are feasibility, time, cost, ethics, measurement problems and
what you would like to test. The design of the experiment is critical for the validity of
the results.
3) Pilot Study:
It may be wise to first conduct a pilot-study or two before you do the real
experiment. This ensures that the experiment measures what it should, and that
everything is set up right.
 3.5. Experimentation and Observation
Method
B) Observation Method:
Observation offers the researcher a distinct way of collecting data. It does not rely on what
people say they do, or what they say they think. It is more direct than that. Instead, it
draws on the direct evidence of the eye to witness events first hand. It is a more natural
way of gathering data. Whenever direct observation is possible it is the preferable method
to use.
a) Meaning:
Observation method is a technique in which the behaviour of research subjects is
watched and recorded without any direct contact. It involve the systematic recording of
observable phenomena or behaviour in a natural setting.

b) Purpose of Observation Method:

The purpose of observation techniques are:
1) To collect data directly.
2) To collect substantial amount of data in short time span.
3) To get eye witness first hand data in real like situation.
4) To collect data in a natural setting.
 3.5. Experimentation and Observation
Method
B) Observation Method:
c) Types of Observation:
On the basis of the purpose of observation may be of varied type which are as follows:

1) Structured and Unstructured Observation:

In the early large stage of an investigation, it is necessary to allow maximum
flexibility in observation to obtain a true picture of the phenomenon as a whole. In
the early stage, if we attempt to restrict the observation to certain areas, then there
will be the risk of overlooking some of the more crucial aspects.
2) Participant and Non-Participant Observation:
a) Participant Observation:
In participant observation, the observer becomes more or less one of the groups
under observation and shares the situation as a visiting stranger, an attentive
listener, an eager learner or as a complete participant observer, registering,
recording and interpreting behaviour of the group.
 3.5. Experimentation and Observation
Method
B) Observation Method:
c) Types of Observation:
2) Participant and Non-Participant Observation:
b) Non-participant Observation:
In non-participant observation, the observer observes through one way screens
and hidden microphones. The observer remains a look from group. He keeps his
observation as inconspicuous as possible. The purpose of non-participant
observation is to observe the behaviour in a natural setting. The subject will not
shift his behaviour or the will not be conscious hat someone is observing his
behaviour.
c) Advantages and Disadvantages of Participant and Nonparticipant Observation:
The advantages and disadvantages of participant and nonparticipant observation
depend largely on the situation.
Participant observation is helpful to study about criminals at least participating
with person sometime. It gives a better in sight into the life. Therefore it has a
built in validity test. It‘s disadvantages are that it is time consuming As he
develops relationship with the members, there is a chance of lousing his
neutrality, objectivity and accuracy to rate things as they are.
 3.5. Experimentation and Observation
Method
B) Observation Method:
d) Steps of Effective Observation:
As a research tool effective observation needs effective:
1) Planning: Planning
While planning to employ observation as a research technique
the following factors should be taken into consideration.
Sample to be observed should be adequate.
2) Execution: Execution
A good observation plan lends to success only when followed
with skill and expert execution.
3) Recording:
The two common procedures for recording observations are: Recording
a) Simultaneous
b) Soon after the observation
4) Interpretation:
Interpretation can be done directly by the observer at the time Interpretation
of his observation. Where several observers are involved, the
problem of university is there.
 3.6. Focus Group Methods
Focus groups share many common features with less structured interviews, but there is more
to them than merely collecting similar data from many participants at once. A focus group is a
group discussion on a particular topic organised for research purposes.
A) Meaning:
A focus group is a group interview of approximately six to twelve people who share similar
characteristics or common interests. A facilitator guides the group based on a
predetermined set of topics. The facilitator creates an environment that encourages
participants to share their perceptions and points of view. Focus groups are a qualitative
data collection method, meaning that the data is descriptive and cannot be measured
numerically.

B) Using Focus Groups for Evaluation:

Following point explains the use of focus groups for evaluation:

To Get More In-depth Information on Perceptions, Insights, Attitudes, Experiences, or Beliefs

To Gather Additional Information as an Adjunct to Quantitative Data Collection Methods

As Part of a Mixed Method Evaluation Approach

 3.6. Focus Group Methods
B) Using Focus Groups for Evaluation:
1) To Get More In-depth Information on Perceptions, Insights, Attitudes, Experiences, or
Beliefs.
Focus groups are useful for gathering subjective perspectives from key stakeholders. For
example, an evaluation of a CDC-funded asthma prevention program included focus
groups of middle school students who had participated in the program. Data were
collected on the students’ perceptions about how well they were managing their
asthma and how their asthma affects their school performance.
2) To Gather Additional Information as an Adjunct to Quantitative Data Collection
Methods.
Focus groups, like other qualitative methods, are useful in providing interpretations of
data collected through quantitative methods (quantitative data is numeric and
measureable).
3) As Part of a Mixed Method Evaluation Approach.
Mixed methods approaches are used to increase validity of evaluation findings by using
a variety of data collection techniques. Because focus groups are one of the few
methods in which data is gathered from a group, it is useful as part of a mixed method
approach.
 3.6. Focus Group Methods
C) Planning Focus Groups:
Successful focus groups start with thorough planning. Two key components of planning
your focus groups include developing the focus group guide and deciding the number and
type of participants:

Develop the Focus Group Guide

Select the Number and Type of Participants for Each Focus Group

1) Develop the Focus Group Guide:

The focus group guide is a series a questions and prompts for the facilitator to use.
Typically, the facilitator will ask questions of the group and allow time for participants to
respond to each other’s comments. The focus group guide serves as a “road map” and
memory aid for the facilitator.
2) Select the Number and Type of Participants for Each Focus Group:
Once you have decided from whom you want to obtain information, you can decide
what types of participants you will need for each focus group. Each individual focus
group should be made up of similar individuals, so the number of focus groups will
depend on how many different types of groups from which you want to gather
information.
 3.6. Focus Group Methods
D) Group Discussions:
Group discussion produces data and insights that would be less accessible without
interaction found in a group setting-listening to others’ verbalized experiences stimulates
memories, ideas, and experiences in participants. This is also known as the group effect
where group members engage in "a kind of ‘chaining’ or ‘cascading’ effect; talk links to, or
tumbles out of, the topics and expressions preceding it.“

Advantages of Focus Groups:

a) Quick and relatively easy to set up.
b) The group dynamic can provide useful information that individual data collection does
not provide.
c) Is useful in gaining insight into a topic that may be more difficult to gather through
other data collection methods.

Disadvantages of Focus Groups:

a) Susceptible to facilitator bias.
b) The discussion can be dominated or sidetracked by a few individuals.
c) Data analysis is time consuming and needs to be well planned in advance.
d) Does not provide valid information at the individual level.
e) The information is not representative of other groups.
 3.7. Methods of Collecting Secondary
Data
Secondary data are collected from sources which have been already created for the purpose of
lirst-time use and future uses. The secondary data collection involves less cost, time and effort.
Sometimes more accurate data can be obtained only from secondary data.
A) Internal Sources of Secondary Data:
lnternal sources of secondary data for marketing applications are as follows:
Sales Records.
Marketing Activity.
Cost Information.
Distributor Reports and Feedback.
Customer Feedback.
A sales system consists of a set of integrated elements which also includes
customer protile and intermediaries details. So, the different reports starting with invoice
to customers-summary report can be used as sources for secondary data for future study.

The extent of marketing effons in terms of infrastructures, labour force, sales

promotions and advertisements will form marketing activity. The record of these activities
will provide infomation in terms of cost, marketing force profile, feedback of sales
promotions and effect of advertisements.
 3.7. Methods of Collecting Secondary
Data
B) External Sources of Secondary Data:
Various external sources of secondary data are government publications, foreign
government publications, joumals, publications of trade associations, books, magazines,
newspapers, annual reports, research reports in universities, industry handbook,
publications of statistics department, census data, Indian Agricultural Statistics, index
number of wholesale prices in India, Reserve Bank of lndia Bulletin, etc. Besides,
publications from UNESCO, WHO, ILO, UNO also form sources of secondary data. Case
studies and findings of research articles in joumals of different disciplines, viz., trade,
commerce, economics, engineering, sociology, history, etc., form up-to-date form of
secondary data for advanced research studies.
C) Points to Remember Before Collecting Secondary Data:
Researcher must be very careful in using secondary data. He must make a minute scrutiny
because it is just possible that the secondary data may be unsuitable or may be inadequate
in the context of the problem which the researcher wants to study.
By way of caution, the researcher, before using secondary data, must see that they possess
following characteristics:
 3.7. Methods of Collecting Secondary
Data
C) Points to Remember Before Collecting Secondary Data:
By way of caution, the researcher, before using secondary data, must see that they possess
following characteristics:
1) Reliability of Data:
The reliability can be tested by finding out such things about the said data: (a) Who
collected the data? (b) What were the sources of data? (c) Were they collected by using
proper methods (d) At what time were they collected? (e) Was there any bias of the
compiler? (f) What level of accuracy was desired? Was it achieved?
2) Suitability of Data:
The data that are suitable for one enquiry may not necessarily be found suitable in
another enquiry. Hence, if the available data are found to be unsuitable, they should not
be used by the researcher. In this context, the researcher must very carefully scrutinise
the delinition of various tems and units of collection used at the time of collecting the
data from the primary source originally.
3) Adequacy of Data:
If the level of accuracy achieved in data is found inadequate for the purpose of the
present enquiry, they will be considered as inadequme and should not be used by the
researcher. The data will also be considered inadequate, if they are related to an area
which may be either narrower or widerthan the area of the present enquiry.
 3.7. Methods of Collecting Secondary
Data
D) Selection of Appropriate Method for Data Collection:
Thus, there are various methods of data collection. As such the researcher must judiciously
select the method/methods for his own study, keeping in view the following factors:
1) Nature, Scope and Object of Enquiry:
This constitutes the most important factor affecting the choice of a particular method.
The method selected should be such that it suits the type of enquiry that is to be
conducted by the researcher.
2) Availability of Funds:
Availability of funds for the research project determines to a large extent the method to
be used for the collection of data. When funds at the disposal of the researcher are very
limited, he will have to select a comparatively cheaper method which may not be as
efficient and effective as some other costly method.
3) Time Factor:
Availability of time has also to be taken into account in deciding a particular method of
data collection. Some methods take relatively more time, whereas with others the data
can be collected in a comparatively shorter duration.
4) Precision Required:
Precision required is yet another important factor to be considered at the time of
selecting the method of collection of data.
 3.7. Methods of Collecting Secondary
Data
E) Evaluating Quality of Data:
Secondary data are market research data collected for a purpose other than the one on
hand. The data have the advantage of being much less expensive and more quickly
available than primary data. However, because secondary data are collected for a different
purpose, one must carefully evaluate their appropriateness for a given market research
situation.
Tips to Evaluating Quality of Data
The following tips must be used to evaluate the quality of the data.

Determine the Original Purpose of the Data Attempt to Ascertain the Credentials of the
Collection Sources or Authors of the Information

Does it Include a Methods Section and are

What’s the Date of Publication?
the Methods Sound?

What is the Coverage of the Report or

Who is the Intended Audience?
Document?

Is it a Primary or Secondary Source? Is the Document or Report WellReferenced?

 3.7. Methods of Collecting Secondary
Data
E) Evaluating Quality of Data:
Tips to Evaluating Quality of Data
1) Determine the Original Purpose of the Data Collection:
Consider the purpose of the data or publication. Is it a government document or
statistic, data collected for corporate and/or marketing purposes, or the output of a
source whose business is to publish secondary data (e.g., research institutions).
2) Attempt to Ascertain the Credentials of the Sources or Authors of the Information:
What are the author’s or source’s credentials-educational background, past
works/writings, or experience -- in this area?
3) Does it Include a Methods Section and are the Methods Sound?
Does the article have a section that discusses the methods used to conduct the study? If
it does not, one can assume that it is a popular audience publication and should look for
additional supporting information or data. If the research methods are discussed,
review them to ascertain the quality of the study.
4) What’s the Date of Publication?
When was the source published? Is the source current or outof-date? Topic areas of
continuing or rapid development, such as the sciences, demand more current
information.
 3.7. Methods of Collecting Secondary
Data
E) Evaluating Quality of Data:
Tips to Evaluating Quality of Data
5) Who is the Intended Audience?
Is the publication aimed at a specialized or a general audience? Is the source too
elementary aimed at the general public?
6) What is the Coverage of the Report or Document?
Does the work update other sources, substantiate other materials/reports that you have
read, or add new information to the topic area?
7) Is it a Primary or Secondary Source?
Primary sources are the raw material of the research process, they represent the records
of research or events as first described. Secondary sources are based on primary
sources.
8) Is the Document or Report WellReferenced?
When data and/or figures are given, are they followed by a footnote, endnote which
provides a full reference for the information at the end of the page or document or the
name and date of the source.
 3.7. Methods of Collecting Secondary
Data
E) Advantages of Secondary Data:
The advantages of Secondary data are as follows:
 3.7. Methods of Collecting Secondary
Data
E) Advantages of Secondary Data:
1) Ease of Access:
There are many advantages to using secondary research. This includes the relative ease
of access to many sources of secondary data.
2) Low Cost to Acquire:
The use of secondary data has allowed researchers access to valuable information for
little or no cost to acquire. Therefore, this information is much less expensive than if the
researchers had to carry out the research themselves.
3) Clarification of Research Question:
The use of secondary research may help the researcher to clarify the research question.
Secondary research is often use prior to primary research to help clarify the research
focus.
4) May Answer Research Question:
The use of secondary data collection is often using to help align the focus of large-scale
primary research. When focusing on secondary research, the researcher may realize that
the exact information they were looking to uncover, is already available through
secondary sources.
5) May Show Difficulties in Conducting Primary Research:
In many cases, the originators of secondary research include details of how the
information was collected. This may include information detailing the procedures used
in data collection and difficulties encountered in conducting the primary research.
 3.7. Methods of Collecting Secondary
Data
F) Disadvantages of Secondary Data:
The disadvantages of secondary data are as follows.
1) Quality of Research:
The originators of the primary research are largely
self-governed and controlled by the marketer.
2) Not Specific to Researcher's Needs :
In many cases, secondary data is not present in a
form that exactly meets the researcher's needs.
Therefore, the researcher needs to rely on
secondary data that is present and classified in a
way that is similar to their needs.
3) Incomplete Information :
In many cases, researchers find information that appears valuable and promising. The
researcher may not get the full version of the research to gain the full value of the
study.
4) Not Timely:
When using secondary research, one must exercise caution when using dated
information from the past. With companies competing in fast changing industries, an
out-of-date research reports many have little or no relevance to the current market
situation.