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DATA COLLECTION;DATA COLLECTION;
MEASUREMENT & SCALINGMEASUREMENT & SCALING
TECHNIQUESTECHNIQUES
MODULE 4
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DATA COLLECTIONDATA 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
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Primary Data:
The data directly collected by theresearcher, with respect to the problemunder study , is known as primary data.Primary data is also the first-hand data
collected by the researcher for theimmediate purpose of the study
Secondary data
Secondary data are statistics that alreadyexit , They have been gathered not forimmediate use. This may be described asthose data that have been compiled by
some agency other than the user.
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2.Books and Periodicals
3.Non-govt Associations
Indian cotton mills Federationpublisher statistics on thecotton textile industry
The American Statistics Index etc
4. Directories
Yellow pages
5. Industry Experts
7. Special collection8. Internet
9.Database format
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Advantages of secondaryAdvantages of secondary
datadata Secondary data is used by managers as it is
cheaper, and takes less time to gather, thussaving 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
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Disadvantages ofDisadvantages of
secondary datasecondary data Lack of availability
Lack of relevance
Inaccurate data Insufficient data
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Methods of observationMethods 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
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Disguised- undisguised observation
In disguised observation, the respondents donot know that they are being observedIn non-disguised observation, the respondents
are well aware that they are being observedEx; observers often pose as shoppers
Direct- Indirect observation
In direct observation, the event or thebehaviour of a person is observed as itoccurs.
Indirect observation implies that some recordof past behaviour is observed
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Ad t fAd t f
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Advantages ofAdvantages of
observation methodobservation methodThe original data can be collected at the
time of occurrence of the eventObservation is done in natural
surroundings.
Sometimes, the respondents may not liketo part with some of the information, suchinformation can be obtained by theresearcher through observation ex ;-small children
it is easier to conduct disguisedobservation studies than disguisedquestioning
There is no element of artificialness inobservational studies es eciall when the
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Disadvantages ofDisadvantages of
observationobservation The observer might wait for longer
period at the point of observation
extensive training of observers isrequired
This is an expensive method
It is very difficult to gatherinformation on (1) opinions (2)intentions
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DESIGNING
THE
QUESTIONNAIRE
Questionnair
is a tool
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Questionnaire ObjectivesQuestionnaire Objectives
It must translate the informationneeded into a set of specific questionsthat the respondents can and willanswer.
A questionnaire must uplift, motivate,and encourage the respondent tobecome involved in the interview, to
cooperate, and to complete theinterview.
A questionnaire should minimize
response error.
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Characteristics ofCharacteristics of
questionnairequestionnaire 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 thepoint
It should be well arranged, to facilitateanalysis and interpretation
It must keep the respondent interested
throughout
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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
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Principles for preparing aquestionnaire
A short letter is enclosed Enclose a self addressed stamped envelop for the
respondents convenience in returning thequestionnaire
Assure the respondent that his answers will bekept in confidence
promise the respondent that he will not besolicited 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 ofthe results of the survey to him
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Types of questions
1. open-ended questions;Participants to respond in his /her own
words without being restricted to pre-defined response choices is known as an
open-ended question
What do you think of the performance of
the Indian hockey team in the recentOlympics?
Which brand of soft drink do you like ?Coke or Pepsi?
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1) OPEN-ENDED QUESTIONS: Respondentsare given complete freedom to answer intheir own words.
Advantage a) eliminates "forcedchoice" bias
b) unlimited responsevarieties
Disadvantage a) promotes investigatorbias
b) responses difficult tocode and analyze
Best Use a) small scale explorationb) establishing rapportc) as final questiond) to collect facts: e.g.,
age
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CLOSED-ENDED QUESTIONS:A) Yes No Questions: Respondents arelimited to a positive or negative position.
Advantage a) minimizes investigatorbias
b) responses obtainedquickly
c) coding is simple andinexpensive
Disadvantage a) simplistic / limits range
of commitmentb) wording can cause
biasesBest Use a) telephone interview
b) self-administered
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Ranking questions
These questions require the participant to rank theresponse 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 buyfrom a particular supermarket are listed below
please rank them from the most important (1) tothe 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.......................
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Multiple-choice question
These questions cover all significant degrees of response, therespondent has to select an option that best describes theirfeelings. These are mostly a variation of binary questionsMultiple Choice Questions: Respondents are limited to choiceof more than two positions.Advantage a) minimizes investigator bias
b) responses obtained quicklyc) coding is simple and inexpensived) permits greater range of
commitment than yes-no questionsDisadvantage a) good questions are difficult to write
b) wording can cause biasesBest Use a) personal interviewb) self-administered questionnairec) telephone interview if item is nottoo complicated
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Checklist questionsThese are questions where the participant
has the freedom to choose one or more ofthe response options available
Q. Which premium brand of shirts do youpossess? ( tick as many of the following asapply)
Allen Solly
Louise PhillippeVan HeusenColor PlusZodiac
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Process construction ofProcess construction of
questionnairequestionnaire
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
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Questionnaire DesignPreliminary ConcernsConsider the data collection method.Consider the measurement scale and statisticalanalysis to be used.WordingUse correct grammar and sentence structure.
Avoid slang and colloquialisms.Wording should be as simple as possible withoutbeing condescending to respondent.Use a conversational tone. Wording should beas closely as possible to the manner in which
people would talk to each other.Wording should be neutral and clearlycommunicate the intent of question.
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Types of Interview
Interview
Structured/ formal interview
Unstructured interview
Stress interview
Group interview method
Panel interview
In- depth interview
Decision- Making interview
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Merits of interviewMerits 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 therespondents attitude and participation
The findings emerge in a form which is fully
understandable to the clients
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Demerits of interview
It does not indicate how extensivethe attitudes expressed by theparticipants are:
The data is not at all projectable
This method of data collection cannotcover large areas
Mush of the results depend on themoderator
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2.Validity
The ability of a scale or a measuring
instrument to measure what it isintended to measure can be termedas the validity of the measurement .
3. Objectivity
4. Simplicity
5. Accuracy
6 E