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Data collection
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RESEARCH PROCESSRESEARCH PROCESS
Define
Research
Problem
Review
Concepts
Andtheories
Review
Previous
Research
findings
Formulate
hypothesis
Design
Research(Including
Sample
Design)
CollectData
(Execution)
Analyse
Data(Test
Hypothesis
if any)
Interpret
and
report
FF
F
F F
FF
I
II
III IV V VI VII
F
FF
Feed Back
Feed Forward
Review the literature
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Data collection is the most important step of
data collection. It is the 5th step of datacollection.
Methods of Data Collection is 2 distinctmethods of data collection:
Primary data collected directly fromrespondents using surveys, questionnaires,measurements, direct observations etc.
Secondary data: exploring secondary
sources begin with literature review (i.e. Areview of books as well as articles in journals orprofessional literature that relate to theresearch problem)
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Data collection methods
Primary methods
Secondary methods.
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Primary methods
Observation
Survey method
a. Interview Methodb. Questionnaire
Other methods
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Observation method
Observation involves recording of events or
actions as they take place in the environment
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Types of observation methods
Disguised Vs undisguised observation
Controlled Vs uncontrolled observation
Structured Vs unstructured observation
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Benefits of observation method
Actual data on the respondents activities &
behaviour Simple to implement
More economical than other methods
Quicker method of data collection
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Limitations of observation
Only Current behaviour can be observed.
Cannot measure the behaviour fully.
Inadequacies of our sense organs Personal bias
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Survey method ofprimary data
collection
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Survey Method
Interview Method Questionnaire
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Survey method most commonly used method
of data collection, which is widely used
because of its flexibility
Survey research is a systematic gathering from
respondents through questionnaires.
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Interview method
Interviews are face to face interaction between
two or more persons that are carried on for a
specific purpose.
This method includes:
Depth interviews
Mail interviews
Telephone interviews
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DEPTH INTERVIEW
By this method a researcher continues asking
probing questions to secure as much
information as possible
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MAIL INTERVIEWS
Researcher takes interviews by mailing the
questionnaire to respondent
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TELEPHONE METHOD
In this method the researcher questions the
respondent on telephone
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QUESTIONNAIRE
Questionnaire method is a method of primary
data collection, containing certain questions to
the respondents.
Questionnaire helps to recognize the taste,
preference and perception of various people so
that the marketer may be able to formulate his
future people, his future strategies regardingnew product launch, sales promotion etc
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5 steps in questionnaire
Specifying data requirements
Determining the type of questions to be asked
Deciding the number and sequence of questions
Preparing the preliminary draft of questionnaire
Revising and pre testing the questionnaire
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TYPESOF QUESTIONS IN
QUESTIONNAIRE
Open-ended questions
Multiple choice questions
Dichotomous questions
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Othermethods
Warranty Cards
Distributor Audits
Pantry Audits Consumer Panel
Mechanical devices like eye camera,
pupilometer, psychogalvanometer, audiometer Projective techniques.
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Classification
PROJECTIVE
TECHNIQUES
VISUAL
1. Rorschach Inkblot Test
2. TAT
3. Rosenzweigh Cartoon/
Baloon
Test4.Holtzman Inkblot Test
VERBAL
1. Word Association Test
2. Sentence completion Test
3. Story completion Test
EXPRESSIVE
1.Play technique
2.Drawing
3.Fingerpainting
4.Role play
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FIELD WORK OR DATA
COLLECTION
PROCESS
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NATURE OFFIELDWORK
Data are collected by persons who design the
research.
For data collection they can contract with afield work agency or can develop their own
organization
It can operate either in field or from an office
Field work process is streamlined and well
controlled
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Field Work Process
Selection of field workers Training of field workers
Evaluation of field workers
Validation of field workersSupervision of field
workers
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SELECTION OFFIELDWORKERS
Develop job specification
Decide what characteristics the workers should
have. Recruit appropriate individuals
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TRAINING OFFIELDWORKERS
Making the initial contact
Asking the questions
Probing Recording the answers
Terminating the interview
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1.Making the initial contact
Result in cooperation
Eg: Hello, my name is . . I represent the
Marketing Dept of ..W
e areconducting a survey about preference for dept
stores. You are one of the respondents who
have been scientifically chosen to participate in
this survey. We highly value your opinion andwould like to ask you a few questions.
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2. Asking the questions
Asking questions is an art
The following are the guidelines for asking questions
1. Be thoroughly familiar with the questionnaire
2. Ask the questions in the same order
3. Use the exact wording given in the questionnaire
4. Read each question slowly
5. Repeat questions if not understood
6. Ask very practicable question7. Follow instructions and skip patterns , probing
carefully
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3.Probing
Motivates the respondents to explain their
answers
Helps the respondents to focus on the specificcontent of the interview and provide relevant
information
It should not introduce an bias
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4. Recording the answers
Simple process, but mistakes are common
Use the same format and conventions to record andedit he interviews
1. Record responses during the interview
2. Use the respondents own words
3. Do not summarize the respondents answers
4. Include everything that pertains to the questionobjective
5. Include all probes and comments
6. Repeat the response as it is written down.
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5.Terminating the interview
The Interview should close before all the
information is obtained
Respondent should be left with a positive
feeling about the interview
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SUPERVISION OFFIELDWORKERS
Quality control and edit- Quality control of
workers requires checking to see if the field
procedures are being properly implemented.
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SAMPLING CONTROL
Sampling Control which attempts to ensure
that the interviewers are strictly following the
sampling plan rather than selecting sampling
units based on convenience or accessibility
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CONTROLOF CHEATING
Cheating involves falsifying part of a
questionnaire.
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CENTRALOFFICE CONTROL
Supervisors provide quality and cost control
information to the central office so that a total
progress report can be maintained.
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VALIDATIONOF FIELDWORKERS
Supervisors provide quality and cost control
information to the central office so that a total
progress report can be maintained.
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EVALUATION OFFIELDWORKERS
It is important to evaluate field workers to
provide them with feedback on their
performance as well as to identify the better
field workers and build a better, high quality
field force
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Cost & time the interviewers can be
compared in terms of total cost per completed
interview. They must also be evaluated on how
they spend their time
Response rates corrective actions can be
taken if response rates are too low
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Quality of data
Legibility of data recorded
Follow-up of all instructions
Recording answers of unstructured questions
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Scaling Technique
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Types ofScaling Technique
Scaling Technique
Comparative Scales
Itemized Rating
Scales
Non-comparative
Scales
Continuous
Rating
Scales
StapleSemantic
Differential
Paired
Comparison
Likert
Constant SumRank order
Q sort Scale
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Comparative Scale
In this the items are directly compared with
each other
E.g.:- Do your prefer Pepsi or coke?
Comparative scaling techniques
Paired Comparison Scale
Rank- order scale
Constant sum scale
Q-Sort scale
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Paired comparison scale
A respondent is presented with two items at a
time and asked to select one
E.g.: Do you prefer Pepsi or Coke?
This is an ordinal level technique when a
measurement model is not applied.
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For each pair of two-seat cars listed, place a check beside the one youwould most prefer if you had to choose between the two.
___BMW Z3 ___Chevrolet Corvette
___PorscheBoxster ___ Porsche Boxster
___ Chevrolet Corvette ___ PorscheBoxster
___ BMW Z3 ___ Dodge Viper
___ Chevrolet Corvette ___ Dodge Viper
___ Dodge Viper ___ BMW Z3
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Rank orderscale
The respondent is presented with several items
simultaneously and asked to rank them
E.g. : Rate the following advertisements from 1
to 10.
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Rank the radar detection features in your order of
preference. Place the number 1 next to the most
preferred, 2 by the second choice, and so forth.
__ User programming __ Cordless capability
__ Small size
__ Long-range warning
__ Minimal false alarms
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Constant sum scale
The respondent is given a constant sum of
money, script, credits, or points and asked to
allocate these to various items
E.g. : If you had 100 Yen to spend on food
products, how much would you spend on
product A, on product B, on product C, etc.
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CHARACTERISTICS OF TENNIS SPORTSWEAR NUMBER
OF POINTS
Is comfortable to wear __________
Is durable __________
Is made by well-known brand or sports manufacturers __________
Is made in the U.S.A. __________
Has up-to-date styling __________
Gives freedom of movement __________
Is a good value for the money __________
100 points
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Q sort Scale
Up to 140 items are sorted into groups based a
rank-order procedure.
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Tabulation Sheet
Prefer Most Prefer Least Like Dislike Neutral
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
__________ __________ __________ __________ __________
(9) __________ __________ __________ (9)__________ __________ __________
__________ __________ __________
__________ __________ __________
__________ __________ __________
__________ __________ __________
(15) __________ (15)
__________
__________
(27)
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Non comparative scaling
One of two types of scaling techniques in which
each stimulus object is scaled independently of
the other objects in the stimulus set.
These are of two types
Continuous Scale
Itemized Rating Scale
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Continuous rating scale
Also known as Graphic rating scale.
Respondents rate items by placing a mark on a
line.
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Itemized rating scale
Method having numbers or brief description
associated with each category.
For each question different statements will be
there and have to select the best statement.
These are been divided into
Likert Scale
Semantic Differential
Stapel scale
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Likert Scale
Developed by Rensis Likert.
Respondents are asked to indicate the amount
of agreement or disagreement (from strongly
agree to strongly disagree) on a five- or seven-
point scale. The same format is used for
multiple questions.
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The format of a typical five-level Likert item is::
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly Agree
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Semantic differential scale
Semantic differential is a type of a rating scale
designed to measure the connotative meaning
of objects, events, and concepts.
The Semantic Differential (SD) measures
people's reactions to stimulus words and
concepts in terms of ratings on bipolar scales
defined with contrasting adjectives at eachend.
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Stapel scale
A scale for measuring attitudes that consists of
a single adjective in the middle of an even-
numbered range of values, From -5 to +5
without a neutral point (Zero).
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Secondary Data Collection
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SECONDARY DATA
Data collected by someone else, reused by the
researcher
Data that were collected by persons or
agencies for purposes other than solving the
problem at hand.
Data that were collected in the past for
purposes other than the current research.
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SOURCESOF SECONDARY DATA
Secondary Data
Internal Sources External Sources
Marketing Activity
Cost informationDistributorreports
CustomerFeedback
Published Data StandardizedSource of
Marketing
Internet
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Disadvantages of secondary data
Finding data to suit the project
May not be accurate
May be outdated A number of assumptions has to be made
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USESOFSECONDARY DATA
Enables better planning of primary research
methods.
Secondary data also help to define the
population, select sample in primary
information collection and define the
parameters of primary research.
It helps to define the problem and formulatehypothesis about its solution.
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