DATA COLLECTION l l l SOURCES OF DATA

DATA COLLECTION l l l SOURCES OF DATA- • • SECONDARY DATA PRIMARY DATA TYPES OF DATA- • • TYPES OF SECONDARY DATA AND ITS SOURCES TYPES OF PRIMARY DATA AND ITS SOURCES METHODS OF DATA COLLECTION- • SURVEY-PERSONAL INTERVIEW, TELEPHONE SURVEY, MAIL SURVEY. • OBSERVATION • COMMUNICATION TOOLS OF DATA COLLECTION FORMS-QUESTIONAIRE

SOURCES OF DATA A good operating rule is to consider a survey akin to a surgery-to be used only after all other possibilities have been exhausted. only if secondary sources fail to to yield the desired information the ultimate resort of primary data collection should be used l Secondary data definition: “secondary data are statistics not gathered for the immediate study at hand but for some other purposes” l

Types of secondary data l Internal data refers to data that are part of the company’s records for which the research is being conducted. • • They may be formal or informal Formal data are available on a regularly scheduled basis, such as monthly , quarterly or annually in a form that allow comparisons through time. Informal data are available on a non recurring basis in an unorganized fashion Readily available at a lower cost.

1. Sales analysis l Steps in sales analysis: • Territorial • Product analysis • Customer analysis • Time analysis

2. Invoice analysis l l l Copy of invoice is reserved and information from it may be punched, tabulated, processes and summarized to provide suitable information to the researcher. The invoice data may be classified according to customer, nature of product, region and area. Invoice lists preserved for a long time may provide information about sales-record in a particular area

External secondary data-refer to those data which are collected by the researchers outside the company for which the research is being conducted 1. Libraries : public libraries l college l university libraries l management institutes l research institutes, banks, insurance companies, l public utility companies, l manufacturing units

2 Government Publications: l Department of census reports: • Census of population • • • l l l Census of agriculture Census of cattle Census of trade Census of transport Census of industry Census of bamking and finance. Central Statitical Organisation-statistics of national income. publication is ‘National Accounts Statistics’ is brought out once in a year. Statistical Abstract, India Monthly Production of selected Industries of India.

l l l l The director General of Commercial Intelligence, Government of India, Office of the Economic Adviser, Ministry of Commerce and Industry, Government of India. GOI publishes the All- India Consumer price Index numbers. ‘Basic statistics relating to the Indian Economy’ whichis an annual publicaiton brought out by the RBI bulletin is a monthly journal ‘Currency and Finance repor’ whichis an annual publication. The economic survey

Agricultural situation in India l Indian Labour Journal-monthly journal of the Labour Bureau l NSS –National Sample Survey-set up by Ministry of Planning 3. NON-GOVERNMENT PUBLICATIONS l Indian cotton mills federation , annual report of the Bombay Mill Owners’ Association l Bombay Stock Exchange Directory l The market research and statistical bureau of the coffee board , Bangalore. l The coir Board , Cochin l The rubber Board Kottayam publishes Indian Sugar Year Book. l SAIL publishes statistics for iron and Steel l The Indian woolen Mills Federation, Bombay, l

l l l l Thapar’s Indian industrial Directory and Import-export Directory of the entire world Kothari’s industrial and economic guide of India SIRI directory of industries in India-small industries research institute Handbook and Directory of Indian industries published by Bombay market Commerce year book of public The Hindu survey of Indian industry-the Hindu Directory of foreign collaborations in Indian investment centre.

4. Syndicated servicesl l l l l are provided by organizations , which collect and tabulate marketing information like TV viewing, magazine readership, movement of consumer goods through retail outlets eg: ORG Operations Research Group conducts as study called retail stores audit on consumer products retail stores audit on pharmaceutical products , prescription audit, market pulse NRS BRS Television rating point(TRP) Tele$facts

l l l References and Bibliography Advertising agencies Research organisations Advantages of secondary data 1. Economy and time 2. Bias and availability-the purpose of their collection is different than the objectives the researcher has in mind while collecting data for a particular research problem. the primary dat a on the other hand are collected for meeting a specific objective and there exists a lot of scopr for manoeuvering them to suit the researcher’s needs. 3. Useful as a reference Disadvantages of secondary data 1. Non suitability-do not satisfy the immediate needs of the present data because they are compiled for other purposes.

l l l Units of measurement Class boundaries Time lag inaccuracy-due to errors of collection Limited application-finding data for a specific problem is difficult To know the accuracy and reliability , and evaluation of the avilable data must be carried out.

Evaluation procedure for secondary data

Primary data – may be described as those data that have been observed and recorded by the researchers for the first time to their knowledge. TYPES OF PRIMARY DATA 1. Data classified by their nature i)demographic/ socio-economic charateristics-represents the attributes of the people which are of interest to the researcher. age, sex, income, education, occupation, social class, religion, race, nationality

ii)Knowledge /awareness-refers to what people know. potential buyer’s knowledge and awareness of products or brands are important data of marketing research. the awareness of the product, product features, prices of the product, product manufacturing , product usage, product availability, , knowledge about brands, advertisements, retail stores and prices can be obtained. iii)Intentions –are acts that are in minds of people. these are expectations of behaviour, or intentions to indulge in particular amrketing behavour. It includes a definite intention to buy, a probable intention to buy, a definite intention not to buy and undecided intentions

iv) Opinions –are people’s perceptions. thier perceptions may or may not be true. thus they may be well defiend as attitudes. Attitudes are respondents views or feelings towards some phenomenon. opinions are verbal expressions of attitudes. since attitudes are fore runners of behaviour, researchers are interested in persons attitude towards the product and their overall attitude towards quality, price and brand

l l Motivation-if a resaercher canunderstand the motives behind a person’s behaviour, he canfind out ways to influence his future behaviour. It is a need , a want, an urge , an impulse that influences or channels the behaviour of a person. Behaviour-involves description of activity, The researcher tries to study the behaviour of the people and place it in a systematic form to reveal the future demand of the product. behaviour checklist includes what, how much, how, where, when, in what situation, who

2. Data classified by function i) Causal data-data that reveals the cause and effect relationship data required to measure the hypothesis are termed as causal data. ii) Payoff data- are resultant data. They are the outcome of certain causal dataie, results of certain phenomenon iii) Descriptive data-data that describes a situation, statement and facts iv) Classification data: in sophistication experimental design the compound data have been classified in relevant categories to arrive at simple analysis and conclusions.

Data Collection Methods observation Surveys Interviews Tools Questionaires Telephone surveys Structured –un disguised form of questionnaire CAPI Physical – trace analysis Direct/Indire ct Focus group Voice mail Un Structured –un disguised form of questionnaire Mallintercept Structured/U nstructured Word association Office Projective techniques Sentence completion Fax CATI FATI Mail –one time, panels, disks, email Un Structured – disguised form of questionnaire Door-to door Human/mec hanical Picture interpretati on CASI Audits Cartoons FASI Content analysis

Selecting a data collection method l l l l l Budget allocation Time availability Demographic composition of targeted respondents Communication vehicle availability Need for product or service demonstration Survey content Survey length Survey structure Desired response rate Desired sampling precision

DATA COLLECTION FORMS Definition of a questionnaire: The questionnaire is a standardised form for recording answers on the basis of set questions. It refers to a self-administered process whereby the respondent himself reads the question and records his answers without the assistance of an interviewer.

Attributes of an effective questionnaire l l Questionnaires should be user friendly-the instrument must be clearly understandable for all Respondents. The easier the questionnaire is to understand, the more likely it is that respondents will complete it. The questionnaire should look professionalcleanly typed, and carefully designed

l l l It should be validity is the degree to which a test measures what it is supposed to measure. so the questionnaire should be reliable and measure what you intended to measure. It should be attractive and motivational in nature for respondents to want to complete Questionnaires , the topic must be interesting and the respondents must feel they are getting something out of it. . The questionnaire should encourage respondents to answer honestly and accurately. respondents may be intimidated by various reasons like job security, desire for confidentiality, lack of knowledge

Functions of questionnaire l l l To obtain specified quantitative and qualitative information with accuracy and completeness. It provides the respondent clear comprehension of the questions and interview and identifies the needs to be recorded and verified. It induces the respondent to cooperate with the information collection procedure. It provides instructions to the respondents to record answers It discourages biases, confusions, suspicion and inconvenience.

Importance of questionnaire l l Standardized form of questions known as the questionnaire is helpful for getting the desired data with speed and accuracy If the questionnaires are not prepared , the interviewer may ask different questions differently from the respondents resulting in wide variable data, thus making it difficult to analyse and interpret. As questionnaires are prepared after a thorough test and pretest, there is no chance of some important questions being omitted. Questionnaire provides valid and reliable information

Assumptions of questionnaire design l l While the questionnaires is being prepared, it is assumed that the Respondents eill cooperate to answer the questions. The respondents may not be fully aware of the information or may have forgotten the information. Questionnaires assumes that the respondents will accede to the requests of the interviewer. if the request is not made , the respondents will not reveal the information Information and data will vary according to the technique of interviewing. The interviewer should discount the impacts of the social and psychological behaviour of the respondents to arrivve at the correct information

QUESTIONNAIRE CONSTRUCTION PHASES PHASE I l PRE-CONSTRUCTION l Determine questionnaire objectives l Target respondent characteristics l Resource constraints l Decide on data collection method

PHASE II QUESTIONNAIRE CONSTRUCTION l Type of information to be collected l Types of use of questionnaire l Question format l Number and sequence of questions l Questionnaire wording l Form of response l Number of response choices per question l Organization and layout of questionnaire l Obtain client approval

PHASE III l l POST-CONSTRUCTION Pretest/Pilot Test Revise Questionnaire based on pre test results Administer questionnaire and tabulate results.

DETERMINE QUESTIONNAIRE OBJECTIVES l this step in questionnaire construction has the researcher asking, “ what needs to be achieved from the data-gathering effort? ' the problem or opportunity must be translated into clear objectives so that the questionnaire can be designed to achieve them.