Data Collection Methods

Mainly, the data is divided into two main groups which are mentioned below

• Secondary data

111 Secondary Data: Aaker et al., (1997) defined that, “secondary data are data that were collected by persons or agencies for purposes other than solving the problem” (p. 102). This means that

secondary data is already existing. This data is already collected by researchers, practitioners or agencies for some reason and people re-examine that data for some other purpose. Secondary data can be utilized as an initial step for primary data. It involves to design a questionnaire as it defines the people and select the sample in primary data collection process. Secondary data provide an idea of the shortcoming and difficulties which are involved. It also may give essential related information concerning the customers and how to collect primary data successfully. There are two more different types of secondary data as described in the diagram below.

Figure 12: Types of Secondary Data, (Saunders et al., 2003)

Primary Data:

To answer the research questions, when secondary data are unable, then the researchers must collect the data that are relevant to their specific research and research problem. These data can be called as primary data. Research problem and research design help to determine that the researcher should look for what, ask about what and collect what. There are some choices of collecting primary data collection process. “Normally this includes observations, experiments,

surveys (questionnaires) and interviews” (Saunders et al., 2003, p. 289). Kothari (1990)

described several methods of primary data collection process, they are: observation method, interview method, through questionnaires, through schedules, and other methods which include; warranty cards, distributor audits, pantry audits, consumer panels, using mechanical devices, through projective techniques, depth interviews, and content analysis, but other authors

Secondary data

Documentary Multiple sources Survey

Non-written materials Area based Censuses Time series based Continuous and regular surveys Ad hoc Surveys Written materials

112 including Kumar (2011), Saunders et al., (2009), Currie (2005) mentioned first three are the main methods to collect primary data. Each method separately has taken up separately below.

Observation Method: The observation method of primary data collection process is the very popular technique particularly in researches which are related to behavioural sciences. Somehow in our daily life we all watch and detect so many things around us which is a kind of observation. But this type of observation is not methodically and scientifically observed. When something is observed and after that this observation is planned methodically, noted down, is verified and controls on validity and reliability and finally is ready to use for a formulated research then that observation turns into a methodical tool and the technique of data collection process for the researcher. Observation method allows to obtain the information by researcher’s own direct observation without asking the respondent. For example, a researcher is conducting a research to investigate the consumer behaviour of using wrist watch. In this situation researcher can observe a respondent’s wrist watch without asking him that which brand of wrist watch he is using. (Kothari, 1990)

Collecting data through interviewing: The interview can be described as “a conversation with a purpose”. Further, in a bit more formal way interview is “a purposeful discussion between two or more people” (Kahn and Cannell 1957, p.9). There are three types of interview:

structured, semi-structured, and unstructured interviews.

A structured interview allows the interviewer just to read through a group of closed questions in a specific direction and take notes of the interviewee’s answers. Often this type of interview is denoted as standardised interviews (Healey and Rawlinson 1994). A semi-structured interview allows the interviewer to have a predetermined type and direction of questions. But interviewer can increase the number of questions, change the interview’s theme and the direction of the questions will be asked if these will beneficial for the study.

An unstructured interview allows the interviewer to commence with a single theme but not necessary to start with written set of formal questions. Therefore, some questions may be written down, but the entire process is informal. Interviewer can explore the several phases of a complex issue in depth by asking open questions. These open questions are designed to invite explanatory or detailed answers. Some unstructured interviews can involve more than one interviewee or a group of interviewees, which depend on the areas the researcher wish to explore and the different expertise that may be required.

Semi-structured and unstructured interviews can be denoted as non-standardised interviews (Healey and Rawlinson 1994).

113 Collecting data through questionnaire: Questionnaire data collection process commonly used method mostly in a situation of big enquiries. Most of the time private and public

organizations, freelance researchers or individuals, and even governments can adopt this data collection method. This method allows researcher to send a questionnaire either by post or directly to the respondent with a request to answer the questions and return it back. A

questionnaire contains a number of questions in a certain sequence on a form or set of forms and after each question there should be some space where respondent can write down the answer. The respondents have to answer the questions only by themselves. Sending questionnaires by post to respondents for collecting data is mostly applied in many economic and business surveys. (Kothari, 1990)