Q. Explain the different methods of collecting primary data along with merits and demerits of each.
Ans. Primary data are those which are collected by a researcher for the purpose of a specific study. Such data are original in character and are generated by survey conducted by individuals or research institutions or any organisation For example, if any researcher conducts a survey on the manufacturing industries operating in a particular area, then he will be collecting data from the industry operating in a particular area. Such data are called primary data.
METHODS OF COLLECTING PRIMARY DATA:– The primary data may be collected by using any of the following methods:
1. Survey Method: In survey method, the data are collected by asking questions from respondents directly to get desired information. This is done by personal interview, telephone interview, mail questionnaire, schedule through enumerators. Survey method include
I. Interview Method: Interviewing is one of the major methods of data collection. It may be defined as two ways systematic conversation between an investigator and an informant, initiated for obtaining information relevant to as a specific study. It involves not only conversation, but also learning from the respondent’s gestures, facial expressions and pauses, and his environment. Interviewing requires face-to-face contact or contact over telephone and calls for interviewing skills. It is done by using a structured schedule or an unstructured guide. Interview is often superior to other data collecting methods. People are usually more willing to talk than to write. Once rapport is established, even confidential information may be obtained.
Types of Interviewing Method: The interviewing method may be classified into two types:
1. Personal Interview: In a personal interview, the flow of information as multi-dimimensional. This method is suitable for intensive investigation. Under this method, person is interviewed and close personsl contact between the interviewer and the interviewee is established. There are various types of personal interview such as:
(i) Structured or Directive Interview: Structured interviews are those conducted when it is known in the beginning what information is needed. The interviewer has a list of predetermined questions to be asked to the respondents. The same questions will be asked to everybody in the same manner.
(ii) Unstructured or Non-directive interview: An unstructured interview is an interview in which questions are not pre-arranged, allowing for spontenity and four questions to develop during the course of the interview. It is the sort of discussion with the respondents. It allows the interviewer to build better rapport with the respondents.
(iii) In-depth interview: It is conducted usually on one to one basis. In-depth interview is undertaken with an individual. It is designed to reveal the underlying motives of the respondent’s attitude, behaviour and perceptions.
(iv) Focus group interviews: It is undertaken with the group of people. In a focus group interview we explore the perceptions, experiences and understanding of a group of people who have some experience in common with regard to our situation.
(v) Panel Interview: A panel interview may be composed of either individuals or corporate units. It is convenient method of obtaining information about the continuing behaviour of a group or a panel of respondents.
(vi) Clinical Interview: In clinical interview, the researcher will have some pre prepared questions but will ask spontaneous ones as well. It is concerned with broad underlying feeling or with the course of individual’s life experience.
2. Telephone Interview: In telephone interview, the information is collected from the respondent by asking the questions on phone. Telephonic interviews are best suited when information from a large number of respondents spread over a wide geographical area is to be obtained quickly and the likely duration of each interview is, say ten minutes or less.
Advantages of Interview Method:
(i) It is very good technique for getting the information about the complex subjects.
(ii) It can be easily adapted to the ability of the person being interviewed.
(iii) it yields a good percentage of returns.
(iv) It yields perfect sample of the general population.
(v) Data collected by this method is likely to be more correct compared to the other methods.
Disadvantages of Interview Method:
(i) It is a time consuming process.
(ii) It involves high cost.
(iii) It requires highly skilled interviewer.
(iv) It requires more energy.
(v) It may sometimes involve systematic errors.
(vi) It is more confusing and a very complicated method.
II. Questionnaire Method: Under this method, data are collected through a set of questionnaire. A questionnaire is a document prepared by the investigator containing a set of questions. These questions relate to the problem of enquiry directly or indirectly. Here first, the questionnaires are mailed to the informants with the formal request to answer the questions and send them back. For better response the investigator should bear the postal charges. The questionnaire show decary , a polite note explaining the aims and objectives of the enquiry, definition of various terms and concepts used there. Beside this, the investigator should ensure the secrecy of the information as well as the name of the informants, if required. Success of this method greatly depends upon the way in which the questionnaire is drafted. Show the investigator must be very careful while framing the questions. The questions should be: (i) Short and clear (ii) Few in number (iii) Simple and intelligible (iv) there should be provision for close check (v) impersonal, non-aggressive type (vi) Simple alternative, multiple-choice or open-end type. Questionnaire method is more suited when the area of the study is very wide and when the informants are educated.
Advantages of Questionnaire Method:
(i) This method is economical in terms of time, money and efforts involved.
(ii) This method is original and therefore very reliable. This is because the information is supplied by the concerned persons themselves.
(iii) This method can cover wider areas.
Disadvantages of Questionnaire Method:
(i) Generally, the informance do not take in filing the questionnaires and fail to return the questionnaires. Those who return, often send incomplete answers.
(ii) This method lacks flexibility in the sense that when questions are not properly replied, these cannot be changed to obtain the required information.
(iii) This method has limited use as questionnaire are answered only by the educated informants. Thus, this method cannot be used when the informants are uneducated.
(iv) If the informants are biased, the informations will also be biased.
(v) The conclusions based on such investigation have only limited accuracy. This is because some questions may be difficult and accurate answers may not be possible.
III. Schedule Method: In case the informants are largely uneducated, data cannot be collected by the mailed questionnaire method. In such cases, schedule method is used to collect data. Here, the questionnaires are sent through the enumerators to collect information. Enumerators are persons appointed by the investigator for the purpose. They directly meet the informants with the questionnaire. They explain the scope and objective of the inquiry to the informments and solicit (obtain) their cooperation. The enumerators ask the questions to the informants and record their answers in the questionnaire and compile them. The success of this method depends on the sincerity and efficiency of the enumerators. So, the enumerators should be sweet-tempered, good-natured, trained and well-behaved. This Method is mostly used when field of investigation is large and the investigators are well versed in the local language.
Advantages of Schedule Method:
(i) This method is capable of wider coverage in terms of the area involved. Even illiterates will also provide information.
(ii) There is the fair degree of accuracy in the results. This is because investigations are done by specialised enumerators.
(iii) Unlike in the case of mailing questionnaire, there is personal contact with the informants in this method. According, accurate and right answers are obtained.
(iv) This method is impartial. This is because the enumerators themselves do not need the required information, so they are impartial to the nature of information they obtain.
(v) Schedules have the merits of completeness, because these are filled in by the enumerators themselves.
Disadvantages of Schedule Method:
(i) This is very expensive method of investigation because the involvement of faint investigators.
(ii) Competent enumerators may not be available. Accuracy of the information accordingly suffers.
(iii) Enumerators may need specialized training for particular investigators. The process of investigation thus becomes time consuming.
(iv) Since this method is very expensive, it is generally not suitable for private investigations. This method is generally used by the Government institutions.
(v) If the enumerators are bised, the data will not be accurate.
2. Observation Method: Observation means viewing or seeing, hearing and perceiving as well. Under observation method, the researchers do not interact with the respondents, but simply observations are made and recorded with accuracy. This method is considered more suitable in certain situations like consumer’s behaviour. For example, instead of ask asking which brand of the product is preferred, the research may observe which brand people are being used most. Observations can be made manually or mechanically. While using this method , the researcher should keep in mind things like: What should be observed? How the observation should be recorded or how the accuracy of observation can be ensured?
Types of Observation Method: There can be a number of methods to observe a particular event or action. The\nObservation method can be:
(i) Participant – Non-Participant Observation: If the observer observes by making himself as a member of the group he is observing, so that he can experience what the members of the group experience, the observation is called as the participant observation. But if the observer observes silently without any attempt on his part to experience through participation what other feels, the observation of this type is termed as non participant.
(ii) Disguised – Undisguised Observation: This is also referred to as indirect – direct observation. When the people being observed are not aware of the fact that they are under observation, the method is disguised or indirect observation. The researcher does not mix up with the group under this mode of observation and record the activities of the group silently. In the undisguised observation, the observer tells the group about his purpose and question the members whatever feels necessary by mixing up with the group directly.
(iii) Controlled – Uncontrolled Observation: If the observation takes place in natural setting, it may be termed as uncontrolled observation but when observation take place according to definite pre-arranged planned involving experimental procedures, the same is then termed as controlled observation. In uncontrolled observation, no attempt is made to used precision instruments whereas in controlled observation, we use precision instruments.
(iv) Human – Mechanical Observation: Some observation are made by technically trained persons while mechanical observation is the result of mechanical devices (or tools). Various mechanical devices (or tools) such as psycho-galvanometer, electronic digital camera, audio meter and eye camera may be used for observing the actions or response of the people. Videos other mechanical devices such as tape-recorders, VCR, CCTV camera can also be used while making the observation in research.
(v) Structured – Unstructured Observation: If the researcher is clear in his mind as to what he is to observe, it may be termed as structured observation. But when the observer is free to observe whatever comes to him without any clarity of the subject, it is termed as unstructured observation. Such observation not free from biased.
Advantages of Observation Method
(i) It is less costlier than survey method.
(ii) This method is independent of respondent’s willingness to respond.
(iii) This method is particularly suitable in studies which deal with subjects (i.e., respondents) who are not capable giving verbal records to their feelings for one reason or the other.
Disadvantages of Observation Method
(i) It gives information only on ‘What’ but not why?
(ii) Unforeseen factors may interfere with the observational task.
(iii) Sometimes observation suffers from biased considerations.
