Sources of Data:

Two sources of data:

1.
2.

Primary Source
Secondary Source

Primary Source of Data Collection:

Primary data refer to information obtained
firsthand by the researcher on the variable of
interest for the specific purpose of study.
Sources of primary data are:
Individual.
Focus Group.
Panels of respondents specifically set up by the
researcher to get the information time to time.
Unobtrusive method.

Secondary Source of Data Collection:

Secondary data refers to the information gathered
by the someone other than the researcher himself.
The sources of information in which information
are gathered and stored by someone other than
the researcher are called as the secondary sources
to get the data.
Examples:
Information gathered from published Media.
Information gathered from Electronic Media. etc

Secondary Source of Data Collection:

Types of Secondary sources of data
collections:
Two types
Internal Sources.
External Sources.

Data Collection Methods:

Data can be collected in variety of ways
depending upon the different types of studies,
(field study or lab setting) and vary as per different
sources (Primary source and secondary source).
Interviews.
Questionnaire.
Observations.
Motivational Technique.

Interviews:
The method of collecting the data in which
the respondents are interviewed (Ask the
questions) to tap the variables of interest.
In each interview, two parties are involved,
Interviewer and Interviewee (Respondent).

Types of Interviews:
There are two types of interviews:
Structured Interviews.
Unstructured Interviews.

Unstructured Interviews.
The type of interviews in which researcher or
interviewer does not entered in interview setting
with planned sequence of questions to be asked
from the respondent.
Unstructured Interviews are conducted mostly for
the sake of preliminary data collection in which
motive of researcher is to point out the variables of
interest rather than to tap the variables.
Basic purpose of unstructured interviews is to find
out the factors and variables which are causing the
problems.

Unstructured Interviews.
For Example:
Let the manager of ABC Manufacturing Company is facing
the problem of decrease in average sales day by day.
Manager started observing the area of problem. For this
purpose, he called up a meeting of departments head.
They all concluded from the meeting that the problem is
basically prevailing in marketing and sales department.

On very next day, the manager started

interviewing the sales and marketing
staff for the purpose to point out the
reasons of declining in sales.

Unstructured Interviews:
In unstructured interviews, mostly open end
question are asked in which the respondents are
asked to give their own views.
As in above example, sales and marketing staff
may be asked about their jobs, about the distribution
channels, about the marketing and promotional
activates etc
Question
Tell me about the way, how you peoples
are distributing the finished goods to
the distributors and retailers?

Unstructured Interviews:
Basic purpose of unstructured interviews to
explore and probe into the several factors in the
situation which may cause the problem.

Open Ended Questions:

The types of questions in which full
freedom is provided to respondents to give
their views or opinions.
For instance
I would like to know something about your job. Please
describe in detail the things you do on your job on
typical day

Closed Ended Questions:

The type of question in which the freedom to
response is not provided to the respondents
rather all the possible responses are already
provided to get the specific response.
Respondents are provided with different
alternative to get the response among them.
All the scales like ordinal, nominal, interval and
ratio are used to design the closed end
questions.

Structured Interviews:
The structured interviews are conducted when it is
known that what information are needed.
Structured interviews are designed to tap the different
variables of interest in your study.
Mostly the closed ended questions are used to tap the
variables.
Predetermined list of questions is to be asked from
respondents.
Usually in structured interviews, the factors and variables
which are explored during the unstructured interviews are
examined and taped as per requirement of study.

Structured Interviews:
During this process, some other variables may be
identified, resulting in more deeper understanding.
Visual aids are also some time use like drawings,
cards, and other materials in order to check the
preferences of respondents.
For instance, in order to capture the likes and
dislikes of customers to different types of
packaging, different types may be displayed to
them via visual aids.