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Why primary data?

 Primary data collection is necessary when a researcher cannot find the data needed in secondary sources.  In primary data collection, the data is collected using methods such as interviews and questionnaires. It is important to prepare a tabulation plan and based on it design the questionnaire to make sure that no table will be left out.
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There are many methods of collecting Primary Data

The main methods of primary data collection include: Observation Method Interview Method Through Questionnaires Through Schedules Other Methods
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Observation method
Observation involves recording the behavioural patterns of people, objects and events in a systematic manner. Observational methods may be:  Structured or Unstructured  In structured observation, the researcher specifies in detail what is to be observed and how the measurements are to be recorded. It is appropriate when the problem is clearly defined and the information needed is specified.  In unstructured observation, the researcher monitors all aspects of the phenomenon that seem relevant. It is appropriate when the problem has yet to be formulated precisely and flexibility is needed in observation to identify key components of the problem and to develop hypotheses. The potential for bias is high. Observation findings should be treated as hypotheses to be tested rather than as conclusive findings. your name

Cont.
 Disguised or Undisguised  In disguised observation, respondents are unaware they are being observed and thus behave naturally. Disguise is achieved, for example, by hiding, or using hidden equipment or people disguised as shoppers.  In undisguised observation, respondents are aware they are being observed. There is a danger of the Hawthorne effect people behave differently when being observed.

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Cont.
 Natural or Contrived  Natural observation involves observing behaviour as it takes place in the environment, for example, eating hamburgers in a fast food outlet.  In contrived observation, the respondents behaviour is observed in an artificial environment, for example, a food tasting session.  Non-participant  The observer does not normally question or communicate with the people being observed. He or she does not participate.

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Cont.
 Personal  In personal observation, a researcher observes actual behaviour as it occurs. The observer may or may not normally attempt to control or manipulate the phenomenon being observed. The observer merely records what takes place.  Mechanical  Mechanical devices (video, closed circuit television) record what is being observed. These devices may or may not require the respondents direct participation. They are used for continuously recording on-going behaviour.

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Cont.
 Participant (with the participant taking a number of different roles).  In participant observation, the researcher becomes, or is, part of the group that is being investigated. Participant observation has its roots in ethnographic studies (study of man and races) where researchers would live in tribal villages, attempting to understand the customs and practices of that culture. It has a very extensive literature, particularly in sociology (development, nature and laws of human society) and anthropology (physiological and psychological study of man). Organizations can be viewed as tribes with their own customs and practices.  a. b. c. d. There are different ways of classifying the role: Researcher as employee Researcher as an explicit role Interrupted involvement Observation alone your name

Interview method
 Interviewing is a technique that is primarily used to gain an understanding of the underlying reasons and motivations for peoples attitudes, preferences or behaviour. Interviews can be undertaken on a personal one-to-one basis or in a group. They can be conducted at work, at home, in the street or in a shopping centre, or some other agreed location.

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Adva tages a d Disadva tages of Perso al I terview

A vanta e
1. Serious approach by respondent resulting in accurate information. 2. Good response rate. 3. Completed and immediate. 4. Possible in-depth questions. 5. Interviewer in control and can give help if there is a problem. 6. Can investigate motives and feelings. 7. Can use recording equipment. 8. Characteristics of respondent assessed tone of voice, facial expression, hesitation, etc. 9. Can use props. 10. If one interviewer used, uniformity of approach. 11. Used to pilot other methods. 1. 2. 3. 4. 5.

Disadvantages
Need to set up interviews. Time consuming. Geographic limitations. Can be expensive. Respondent bias tendency to please or impress, create false personal image, or end interview quickly. Embarrassment possible if personal questions are sensitive in nature. Transcription and analysis can present problems subjectivity. If many interviewers, training required.

6. 7. 8.

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Types of Personal Interview

 Structured  Based on a carefully worded interview questionnaire.  Frequently require short answers with the answers being ticked off.  Useful when there are a lot of questions which are not particularly contentious or thought provoking.  Respondent may become irritated by having to give oversimplified answers.  Semi-structured  The interview is focused by asking certain questions but with scope for the respondent to express him or herself at length.
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Cont.
 Unstructured  This also called an in-depth interview. The interviewer begins by asking a general question. The interviewer then encourages the respondent to talk freely. The interviewer uses an unstructured format, the subsequent direction of the interview being determined by the respondents initial reply. The interviewer then probes for elaboration Why do you say that? or, Thats interesting, tell me more or, Would you like to add anything else? being typical probes.

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