PRIMARY DATA

1. INTRODUCTION OF PRIMARY DATA

Sources of information are generally categorised as primary, secondary or tertiary depending on
their originality and their proximity to the source or origin. For example, scientific information
moves through a dissemination cycle. Initially, findings might be communicated informally by
email, then presented at meetings before being formally published as a primary source. Once
published, they will then be indexed in a bibliographic database, and repackaged and commented
upon by others in secondary sources. The designations of primary, secondary and tertiary differ
between disciplines or subjects, particularly between what can generally be defined as the
sciences and the humanities. Primary sources for critic studying the literature of the Second
World War are different from those for a research scientist investigating a new drug for arthritis.
The critic's primary sources are the poems, stories, and films of the era. The research scientist's
primary sources are the results of laboratory tests and the medical records of patients treated with
the drug. You should always check with your lecturer or tutor if in doubt.
Primary data are information collected by a researcher specifically for a research assignment. In
other words, primary data are information that a company must gather because no one has
compiled and published the information in a forum accessible to the public. Companies generally
take the time and allocate the resources required to gather primary data only when a question,
issue or problem
presents itself that is sufficiently important or unique that it warrants the expenditure necessary
to gather the primary data.
Primary data are original in nature and directly related to the issue or problem and current data.
Primary data are the data which the researcher collects through various methods like interviews,
surveys, questionnaires etc.

MEANING OF PRIMARY DATA

PRIMARY DATA

Primary data, otherwise known as Raw data, is a term for data collected on source which has not
been subjected to processing or any other manipulation, it is also known as primary data. It is a
relative term (see data). Raw data can be input to a computer program or used in manual analysis
procedures such as gathering statistics from a survey. It can refer to the binary data on electronic
storage devices such as hard disk drives (also referred to as low-level data).
Primary data is that which is obtained by soliciting direct responses from individuals being
queried. These individuals are reporting their personal experience, attitudes and feelings. Primary
data is the outcome of interviewing and survey methods. Secondary data is information obtained
by reviewing the existing academic literature consisting of studies that have been done,
analyzing what is out there, and determining trends or patterns of evidence from many studies.
Problems with primary data include the possibility that the research design is limited in the fact
that it is given to a strictly controlled, limited group, which may not be representative of the
overall population. The results from a convenience sample cannot be generalized to the
population. Factors including but not limited to gender, nationality, economic situation and
others could be expected to impact the effectiveness of application of results to real world
situations. Sometimes researchers choose to disregard their own interpretations and to accept
those of respondents at face value. This can be cozy but may lead to collusion: Atkinson has
warned of the dangers of "romanticizing" respondents' accounts (Anastas, 12004). Problems with
secondary data is that the researcher was not personally involved and does not know how
relatively rigorously the research was done; this may compromise his/her observations and
analysis. Different methods used in qualitative research furnish parallel datasets, each affording
only a partial view of the whole picture; this is a natural feature of qualitative research, in that it
acknowledges that there are different views of reality which have equal validity. Therefore, it is
effective to look for results that are comparable rather than in agreement, and which may be
mutually supportive.

2. IMPORTANCE OF PRIMARY DATA

PRIMARY DATA

Importance of Primary data cannot be neglected. A research can be conducted without secondary
data but a research based on only secondary data is least reliable and may have biases because
secondary data has already been manipulated by human beings. In statistical surveys it is
necessary to get information from primary sources and work on primary data: for example, the
statistical records of female population in a country cannot be based on newspaper, magazine and
other printed sources. One such sources old and secondly they contain limited information as
well as they can be misleading and biased.
Validity
Validity is one of the major concerns in a research. Validity is the quality of a research that makes
it trustworthy and scientific. Validity is the use of scientific methods in research to make it
logical and acceptable. Using primary data in research can improves the validity of research.
First-hand information obtained from a sample that is representative of the target population will
yield data that will be valid for the entire target population. Authenticity is the genuineness of the
research.
Authenticity
Authenticity can be at stake if the researcher invests personal biases or uses misleading
information in the research. Primary research tools and data can become more authentic if the
methods chosen to analyze and interpret data are valid and reasonably suitable for the data type.
Primary sources are more authentic because the facts have not been overdone. Primary source
can be less authentic if the source hides information or alters facts due to some personal reasons.
There are methods that can be employed to ensure factual yielding of data from the source.
Reliability
Reliability is the certainty that the research is enough true to be trusted on. For example, if are
search study concludes that junk food consumption does not increase the risk of cancer and heart
diseases. This conclusion should have to be drawn from a sample whose size, sampling
technique and variability is not questionable. Reliability improves with using primary data. In the
similar research mentioned above if the researcher uses experimental method and questionnaires

PRIMARY DATA

the results will be highly reliable. On the other hand, if he relies on the data available in books
and on internet he will collect information that does not represent the real facts.

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3. ANALYZING YOUR PRIMARY DATA

Now that you've collected your primary data, its time to figure out what that data means and
what you can learn from it. The keys when analyzing your data is to pull out information that is
the most pertinent to your writing, information you can highlight and discuss, and information
that will support your claims (if you are making any).
Interviews
Interviews are fairly easy to analyze, as you simply have to go back through the answers you
received and decide how to use them within your writing. You can group the answers into
categories and create a chart of how those answers may best fit within your paper or article.
If you recorded the interview with a tape or digital recorder, you may want to listen to it and type
a transcript of the interview. Since transcription is a tedious process, only use this option if you
need to.
Interview is a face-to-face conversation with the respondent. It is slow, expensive, and they take
people away from their regular jobs, but they allow in-depth questioning and follow-up
questions.
The interviewer can not only record the statements the interviewee speaks but he can observe the
body language or non-verbal communication such as face-pulling, fidgeting, shrugging, hand
gestures, sarcastic expressions that add further meaning to spoken words and other reactions to
the questions too.
A problem with interviews is that people might say what they think the interviewer wants to
hear; they might avoid being honestly critical in case their jobs or reputation might suffer. And
the respondent deliberately hides information otherwise it is an in depth source of information.
So this enables the interviewer to draw conclusions easily.

PRIMARY DATA

Surveys
When analyzing surveys, you want to get the raw data into form that you can manipulate. If you
were using a numerical system or yes/no answer system for your survey, you may find it helpful
to enter the results into a spreadsheet program such as Microsoft Excel. If the survey was an
open-ended question style, see if you can fit your answers into categories of responses.
Survey is most commonly used method in social sciences, management, marketing and
psychology to some extent. Surveys can be conducted in different methods.
Observations
Observations are more difficult to analyze because when you are taking notes, you often write
down everything that you see. Start by organizing your notes into categories or by some criteria.
Once you have everything organized, see if you can make some generalizations about what you
have observed.
Observations can be done while letting the observing person know that he is being observed or
without letting him know. Observations can also be made in natural settings as well as
inartificially created environment. Primary data can be relied on because you know where it
came from and what was done to it. Its like cooking something yourself. You know what went
into it.
Over-generalizing your results
Your first attempts at primary research will most likely include small groups of people and may
not be representative of the population as a whole. It is important to remember not to overgeneralize your findings--in other words, don't assume that your findings are necessarily true of
every person within the group or every person in a society.
Triangulation of Data
One of the benefits of combining primary research with secondary research is in the area of data
triangulation. Data triangulation is when a piece of data, a finding, or a generalization is able to

PRIMARY DATA

be verified with several different research methods. This helps add to your credibility and makes
your findings stronger.
For example, you are studying binge drinking on campus. You find national averages that
indicate that 45% of college students binge drink nationwide. You conduct your own research at
the Purdue campus. You find that 47% of the individuals you surveyed drink; you also interview
a counselor on campus who reports that approximately 1/3 of the students who he sees suffer
from a drinking problem. Thus, your results from an interview with an expert and your own
survey support the national averages.

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4. SOURCES OF PRIMARY DATA

Sources for primary data are limited and at times it becomes difficult to obtain data from primary
source because of either scarcity of population or lack of cooperation. Regardless of any
difficulty one can face in collecting primary data; it is the most authentic and reliable data
source. Following are some of the sources of primary data.
Observation
Observation means that the situation of interest is checked and a person or some mechanical
device records the relevant facts, actions, or behaviors. Accurate data about what consumers do
in certain situations is provided by observation. Observation does not tell why it happened.
Observations are a type of primary research that involves spending time watching people or other
creatures interact with each other and the world around them. Observations are used in nearly
every scientific field and can be incredibly useful in gathering information.
Types of Participation
Before observing, consider how you as an observer may alter the event being observed.

How fully will you participate in the event?

Will you simply sit, watch, and take notes with no interaction?

Will you interact with the participants?

Will you become a participant yourself?

These different choices can radically change what you end up observing. The mere presence of
an observer may alter the events--and if you interact with participants, you further risk changing
what takes place. The other side to this is that by not participating in an event, you may not gain
a complete understanding of that event.

PRIMARY DATA

How to Observe
When observing, it is especially important to separate observations from your feelings or
reactions to observations. A good way to do this is to take your observations in a double-entry
notebook. A double-entry notebook has two columns, one for what is directly observed and one
is for what the observer interprets from the events. Here is an example:
Observation: The teacher walks around the circle and speaks to each student individually.
Interpretation: The teacher seems to want to make sure that each student understands the
assignment.
If you are observing a group that is not found in public (such as a group of card players, a sports
team, or a special-interest group), it may be wise to plan to spend multiple sittings with the
group. This will allow the group some time to adjust to your presence (and hence, for you to get
more accurate observations).
What to Observe
Observational skills require some practice! The key to being a good observer is to pay attention
to the details of a situation, write as much as you can, and write it as detailed as possible.
Mechanical Approaches
Mechanical approaches are reliable data collection instruments because they provide objective
measures. Data on the factors influencing product sales, such as competitor advertising and other
promotional activities can be effectively assessed. Information can be obtained on a specific
store or all the stores in a system, enabling rapid and effective comparisons at various local,
regional and national levels. The information is available continuously and enables firms to plan
down to the individual store level.
Scanner and bar coding technologies form the basis for capturing marketing information at the
retail level. Scanners are electronic devices at retail checkouts that read the bar code for each
item bought. They provide up-to-the-minute data on product purchases by item and also by
household. Telecommunications can transmit the information directly to the manufacturer and

PRIMARY DATA

shorten the communications cycle from weeks to minutes. With this information the
manufacturer can develop a profile for each retailer and establish the optimum retail inventory
for each location. The optimum inventory ensures stocking of merchandise that customers buy
with a minimum amount of inventory investment for the retailer. Combining the retailers
information with the manufacturers database yields local promotional mailings, fine-tuned shelf
displays, and redesigned store layouts.
Other mechanical devices include video cameras, Nielsen People Meters, and single-source data
systems that link consumers exposure to television advertising, sales promotion, and other
marketing efforts with their store purchases (Behaviour Scan and Info Scan of Information
Resources, Inc.). Furthermore, measurements might be taken of respondents eye movements,
pulse rates, or other physical reactions to advertisements.
Personal Approaches
Marketers can learn by personally observing or watching actions and situations. For example,
when an organization is choosing a new location, it would observe the neighbourhood
conditions. Also, marketers of pet products and baby products are extremely interested in how
respondents react to new products, but obviously cannot ask them to describe their opinions or to
fill out surveys. They must depend on observational research.
Surveys
Surveys or questioning involve using a questionnaire (data collection instrument) to ask
respondents questions to secure the desired information. Questionnaires may be administered by
mail, over the telephone, by computer, or in person. Limitations of surveys include opportunities
for error in construction and administering of a questionnaire, expense, and time needed to
conduct a survey. Respondents may not respond, may be unable to respond, or may give
misleading responses.
Things to consider when conducting surveys:
Who are you planning on surveying? Decide what group you are going to focus on surveying
based on who you have access to and what your research is focused on.

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How many people are you going to survey? You want to choose a target number of surveys to
conduct. You don't want too few surveys because you won't have enough answers to support any
generalizations or findings you may make. At the same time, you do not want too many surveys
because you will be overwhelmed with analyzing your data.
How are you going to survey people? You can choose to conduct your survey in person (i.e.
walk up to people and ask them questions); on paper (i.e. hand out surveys and ask people to
return them); or even via the Internet. The survey method should be chosen based on the length
of your survey and types of questions.
How long is your survey going to be? The answer to this question depends on what information
you are attempting to discover and how much you want to find out. Longer surveys sometimes
involve the same question asked in multiple ways to see if people are consistent in their
answering strategies. For your first survey, however, it is better to keep things simple. Short
questions are usually more effective than longer ones.
What type of questions are you going to ask? Do you want open-ended questions or closed
questions? Open-ended questions are questions that allow the participant any type of response.
An example of an open-ended question is: How are you feeling today? A closed question is one
with a set of possible responses or yes/no responses. An example is: Did you feel that the new
campus regulation about parking is fair? While closed questions are much easier to analyze they
do not provide the rich responses you may get with open-ended questions. Ultimately, what type
of question you ask depends on what you want to discover.
Creating Good Interview and Survey Questions
If you are conducting primary research using surveys or interviews, one of the most important
things to focus on is creating good questions.
Mail
Mail interviews can be used to collect large amounts of data and have a low cost per respondent.
Respondents can see a concept, read a description, and think about it at their leisure. There is no
interviewer bias. However, the questionnaires are not flexible, cannot be adapted to individual
respondents, and generally have low response rates. The researcher has no control over who
completes the questionnaire.
Telephone

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Telephone interviews are easy to administer and allow data to be collected quickly at a relatively
low cost. The interviewer can clarify the questions. Response rates tend to be higher and
telephone interviewing allows for greater sample control. However, it is more expensive than a
mail questionnaire. The presence of an interviewer on the phone may bias responses since
respondents may be unwilling to discuss personal information. Also, respondents cant see
product. A major limitation is that they must be short.
Computer
Advances in computers and technology have led to sophisticated data collection methods.
Computer and online interviewing allow rapid data collection from dispersed populations at a
low cost.
Personal
Personal interviews may be conducted one-on-one or with a focus group. A personal interview is
a direct, face-to-face interview between the interviewer and the respondent. In the past, personal
interviews were conducted door-to-door. Today, most personal interviews (one-on-one) are
conducted in malls and are referred to as mall intercept. Personal interviews are the most flexible
since interviewers can clarify questions and probe for answers. Respondents can see a concept as
well as read a description. More information can normally be obtained through observation of
the respondents surroundings. Personal interviewing is expensive, yet it offers a great deal of
flexibility and allows for visual stimuli.
A focus group is a small group of people, carefully selected, who represent a specific target
audience. They are used to generate concepts and hypotheses. The strength of focus groups is
found in the group discussion and interaction. Focus group interviews are a popular way of
gaining insight into consumer thoughts and feelings about a product. In the past, focus groups
were regarded mainly as a simple and quick way of asking any group of respondents, usually in
someone's home, to answer questions about a product. Today, focus groups are an important
source of qualitative research. Advance preparation ensures that the facility, moderator, and
respondents are of high quality. An example of a technique used in a focus group is a projective
technique in which a People Board is used to obtain attitudes through photograph associations

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and forced relationships. Participants indicate which of several images in a category relate to the
subject at hand. The findings from a focus group are useful for general information but do not
suffice to give absolute quantifiable information.
A panel is a fixed sample of individuals from who repeated measurements are taken over time
with respect to the same variables. An example is MRCA, which has a 12,000 household panel
that is representative of the national census in terms of significant demographics. Surveys of the
panel conducted frequently throughout the year provide a means to measure relatively small
changes in household purchases and product usage. Another example is the consumer diary.
Diaries are especially appropriate for answering questions on brand penetration and loyalty. This
approach indicates which factors influence purchasing behaviors, such as price and advertising,
and where purchases are made -- supermarkets, discount stores, drugstores. Firms in packaged
goods, apparel, home furnishings, financial services, travel, and entertainment use this method.
3.3 Experiments
In an experiment, a researcher selects matched groups, gives them different experimental
treatments controlling for other related factors, and checks for differences in the responses of the
experimental group and the control group. Experimental research attempts to explain cause-andeffect relationships. Data in an experiment may be collected through observation and surveys.
An experiment can be done in either a laboratory or field setting. In a laboratory experiment, the
researcher has complete control during the experiment. A field experiment is conducted under
more realistic conditions. For example, if a charitable organization wanted to see whether
inclusion of return-address labels affected donors responses to a mail solicitation, it could select
similar sets of donors and send them the donation solicitation with and without labels to see if
one method is more effective than the other is.

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5. PRIMARY DATA COLLECTION METHOD

In primary data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data you collect is unique to you and your research
and, until you publish, no one else has access to it.
There are many methods of collecting primary data and the main methods include:

questionnaires

interviews

focus group interviews

observation

case-studies

diaries

critical incidents

portfolios.

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The primary data, which is generated by the above methods, may be qualitative in nature
(usually in the form of words) or quantitative (usually in the form of numbers or where you can
make counts of words used). We briefly outline these methods but you should also read around
the various methods. A list of suggested research methodology texts is given in your Module
Study Guide but many texts on social or educational research may also be useful and you can
find them in your library.
Questionnaires
Questionnaires are a popular means of collecting data, but are difficult to design and often
require many rewrites before an acceptable questionnaire is produced.
Advantages:

Can be used as a method in its own right or as a basis for interviewing or a telephone
survey.

Can be posted, e-mailed or faxed.

Can cover a large number of people or organisations.

Wide geographic coverage.

Relatively cheap.

No prior arrangements are needed.

Avoids embarrassment on the part of the respondent.

Respondent can consider responses.

Possible anonymity of respondent.

No interviewer bias.

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Disadvantages:

Design problems.

Questions have to be relatively simple.

Historically low response rate (although inducements may help).

Time delay whilst waiting for responses to be returned.

Require a return deadline.

Several reminders may be required.

Assumes no literacy problems.

No control over who completes it.

Not possible to give assistance if required.

Problems with incomplete questionnaires.

Replies not spontaneous and independent of each other.

Respondent can read all questions beforehand and then decide whether to complete or
not. For example, perhaps because it is too long, too complex, uninteresting, or too
personal.

Design of postal questionnaires

leave pages unnumbered; for respondents to flick to the end and see page 27 can be very
disconcerting!
Order

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Probably the most crucial stage in questionnaire response is the beginning. Once the respondents
have started to complete the questions they will normally finish the task, unless it is very long or
difficult. Consequently, you need to select the opening questions with care. Usually the best
approach is to ask for biographical details first, as the respondents should know all the answers
without much thought. Another benefit is that an easy start provides practice in answering
questions.
Once the introduction has been achieved the subsequent order will depend on many
considerations. You should be aware of the varying importance of different questions. Essential
information should appear early, just in case the questionnaire is not completed. For the same
reasons, relatively unimportant questions can be placed towards the end. If questions are likely to
provoke the respondent and remain unanswered, these too are best left until the end, in the hope
of obtaining answers to everything else.
Types of questions
Closed questions
A question is asked and then a number of possible answers are provided for the respondent. The
respondent selects the answer which is appropriate. Closed questions are particularly useful in
obtaining factual information:
Attitude questions
Frequently questions are asked to find out the respondents opinions or attitudes to a given
situation. A Likert scale provides a battery of or attitudes to a given situation. A Likert scale
provides a battery of attitude statements. The respondent then says how much they agree or
disagree with each one:
Read the following statements and then indicate by a tick whether you strongly agree, agree,
disagree or strongly disagree with the statement.
Strongly

Agree Disagree Strongly

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agree

disagree

My visit has
been

good

value

for

money
There are many variations on this type of question. One variation is to have a middle statement,
for example, Neither agree nor disagree. However, many respondents take this as the easy
option. Only having four statements, as above, forces the respondent into making a positive or
negative choice. Another variation is to rank the various attitude statements, however, this can
cause analysis problems:
Which of these characteristics do you like about your job? Indicate the best three in order, with
the best being number 1.
Varied work

[ ]

Good salary

[ ]

Opportunities for promotion

[ ]

Good working conditions

[ ]

High amount of responsibility

[ ]

Friendly colleagues

[ ]

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6. DISTINGUISH BETWEEN PRIMARY DATA &

SECONDARY DATA
PRIMARY DATA
MEANING:
Data collected first hand is called primary data.
METHOD/SOURCES :
The primary data are collected through
surveys/interviews,experimentation and
observation.
ACCURACY:
The primary data are more accuracy as such

SECONDARY DATA
The secondary data is collected from readily
available sources such as publications.
The secondary data is collected from internal
sources such as companys records,and from
external sources such as
newspaper,magazines,government,records,i
Industryreports,etc
The secondary data may not be accuracy;as
such data are collected from readily available

data are collected first hand by the researcher

published.

or field interviewers.
RELIABILITY:
The primary data are more reliable as they are

The secondary data may not be reliable, as

collected first hand by the researcher.

TIME FACTOR :
To collected primary data, the researcher has to
spend a lot of time and effort.

such data are collected from readily available

sources, which may or may not be accuracy.
The secondary data can be collected from
internal and external sources at a
comparatively quicker pace.

COST FACTOR :
To collect primary data, the researcher has to

The cost of collecting secondary data is

incur more expenses such as preparation and

prepare and print questionnaire, and there is no

printing of questionnaire, training to the

need of field staff.

comparatively lower as there is no need to

interviewers, etc.

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PAPER WORK :
Primary data involve a lot of paper work in
respect of questionnaire , tabulation and
analysis of data

Secondary data involves relatively less paper

work, as the data are readily available from
published sources.

7. PROBLEMS OF GATHERING PRIMARY DATA

The problems of collecting primary data in foreign countries are different only in degree from
those encountered in the United States. Assuming the research problem is well defined and the
objectives are properly formulated, the success of primary research hinges on the ability of the
researcher to get correct and truthful information that addresses the research objectives. Most
problems in collecting primary data in international marketing research stem from cultural
differences among countries and range from the inability of respondents to communicate their
opinions to inadequacies in questionnaire translation.
Ability to communicate opinions:
The ability to express attitudes and opinions about a product or concept depends on the
respondents ability to recognize the usefulness and value of such a product or concept. It is
difficult for a person to formulate needs, attitudes, and opinions about goods whose use may not
be understood, that are not in common use within the community, or that have never been
available. For example, someone who has never had the benefits of an office computer will be
unable to express accurate feelings or provide any reasonable information about purchase
intention, likes or dislikes concerning a new computer software package. The more complex the
concept, the more difficult it is to design research that will help the respondent communicate
meaningful opinions and reactions. Under these circumstances, the creative capabilities of the
international marketing researcher are challenged.
No company has had more experience in trying to understand consumers with communication
limitations than Gerber. Babies may be their business, but babies often cant talk much less fill
out questionnaire. Over the years Gerber has found that talking to and observing both infants ad
their mothers are important in marketing research. In one study Gerber found that breast-fed
babies adapted to solid food more quickly than bottle fed babies because breast milk changes
flavor depending on what the mother has eaten. For example infants were found to suck longer

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and harder if their mother had recently eaten garlic. In another study, weaning practices were
studied around the world. Indian babies were lentils served on a finger.
Willingness to Respond:
Cultural differences offer the best explanation for the unwillingness or the inability of many to
respond to research surveys. The role of the male, the suitability of personal gender based
inquiries and other gender related issues can affect willingness to respond.
In some countries the husband not only earns the money but also dictates exactly how it is to be
spent. Because the husband controls the spending, it is he, not the wife who should be questioned
to determine preferences and demand for many consumer goods. In some countries, women
would never consent to be interviewed by a male or a stranger. A French Canadian woman does
not like to be questioned and is likely to be reticent in her responses. In some societies, a man
would certainly consider it beneath his dignity to discuss shaving habits or brand preference in
personal clothing with anyone most emphatically not a female interviewer.
Anyone asking questions about any topic from which tax assessment could be inferred is
immediately suspected of being tax agent. Citizens of many countries do not feel the same legal
and moral obligations to pay their taxes as do US citizens. Tax evasion is thus an accepted
practice for many and a source of pride for the more adept. Where such an attitude exists, taxes
are often seemingly arbitrarily assessed by the government, which results in much incomplete or
misleading information being reported. One of the problems revealed by the government of India
in a recent population census is the underreporting of tenants by landlords trying to hide the
actual number of people living in houses and flats. The landlords had been subletting
accommodations illegally and were concealing their activities from the tax department.

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8. TYPES OF PRIMARY DATA

There are many ways of classifying data.
A common classification is based upon who collected the data.
Primary data: Data collected by the investigator himself/ herself for a specific purpose.
Examples: Data collected by a student for his/her thesis or research project.
(In movies) The hero is directly told by the heroine that he is her ideal man.
Some Advantages of using Primary data:
1. The investigator collects data specific to the problem under study.
2. There is no doubt about the quality of the data collected (for the investigator).
3. If required, it may be possible to obtain additional data during the study period.
Some Disadvantages of using Primary data (for reluctant/ uninterested investigators):
1. The investigator has to contend with all the hassles of data collection

deciding why, what, how, when to collect

getting the data collected (personally or through others)

getting funding and dealing with funding agencies

ethical considerations (consent, permissions, etc.)

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2. Ensuring the data collected is of a high standard

all desired data is obtained accurately, and in the format it is required in

there is no fake/ cooked up data

unnecessary/ useless data has not been included

2. Cost of obtaining the data is often the major expense in studies.

Collecting data is the first step in completing any research study or paper. Data comes in
two forms: primary and secondary. Primary data is obtained from studies, interviews and
experiments conducted by the researchers personally. Secondary data is collected from
published sources and research conducted by other people. Primary data is harder to
obtain, but is tailored specifically to your study and therefore more important as a source
than secondary data.
Surveys
Generally used for studies in the social sciences and behavioral studies, researchers will
create surveys with questions pertaining to their study and hand them out to participants,
who will respond. Survey sample groups are usually larger than for other research
methods because responses are generally lower. The researchers then tabulate the answers
and results of the survey to determine if the research proves or disproves their hypothesis.
Most research surveys are anonymous to prompt more honest answers from participants.
Observation
Observational data collection exists in many forms. In structured observation, the
researchers create a specific set of tightly controlled circumstances and observe how
study participants behave, while in unstructured observation, researchers simply study
behavior in an uncontrolled environment. Study participants are usually aware they are
being observed in this type of study, but under certain circumstances, disguised

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observation can occur in which participants do not know they are being watched.
Observational data collection eliminates subjective bias, but it can be expensive to set up
strictly controlled testing environments.

Interview
Similar to surveys, interviews help collect information from study participants. Unlike
surveys, they are not anonymous, although you should obtain permission before you use
participants' names in the final published study or paper. Interviews consist of the
researcher asking questions to participants in person. The questions are designed to elicit
responses related to the study at hand. This type of data collection is time-consuming, as
interviews are usually conducted one-on-one and a large sample is needed, which means
many interviews must be conducted.
Experiments
Mainly used for scientific studies, experiments consist of a control group and a test
group: the test group is administered whatever is being studied while the control group
must be very tightly controlled to eliminate all variables that could affect the result and
ensure that any differences between the two can be attributed to the substance or product
being tested. Experiments need to be carefully designed and conducted multiple times to
ensure the same results. An experiment is only considered scientifically sound when its
results are proven to be repeatable.
Primary data is that which is obtained by soliciting direct responses from individuals
being queried. These individuals are reporting their personal experience, attitudes and
feelings. Primary data is the outcome of interviewing and survey methods. Secondary
data is information obtained by reviewing the existing academic literature consisting of

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studies that have been done, analyzing what is out there, and determining trends or
patterns of evidence from many studies. Problems with primary data include the
possibility that the research design is limited in the fact that it is given to a strictly
controlled, limited group, which may not be representative of the overall population. The
results from a convenience sample cannot be generalized to the population. Factors
including but not limited to gender, nationality, economic situation and others could be
expected to impact the effectiveness of application of results to real world situations.
Sometimes researchers choose to disregard their own interpretations and to accept those
of respondents at face value. This can be cozy but may lead to collusion: Atkinson has
warned of the dangers of "romanticizing" respondents' accounts (Anastas, 12004).
Problems with secondary data is that the researcher was not personally involved and does
not know how relatively rigorously the research was done; this may compromise his/her
observations and analysis. Different methods used in qualitative research furnish parallel
datasets, each affording only a partial view of the whole picture; this is a natural feature
of qualitative research, in that it acknowledges that there are different views of reality
which have equal validity. Therefore, it is effective to look for results that are comparable
rather than in agreement, and which may be mutually supportive

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9. ADVANTAGES OF PRIMARY DATA & DISADVANTAGES

OF PRIMARY DATA
ADVANTAGES OF PRIMARY DATA
Targeted Issues are addressed
The organization asking for the research has the complete control on the process and the research
is streamlines as far as its objectives and scope is concerned. Researching company can be asked
to concentrate their efforts to find data regarding specific market rather than concentration on
mass market.
Data interpretation is better
The collected data can be examined and interpreted by the marketers depending on their needs
rather than relying on the interpretation made by collectors of secondary data.
Efficient Spending for Information
Unlike secondary research where the marketer may spend for information that is not needed,
primary data collections focus on issues specific to the researcher improves the chances that
research funds will be spent efficiently. Decency of Data Usually secondary data is not so recent
and it may not be specific to the place or situation marketer is targeting. The researcher can use
the irrelevant seeming information for knowing trends or may be able to find some relation with
the current scenario. Thus primary data becomes a more accurate tool since we can use data
which is useful for us.
Proprietary Issues

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Information collected by using primary research is their own and is generally not shared with
others. Thus, information can be kept hidden from competitors and potentially offer an
information advantage to the company that undertook the primary research. This gives an edge
over competitors replying on secondary data.

Addresses Specific Research Issues

Carrying out their own research allows the marketing organization to address issues specific to
their own situation. Primary research is designed to collect the information the marketer wants to
know (Step 2) and report it in ways that benefit the marketer. For example, while information
reported with secondary research may not fit the marketers needs (e.g., different age groupings)
no such problem exists with primary research since the marketer controls the research design.
Greater Control
Not only does primary research enable the marketer to focus on specific issues, it also enables
the marketer to have a higher level of control over how the information is collected. In this way
the marketer can decide on such issues as size of project (e.g., how many responses),location of
research (e.g., geographic area) and time frame for completing the project.
Some other advantages of primary data:
Advantages of primary data are as follows:
The primary data are original and relevant to thetopic of the research study so the
degree of accuracy is very high.
Primary data is that it can be collected from a number of ways like interviews, telephone
surveys, focus groups etc. It can be also collected across the national borders through emails and
posts. It can include a large population
and wide geographical coverage.
Moreover, primary data is current and it can better give a realistic view to the researcher about
the topic under consideration.
Reliability of primary data is very high because these are collected by the concerned and
reliable party.

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PRIMARY DATA

The investigator collects data specific to the problem under study.

There is no doubt about the quality of the data collected (for the investigator).
If required, it may be possible to obtain additional data during the study period.

DISADVANTAGES OF PRIMARY DATA

High Cost
Compared to secondary research, primary data may be very expensive since there is a great deal
of marketer involvement and the expense in preparing and carrying out research can be high and
has to design everything.
Time Consuming
To be done correctly primary data collection requires the development and execution of are
search plan. Going from the start-point of deciding to undertake a research project to the endpoint to having results is often much longer than the time it takes to acquire secondary data,
which can be collected in much lesser time duration.
Inaccurate Feed-backs
In case the research involves taking feedbacks from the targeted audience, there are high chances
that feedback given is not correct. Feedbacks by their basic nature are usually biased or given
just for the sake of it.
More number of resources is required
Leaving aside cost and time, other resources like human resources and materials too are needed
in larger quantity to do surveys and data collection.
Some other disadvantages of primary data:
For collection of primary data where interview is to be conducted the coverage is limited and
for wider coverage a more number of researchersare required.

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A lot of time and efforts are required for data collection. By the time the data collected, analysed
and report is ready the problem of the research becomes very serious or out dated. So the purpose
of the research may be defeated.
It has design problems like how to design the surveys. The questions must be simple to
understand and respond.
Some respondents do not give timely responses. Sometimes, the respondents may give fake,
socially acceptable and sweet answers and tryto cover up the realities.
With more people, time and efforts involvement the cost of the data collection goes high. The
importance of the research may go down.
In some primary data collection methods there is nocontrol over the data collection. Incomplete
questionnaire always give a negative impact on research.
Trained persons are required for data collection. In experienced person in data collection may
give inadequate data of the research.

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10.

CONCLUSION

Primary research entails the use of immediate data in determining the survival of the market. The
popular ways to collect primary data consist of surveys, interviews and focus groups, which
shows that direct relationship between potential customers and the companies.
Both primary and secondary data are useful for businesses but both may differ from each other in
various aspects. In secondary data, information relates to a past period. Hence, it lacks aptness
and therefore, it has unsatisfactory value. Primary data is more accommodating as it shows latest
information.
Secondary data is obtained from some other organization than the one instantaneously interested
with current research project. Secondary data was collected and analyzed by the organization to
convene the requirements of various research objectives. Primary data is accumulated by the
researcher particularly to meet up the research objective of the subsisting project.
Secondary data though old may be the only possible source of the desired data on the subjects,
which cannot have primary data at all. For example, survey reports or secret records already
collected by a business group can offer information that cannot be obtained from original
sources.
Firm in which secondary data are accumulated and delivered may not accommodate the exact
needs and particular requirements of the current research study. Many a time, alteration or
modifications to the exact needs of the investigator may not be sufficient. To that amount

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usefulness of secondary data will be lost. Primary data is completely tailor-made and there is no
problem of adjustments.
Secondary data is available effortlessly, rapidly and inexpensively. Primary data takes a lot of
time and the unit cost of such data is relatively high. Often secondary data have been preprocessed to give totals or averages and the original details are lost so you cant verify it by
replicating the methods used by the original data collectors. In short, primary data are expensive
and difficult to acquire, but they are trustworthy. Secondary data are cheap and easy to collect,
but must be treated with caution.

11.

WEBLIOGRAPHY

Web Sources:

www.google.com
www.wikipedia.com
www.investopedia.com
www.scribd.com
www.infibeam.com
www.yahoo.com

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