UNIT -3

DATA COLLECTION
SOURCES AND METHODS
 RESEARCH TYPES
Exploratory research is a type of research design that is conducted when a researcher is
investigating a topic or problem that is not well-defined or understood. The primary goal of
exploratory research is to explore and gain insights into the research problem, rather than providing
definitive answers or testing hypotheses. It is often conducted in the early stages of the research
process to help the researcher familiarize themselves with the topic, generate hypotheses, and
identify relevant variables.

Descriptive research is a type of research design that aims to provide a detailed and accurate
account or description of a phenomenon, group, individual, or situation. Unlike exploratory
research, which focuses on generating insights and hypotheses, descriptive research is more
concerned with describing the characteristics of a population or phenomenon. It is often used to
answer questions related to who, what, when, where, and how.
 RESEARCH TYPES
Causal research design, also known as explanatory or experimental research, is a type
of research design that seeks to establish a cause-and-effect relationship between
variables. In causal research, the focus is on understanding the impact of one variable
(independent variable) on another variable (dependent variable). Unlike descriptive
research, which primarily describes and observes relationships, causal research aims to
determine whether changes in one variable lead to changes in another.
 Choosing a Good Research Design
Research Objectives and Questions:
Clarify the specific objectives of your research and the questions you want to answer. Are you exploring,
describing, explaining causation, predicting, or comparing?
Nature of the Phenomenon:
Consider the characteristics of the phenomenon you are studying. Is it well-understood, or is there a need for
exploration? Do you want to describe it in detail, explain its causes, or test interventions?
Time Frame:
Determine whether your study is cross-sectional (data collected at a single point in time) or longitudinal (data
collected over time). Longitudinal designs are suitable for studying changes or trends over time.
Variables:
Identify the key variables in your study. If you want to establish cause-and-effect relationships, a causal
research design may be appropriate. If you aim to describe or explore relationships, a descriptive or exploratory
design might be more suitable.
Control and Randomization:
Assess the level of control and randomization needed. If control over extraneous variables and random
assignment of participants to groups are crucial, an experimental design may be necessary.
 Choosing a Good Research Design
Practical Constraints:
Consider practical constraints such as budget, time, and access to participants. Some research designs, such as
experimental research, may be resource-intensive.
Ethical Considerations:
Evaluate the ethical implications of your research design. Ensure that your design respects the rights and well-
being of participants and adheres to ethical standards in your field.
Feasibility:
Assess the feasibility of implementing your chosen research design. Consider factors such as data collection
methods, sample size, and data analysis techniques.
Literature Review:
Conduct a thorough literature review to understand how similar research questions have been addressed in the
past. This can inform your choice of research design and help you avoid replicating studies with similar
designs.
Consultation:
Seek input and advice from mentors, colleagues, or experts in your field. Discussing your research design with
others can provide valuable insights and help you refine your approach.
 Data Collection Sources and Methods
Secondary Data:
Any data which have been gathered earlier for some other purpose are secondary data in
the hands of the marketing researcher. In contrast, those data which are collected at fi rst
hand either by the researcher or by someone else especially for the purpose of the study
are known as primary data. Thus, primary data collected by one person may become the
secondary data for another.
For example, the demographic statistics collected every ten years are the primary data
with the Registrar General of India, but the same statistics used by anyone else would be
secondary data with that individual. There are certain distinct advantages, as also the
limitations, of using secondary data. As a researcher, one should be fully aware of both
the advantages and limitations.
 Advantages of Secondary Data
1. Cost-effectiveness: Secondary data is often readily available and generally less expensive to
obtain compared to primary data. Since it has already been collected, there are no expenses
associated with designing and conducting surveys or experiments.
2. Time-saving**: Gathering secondary data is usually quicker than collecting primary data.
Researchers can access existing datasets, reports, or literature without having to invest time in data
collection processes.
3. Wide availability: Secondary data sources are often abundant and accessible, ranging from
government publications, industry reports, academic journals, to online databases. This wealth of
information allows researchers to explore various perspectives and topics without constraints.
4. Large sample size: Secondary data often comes from large-scale surveys or databases, providing
researchers with access to extensive datasets and allowing for analyses with larger sample sizes.
This can enhance the statistical power and generalizability of research findings.
5. Longitudinal studies: Secondary data sometimes spans across different time periods, enabling
researchers to conduct longitudinal studies or analyze trends and changes over time. This
longitudinal perspective can provide valuable insights into the dynamics of various phenomena.
 Advantages of Secondary Data
6. Comparative analysis: Researchers can use secondary data to compare different variables or
populations across various contexts, facilitating comparative analyses that may uncover patterns or
relationships that would be challenging to identify with only primary data.
7. Ethical considerations: Since secondary data is already collected, researchers do not need to
interact directly with participants or subjects, reducing ethical concerns related to privacy, informed
consent, and potential harm.
8. Exploratory research: Secondary data can be particularly useful for generating hypotheses or
exploring research questions before investing in primary data collection. By examining existing
data, researchers can identify gaps, patterns, or areas for further investigation.
9. Supplementing primary data: Secondary data can complement primary data by providing context,
background information, or validation for research findings. Researchers can use secondary data to
triangulate their results and enhance the robustness of their conclusions.
10. Reduced researcher bias: Since researchers are not involved in the data collection process, there
is less risk of introducing biases that may occur during primary data collection, such as interviewer
bias or social desirability bias.
 Disadvantages of Secondary Data
1. Quality concerns: The quality of secondary data can vary significantly depending on its source
and how it was collected. Researchers may encounter issues related to accuracy, completeness,
reliability, and relevance. Data obtained from sources with questionable methodologies or biases
may compromise the validity of research findings.
2. Lack of control: Researchers have limited control over the design and collection of secondary
data since it is collected by others for different purposes. This lack of control can lead to the absence
of specific variables of interest or insufficient detail for the research objectives, limiting the depth of
analysis or the ability to address certain research questions adequately.
3. Incompatibility: Secondary data may not always align with the researcher's specific needs or
research questions. Data collected using different methodologies, definitions, or measurement scales
may be incompatible or challenging to integrate, leading to difficulties in synthesizing findings or
conducting meaningful analyses.
4.Limited customization: Researchers cannot customize secondary data collection procedures to
address their unique research requirements. As a result, they may miss out on collecting data that is
essential for their study or may be forced to adapt their research questions to fit the available data,
potentially compromising the study's validity or relevance.
 Disadvantages of Secondary Data
5. Outdated or incomplete information: Secondary data may become outdated or incomplete over
time, particularly in rapidly changing fields or dynamic environments. Researchers must carefully
evaluate the currency and completeness of secondary data sources to ensure that they are still
relevant and reliable for their research purposes.
6. Potential bias: Secondary data sources may contain inherent biases introduced during the data
collection process. These biases could arise from sampling methods, respondent characteristics, or
the agenda of the organization or individuals collecting the data. Researchers need to critically
assess the potential biases present in secondary data sources and consider how they may impact
their findings and interpretations.
7. Limited scope and depth: Secondary data may not provide the depth of information or granularity
required to address specific research questions comprehensively. Researchers may encounter
limitations in terms of the available variables, sample size, or level of detail, which could restrict the
insights that can be gained from the data.
8. Data availability constraints: Some secondary data sources may be proprietary, restricted, or not
publicly available, limiting access for researchers. Additionally, accessing certain secondary data
sources may involve financial costs or bureaucratic procedures, which could pose barriers to
researchers, particularly those with limited resources or institutional support.
 Disadvantages of Secondary Data
9. Duplication of efforts: Researchers may find that secondary data has already been utilized
extensively in previous studies, leading to redundancy or diminishing returns in terms of generating
new knowledge or insights. This duplication of efforts may limit the originality or novelty of
research findings and reduce the overall impact of the study.
10. Ethical considerations: While secondary data collection does not involve direct interactions with
participants, researchers must still consider ethical implications related to data privacy,
confidentiality, and intellectual property rights. Researchers should ensure compliance with ethical
guidelines and regulations governing the use of secondary data to protect the rights and interests of
data subjects and data providers.
 THE ROLE OF SECONDARY DATA IN MARKETING
RESEARCH

In modern times, there has been considerable economic growth, coupled with intense
competition in the corporate sector. In addition, on account of continuing technological
developments, information of varying types are readily available. A good deal of data is
stored in the form of database. Some of the useful databases for marketers are now
available, Marketers everywhere are keen to tap such information to get an advantage
over their competitors. All these factors have considerably enhanced the role of
secondary data in the marketing research process.
 PRIMARY DATA
Primary data refers to original data collected firsthand by researchers specifically for their own
investigation or study. It is information that does not already exist and is gathered directly from the
source, rather than relying on pre-existing data or sources. Primary data allows researchers to tailor
data collection methods to their research objectives and obtain information that is specific to their
study.
1. Originality: Primary data is newly collected for the specific purpose of the research study. It has
not been previously published or used by other researchers.
2. Relevance: Primary data is directly related to the research questions and objectives of the study.
Researchers have control over the types of data collected, ensuring its relevance to the research
context.
3. Specificity: Primary data is collected with a particular focus, allowing researchers to gather
detailed information on specific variables, phenomena, or populations of interest.
4. Timeliness: Since primary data is collected firsthand, it is often more up-to-date and timely
compared to secondary data. This timeliness can be crucial for studies examining rapidly changing
phenomena or trends.
5. Contextual understanding: Primary data collection methods allow researchers to gain insights into
the context and nuances of the data, providing a deeper understanding of the research subject.
 PRIMARY DATA
Sources of primary data can vary widely depending on the research methodology and objectives.
Some common sources of primary data include:
Surveys and questionnaires: Researchers can design surveys or questionnaires to collect data
directly from individuals or groups of participants. These instruments can be administered in person,
via mail, email, or online platforms.
Interviews: Researchers can conduct structured, semi-structured, or unstructured interviews to
gather qualitative data directly from participants. Interviews allow for in-depth exploration of topics
and can provide rich, detailed insights.
Observational studies: Researchers can directly observe and record behaviors, events, or
phenomena in real-time to gather primary data. Observational studies can be conducted in natural
settings or controlled environments, depending on the research objectives.
Experiments: Experimental studies involve manipulating variables and observing the effects on
outcomes of interest. Researchers can collect primary data through experiments conducted in
laboratory settings or field experiments conducted in real-world environments.
Focus groups: Focus groups involve bringing together a small group of participants to discuss
specific topics or issues in-depth. Researchers facilitate discussions to gather primary data on
participants' attitudes, opinions, and experiences.
 PRIMARY DATA

Fieldwork and ethnography: Researchers can engage in immersive fieldwork or ethnographic

studies to gather primary data by observing and participating in the everyday lives of individuals or
communities. This approach allows researchers to gain an insider's perspective and collect rich,
contextual data.
Case studies: Case studies involve in-depth analysis of a particular case or individual within its
real-life context. Researchers gather primary data through interviews, observations, and document
analysis to gain insights into the unique characteristics and dynamics of the case.
Diaries and journals: Researchers can ask participants to keep diaries or journals to record their
thoughts, experiences, or behaviors over time. This approach provides longitudinal data and allows
for the exploration of subjective experiences.
 PRIMARY DATA

Fieldwork and ethnography: Researchers can engage in immersive fieldwork or ethnographic

studies to gather primary data by observing and participating in the everyday lives of individuals or
communities. This approach allows researchers to gain an insider's perspective and collect rich,
contextual data.
Case studies: Case studies involve in-depth analysis of a particular case or individual within its
real-life context. Researchers gather primary data through interviews, observations, and document
analysis to gain insights into the unique characteristics and dynamics of the case.
Diaries and journals: Researchers can ask participants to keep diaries or journals to record their
thoughts, experiences, or behaviors over time. This approach provides longitudinal data and allows
for the exploration of subjective experiences.