Page 109 - DMGT404 RESEARCH_METHODOLOGY

Unit 6: Primary Data and Questionnaire

Introduction Notes

The data directly collected by the researcher, with respect to the problem under study, is known
as primary data. Primary data is also the firsthand data collected by the researcher for the
immediate purpose of the study.
Primary data is the data that is collected by the researchers for the purpose of investigation. This
data is original in character and generated by surveys. Primary data is the information collected
during the course of experiment in an experimental research. It can also be obtained through
observations or through direct communication with the persons associated with the selected
subject by performing surveys or descriptive research.

6.1 Methodology for Collection of Primary Data

Many times due to inadequacy of data or stale information, the need arises for collecting a fresh
first hand information. In marketing research, there are broadly two ways by which primary
information can be gathered namely, observation and communication.
Benefits & Limitations of Primary data

Benefits 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 source is old and secondly they contain limited information
as well as they can be misleading and biased.

1. 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.
2. Authenticity: Authenticity is the genuineness of the research. 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.
3. Reliability: Reliability is the certainty that the research is enough true to be trusted on.
For example, if a research 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 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.

LOVELY PROFESSIONAL UNIVERSITY 103