Page 110 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes One limitation of primary data collection is that it consumes a lot of time. The researchers will
need to make certain preparations in order to handle the different demands of the processes and
at the same time, manage time effectively. Besides time consumption, the researchers will
collect large volumes of data when they collect primary data. Since they will interact with
different people, they will end up with large volumes of data, which they will need to go
through when analyzing and evaluating their findings. The primary data also require the greater
proportion of workforce to be engaged in the collection of information and analysis, which
enhances complexity of operations. There is requirement of large amount of resources to collect
primary data.
There are several methods of collecting the primary data, which are as follows:
 Observation Method
 Interview Method

 Through Questionnaires
 Through Schedules
Other methods such as warranty cards, distributor audits, pantry audits, consumer panels, using
mechanical devices, through projective techniques, depth interviews and content analysis.
Observation and questioning are two broad approaches available for primary data collection.
The major difference between the two approaches is that in the questioning process, the
respondents play an active role because of their interaction with the researcher.

Self Assessment

Fill in the blanks:
1. ………………..and …………………are two broad approaches available for primary data
collection.
2. The major difference between the observation and questioning approaches is that in the
………………….process
6.2 Observation Method

In the observation method, only present/current behaviour can be studied. Therefore, many
researchers feel that this is a great disadvantage. A causal observation could enlighten the
researcher to identify the problem. Such as the length of the queue in front of a food chain, price
and advertising activity of the competitor etc. Observation is the least expensive mode of data
collection.

Example: Suppose a Road Safety Week is observed in a city and the public is made aware of
advance precautions while walking on the road. After one week, an observer can stand at a street
corner and observe the number of people walking on the footpath and those walking on the
road during a given period of time. This will tell him whether the campaign on safety is
successful or unsuccessful.
Sometimes, observation will be the only method available to the researcher.

Example: Behaviour or attitude of the children, and also of those who are inarticulate.

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