The document outlines various data collection methods for primary and secondary data, including observation, interviews, questionnaires, warranty cards, store audits, consumer panels, mechanical devices, projective techniques, and content analysis. It emphasizes the distinctions between structured and unstructured approaches, the advantages and disadvantages of each method, and critical considerations for ensuring data reliability, validity, and suitability. Additionally, it highlights the importance of physical appearance and respondent identity in data collection.

1. I Primary Data
II Secondary Data

2. -Data Collection for Primary Data
I Observation Method
(i) Structured vs. un-structured
observation
(ii) Participant/Obtrusive vs.
non-participant/ un-obtrusive observation
(iii) Disguised observation

3. -Data Collection for Primary Data
II Interview Method
1. Personal (individual vs. panel ) interview
 Structured vs. unstructured interview
 Focused interview
 Clinical interview
 Non- directive interview
 Probing/ in-depth interview
 Stress interview
2. Telephonic interview
3. Video-conferencing

4. -Data Collection for Primary Data
III Questionnaire
1. General form
Structured vs. unstructured questionnaire
open ended vs. close ended questionnaire
2. Question Sequence
3. Question Format
4. Physical Appearance

5. -Data Collection for Primary Data
Questionnaire Schedule
1. Filled by self
2. Economical; no staff required
3. High on non- responsiveness
4. Identity of respondent not
known
5. More time consuming
6. Can be used only for literate
respondents
7. Wider distribution possible
8. Physical appearance crucial
9. Less personal biasing possible
1. Filled by enumerator
2. Relatively expensive
3. Low on non-responsiveness
4. Identity of respondent known
& contact possible
5. Less- time consuming
6. Can be used for both literates
& illiterates
7. Area of dist. Restricted
8. Training of enumerator crucial
9. Scope of personal biasing is
more

6. -Data Collection for Primary Data
IV Warranty cards
V Store-Audits
VI Consumer Panels
 Transitory consumer panel
 Continuing consumer panel
VII Mechanical Devices
 Eye camera
 Pupil metric camera
 Psycho-galvanometer
 Motion picture camera
 Audiometer

7. -Data Collection for Primary Data
VIII Projective techniques
 Word Association test
 Sentence completion test
 Story completion test
 Pictorial tests
- Thematic Apperception test (T.A.T.)
- Rosenweig’s test(Baloon technique)
- Rorshach Ink Blot test
- Holtzman’s test(HIT)
- Tomkins Horn Picture arrangement test
 Play techniques( Role-play/Play doll techniques)
 Quizzes
 Sociometry
IX Content Analysis

8. -Data Collection for Secondary Data
Important considerations
1. Reliability of data
2.Validity of data
3. Suitability of data
4.Ease of collection
5.Adequacy of data
6.Cost factor
7.Time factor
Case Study Method