This document discusses research methodology and data collection and presentation. It outlines primary and secondary data collection methods. Primary data collection methods discussed include observation, personal interviews, telephone interviews, and mail surveys. Secondary data sources include internal sources like sales records and external sources like government publications. The document also discusses presenting collected data through tools like frequency distribution, charts and other visualization methods.

1. Research Methodology
Data Collection & Presentation
Presented By
S.Sathishkumar(2013172)
20EDMER004
Mechanical Engineering Dept.
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2. Outline of Presentation
• Introduction
• Primary Data
1.Observation Method
2.Personal interview
3.Telephone interview
4.Mail survey
• Secondary Data
• Data Presentation
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3. Introduction
• The reliability of managerial decisions depends on the quality of data. The
quality of data can be expressed in terms of its representative feature of the
reality which can be ensured by the usage of a fitting data collection method.
• Generally data can be classified into primary data and secondary data. The
data which are collected from the field under the control and supervision of an
investigator is known as primary data. This type of data are generally afresh
and collected for the first time.
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4. Examples
Primary data
• Data collected using a survey to determine the market segment of the product
of a company
• Data of a study to determine the infrastructure facilities of educational
institutions in a state
• Data of a study to determine the morale of the employees in a company.
Secondary Data
• If data are collected from journals, magazines, government publications, annual
reports of companies, etc., then such data are called as secondary data.
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5. Primary Data
• Primary data are useful for current studies as well as for future studies. Hence,
it should be collected with utmost care.
• The different methods which are used for primary data collection are:
 Observation method,
 Personal interview,
 Telephone interview,
 Mail survey.
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6. Observation method
• In the observation method, the investigator will collect data through personal
observations.
• Consider an example in which an investigator collects the data about the
organizational climate in an organizations through direct observation. In this
study, the investigator will speak to the employees at different levels of the
organization, observe the behaviour of the employees to assess the organizational
climate.
• This method helps capture the behaviour of customers directly. But, it is a time
consuming and costly exercise. Also, it suffers from personnel biases of
investigators which will distort the findings.
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7. Personal interview
• Personal interview is a survey method of data collection which employs a
questionnaire.
• The components of the personal interview are the researcher, the interviewer,
interviewee and the interview environment.
• Personal interview can be classified Into
a) Door-to-door Interview,
b) Executive Interview,
c) Mall Intercept Surveys,
d) Self-administered Questionnaires,
e) Purchase Intercept Technique.
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8. Telephone interview
• Telephone interview is considered to be a cost effective and dominant data collection
method because of the following reasons:
• The travel time of interviewers is totally eliminated
• The cost of travel of interviewers is also eliminated
• Greater possibility of reaching the customers all over the geography
• Total time of conducting the interview of the sample is least when compared to other
methods
• Greater possibility of random selection of respondents among the population having
telephone connection
• There is a greater probability of reaching the respondent unlike the nonresponse
problems of personal interview.
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9. Drawbacks of Telephone interview
 Impossible to employ visual aids
 Exclusion of population who are not having telephone connection
 Interviewee may discontinue conversation in the mid-way unlike the personnel
 interview in which there is greater probability of completing the interview fully
because of the rapport developed between the interviewer and the interviewee
through personal contact.
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10. Features of Telephone Interview
The unique features of telephone interview are
• Selecting Telephone Numbers,
• Call Outcomes,
• Call Timing,
• Call Report.
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11. Mail Survey
• Mail survey is a data collection method in which questionnaires are mailed to
potential respondents who in turn fill and return them at their convenience. This
method has the
advantages:
• Less cost of data collection
• Less time of data collection
• Wider coverage of population
• Better accuracy of data
• Absence of interviewer’s bias.
Drawbacks.
• The identity of the respondents is not known to the interviewers.
• The questionnaire may be filled in by the assistant/family members of the
• respondent.
• Some respondents may not return filled-in questionnaires.
• There may be delay from the part of the respondents in returning the filled-in
questionnaires.
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12. Secondary Data
• As stated earlier, secondary data are collected from sources which have been
already created for the purpose of first-time use and future uses.
• The secondary data collection involves less cost, time and effort. Sometimes
more accurate data can be obtained only from secondary data. Such data are
collected for some other purpose.
Internal Sources of Secondary Data
Internal sources of secondary data for marketing applications are as follows:
 Sales records
 Marketing activity
 Cost information
 Distributor reports and feedback
 Customer feedback.
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13. Secondary Data
External Sources of Secondary Data
• Various external sources of secondary data are government
publications, foreign government publications, journals, publications of
trade associations, books, magazines, newspapers, annual reports,
research reports in universities, industry handbook, publications of
statistics department, census data, Indian Agricultural Statistics, index
number of wholesale prices in India, Reserve Bank of India Bulletin,
etc.
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14. Data Presentation
After collecting data, they must be classified and presented in meaningful forms to
have better insight of a research problem. Different tools of classification and
presentation of Research data are listed as follows:
 Frequency distribution
 Cumulative frequency distribution
 Relative frequency distribution
 Charts.
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15. Thank You
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