This document discusses methods for collecting primary data through observation. It outlines seven types of primary data that can be collected: demographic, personality, attitudes, awareness/knowledge, intentions, motivation, and behavior. Two main methods for obtaining primary data are communication (questionnaires) and observation. Observation research involves systematically watching and recording behaviors and has advantages of objectivity and accuracy over communication methods. Structured and unstructured observation as well as disguised and undisguised approaches are discussed.

1. Collecting Primary Data by Observation
Dr. Dhobale J V
Assistant Professor
IBS, IFHE, Hyderabad.
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Business Research Methods (SHRM-431)
Chapter No.-05

2. Objectives
 Types of Primary data.
 Methods to obtain Primary data.
 Observation Research.
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3. Introduction
 Although there are important advantages to
using secondary data, we often find it
necessary to collect primary data.
 In this chapter, we'll highlight the seven
different types of primary data that might be
collected from (or about) individuals.
 The types of primary data about individuals
that you will collect generally fall into one of
seven categories:
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4. Types of Primary Data
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PrimaryData
Motivation
Demographic/socioeconomic
Personality/Lifestyle
Attitudes
Awareness/Knowledge
Intentions
Behavior

5. Types of Primary Data
 We need to understand each type of data and
some of the issues involved in collecting it.
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6. Types of Primary Data
1. Demographic/Socioeconomic
Characteristics –
 One type of primary data that marketers care
about is the respondent's demographic and
socioeconomic characteristics, such as age,
education, occupation, marital status, gender,
income, and social class.
 Demographic variables are often used as a
basis for market segmentation.
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7. Types of Primary Data
2. Personality/Lifestyle Characteristics -
 Another type of primary data involves a
respondent's personality and lifestyle
characteristics in the form of personality traits,
activities, interests, and values.
 Personality refers to the normal patterns of
behavior exhibited by an individual—the
attributes, traits, and mannerisms that
distinguish one individual from another.
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8. Types of Primary Data
2. Personality/Lifestyle Characteristics -
 We often characterize people by the
personality traits—aggressiveness,
dominance, friendliness, sociability—they
display.
 Many marketers believe that personality can
affect a consumer's choice of stores or
products or an individual's response to an
advertisement or point-of-purchase display.
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9. Types of Primary Data
3. Attitudes-
 An attitude refers to an individual's overall
evaluation of something.
 Attitude is one of the more important notions
for marketers.
 Attitudes and other psychological variables are
very important for marketing researchers.
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10. Types of Primary Data
4. Awareness/Knowledge-
 Awareness/knowledge as used in business research
refers to what respondents do and do not know or
believe about some product, brand, company,
advertisement, or other element.
 Marketers are often interested in understanding what
different audiences know or believe about their brands
and companies.
 Approached used to measure awareness -
1. Unaided recall
2. Aided recall
3. Recognition
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11. Types of Primary Data
5. Intentions-
 A person's intentions refer to their
anticipated or planned future behavior.
 definitely would buy
 probably would buy
 undecided
 probably would not buy
 definitely would not buy
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12. Types of Primary Data
6. Motivation-
 A motive is a need, want, drive, urge, wish,
desire, impulse, or any inner state that directs
behavior toward goals.
 A Business researcher's interest in motives
typically involves determining why people
behave as they do.
 If we understand the forces underlying
consumer behavior, we are in a better position
to design and offer products and services that
can satisfy the motives driving that behavior.
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13. Types of Primary Data
7. Behavior-
 Behavior is a physical activity or action that
takes place under specific circumstances, at a
particular time, and involves one or more
actors or participants.
 Behavioral data are becoming increasingly
available through various technologies (e.g.,
scanners and the Web) and increasingly
important to marketers.
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14. Method of Obtaining Primary Data
 The primary decision is whether to use
communication or observation.
 Communication - A method of data collection
involving questioning of respondents to secure
the desired information, using a data collection
instrument called a questionnaire.
 Observation- A method of data collection in
which the situation of interest is watched and
the relevant facts, actions or behaviors are
recorded.
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15. Method of Obtaining Primary Data
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16. Method of Obtaining Primary Data
 Both the communication and observation
methods have advantages and disadvantages.
 Communication method of data collection has
the general advantages of versatility, speed,
and cost;
 Observational data are typically more objective
and accurate.
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17. Method of Obtaining Primary Data
 Versatility.
 Speed and Cost.
 Objectivity and Accuracy.
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18. Observation Research
 Communication-based research relies on
interviews and surveys and, as a result, there
are lots of ways for error to enter into the
analysis.
 Although observational research is not
completely free from error, it is often the best
method for generating valid data about what
people do.
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19. Observation Research
 Observation is a fact of everyday life.
 The observations are systematically planned
and carefully recorded.
 The best predictor of future behavior is usually
past behavior.
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20. Observation Research
 Structured versus Unstructured Observation:
 Structured Observations - The problem has
been defined precisely enough so that the
behaviors that will be observed can be
specified beforehand, as can the categories
that will be used to record and analyze the
situation.
 Unstructured Observation- The problem has
not been specifically defined, so a great deal
of flexibility is allowed the observers in terms
of what they note and record.
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21. Observation Research
 Structured versus Unstructured Observation:
 Unstructured observation is much more likely
to be used in exploratory research than in
descriptive or causal research.
 To use the more structured approach, you
must decide precisely which behaviors will be
observed and which specific categories and
units will be used to record the observations.
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22. Observation Research
 Disguised versus Undisguised Observation:
 With undisguised observation, people know
they are being observed;
 In disguised observation , they don't.
 Two important Concerns with disguised
Observations-
1. There are ethical concerns involved in observing
people without their prior knowledge.
2. How will you obtain other relevant background
information, such as demographic and attitudinal
information?
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23. Observation Research
 Natural versus Contrived Setting for
Observation: Observations may be obtained in
either natural or contrived settings.
 Natural - Subjects are observed in the
environment where the behavior normally
takes place.
 contrived - Subjects are observed in an
environment that has been specially designed
for recording their behavior.
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24. Observation Research
 Human versus Mechanical Observation-
 With human observation , one or more
people are trained to systematically watch
consumers or whatever else is being studied
and to record the events that take place.
 Electrical or mechanical observation has
become increasingly important in marketing
research.
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25. Observation Research
 Human versus Mechanical Observation-
 Mechanical Observation -
1. Scanner – No / frequency.
2. Galvanometer – Emotional Changes.
3. Voice-pitch analysis - Emotional arousal.
4. Eye tracker camera - Subject's eye
movements.
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26. Observation Research
 Trace Analysis - Trace analysis is an
observation technique that involves
researchers collecting data on the basis of
trace evidence and the earlier activities of
users.
 Ex. A study of the wrappers in the bin can
provide information about the brands used.
 Content analysis, whereby they analyze the
contents of advertisements, newspaper
articles, and letters.
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27. Review
 Types of Primary data.
 Methods to obtain Primary data.
 Observation Research.
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28. References
 MARKETING RESEARCH – A SOUTH ASIAN
PERSPECTIVE by Brown, Sutter , Adhikari,
Cengage Learning, India.
 Business Research Methods - Donald R
Cooper, Pamela S Schindler, J K Sharma,
MCGraw Hill Education
 Business Research Methods - Naval Bajpai,
Pearson Education, India.
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29. Thank You!
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