PRIMARY DATA

PRIMARY DATA

 Primary data is the data observed or

collected directly from the respondent.
 In primary data collection the investigator
collects the information by using techniques
such as interviews and surveys using
questionnaires.
 Primary data is important for various areas
of research. It is the original valuable
information.
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 Primary data has a special significance . It is

used as immediate data in determining the
survival of the marketer.
 Primary data always provides the latest
information
 Primary data is collected by the researcher
focusing to meet the research objectives of the
research project.
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 Popular ways of collecting Primary Data:

 Surveys using questionnaires
 Personal interviews
 Focus Groups
 Observations
 Case studies
 Diary
These methods allow researcher to establish
direct relationship between companies and
potential companies
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 Questionnaire Design: Questionnaires are

economical ways to gather information in a
structured format from potentially large number of
respondents.
 A well designed questionnaire if it is used effectively
can gather valuable information on both the overall
performance of the testing system and specific
components of the system.
 The questionnaire which includes the demographic
questions of the participants, can be used to
correlate performance and satisfaction with a test
system amongst different groups.
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 Questionnaire Design:
 Following are the steps required to design and
administer the survey:
 Defining the objectives of a survey
 Writing a Questionnaire
 Administering the Questionnaire
 Interpretation of the results.
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 Questionnaire Design:
 While writing the questionnaire , it is important
to understand what questions are to be framed to
obtain the meaningful data.

 There are two basic methods of questions:

a) Open ended questions
b) Closed ended questions
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 Writing the Questionnaire:
 Open ended questions: These questions are
elaborative in nature , are also called as descriptive
information questions. In these questions there are o
predetermined response. Respondent is suppose to
answer questions in his/ her own words.
 Open ended questions are good for soliciting the
subjective data because the responses are not
tightly defined . This advantageous for the survey in
a way that many different responses and opinions
can be received through this and resultantly accurate
and focused data can be generated.
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 Closed ended Questions: These type of questions

are taken in the form of multiple choice questions.
The standard method for providing3 to 5alternaatives
is used. This allows a neutral response, For a larger
questionnaire which tests opinions on a very large
number of items, there may be longer series of
questions to get to know about behaviour and
attitude.
 Closed ended questions offer many advantages in
terms of time and money. Hard statistical data can be
generated using this information. This format is
software friendly , can be easily tabulated, structured
and can be used as a data base to perform
preliminary analysis.
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 Questionnaire Design:
 There are several points that must be
considered while writing and interpreting the
questionnaire.
1. Clarity
2. Leading Questions
3. Phrasing
4. Personal Questions
5. Hypothetical Questions
6. Prestige Bias
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 Administering the questionnaire: This the actual

step in which the data is collected. Once the
questionnaire is designed then it is put forth to
the respondent in the best possible manner to
obtain the responses and record them.
 Mode of Administration: Questionnaires can be
self administered or filled by the interviewer.
 Self administered questionnaires can be mailed
to the respondents or delivered personally.
Interviews can be conducted face to face or over
a telephone.
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 Following are some important aspects must be

considered while administering:
 Who will record the answers to the questions
 Method of application
 Length of the time to complete
 Knowledge level of the respondent
 Open ended or Closed ended questions
 Validation of the questionnaire
 The response variables
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 Analysis and interpretation of the results: This is

the final process in the data collection which is
concerned with analyzing the data using
statistical tools and finally interpretation of
results to present it to the management with
suggestions.
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 Attitude measurement:
“ Attitude is a pre- disposition to respond to an idea or
an object.”
Attitude is a resultant of number of external and
internal factor.
This refers to consumer’s predisposition about the
product or a service.
Attitude about the product/ Service mainly comprise
three elements:
a) Beliefs b) Likes and dislikes c) Readiness to the
products.
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 Customer attitude is an important factor for the

following reasons:
 Attitudes are persons general evaluation.
 Attitude helps to explain the willingness
 Attitude do not change much over a period of
time
 Attitudes are integral part of consistency of the
behaviour.
 Attitudes are directly related to preferences.
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 Issues in attitude measurement:

 Self Reporting
 Observation of behaviour
 Indirect Technique
 Performance of objective task
 Physiological Behaviour
 Multiple Measures.
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 Attitude measurement Techniques:

 Attitude measurement techniques can be divided in
the following manner.
1. Non- disguised- non structured .
i) Focus Groups
ii) In- depth interviews.
2. Disguised non structured techniques.
i) Word association
ii) Story Completion
iii) Sentence Completion
iv) Pictorial technique and cartoons method
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 Attitude measurement Techniques:

3. Non disguised structured techniques
4. Disguised Structure techniques
i) Ordinary Scale
ii) Interval Scale
iii) Ratio Scale
iv) Graphical Scale
v) Multiple item scale which includes Likert
scale and Thurston Scale.
vi) Nominal Scale
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 Disguised structure techniques:

Various scales have been made in this method to
measure attitude. The term scaling is applied to
attempt the attitude measurement objectively.
Depending upon the attitude to be measured
appropriate scales are designed.
 Scaling is a technique used for measuring
qualitative responses of the respondent like
feelings, perceptions, likes, dislikes, interests
and preferences.
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 Disguised structure techniques:

Most frequently Scales used are:
1. Nominal Scale
2. Ordinal Scale
3. Interval Scale
4. Ratio Scale
The above mentioned four scales are popularly
used for marketing research.
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 Disguised structure techniques:

 Nominal Scale: This is a very simple scale. It
consists of an assignment of facts to various
alternative categories which are usually exhaustive
as well as mutually exclusive. These scales are just
numerical and are least restrictive of all scales.
In nominal scale numbers are no more than the labels
and are used specifically to identify different
categories of responses.
For example: Credit card no. , Bank Account no,
Employee ID no etc.
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 Disguised structure techniques:

 Ordinal Scale: Ordinal scales are simplest attitude
measurement scales used in marketing research. It is
more powerful than a nominal scale as in this scale
the number posses a rank order.
For example : Rankings of the players in Tennis
tournament.
The most important attribute is ranked on number
one and least important is on the last number. Such
scales are useful in measuring the degree of
favorability.
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 Disguised structure techniques:

 Interval Scale: In this method the distance between the
various categories is not nominal, or numbers are not like
in ordinal are equal in case of interval scales.
 An interval scale has arbiter at zero point with further
numbers to be placed at an intervals.
 Such scale permits the researcher to say that position 5
is above position4 an d also the distance between 4 and 5
is same as distance between 3 and 4. The data obtained
from interval scales can be used to calculate the mean
score of each attributes of overall respondents.
 A classic example of this scale is : Thermometer.
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 Disguised structure techniques:

 Ratio Scales: A ratio scale has a natural zero point
and further numbers are placed at equally appearing
intervals.
For example: Scales for measuring physical
quantities like length, weight etc.
The ratio scales are very common in physical
scenarios. Qualified responses forming ratio scale
analytically are the most versatile. Ratio scales
posses all the characteristics of the interval scale
and the ratios are the numbers on these scales
having meaningful interpretations.
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 Disguised structure techniques:

 Self rating Scale: Self rating scale is any group
of questions or items with a common theme.
For example: a) An additive scale is a set of items
where each person gets a score according to
how many questions he answers in a certain
way.
b) An old school spelling test ( 15 out of 20
spellings correct means you are a good speller)
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 Disguised structure techniques:
 Types of Self rating Scale:
 Graphic rating scale
 Itemize rating scale
a) Likert scale
b) Semantic differential scale
c) Staple's scale
d) Multi- Dimensional Scale
e) Thurston’s scale
f) Gutman’s scale/ scalogram analysis
g) Q sort technique
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 Graphic Rating Scale: In this method respondent’s

rate the object by placing a mark at a appropriate
position on a line that runs from one extreme criteria
variable to another. This line is known as a
continuous scale.
 The customer can occupy any position on a scale. In
this method we measure the physical distance from
the extreme left position to the response position on
the line; the greater the distance more favorable
attitude towards brand.
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 Itemize rating scale:
a) Likert scale: This scale was developed by
Ransis Likert, Here the respondents are asked
to express a degree of agreement with each of
a series of statement. Each scale has 5
response categories ranging from strongly
agree to strongly disagree.
Each statement is assigned in numerical score
ranging from1 to 5 and can be also scaled from
-2 to +2. Total score of the respondent is
computed by summing up all scores. This total
score represents the specific opinion about a
particular brand.
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b) Semantic differential scale: This is a seven point
scale and end points are associated with bi-polar
labels. Individuals can score between 1to 7 or -3
to +3 . The profiles are generated after
computing the total responses. Two or three
products can be analyzed simultaneously and
joining these profiles analysis can be conducted.
This scale helps to determine overall similarities
and overall differentials between the objects
under study. In marketing research this method
is specific used to developed image profile. It
provides a good basis for comparing images of
two or more items.
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 Stapel’s scale: This Scale was developed by Jan

Stapel. This scales is also known as unipolar
rating scale.
 This scale has some distinctive features:
 Each item has only one word or a phrase
indicating the dimension it represents.
 Each item has 10 response categories.
 Each item has even numbers of categories.
 The response categories have numerical labels.
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 Multi dimensional scale: This technique is based

on the integrated efforts of computer hardware
and soft ware. It consists of a group of analytical
techniques which are used to study consumer
attitude related perceptions and preferences.
 For example: The respondents are asked to
create different groups of brands based on very
similar, like similar, not similar and so on.. A lack
of fit brand index is thus calculated using
computer programme.
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 Multi dimensional scale:
 Advantages of the Multi dimensional scaling(MDS):
 The major attributes of a given class of products
perceived by the consumers in considering the
product and by which they compare the different
ranks.
 To study which brands compete with each other
directly.
 To find out whether consumers would like a new
product with a combination of new characteristics.
 Ideal combination of product attributes perceived by
the consumers.
 Advertisements and captions liked by the
consumers.
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 Thurston Scale: These are also known as equal

interval scales. They are generally used to measure
the attitude towards a given concept. For this
purpose a large data in the form of statement is
collected which relates to the concept being
measured. The scaling is done along as eleven
category scale in which each category expresses
different degree of favorableness towards the
concept. The items are then ranked according to the
mean ratings assigned by the researcher and are
used to design the questionnaire. His scale is most
popularly used in Consumer psychology.
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 Gutman’s scale/Scalogram :It is based on the

idea that items can e arranged along the
continuum in such a manner that a person who
agrees with a item or finds a item acceptable will
also agree with or find acceptable all other items
expressing a less extreme position.
 In this scale each scale represents a unique set
of responses and total score of every individual
is obtained. These scales are commonly used in
political science, public opinions, psychology
and research.
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 Q sort technique: This technique is also called

as discriminative technique. It is used to
discriminate an object amongst a large group of
objects quickly. This uses a rank order
procedures and objects and are sorted out on
the similarity and other acceptable criteria. The
range of objects to be sorted out should be
between 50 to 150 nos. to obtain the best results.
 Thus the Q sort technique attempts to classify
different objects in terms of their similarity to
attribute under study.
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 Limitations of attitude measurement:

 Inability to predict the consumer behaviour in
future. They tend to overlook the immediate
environment of the consumers who are greatly
influenced and motivated by external factors and
environment.
 The relationship between attitude and buying
behaviour still remains unexplainable.
 Liking a product and buying a product although
they are connected , however they are still
independent issues.
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 Internet based data collection methods:

 The growth of the internet has revolutionized most
of the businesses. It has also impacted marketing
research. Use of internet has made it possible for the
researcher in getting information in a cheaper, easier
and quicker ways than ever before.
 In 21st century , most of the people across the world
have an access to the internet , because of the
advent and wide spread adoption of internet
technology , researchers are becoming more
comfortable with it as a platform for online services,
online research, online focus groups etc.
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 Internet based data collection methods:

 Some of the popular methods of internet data
collections are as below:
 E mail surveys
 Bulletin Boards
 Web HTML
 Computer assisted telephonic interviews(CATI)
 Web customized interactive programming
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 Internet based data collection methods:

 Downloadable Surveys
 Web Moderated interviews
 Data Mining
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 Internet based data collection methods:

 Advantages:
 No interviews
 Survey is conducted on internet
 This method often supplements other methods for
data collection
 Quick feedback
 Technological advantages are improving online
survey methods
 considered ethical with user permission
 Cookies and their use do not hide from users