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Q 2. What do you mean by primary data? What are the various methods of collecting primary data?


Answer:
Primary sources are original sources from which the researcher directly collects data that have not been previously collected e.g., collection of data directly by the researcher on brand awareness, brand preference, brand loyalty and other aspects of consumer behaviour from a sample of consumers by interviewing them. Primary data are first hand information collected through various methods such as observation, interviewing, mailing etc.


Advantage of Primary Data

·                     It is original source of data
·                     It is possible to capture the changes occurring in the course of time.
·                     It flexible to the advantage of researcher.
·                     Extensive research study is based of primary data

Disadvantage of Primary Data

1. Primary data is expensive to obtain
2. It is time consuming
3. It requires extensive research personnel who are skilled.
4. It is difficult to administer.

Methods of Collecting Primary Data

Primary data are directly collected by the researcher from their original sources. In this case, the researcher can collect the required date precisely according to his research needs, he can collect them when he wants them and in the form he needs them. But the collection of primary data is costly and time consuming. Yet, for several types of social science research required data are not available from secondary sources and they have to be directly gathered from the primary sources.
In such cases where the available data are inappropriate, inadequate or obsolete, primary data have to be gathered. They include: socio economic surveys, social anthropological studies of rural communities and tribal communities, sociological studies of social problems and social institutions. Marketing research, leadership studies, opinion polls, attitudinal surveys, readership, radio listening and T.V. viewing surveys, knowledge-awareness practice (KAP) studies, farm managements studies, business management studies etc.
There are various methods of data collection. A ‘Method’ is different from a ‘Tool’ while a method refers to the way or mode of gathering data, a tool is an instruments used for the method. For example, a schedule is used for interviewing. The important methods are
(a) observation, (b) interviewing, (c) mail survey, (d) experimentation, (e) simulation and (f) projective technique. Each of these methods is discussed in detail in the subsequent sections in the later chapters.




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