Primary Data Collection Techniques
Primary Data Collection Techniques
Primary Data Collection Techniques
TECHNIQUES
What are the main sources of
primary data?
Primary data
• Primary data refers to specific information
obtained firsthand by the researcher.
• Sources of primary data include:
Individuals.
Focus groups.
Panels.
Unobtrusive methods/ sources.
Focus Groups
• Consist of 8-10 members with a moderator leading the
discussion on a particular topic/ concept/ product.
• The members are chosen based on their expertise in the
topic.
• The idea is to get respondents’ opinions, impressions and
interpretations about a concept/ topic.
• The role of the moderator is to steer the discussion in a
manner that would draw out the information sought, and
keeping the discussion on track.
• The discussion is unstructured, and responses are
spontaneous.
Focus group discussions
• The moderator introduces the topic, observes
and take notes on the discussion.
• Allows content analysis of qualitative data to take
place.
• FGD are usually used for:
Exploratory studies
Conducting sample surveys
Making generalisations based on information
generated by discussants.
These can be done through videoconferencing.
Panels
• Just like FGD, panel members are experts in
particular fields.
• The difference from FGD is that panels meet
more than once.
• Individuals are randomly chosen to serve as
panel members for a research study.
• For example, if the effects of a proposed
advertisement for a certain brand of a product
are to be assessed quickly, the panel members
can be exposed to the advertisement and their
intentions of purchasing that brand assessed.
Observations
• Refers to data gathering without asking questions
from the respondents but through observing
them in their natural environment.
• The respondents’ activities, behaviours,
movements, work habits, the statements made,
meetings conducted, facial expressions, and
body language can be noted and recorded.
• Other environmental factors can also be noted.
• The researcher can play a role of a non-
participant observer or participant observer.
Observations
• observation involves: the systematic
observation, recording, description, analysis
and interpretation of people’s behaviour.
Non-Participant/Structured Observation