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ndividual is a secondary data [Kotlar1999, p.324]. For the researcher the quickest and the easiest method to collect the data is the compilation of secondary data in a given period of time for the research. Analysis of secondary data is also easy because the research is already carried out [Lancaster et al, 2002]. The main source for getting the secondary data is internal data sources and outside data sources. The invoices of sales, call report by salesman and the guarantee cards are some of the example for the collection of data from inside source and the data from general, magazine, newspaper, fiscal records are the examples of data from external source [Churchill 2002,p. 200].

Secondary data aids in identifying the issues and objectives of the research. But it gives the foundation to the research through which researcher concludes the research.

3.3.2 Primary Data:

Kotler et al (1999) says that “information collected for the precise purpose at hand is called primary data”. To achieve the good research outcome it is compulsory the researcher should have a whole primary data. It is difficult, costly and time consuming way for the data collection, but this data is very imperative in the research as it will guide the researcher toward the solution of the issue (Kotler et al 1999). There are primarily two type of primary data (1) Qualitative and (2) Quantitative.

3.3.3 Qualitative Research:

It is the kind of research when researcher investigates the subject within limited variables, via this methodology the researcher can get in more detail information. “Qualitative research examines the attitude, emotion and motivation of the product users” [Proctor 2003, p.208]. A variety of techniques can be use for qualitative research like interview, focus group interview/investigation or projective techniques. For instance in interview or focus group interview the researcher can speak with a person or group, and it aids the researcher to figure out their experiences or sentiments about the issue.

Qualitative research helps to attain a data from small group of respondents [Kotler et al 1999, p.326].

3.3.4 Quantitative Research:

Quantitative research permits the researcher to solve the issues through statistical methods; it requires a huge number of respondents and all respondents have to answer the same questions. This helps the researcher to gauge the attitude, opinion and the behaviour of all participants towards the issue.

3.3.5 Comparison of Qualitative and Quantitative Research:

If the organization management chooses quantitative research rather than qualitative it is because the quantitative research permits them to see the response and the attitude on the broader spectrum rather than making the main decision on a smaller spectrum which will be achieved via the qualitative research. But due to the following reasons the qualitative research still increasing.

· Need low budget to conduct the research.

· Participant behaviour analyze easily.

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