Chapter 11

Business Research Process (Step-7):

Primary Data Collection

References:
Research Methods For Business (Uma Sekaran)
VU Book of BRM
Business Research Methods (William G. Zikmund)
Internet

Resource Person: Furqan-ul-haq Siddiqui

 The Business Research Process

Observation Theoretical
Framework Generation of
Problem
1 Preliminary Data Hypothesis 5
Broad definition
Gathering 4 Variables
problem area 2 Identification and
3
labelling
Scientific
6
Researc
h
Design
Data 7
Collection,
analysis &
NO
interpretation

Decision Report Report Deduction

Yes
Making Presentation Writing Research Question
Answered?
Three Broad Approaches to Obtain
Primary Data
1. Communicate with people (Survey)
Human Interactive Media (Interviews)
Electronic Interactive Media
Non-Interactive Media (Self-Administered
Questionnaires)
2. Observation- Conditions, behavior, events,
people, or processes
3. Experiments- (Chapter 7)
 Communicate with people (Survey)

Human Interactive Media (Personal Interviews)

A personal interview (i.e. face to face communication) is a
two way conversation to obtain information from a
respondent. Personal interviews may take place in a factory,
in a homeowners doorway, in an executives office, in a
shopping mall, or in other settings.
Scheduled vs. Unscheduled interviews

Good Afternoon, my name is _____________________.

I am from ______________. We are conducting a survey
on_________ to determine.
 Forms of Personal Interviews
Door to Door Interviews
Interviews conducted at respondents home or
place of work. It is likely to provide more
representative sample of the population than
questionnaire.
Some people may prefer to give a verbal response
rather than in writing.
People who do not have telephones, who have
unlisted numbers, or who are otherwise difficult to
contact may be reached through door to door
interviews.
 Intercept Interviews in Malls and Other High-
Traffic Areas
Unscheduled interviews conducted at a points where
respondents are likely to be.
Low cost.
The incidence of refusal is high because individuals
may be in a hurry or not interested.
May not be a representative sample of the
population.
Each mall will have its own characteristics.
Hi traffic areas some fast food center
 Electronic Interactive Media
Telephone Interviewing
Respondents may even be more willing to provide detailed
and reliable information on a variety of personal topics over
the telephone than in personal interviews.
Telephone surveys can provide representative samples of
general population in most industrialized countries.
Automated Computer Telephone Interviewing
(ACTI) is a telephone surveying technique by which
a computer with speaker independent voice
recognition capabilities asks respondents a series of
questions, recognizes then stores the answers,
 Central Location Interviewing
Research agencies and interviewing services typically conduct
all telephone interviews from central location. WATS (Wide-
Area Telecommunications Service) lines, provided by long
distance telephone service at fixed rates, allow interviewers to
make unlimited telephone calls throughout the entire country or
within a specific geographic area. Such central location
interviewing allows firms to hire staffs of professional
interviewers and to supervise and control the quality of
interviewing more effectively.
Computer-Assisted Telephone Interviewing (CATI)
Telephone interviewers are seated at computer terminals. A
monitor displays the questionnaire, one question at a time, along
with pre-coded possible responses to each question. The
interviewer reads each question as it is shown on the screen.
When the respondent answers, the interviewer enters the
response into the computer, and it is automatically stored in the
computers memory when the computer displays the next
question on the screen.
 Non-Interactive Media
(Self-Administered Questionnaires- )

Service evaluations of hotels, restaurants, car

dealerships, and transportation providersare
examples of non-interactive media
Often a short questionnaire is left to be completed
by thee participants in a convenient location or is
packed with thee product.
Self-administered mail questionnaires are delivered
not only through postal services, but also via fax and
courier service. Other modalities include computer-
delivered and intercept studies.
 Mail Questionnaire- A mail survey is a self administered
questionnaire sent to respondents through the mail
E-Mail Surveys- Questionnaires can be distributed via e-
mail. The benefits of an e-mail include speed of distribution,
lower distribution and processing cost, faster turnaround
time, more flexibility, and less handling of paper
questionnaires.
Internet Surveys- An internet survey is a self-administered
questionnaire posted on a Web site. Respondents provide
answers to questions displayed on screen by highlighting a
phrase, clicking an icon, or keying in an answer. Like any
other survey,
Drop-off Survey. This is a more flexible method combining
the advantages of the mail survey and the face-to-face
interview. In this approach, a researcher goes to the
respondent's home or workplace, give them questioners and
get it filled by respondents on the spot or else.
There is no best form of survey;
each has advantages and
disadvantages.
 Strengths & weaknesses of Contact Methods
Mail Telephone Personal Online
Flexibility Poor Good Excellent Fair

Quantity of data Good Fair Excellent Good

collected
Control of sample Fair Excellent Fair Poor

Speed of data Poor Excellent Good Excellent

collection
Response rate Poor Good Good Moderate

Cost Good Fair High Excellent

Possibility of high Lower Lowest Moderate

misunderstanding
Interviewer Influence None Moderate High None
 Selected Questions To Determine The
Appropriate Technique:
Is the assistance of an interviewer necessary?
Are respondents interested in the issues being
investigated?
Will cooperation be easily attained?
How quickly is the information needed?
Will the study require a long and complex
questionnaire?
How large is the budget?
 Guidelines for Questionnaire Design
A survey is only as good as the questions it asks.
Questionnaire design is one of the most critical stages in
the survey research process.
Common sense and good grammar are important in question
writing, more is required in the art of questionnaire design.
To assume that people will understand the questions is common
error.
Proper wording the questionnaire is crucial, as some problems
may be minimized or avoided altogether if a skilled researcher
composes the questions.
A good questionnaire forms an integrated whole. The researcher
weaves questions together so they flow smoothly. He or she
includes introductory remarks and instructions for clarification
and measures each variable with one or more survey questions.
 What should be asked?
The problem definition will indicate which type of information must be
collected to answer the research question; different types of questions may
be better at obtaining certain type of information than others.
1. Questionnaire Relevancy
A questionnaire is relevant if no unnecessary information is collected and if
the information that is needed to solve the problem is obtained. The
researcher must be specific about data needs, and there should be a rationale
for each item of information.
2. Questionnaire Accuracy
Once the researcher has decided what should be asked, the criterion of
accuracy becomes of primary concern. Accuracy means that the information
is reliable and valid. While experienced researchers believe that one should
use simple, understandable, unbiased, unambiguous, and nonirritating
words. Avoid jargon, slang, and abbreviations.
Respondents can probably tell thee interviewer whether they are married,
single, divorced, separated, or widowed, but providing their marital status
may present a problem. Words used in the questionnaire should be readily
understandable to all respondents.
3. Avoid Double-Barreled Questions
Make each question about one and only one. A double barreled
question consists of two or more questions joined together. It makes
the respondents answer ambiguous. For example, if asked, Does this
company have pension and health insurance benefits?
4. Avoid Leading Questions
A leading question is the one that leads the respondent to choose one
response over another by its wording. For example, the question, you
dont smoke, do you? leads respondents to state that they do not
smoke. Dont you think that women should be empowered? In most
the cases the respondent is likely to agree with the statement.
5. Avoid Loaded Questions
Loaded questions suggest a socially desirable answer or are
emotionally charged. Should the city government repair all the
broken streets? Most of the people are going to agree with this
question simply because this is highly socially desirable. A question
which may be challenging the traditionally set patterns of behavior
may be considered as emotionally charged i.e. Let us ask a husband
Have you ever been beaten up by your wife?
6. Avoid Burdensome Questions that may Tax the
Respondents Memory- A simple fact of human life is that
people forget. Certain questions may make serious demand
on the respondents memory. How did you feel about your
brother when you were 6 years old? It may very difficult to
recall something from the childhood.
7. Arrange Questions in a Proper Sequence
The order of question, or the question sequence, may serve
several functions for the researcher. If the opening questions
are interesting, simple to comprehend, and easy to answer,
respondents cooperation and involvement can be
maintained throughout the questionnaire. In some situations
it may be advisable to ask general question before specific
question to obtain the freest opinion of the respondent. This
procedure, known as funnel technique.
8. Use Filter Question, if Needed
Asking a question that doesnt apply to the respondent or that the
respondent is not qualified to answer may be irritating or may cause a
biased response. Including filter question minimizes the chance of
asking questions that are inapplicable. Filter question is that question
which screens out respondents not qualified to answer a second
question. For example the researcher wants to know about the
bringing up of ones children. How much time do you spend playing
games with your oldest child? What if the respondent is unmarried?
Even if the respondent is married but does not have the child.
9. Layout of the questionnaire
Good lay out and physical attractiveness is crucial in mail, Internet,
and other self-administered questionnaires. Make a cover sheet or
face sheet for each, for administrative use. Put the time and date of
the interview, the interviewer, the respondent identification number,
and interviewers comments and observations on it. Give
interviewers and respondents instructions on the questionnaire. In
mail surveys, include a polite, professional cover letter on letterhead
stationery, identifying the researcher and offering a telephone number
for any questions. Always end with Thank you for your
participation.
 Observation
It is possible to collect data with
out asking questions to
respondent.
Observation consists of
collecting data through the
senses, or the recording of data
using scientific instrument.
Types of observational studies
Non- Participative
Participative
 WHAT CAN BE OBSERVED
Phenomena Example

Human behavior or physical Shoppers movement

action pattern in a store

Verbal behavior Statements made by

airline travelers who wait
in line

Expressive behavior Facial expressions, tone of

voice, and other form of
body language
Temporal patterns How long fast-food customers
wait for their order to be served

Physical objects How many papers office works

use daily.

Verbal and Pictorial Bar codes on product packages

Records How many illustrations appear
in a training booklet.
 Categories of Observation
Human versus Traffic counters
Scanners
Mechanical Physiological measures
wear and tear of a book indicates how Camera
often it has been read
Visible versus Hidden
Natural Mystery shopping or a mystery consumer is a tool
to measure quality of retail service or gather specific
Contrived information about products and services. Mystery
shoppers pose as normal customers perform specific
taskssuch as purchasing a product, asking
questions, registering complaints or behaving in a
certain way and then provide detailed reports or
feedback about their experiences.
 Questionnaire Design
Types of Questions

Rating Scales Questions having several response

categories and are used to elicit responses with
regard to the object, events or person studied.
 Closed ended Questions
i. Dichotomous Questions- question having two possible
responses e.g. true/false or yes/no (Nominal Scale)
ii. Category Scales- offering multiple answers to elicit single
response (Nominal Scale).

iii. Likert scale- Designed to examine that how strongly

subjects agrees or disagrees with statements. 5 point Scale
(Interval Scale with the
same differences between
any two points on the scale)
iv. Semantic differential is a type of a rating scale
designed that offers a bipolar pair of adjectives between
which the respondent must choose along some form of
scaling. Its used to assess attitudes towards a brand, object or individual.

Usually, the position marked 0 is labeled

"neutral," the 1 positions are labeled "slightly,"
the 2 positions "quite," and the 3 positions "extremely."
 Interval Scale is used
in Semantic Differential
v. Cumulative or Guttman scale- the respondent checks
each item with which they agree. The items themselves
are constructed so that they are cumulative -- if you agree
to one, you probably agree to all of the ones above it in
the list:

Interval Scale
vi. Constant sum scale a respondent is given a
constant sum of money, script, credits, or points
and asked to allocate these to various items
(example : If you had 100 Yen to spend on food
products, how much would you spend on product
A, on product B, on product C, etc.). This is an
ordinal level technique.
vii. Stapel Scales
Modern versions of the Staple scale place a single
adjective as a substitute for the semantic differential
when it is difficult to create pairs of bipolar
adjectives.
The advantage and disadvantages of a Stapel scale,
as well as the results, are very similar to those for a
semantic differential. However, the stapel scale
tends to be easier to conduct and administer.
Since this scale doesnot have a absolute zero,
therefore interval scale is used in it.
A Stapel Scale for Measuring a Stores Image

Department
Store Name
+3
+2
+1
Wide Selection
-1
-2
-3
Select a plus number for words that you think describe the store
accurately. The more accurately you think the work describes the
store, the larger the plus number you should choose. Select a minus
number for words you think do not describe the store accurately. The
less accurately you think the word describes the store, the large the
minus number you should choose, therefore, you can select any
number from +5 for words that you think are very accurate all the way
to -5 for words that you think are very inaccurate.
viii. Graphic Rating Scales
A graphic rating scale presents respondents with a graphic
continuum.
 Rating scales
These scales are used to tap preferences
between two or more objects
i. Paired comparisons- In paired comparisons the
respondents are presented with two objects at a time and
asked to pick the one they prefer. Ranking objects with
respect to one attribute is not difficult if only a few
products are compared, but as the number of items
increases, the number of comparisons increases
geometrically (n*(n -1)/2). If the number of comparisons
is too great, respondents may fatigue and no longer
carefully discriminate among them. (ordinal Scale)

Example - Which brand do you prefer?

___ Coca-Cola ___ Pepsi
___ Sprite ___ Pepsi
___ Coca-Cola ___ Seven-Up
___ Fanta ___ Seven-Up
 Open ended questions - The respondent supplies
their own answer without being constrained by a
fixed set of possible responses. Examples of types
of open ended questions include:
i. Completely unstructured - For example, What
do you think about..?
ii. Word association - Words are presented and the
respondent mentions the first word that comes to
mind. It is believed by some that this game can
reveal something of a person's subconscious mind
(as it shows what things they associate together)
iii. Sentence completion - Respondents complete an
incomplete sentence. For example, The most
important consideration in my decision to buy a
new house is . . .
iv. Story completion - Respondents complete an
incomplete story.
v. Picture completion - Respondents fill in an empty
conversation balloon.
vi. Thematic apperception test - Respondents
explain a picture or make up a story about what
they think is happening in the picture.