 Data collection possibilities are wide and varied with any one method

of collection not inherently better than any other

 Each has pros and cons that must be weighed up in view of a rich and
complex context
 All methods of collection require rigorous and systematic design and
execution that includes
◦ thorough planning
◦ well considered development
◦ effective piloting
◦ weighed modification
◦ deliberate implementation and execution
◦ appropriate management and analysis
VARIOUS DATA COLLECTION TECHNIQUES
1. Questionnaire or Schedule
2. Interview
3. Observation
4. Projective Techniques
5. Socio-metry
1. Questionnaire
• Most popular and widely used
• Suitable for Field Surveys
• Two types: Questionnaire and Schedule (A questionnaire is a form containing a
series of questions and providing space for their replies to be filled in by the
respondents himself. Schedule is the name usually given to a set of questions
which are asked and filled in by an interviewer in a face to face situation with
another person. The very important difference is questionnaire is filled in by a
respondent without any direct oral explanation or interpretation from the
investigator, a schedule is filled in by the investigator himself who can, if
necessary, explain any point to the respondents on the spot.)
 DIFFERENCE NETWEEN A SCHEDULE AND A QUESTIONNAIRE
S.NO SCHEDULE QUESTIONNIARE
1 Filled by interviewer, never mailed to the Filled by respondent and usually mailed to him.
respondent. Increase in the response rate
2 Suitable for conducting a survey in a Suitable for conducting a survey in a relatively
relatively small geographic area Large geographic area. Mailing adds little extra
cost.
3 Great Expenditure of time and money Great savings of time and money
4 Even suitable for illiterates Literacy essential. High level of incomplete entries
5 Wording is not in the form of questions Wording is in the form of questions
6 Convenience of invigilator is main Convenience of respondents is main consideration
consideration
7 Identity of respondents becomes known Identity of respondents becomes unknown

8 Observation method also be used along Observation cannot be used along with this
with this techniques techniques
TYPES OF QUESTIONNAIRES
a. Degree of Structure : Structured and Unstructured
b. Number of response possibilities: Dichotomous, Multiple choice & Open end

DESIGNING A QUESTIONNAIRE
Two Qualities: Brevity and Accuracy
Brevity: the number of questions should not be more than necessary
Accuracy: The questions should be able to evoke accurate response

GUIDELINES FOR DESIGNING A GOOD QUESTIONNAIRE

• Must be related to the final objective of the investigation
• Brief
•Questions outside the respondent’s experience should not be asked
• Avoid question of bias
• Very clear and simple
• Appropriate Language
• Logical sequence of question
• Must pre tested ( Pilot study)
 Questionnaire Development Process

Steps in a Questionnaire Development Process

Determine Decide Data

Survey Collection Question
Objectives Methods Development

Question
Pre-design activities Evaluation
by Researcher
and by Client
Design
Pretest the activities
Post-design activities Questionna
ire

Tabulate and Gather Data Revise,

Analyze Data Using the Finalize,
and Finalize Question- and
Report naire Duplicate

7
Basic Question Formats
Various Question Formats
Basic
Question Formats

Open-ended Closed-ended Scaled

Questions Questions Questions

Basic Dichotomous Labeled

Open-ended Questions Questions
Questions

Probing Multiple-Choice Unlabeled

Questions Responses Questions

Clarifying
Questions Single-coded

Multiple-coded

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OPEN-ENDED QUESTIONS: Questions to which respondents give their
responses freely, according to their own will.
Basic Open Ended Questions.

Q. What do you particularly like about Lipton Tea?

______________________________________________________________________________

Q. Why are you unwilling to buy a cellular phone when it is available in the market?

________________________________________________________________________

Probing Questions

Q. What do you particularly like about Johnson & Johnson baby oil?
__________________________________________________________________________

PROBE: Anything else?

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 CLOSED-ENDED QUESTIONS: Questions to which respondents are required to
answer from set of alternative responses provided by the researcher. Could be
dichotomous or multiple choice.
Dichotomous Questions With No Neutral Response
_________________________________________________
Q.Do you have a cellular phone?
Yes ...................................... 1 without neutral
No ...................................... 2 response

Dichotomous Questions With Neutral Response

Q.Is it likely that you will purchase a cellular phone in the next
six months?
Yes ...................................... 1 with neutral
No ...................................... 2 response
Not Sure .............................. 3

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 Single- and multi-coded multiple choice questions
_____________________________________________________________________
Q. On an average, how much do you spend on newspapers, books and magazines in a
month? (Please check one from the following responses.)

Less than $15 ................................... 1 Single-coded

Between $16 & $30 ......................…. 2 question
Between $31 & $45 .......................… 3
Between $46 & $60 .....................….. 4
$60 or more .................................….. 5

Q. Which of the following household appliances does your household have?

(Please check as many responses that are applicable to you.)

TV …………1 VCR …… … 5
LCD ………….2 Microwave ….…… 6 Multi-coded
PC …………3 Cellular phone ……….7 question
Fax …………4 Others ……….8
Specify ____________
__________________________________________________________________________________________________
__
 Scaling questions

 Scaling questions are special types of closed-ended questions.

 They include, among others, the following categories of questions.

 Behavioral/Attitudinal questions
 Buying-intent questions
 Agree-Disagree questions
 Preference questions
 Ranking questions
 Semantic differential questions
 Constant-sum questions
 The questions can be labeled or unlabeled
12
 SELF-ADMINISTERED SURVEYS
 Disadvantages
 Advantages
◦ Mailing list problem
◦ Wide geographical coverage
◦ Unidentifiable respondent
◦ Providing thoughtful answers
◦ Questionnaire exposure
◦ Ability to ask sensitive questions
◦ Data limitation
◦ No interviewer bias
◦ No interviewer assistance
◦ Inexpensive
 no exhibits
◦ Better control
◦ Assumed literacy
◦ Anonymity
◦ Poor response rate
◦ Clarity
◦ Longer time
Survey through Internet has similar advantages and problems
2. INTERVIEW: Oldest and most often used method of data collection.
(interviewer and interviewee). It is a conversation with a purpose.
 Interviewing involves asking respondents a series of open-ended questions.
Interviews can generate both standardized quantifiable data, and more in-depth
qualitative data. However, the complexities of people and the complexities of
communication can create many opportunities for miscommunication and
misinterpretation

TYPES OF INTERVIEWS
Face to Face Interview & Telephone Interview
1. Standardized, structured or formal interview
2. Un standardized, Unstructured or Informal interview
3. Semi standardized or semi structured
 FACE TO FACE INTERVIEW
 Advantages
◦ Direct interaction
◦ Clarity and display of exhibits
◦ Better quality and quantity of
data
◦ Higher response rate
◦ No sequence bias
◦ Identifying respondents
◦ Unstructured
 Disadvantages
◦ High cost
◦ Longer time
◦ Interviewer bias
◦ Anonymity not maintained
◦ Interviewer cheating
◦ Time bias exists
◦ Field control needed
 TELEPHONE INTERVIEW
 Advantages
◦ Faster Results
◦ Inexpensive
◦ Better geographical coverage
◦ Irresistibility
◦ Reaching hard-to-reach people
◦ Timing: early or late OK
◦ Privacy and better control
◦ Coincidental data: immediate
feedback.
 Disadvantages
◦ No exhibits
◦ Long interview not possible
◦ Inability to make judgment
◦ Answering machines and caller
identification device
◦ Sampling problem
 Obsolete directory: poor
sampling frame
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3.OBSERVATION

 Observation relies on the researchers’ ability to gather data though

their senses - and allows researchers to document actual behaviour
rather than responses related to behaviour
 However, the observed can act differently when surveilled, and
observations can be tainted by a researcher’s worldview
TYPES OF OBSERVATION
1. Simple or uncontrolled observation
• Participant observation
• Non-participant observation
• Quasi participant observation
2. Systematic or Controlled observation
3. Mass observation
4. PROJECTIVE TECHNIQUES

• Rorschach ink blot test: Ten cards with ink blots printed given to project ones
feelings, attitude , perception and motivation.
• Sentence completion Test : Morning tea gives………….., Fast foods is ……..(Personality)
•Word association Test : Tooth Paste, Mr.Alagiri, Miss. Namitha ( Emotional Status)
•Role Playing(Psychodrama): Respondent plays role of others ( Behaviour Dyanamics)
•Thematic appreciation Test : Series of pictures dealing with ordinary day to day or
extraordinary events. The subjects are asked to tell stories on the basis of
picture(Personality)
•Error choice and information Test: Respondents are asked to choose among different
possible answer to factual questions ( Value, attitude or expectations)
5. SOCIOMETRY : To measure the attraction and repulsions between
individuals in a group at some point of time. . Whom we prefer to live, eat,
work in specific situations.
6. Warranty Cards
7. Pantry Audits
8. Consumer Panel
9. Use of mechanical devices
10. Projective techniques