Presented by Abhijeet Birari

UNIT IVDATA COLLECTION

WHAT IS DATA?

“Data is a collection of facts.”

Such as numbers, words, measurements, observations or even just descriptions of things.

Qualitative data is descriptive information

(it describes something)

Quantitative data, is numerical information (numbers).

Discrete data can only take certain values (like whole numbers)

Continuous data can take any value (within a range)

EXERCISEWhat type of data is it (about dog)?

1. He has 4 legs2. He has lots of energy3. He is brown and black4. He weighs 25.5 kg5. He has 2 brothers6. He has long hair7. He is 565 mm tall

SOURCES OF DATA

1. Primary Data– The data collected first hand by researcher for his research

2. Secondary Data– The data which is already collected by someone– It is readymade data

Sources of Data Collection

Primary Source

Observation Interview

Questionnaire Schedules

OtherWarranty Cards

Distributor AuditPantry Audits

Consumer PanelsMechanical Devices

Projective TechniquesDepth InterviewsContent analysis

Secondary Source

Unpublished Published

BooksWebsites

NewspapersMagazines

JournalsGovernment Reports

PublicationsResearch reports

OBSERVATION• Study relating to Behavioral Science• Information is sought by way of investigator’s own direct observations • Respondent is not asked/communicated.• Eg. Brand of wrist watch• Willingness of respondent to respond is not necessary• Less demanding of active cooperation

OBSERVATION• Limitations:

1. Expensive2. Limited Data3. Can’t observe what is going on in mind4. Some people are rarely accessible

OBSERVATION• Things to keep in mind:

1. What should be observed?2. How observation should be made and recorded?3. How to ensure accuracy?

OBSERVATION• Structured Vs. Unstructured observations:

• Careful definition of units to be observed• Style of recording observed information• Standardized conditions of observation

• Structured >>> Descriptive• Unstructured >>> Exploratory

OBSERVATION• Participant and non-participant:

• Researched is member of group that he observes > Participant• Ex: Going in slum and living their life

• Researched is detached from group and observes > Non - participant• Ex: Study of slum people without being its part/member

OBSERVATION• Controlled and Uncontrolled:

• Observation in natural setting > Uncontrolled• Ex. Study of consumers in a mall

• Observation in predefined environment > Controlled• Ex. Marshmallow Test

INTERVIEW

INTERVIEWPresentation of oral-verbal stimuli and reply in terms of oral-verbal responses.

1. Personal Interview: Two persons (Interviewer and interviewee) Face-to-face contact Direct or indirect interview Structured (Descriptive Study) or unstructured (Exploratory Study) interview Pre-determined questions Standardized technique of recording Example: Investigation, documentary, exit interview etc.

INTERVIEWAdvantages of personal interview:

1. More and in depth information2. Interviewer can overcome the resistance by his skills3. Greater flexibility4. Observation method can also be applied5. Personal information can be easily obtained6. Greater response7. Catch spontaneous reaction8. Language can be adapted9. Can also collect supplementary information

INTERVIEWDisadvantages of personal interview:

1. Expensive2. Possibility of bias3. Certain respondents may not be approachable4. More time consuming5. Training and selecting the field staff6. Requirement of proper rapport with respondents

INTERVIEW2. Telephonic Interview:

• Faster method• Suitable for long distances• Cheaper than personal interview• Simple and economical• Higher rate of response• Replies can be easily recorded• No field staff is required

INTERVIEW2. Telephonic Interview – Demerits:

• Interview duration can not be too long• Restricted to only those having telephonic facility• Questions have to be short and to the point• Non verbal responses not able to judge

INTERVIEW3. Group Interview:

• Number of individuals with common interest are interviewed• Free discussion is encouraged• Information may be obtained through questionnaire• Eg. People’s reaction on public amenities, health projects, welfare schemes, movie

review etc.

PREREQUISITES OF INTERVIEW1. Interviewers should be carefully selected, trained and briefed.2. Honest, sincere, hardworking, impartial, unbiased3. Must possess technical competence4. Practical experience5. Create friendly atmosphere of trust and confidence6. Recording responses accurately and completely7. Interviewer should not show surprise or disapproval8. Should not argue9. Keep things on track

INTERVIEWING PROCESS

Preparation

Introduction

Developing Rapport

Carrying the interview

Recording the interview

Closing the interview

• Copy of interview schedule• List of names and addresses of respondents• Prior appointment• Grouping as per their location• Study daily routine of respondent(s)• Mentally prepare• Planning strategy to deal with avoidance, reluctance, suspicion, inadequate

response, distortion etc.

Preparation

• Introduction with respondent

• Smile and greet the respondent• Identify respondents by name• Describe method by which he/she was selected• Mention the name of organization conducting research• Assure anonymity/confidential nature of interview• Explain usefulness of the study• Emphasize value of respondent’s cooperation

Introduction

• Friendly relationship• Helps smooth functioning of interview• Eg. Weather, current news, sports events etc.

Developing Rapport

• Guidelines:– Ask all questions in schedule– Repeat question if not understood– Don’t show disapproval/surprise– Listen quietly with patience– Neither argue nor dispute– Show genuine concern and interest– Don’t reveal your own opinion or reaction– Keep conversation on track

Carrying the interview

• Improper recording may lose valuable information• Note taking, use of electronic instruments like recorder, telephone, video camera

etc.• Drawback: Fear of going on record• Rick of lower response• Short hand, abbreviations, only key works can be used

Recording the interview

• Thanking with friendly smile• Further communication of findings

Closing the interview

INTERVIEW PROBLEMS

INADEQUATE RESPONSE• Partial response : Relevant but incomplete answer

• Non-response : Respondent remains silent/refuses

• Irrelevant response : Answer is irrelevant

• Inaccurate response : Reply is biased/distorted

• Verbalized response : Respondent’s failure to understand question

INTERVIEWER’S BIAS• Interviewer’s own attitude and expectations

• Interviewer’s own interest

• Interviewers must be selected and trained properly

NO RESPONSE• Failure to obtain responses from some respondents

• Non-availability : Respondents are not available at home/office etc. (busy, tired, out of station)

• Refusal : Refuse to furnish information

• Inability : Illness or physical disability

• Inaccessibility : Due to migration, transfer etc.

LEARNING BY DOINGACTIVITY

PREPARE A QUESTIONNAIRE ON FOLLOWING

:::THEME:::

AWARENESS

PREPARE A QUESTIONNAIRE ON FOLLOWING

• Objective of research:

1. To assess the awareness of ____________ among people2. To analyze the reasons behind unawareness (if any)

• Decide in advance:1. Sample Size2. Sample Unit(i.e. target audience)

QUESTIONNAIRE

WHAT IS QUESTIONNAIRE?“A document containing set of questions logically related to the problem under study.”

• If the questions are filled by respondents, then its called as ‘Questionnaire’• If filled by interviewer, it’s called as ‘Schedule’

QUESTIONNAIREADVANTAGES

• Free from bias of interviewer• Respondents have adequate time• Large samples can be used to get more dependable and reliable data

DISADVANTAGES• Used only when respondent is educated and cooperating• Control over questionnaire is lost once it is sent• Inflexibility• Time and cost

QUESTION CONSTRUCTION1. Question Relevance2. Question Wording3. Types of questions4. Question order or sequence

QUESTION CONSTRUCTION1. Question Relevance

• Should be relevant to research objectives• Question should be able to answer research problem• Single question may not be able to answer problem or attain objective• Respondents should know the answer• Question should not test respondents recall ability• Should be easily understandable.• Should be specific

QUESTION CONSTRUCTION2. Question Wording

• Vocabulary : Use of common vocabulary• Exactness : Do you usually go to gym? Vs. How many days in a week do you go to gym?• Simplicity : Simple words and sentence construction, avoid jargons• Neutrality : Should not cause undue influence. E.g. You prefer Bru over Nescafe, right?• Presumption : Shouldn’t presume about respondent E.g. How many times a day do you

drink coffee?• Hypothetical Questions : Avoid. E.g. What would you do if …. ?• Embarrassing Questions : Personal Questions

QUESTION CONSTRUCTION3. Types of Questions

• Open Ended– Free Scope for respondents to answer– Used to explore more and in depth information– Difficult to analyze– E.g. What are your career plans after post graduation

QUESTION CONSTRUCTION3. Types of Questions

• Closed Ended– Dichotomous

• Can be answered with 2 responses• E.g. Do you own or rent your house?• Do you like Marathi movies?

– Multiple Choice Questions• More than 2 alternatives for one question• E.g. Which brand of jeans do you prefer?• MCQ must contain all the possible choices• Should not contain overlapping choices• Alternatives should be reasonable

QUESTION CONSTRUCTIONTypes of questions to be avoided

• Leading Questions : Influences respondent to give a certain answerE.g. Are you against giving too much power to the trade unions?

• Loaded Questions : Contains words which are emotionally colored.E.g. Have you ever tried to get benefit to the business by giving bribe?

• Ambiguous Questions : Does not have clear meaningE.g. Are you interested in a small house?

QUESTION CONSTRUCTIONTypes of questions to be avoided

• Double-barreled Questions : Contain two or more different ideasE.g. Do you favor or oppose increased job security and productivity linked wage system?

• Long Question : Lengthy question

• Double negative : E.g. Don’t you oppose this bill?

QUESTION CONSTRUCTION4. Question Order or Sequence

• One question should follow another in logical sequence• Sequence should have relation

E.g. What is volume of your trading? How many trades do you make in a week?

MECHANICS OF QUESTIONNAIRE1. Introduction2. Pre-coding3. Spacing4. Paper5. Printing6. Margins7. Note of thanks

ATTITUDE MEASUREMENT TECHNIQUES

MEASUREMENT

Assigning numbers or symbols to the characteristics of certain

objects

E.g. Recommendation of Flipkart

SCALE

Involves creating a continuum on which measurement of objects are

located

E.g. Recommendation of Flipkart

TYPES OF MEASUREMENT SCALE

Nominal

Ordinal

Interval Ratio

• Lowest level of measurement• Numbers are assigned for purpose of identification of objects• Numbers don’t represent superiority of inferiority• Each number is assigned to only one object

Example:

Nominal

What is your religion?1. Hinduism2. Sikhism3. Christianity4. Islam5. Buddhism6. Any other

In which of the following department do you work?1. Marketing2. HR3. Finance4. Production5. IT6. Any other

• Uses – To identify food habits, gender, caste, respondents, brand, attributes, players of hockey team etc.

• How to analyze?– Counting – Making frequency distribution table

Nominal

• Next higher level than Nominal scale• In nominal, superiority/inferiority can not be measured• In ordinal scale, one can tell which object has more or less characteristic than other• It can not answer how much more or how much less

Example:

Ordinal

Ranking in class:1. Shashi2. Mohan 3. Krishna

Attribute RankFood QualityPricesMenu VarietyAmbienceService

Rank the attributes while choosing a restaurant for dinner.

• Ranks can not be added, multiplied, subtracted or divided• Difference in score has no meaning

• Uses– Quality ranking, ranking of teams, ranking of preferences of color, soft drinks, socio-economic status,

occupational status etc.

• How to analyze?– Median– Percentile– Quartiles– Rank Correlation– + all analysis of nominal scale

Ordinal

• Next higher to ordinal scale• Difference in score has meaningful interpretation

• Example:

Interval

How important is price to you while buying a car?

Least Important Unimportant Neutral Important Most Important

1 2 3 4 5

How do you rate the work environment of your organization?

Very Good Good Neutral Bad Very Bad

5 4 3 2 1

• Difference has meaningful interpretation but ration does not have meaningful interpretation

Interval

Very Unlikely Unlikely Neutral Likely Very Likely

Scale A 1 2 3 4 5

Scale B 0 1 2 3 4

Scale C -2 -1 0 1 2

• Numbers can be added, subtracted, multiplied or divided

• How to analyze?– Mean– Standard Deviation– Correlation– T-test– Z-test– Regression Analysis– Factor Analysis– + all analysis of ordinal scale and nominal scale

Interval

• Highest level of measurement• Ratio of measurement is meaningful

• Example:– How many chemist shops are there in your locality?– How much distance you need to travel from your home to college?

• Uses:– Weight, distance, income, sales etc.

• How to analyze?– Coefficient of variance + geometric mean + harmonic mean + all other analysis of nominal, ordinal and interval

scale

Ratio

SUMMARYScale Characteristic Examples Permissible Statistics

Nominal Numbers are used to label and classify objects

Players of team India, Caste, Religion, Gender etc. %, Mode, Chi-Square

OrdinalNumbers indicate relative

position of object.Difference in magnitude

cant be known.

Preference ranking, Social Class etc.

Percentile, Quartile, Median, Rank Correlation

Interval Difference is meaningful, ratio is not. Attitude, Opinion etc.

Correlation, t-test, z-test, ANOVA, regression, factor

analysis

Ratio Ratio is meaningful Age, Income, Market Share, Sales etc.

G. Mean, H. Mean, Coeff. Of variance

MOTIVATION RESEARCH

WHAT IS MOTIVATION RESEARCH?• Motivation Research is used to obtain a better understanding of why people

respond as they do to products, ads and various other marketing situations.

• It helps to expose hidden motives.

• It concentrates on emotional or hidden stimuli to consumer action.

OBJECTIVES• Motivation research is to discover

– underlying motives, – desires, – instincts and – emotions

TECHNIQUES OF MOTIVATION RESEARCH

Projective Techniques

Depth Interviews

• Test is conducted to establish the personalities of the respondents and their reactions.

• They project or reflect the subject’s thought about what he or she sees, feels, perceives thus producing the reactions.

There are five most commonly administered tests of this kind namely:1. Word Association Test2. Sentence Completion Test3. Story Completion Test4. Third Person Test5. Pictorial Techniques

Projective Techniques

WORD ASSOCIATION TEST• Word association test is a list of words ranging from twenty-five to seventy-five is given.

• The word suggested by the researcher is to be associated by the respondent by the most fitting word he thinks.

• This is widely used to measure the effect of the brand names and advertising messages.

• Here, it is not possible to give all the seventy-five words. On illustrative basis, let us have fifteen words:

6. Two-wheelers…………7. Four-wheelers…………8. Tyre ………………………9. Glass wares………….10. Ink………..

11. Pencils…………12. Fridges…………………….13. Cupboards…………14. Television………………….15. Video cassettes………………

1. Perfume………..2. Tooth paste3. Hair oil………..4. Shampoo……………………….5. Shoes…………

SENTENCE COMPLETION TEST• Sentence completion tests are designed to discover emotional responses of the respondent.

• It is the easiest, most useful and reliable test to get the correct information in an indirect manner.

• The respondent is asked to complete the sentence given.

For instance, the questions may be:1. I like instant coffee because……………2. I use electric kitchen gadgets because………………….3. I do not use pain-killers like aspirin because……………..4. I do not like red, brown and black colours because……….

• The way the questions are asked, do not reflect right or wrong answers.

• However, the emotional values and tensions are reflected in the answers so given.

STORY COMPLETION TEST• Story is given to respondent

• Respondent needs to complete it

THIRD PERSON TEST• The respondent is given a photograph of a third person—may be a friend, a colleague, a neighbour, a star, a

player, a professional etc.

• The researcher is interested in knowing what the third person thinks of an issue as heard through the respondent.

• It is assumed that the respondent’s answer will reveal his own inner feelings more clearly through the third person than otherwise it would have been possible.

• Scenario 1 (Normal) : Why don’t you use instant coffee?• Answer : It does not taste good.

• Scenario 2 (TPT) : Why do you think your neighbor does not use instant coffee?• Answer : She is lazy, spend-thrift and not a good house wife.

PICTORIAL TECHNIQUES1. Thematic Appreciation Test (TAT):

– Consists of set of pictures– Researcher can draw inferences about personality structure, attitude etc.

PICTORIAL TECHNIQUES2. Rorschach test:

– Card having inkblot– Design is symmetrical but meaningless– Respondent has to describe

• Designed to discover underlying motives and desires• Explore needs, desires and feelings of respondents• Requires great skills

Depth Interviews

Example:1. How do you like to spend your free time?2. What kind of music/movies do you like?3. What do you do when you are alone? Do you like being alone?4. Do you have friends that get mostly A’s in school?5. Are you close to anyone in your family? Who?

SUMMARY

• Data is a collection of facts

• Two types of data:– Qualitative data is descriptive information– Quantitative data, is numerical information

• Discrete data can only take certain values (like whole numbers)• Continuous data can take any value (within a range)

• Two sources of data:– Primary : First hand data– Secondary : Already available data

• Observation : Information is sought by way of investigator’s own direct observations– Structured Vs. Unstructured– Participant and non-participant– Controlled and Uncontrolled

• Interview : Presentation of oral-verbal stimuli and reply in terms of oral-verbal responses.

• Questionnaire : A document containing set of questions logically related to the problem under study

• Measurement : Assigning numbers or symbols to the characteristics of certain objects

• Scale : Involves creating a continuum on which measurement of objects are located– Nominal : Lowest level of measurement in which numbers are assigned for purpose of

identification of objects– Ordinal : Superiority/inferiority can be measured but not intensity– Interval : Difference in score has meaningful interpretation– Ratio : Ratio in score has meaningful interpretation

• Classification of Scales:– Single item vs Multiple item scale– Comparative Vs Non comparative– Comparative:

• Paired comparison : Comparison of two or more objects• Constant Sum : A certain sum is to be allocated to various objects/brands• Rank Order : Ranking of objects/brand• Q-sort : Sorting on the basis of similarity of answers

– Non-comparative • Graphic : Use of graph or smiley• Itemized :

– Likert : 5 point, agree/disagree scale– Semantic Differentiation : Two bipolar statements– Stapel Scale : Measure direction and intensity of attitude.

• Motivation Research : Helps to expose hidden motives– Word association test : Association of words by respondent– Sentence completion tests : Complete an incomplete sentence– Story completion test : Complete an incomplete story– Third person test : Response from third person’s point of view– Pictorial techniques : Use of pictures

• Thematic Appreciation Test (TAT): Consists of set of pictures• Rorschach test: Consists of inkblot

ANICCAThe only constant thing is change

Thank You