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Survey Research

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Content

1. Introduction

2. Purpose

3. Sampling

4. Methods ofdata

collection

Interviews

Observation

Schedule

Questionnaire

5. Other methods ofdata

collection

Panel research

Warranty cards

Pantry audit and

consumer panel

Mechanical devices

Projective techniques

Sociometry

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1.Introduction

Typically, surveys gather data at a particular pointintime with the

intentionofdescribingthe nature ofexisting conditions, or

identifying standards against which existing conditions can be

compared, or determiningthe relationships that exist between

specific events.

Thus, surveys may vary intheir levels ofcomplexity from those

which provide simple frequency counts tothose which present

relational analysis.

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2. Sampling

The quality ofa piece ofresearch notonly stands or falls by

the appropriateness ofmethodology andinstrumentation but

also by the suitability ofthe sampling strategy that has been

adopted.

Researchers musttake samplingdecisions early inthe overall

planningofa piece ofresearch.

Questions ofsampling arise directly outofthe issue of

definingthe populationon which the research will focus.

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Factors such as expense, time and accessibility frequently

prevent researchers from gaininginformationfrom the

whole population.

Therefore they oftenneedto be able toobtaindata from

a smaller group or subsetofthe total populationin such

a way thatthe knowledge gainedis representative ofthe

total population (however defined) under study.

This smaller group or subsetis the sample.

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3.1 Sampling Questions

Judgments have to be made aboutfour key

factors in sampling:

1. the sample size;

2. the representativeness and parameters of

the sample;3. access tothe sample;

4. the sampling strategy to be used.

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4.Methods ofData Collection

The intentionofunderstandingthis topic is to enable

researchers todecide onthe most appropriate instruments

for data collection, andtodesign such instruments.

The strengths and weaknesses ofthese instruments must beunderstood, sothatinformeddecisions can be takenontheir

suitability and avoid being arbitrary.

The criterionoffitness for purpose should be held high.

With reference to each instrumentthe purpose is to ensure

that researchers candevise appropriate data collection

instruments for themselves, and are aware ofthe capabilities

ofsuch instruments to provide useful and usable data.

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4.0Types ofData

Primary Data

Are those data which are collected a fresh andfor the first

time, andthus happento be original in character

Secondary Data

Are those data which have already been collected by

someone else for some other purpose

The researcher would have todecide which sortof

data he or she would be using (thus collecting)for

the purpose ofthe study and accordingly will have to

selectone or the other methodofdata collection.

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4.1 ObservationMethod

Most commonly used method specially inbehavioral sciences

We all observe things around us, butthis sortofobservationis not scientific observation.

Observation becomes a scientific tool and a methodofdatacollection whenit:

Serves a formulated research purpose

Is systematically planned and recorded

Andis subjectedto checks and controls on validity and reliability

Under this method, the informationis sought by way ofinvestigators owndirectobservation with or without askingthe subjectfor their permission.

Eg. A study relatingto consumer behavior.

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Advantages ofObservation

1. Subjective bias is eliminated, is observationis done accurately

2. The informationobtained under this method relates to whatis

currently happening; itis not complicated by either the past

behavior or future intentions or attitudes.

3. This methodis independentofrespondents willingness to

respond and as such is relatively less demandingofactive

cooperationonthe partofrespondents as happens tothe case in

the interview or the questionnaire method.

4. This methodis particularly suitable for studies thatdeal withsubjects (i.e., prospective respondents) who are not capable of

giving verbal or written reports oftheir feelings for some reason.

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Limitations ofObservation

Itis an expensive method

Information provided by this methodis very limited

In some cases, the data is opento subjective interpretation

especially ifcarriedoutin uncontrolled environment.

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Using Observation Effectively

While usingthis method, the researcher should keep

in mindthings like:

What should be observed

How the observation should be recorded

How the accuracy ofobservation can be ensured

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Structured versus Unstructured

Observation

Structured Observation

Whenthe observationis characterized by:

a careful definitionofthe units to be observed,

the style ofrecordingthe observedinformation, standardized conditions ofobservation andthe selectionofpertinent

data ofobservation

Unstructured Observation

Whenobservationtakes place withoutthe abovementioned characteristics

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Participant versus Non-participant

Observation

The distinction betweenthe twodepends uponthe observerssharingor not sharingthe life ofthe group he or she isobserving.

Ifthe observer observes by making himself, more or less, a member of

the group he is observing sothat he can experience whatthemembers ofthe group experience, the observationis called as theparticipant observation.

But whenthe observer observes as a detached person without anyattempton his partto experience through participation whatothersfeel the observationofthis type is oftentermed as non-participant

observation. Whenthe observer is observingin such a manner that his or her

presence may be unknowntothe people he or she is observing, suchanobservationis described as disguised observation.

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Controlled versus Uncontrolled

Observation

Ifthe observationtakes place inthe natural setting, it may be

termed as uncontrolled observation, but whenobservation

takes place accordingtodefinite pre-arranged plans, involving

experimental procedure, the same is thentermedcontrolled

observation.

Innon-controlledobservation, no attemptis made to use

precisioninstruments.The major objective ofthis type ofdata

collection methodis toget a spontaneous picture oflife and

persons.

Incontrolledobservation, we use mechanical (or precision)

instruments as aids toaccuracy and standardization.

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4.2Interview Method

The interview methodofdata collectioninvolves presentation

oforal-verbal stimuli and reply interms oforal-verbal

responses.

Could be carriedoutin personor over the telephone. Interviews could be:

Structured

Unstructured

Semi-structured

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Advantages ofInterview

More information andthattooingreater depth can be obtained

Interviewer by his or her own skills canovercome the resistance to

abstainfrom responding by the respondents.

There is greater flexibility to restructure or reframe questions

specially in case ofunstructuredinterviews.

Observation method can be usedin conjunction with the interview

method

The language can be adaptedtothe ability or educational level of

the person beinginterviewed. The interviewer can collect supplementary information aboutthe

respondents personal characteristics and environment which is

oftenofgreat value ininterpreting results.

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Weaknesses ofInterview

Itis a very expensive method, specially when large and widely

spreadgeographical sample is taken.

Suffers from interviewer bias.

Certain categories ofpeople may not be accessible forinformationthrough this method.

Relatively more time consuming.

Presence ofthe interviewer may influence the responses of

the respondents. The interviewers needto be trainedinthe artofinterviewing.

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4.3 Questionnaire

The questionnaire is a widely used and usefulinstrumentfor collecting survey information,providing structured, oftennumerical data,

being able to be administered withoutthepresence ofthe researcher, andoften beingcomparatively straightforwardto analyze.

These attractions are counterbalanced by thetime takentodevelop, pilot and refine thequestionnaire,

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Advantages ofQuestionnaire

Low cost as comparedtointerview method even whenthe

samplingframe is large andgeographically wide spread.

Itis free from the interviewers bias as the answers are self-

reported by the respondents. Respondents have adequate time togive well thoughtout

answers.

Respondents who are not easily approachable may be

approachedthrough a mailedquestionnaire.

Can be circulatedto a large sample.

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Demerits ofQuestionnaire

Low rate ofreturnofthe duly filledinquestionnaires

Can be usedonly with educated respondents

Suffers from partnon-response andincomplete responses.

Itis difficultto establish whether willing respondents are trulyrepresentative.

Consumes lotoftime with respecttofollow-up on sent

questionnaires

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4.4 Data CollectionThrough Schedules

This methodofdata collectionis very similar tothe

questionnaire methodofdata collection but with a litter

difference.

The difference: schedules (proforma containing a setofquestions) are filledin by the enumerators who are especially

appointedfor this purpose.

These enumerators along with schedules, goto respondents,

puttothem the questions from the proforma inthe order the

questions are listed and recordthe replies inthe space meant

for the same inthe proforma.

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This methodofdata collectionis very useful in extensive

enquires and can leadtofairly reliable results.Itis, however,

very expensive andis usually adoptedininvestigations

conducted by government agencies or by some big

organizations.

Population census all over the worldis conductedthrough this

method.

Difference betweenquestionnaire and schedules as a method

ofdata collection.

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5. Some Other Methods ofData

Collection

5.1Consumer Panel In some cases, these are also referredto as consumer panels where a

setofconsumers are arrangedto come to an understandingto

maintaindetaileddaily records oftheir consumption andthe same is

made available tothe investigators ondemand.

Inother words, a consumer panel is essentially a sample ofconsumers

who are interviewed repeatedly over a periodoftime.

Mostly consumer panels are oftwotypes:Transitory and continuing

Immersive research e.g., P&G (switchedfrom focus groups) anin-

depth methodology that captures customer experiences and emotions

as they unfold.

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Transitory Versus Continuing

Consumer Panels

Transitory Consumer Panel:

Is set up to measure the effectofa particular phenomenon.

Usually such a panel is conductedon a before-and-after basis.

Initial interviews are conducted before the phenomenontakes place

to recordthe attitude ofthe consumer

A second setofinterviews is carriedout after the phenomenon has

taken place tofindoutthe consequent changes that might have

occurredinthe consumers attitude.

Generally usedin advertising

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ContinuingConsumer Panel:

Are often set up for anindefinite period with the view to collectdata

on a particular aspectofconsumer behavior over time, generally at

periodic intervals or may be meantto serve as a general purpose

panel for researchers on a variety ofsubjects. Usedfor TV viewership

Problems with consumer panels

The representativeness ofthe panel relative tothe population

The effectofpanel membership onthe information provided

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5.2 Warranty Cards

Warranty cards are usually postal sized cards which are used

by dealers ofconsumer durables to collectinformation

regardingtheir products.The information soughtis printedin

the form ofquestions onthe warranty cards which is placed

inside the package along with the product with a requestto

the consumer tofill inthe card and postit back tothe dealer.

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5.3 Pantry Audit

Pantry audittechniques is usedto estimate consumptionof

the basketofgoods atthe consumer level.

Inthis type ofaudit, the investigator collects aninventory of

types, quantities and prices ofcommodities consumed. Thus in pantry auditdata are recordedfrom the examination

ofconsumers pantry.

The usual objective in a pantry auditis tofindout whattypes

ofconsumers buy certain products and certain brands, the

assumption beingthatthe contents ofthe pantry accurately

portray consumers preferences.

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Quite often, pantry audits are supplemented by direct

questioning relatingto reasons and circumstances under

which particular products were purchasedin an attemptto

relate these factors to purchasing habits.

A pantry audit may or may not be set up as a panel operation,

since a single visitis often considered sufficientto yield an

accurate picture ofconsumers preferences.

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5.4Mechanical Devices

The use ofmechanical devices is done to collectinformation

by means ofindirect means.

Eye camera, Pupilometric camera, Psychogalvanometer,

Motion picture camera, etc. are some ofthe devices used bymodern business houses mostly inthe developed countries

for the purpose ofcollectingthe requiredinformation.

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Mechanical Devices

Eye cameras are designedto recordthe focus ofeyes ofa personon a

specific portionofa image or written material this informationis

useful indesigning advertising material.

Pupilometric cameras recorddilationofthe pupil as a resultofvisual

stimulus.The extentofdilation shows the degree ofinterest arousedby the stimulus.

Psychogalvanometer is usedfor measuringthe extentofbody

excitement as a resultofvisual stimulus.

Motion picture cameras can be usedto record movementofbody ofa

buyer while decidingto buy a product.

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5.5 Projective Techniques

Projective techniques (or what are sometimes called as

indirectinterviewingtechniques)for the collectionofdata

have beendeveloped by psychologists to use projections of

respondents for inferring about underlying motives, urges, or

intentions which are such thatthe respondent either resists to

reveal them or is unable tofigure out himselfor herself.

In projective techniques the respondentn supplying

informationtends unconsciously to project his own attitudes

or feelings onthe subject under study. Projective techniques play animportant role in motivational

research.

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The use ofthese techniques requires intensive specialized

training.

In such techniques, the individuals responses to stimulus-

situation are nottaken attheir face value.

The stimulus may be a photograph, a picture, aninkblot and

soon.

Responses tothese stimuli are interpreted as indicatingthe

individuals own view, his or her personality structure, needs,

tensions, etc.inthe contextofsome pre-established

psychological conceptualizationofwhatthe individuals

responses tothe stimulus mean.

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Some ImportantProjective Techniques

Word associationtests

These tests are usedto extractinformation regarding such words

which have maximum association.Inthis sortoftestthe respondentis

askedto mentionthe first wordthat comes to mind, ostensibly

withoutthinking, as the interviewer reads out each wordfrom a list. E.g., toothpaste

Sentence completiontests

These tests happento be an extensionofthe technique ofword

associationtests. Under this, respondents may be askedto complete a

sentence (such as, People whodrink black coffee are)tofind

association betweenobjects and personality characteristics.

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Story completiontests

Such tests are a step further whereinthe researcher may contrive

stories insteadofsentences and ask the respondents to complete

them.

Pictorial techniques

There are several pictorial techniques.The importantones are:

Thematic Appreciation Test (TAT): It consists ofa setofpictures that are shownto

respondents who are askedtodescribe whatthey think the pictures represent.The

replies ofrespondents constitute the basis for the investigator todraw inferences

abouttheir personality structure, attitude, etc.

Rorschach ink blot test: This test consists often cards having prints ofinkblots.The

design happens to be symmetrical but meaningless.The respondents are askedto

describe whatthey perceive in such symmetrical inkblots andthe responses are

interpretedonthe basis ofsome pre-determined psychological framework.

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5.6 Sociometry

Sociometry is a technique for describingthe social

relationships amongindividuals in a group.

Under this an attemptis made totrace the flow of

information amongstgroup members.

Sociograms are constructedtoidentify leaders andfollowers.

Sociograms are charts thatdepictthe sociometric choices of

the group members.

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EndofSurvey Research

Thank You