BRM Survey Research

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Business Research Methods

March 21, 2014 1


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March 21, 2014 2

Topic Outline Introduction

Methods of data Collection: Observation/Interview/Questionnare

Other Methods:

Panel research Warranty card

Pantry Audit

Consumer panel

Mechanical Devices Projective Techniques

Topic & Structure of the lesson


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March 21, 2014 3

Learning Outcomes

On completion of this chapter you should beable to understand:

the process for selecting the appropriate and

optimal communication approachfactors affect participation in communication studies

major advantages and disadvantages of the threecommunication approaches

Other methods of Data Collection


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Data:- Information, knowledge, and conceptions,

related to data, people, or things, obtained

by observation investigationinterpretation visualization and mentalcreation. Data are intangible and includenumbers, words, symbols, ideas, concepts,

and oral verbalization.


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Types of Data:1. Primarycollected afresh for the first time.2. Secondary collected by someone else &

passed through the statistical process.

Three basic data collection approaches inBusiness research.

1. Secondary Research

2. Survey Research3. Experimental Research


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1. Secondary Research:Utilization of data that were developed for somepurpose other than helping solve the problem at hand

There are two types of secondary data:-

A. Internal secondary data:-Data generated within theorganization itself, such as salespersons call reports,sales invoices and accounting records.B. External secondary data:-

Data generated by sources out sidethe organization, such as Govt. reports, tradeassociation data and data collected by syndicatedservices.


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2. Survey Research:-Systematic gathering of information from respondents for the

purpose of understanding and/or predicting some aspect of thebehavior of the population of interest.

Systematic collection of information directly from respondentsusing verbal or written questioning

This research can be done by following steps.

A. Personal Interviews:-Collection of information in face to face situation. Personalinterviews can be in following ways:-Door to Door/Home Interviews-Personal interviews in the respondents home or office.Shopping Mall Intercept Interviews-Personal interviews in central locations generally in shoppingmalls.


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B. Telephone Interviews:-Collection of information from respondents

via telephone.

C. Self Administered Questionnaire :-Collection of information from

respondents via mail or similar techniques e.g.through web/ displaying on the desktop (WelcomeScreen).


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Good Afternoon my name is_________. I am with _________survey research company. We areconducting a survey on_________


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Questionnaire length

Long

Item non response

Low Possibility of respondent misunderstanding

Lowest

Degree of interviewer influence of answer

High Supervision of interviewers

Moderate


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Anonymity of respondent Low

Ease of call back or follow-up

Difficult

Cost Highest

Special features

Visual materials may be shown or demonstrated;

extended probing possible


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Speed of data collection Fast

Geographical flexibility Confined, urban bias

Respondent cooperation Moderate to low

Questionnaire length Moderate to long

Item non-response

Medium Possibility of respondent misunderstanding

Lowest


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Degree of interviewer influence of answers Highest

Supervision of interviewers Moderate to high

Anonymity of respondent Low

Ease of call back or follow-up Difficult

Cost Moderate to high

Special features Taste test, viewing of TV commercials possible


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Speed of Data Collection Very fast

Geographical Flexibility

High

Respondent Cooperation

Low

Versatility of Questioning

Moderate

Supervision of interviewers

High, especially with central location Anonymity of respondent

Moderate


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Ease of call back or follow-up Easy

Cost

Low to moderate

Special features Fieldwork and supervision of data collection are

simplified; quite adaptable to computertechnology


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MAIL IN-PERSON

DROP-OFF

INSERTS FAX

PAPERQUESTIONNAIRES

E-MAIL INTERNET

WEB SITE

KIOSK

ELECTRONICQUESTIONNAIRES

SELF-ADMINISTERED

QUESTIONNAIRES


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Speed of data collection Researcher has no control over return of questionnaire;

slow

Geographical flexibility

High

Respondent cooperation Moderate--poorly designed questionnaire will have low

response rate

Versatility of questioning

Highly standardized format

Questionnaire length Varies depending on incentive

Item non-response

High


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Possibility of respondent misunderstanding Highest--no interviewer present for clarification

Degree of interviewer influence of answer

None--interviewer absent Supervision of interviewers

Not applicable Anonymity of respondent

High Ease of call back or follow-up

Easy, but takes time Cost

Lowest


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Speed of data collection Instantaneous

Geographic flexibility

worldwide

Cheaper distribution and processing costs Flexible, but

Extensive differences in the capabilities ofrespondents computers and e-mail software

limit the types of questions and the layout Respondent cooperation

Varies depending if e-mail is seen as spam


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A self-administered questionnaire posted ona Web site.

Respondents provide answers to questionsdisplayed online by highlighting a phrase,

clicking an icon, or keying in an answer. Speed of data collection

Instantaneous

Cost effective

Geographic flexibility worldwide

Visual and interactive


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There is no best form of survey; each hasadvantages and disadvantages. 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 complexquestionnaire?

How large is the budget?


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A trial run with a group of respondents toiron out fundamental problems in theinstructions of survey design

Practice is the best of all instructors - Publius Syrus


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3. Experimental Research:-The researcher

manipulates one or more variables in such a waythat its effect on one or more other variables canbe measured. There are two types of this research.

A. Laboratory Experiment:-

Manipulation of theindependent variables in an artificial situation.

1. Basic designs consider the impact of only oneindependent variable.

2. Statistical designs consider the impact of morethan one independent variables.


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B. Field Experiment:-manipulation of the

independent variables in a natural situation.

1. Basic design consider the impact of only one

independent variable.2. Statistical design consider the impact of more

than one independent variables.


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Questionnaire is a formalized set of questions for

obtaining information from respondents.

Objective of Questionnaire:Any questionnaire has three specific objectives:1. It must translate the information needed into a

set of specific questions that the respondents canand will answer.

2. A questionnaire must uplift, motivate, andencourage the respondents to become involved inthe interview, to cooperate and to complete the

interview.

3.A questionnaire should minimize response error.


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The great weakness of questionnaire design is lack oftheory. Because there are no scientific principles thatguarantee an optimal or ideal questionnaire.Questionnaire design is a skill acquired throughexperience. It is a art rather than a science.

Questionnaire design will be presented as following seriesof steps:

1. Specify the information needed.

2. Specify the type of interviewing method.3. Determine the content of individual questions.


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4.Design the questions to overcome therespondents inability and unwillingness toanswer.

5. Decide the questions structure.

6. Determine the question wording.

7. Arrange the question in proper order.

8. Identify the form and layout.

9. Reproduce the questionnaire.10.Pretest the questionnaire.

Questionnaire Designing process


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Warranty Cards:These post card sized cards are commonly usedby dealers in the consumer durable industry. The dealer sendsthe card to the consumers who post them back. The dealer cangather information about the product from them.

Panel research: Panel Research Measures different attitude,knowledge & or behavior using the same basic set ofrespondents at either regular or unique time interval areconducted among a group of respondents who have agreed torespond to a no. of mails/ telephones/ occasionally personalinterviews over time.

Ex. Illionis Bell used a panel of over 16,000 house holds. Threeversions of test ad and one control ad were mailed to CD/DVDPlayer owner of the panel. Results helped in developing advtstrategy.

Panel Survey obtains high response rate. However the responserate when individuals are asked to join a panel may be initiallylow.


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Pantry Audit: is used to estimate the consumption ofthe basket of goods at the consumer level. Here theinvestor collects an inventory of types quantities andprice of commodities consumed. Quite oftenquestioning the reason & circumstances under whichthe particular products were purchased.

Consumer Panel: monitors shift in individuals orspecific household behaviors and attitudes over aperiod of time. They are helpful in gathering relevant

data pertaining to competitors strategies or ownmarketing strategies efficiency. It can be of thefollowing form:


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Diary Panels: Panel of households who continuouslyrecord their purchase of selected products like fooditems, house hold goods personal care products ina diary. Each panel of the vast sample of families andnon-families households are required to reportinformation on purchase of selected items includingthe following data:

Date of purchase; the no. & size of the package

Total amount paid; payment mode-cash/card/coupon

Whether the purchase was influenced by anypromotional method; store where the purchase wasmade. Apart from this respondents are required toanswer certain special questions which are specificfor each product categories.


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Media Panels: to know the media habits oftarget customers. Consists of sampledhouseholds whose television viewing behavioris recorded through special electronicdevices. Device is a meter wired to TV,connected to central computer via telephoneline and automatically starts recording thespecific channels that are being tuned towhen TV is switched on. No. of viewers cantbe counted.


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Mechanical Devices: Eye camera (Focus ofeye), pupil-metric (Dilateion of the pupil)camera, psycho-galvanometer (bodyexcitement), Motion Picture (movement of

body) Camera and Audiometer (In MediaPanels) are the principal devices so fardeveloped and commonly used by modernbig business houses mostly in the developed

world of collecting the required information.


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Projective Techniques: (Indirect interviewtechniques): to project respondents forinferring about underlying motives, urges orintentions which are such that respondent

either resist to reveal them or is unable tofigure out himself.

Here the respondent in supplying informationtend unconsciously to project his ownattitude or feeling on the subject under study.Very important in motivational researches orin attitude surveys.


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SUMMARY

March 21, 2014


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1. Business Research Methods Cooper, Schindler; Tata McGraw Hills

2. Marketing Research G C Beri; Tata Mc Graw Hills.3. Business Research Methods William G Zikmund; Thomson.4. Marketing Research Tull, Hawkin; PHI

March 21, 2014


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BRM Survey Research