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Power Point Presentation

By

Dr. Sudha Pandeya

Descriptive ResearchDescriptive Research is used to describe

characteristics of a population or phenomenon being studied.

It does not answer the questions about how/when/why the characteristics occurred.

For example: what are the characteristics of the population being studied.

Approaches of descriptive research1) Case study

2) Survey research

Case study-

It involves making detailed observations about one specific case.

This could consists of observation or interviews but there is no influence from the researcher.

The intent is simply to examine closely the qualities and characteristics of the case.

What is Survey Research? Survey Research is one of the most important

areas of measurement in applied social research.

The broad area of survey research encompasses any measurement procedure that involves asking questions of respondents.

A survey can be anything from a short paper and pencil feedback to an intensive one- to-one in-depth interview.

It is often used to assess thoughts, opinions and feelings.

A survey consists of a predetermined set of questions that is given to a sample.

The sample is chosen from the sampling, frame which consists of list of all members of the population of interest.

The survey is a non- experimental descriptive research method.

It is a technique of gathering data by asking questions to people who are thought to have desired information.

Steps to follow in survey research In conducting survey research , it is helpful to

follow a sequence of steps-

1) Define objectives.

2)It is necessary to make decisions about the total amount of the time , money and personnel available before conducting survey.

3)Choose and develop techniques for gathering data- In survey questionnaire and interview are the most frequently used techniques for collecting data.

4) Sampling-Most surveys use probability sampling in order to ensure adequate representation of the population. The random sampling is often stratified on some variables.

5) Letter of transmittal- Mailed questionnaire should be attached with a brief cover letter which should establish credibility of the researcher and his study .

6) Follow-up- It is seen that only 40% -60% respondents return questionnaire .So after 2-4 weeks follow up letters should be sent to those who have not responded stressing the importance of the study in other cover letter.

7)Non- respondents-In most surveys there will be a percentage of people who fail to return the questionnaire. These people are called non- respondents. If possible then they should be interviewed.

Different designs of survey research The different designs used in survey research

are-

Cross-sectional studies

Before- and- after studies

Longitudinal studies

The cross -sectional study design It is extremely simple in design.

It is best suited to studies aimed at finding out the prevalence of phenomenon ,situation, problem, attitude or issue by taking a cross-section of the population.

In it a sample or samples are drawn from the relevant population and studied once.

It describes the characteristics of that population at one time but can not give insight as to the causes of population characteristics.

As these studies involve only one contact with the study population, they are comparatively cheap to undertake and easy to analyse.

Examples –

Consumer satisfaction with a product.

The relationship between the home environment and the academic performance of a child at a school.

The before- and – after study design It is the most appropriate design for

measuring the effectiveness of a programme.

It can measure change in a situation, phenomenon, issue, problem.

It is carried out by adopting the same process of cross- sectional study except that it comprises two cross- sectional observations, the second being undertaken after a certain period.

Examples-

The effectiveness of marriage counseling services.

The impact of incentives on the productivity of employees in an organisation.

Longitudinal study design It is used to determine the pattern of change in

relation to time.

It measures same random sample at multiple time points.

It is the easiest way of assessing the effect of naturally occurring events.

But it is expensive and difficult because it hardens to find sample that will commit to a month or yearlong study.

Example-

To ascertain the trends of the demand for labour.

Modes of data collection In survey first hand information is gathered

from primary source. Methods of data collection from primary source are

Interview

Questionnaire

Interview Any person- to- person interaction between

two or more individuals with a specific purpose in mind is called interview. Interviews are of two types-

Structured interviews.

Unstructured interviews.

Structured Interview In structured interview the researcher asks a

predetermined set of questions using the same order of questions as specified in interview schedule.

An interview schedule is a written list of questions prepared for use by an interviewer in a person- to -person interaction which may be face- to- face , on telephone or by other electronic media.

Unstructured Interview In unstructured interview complete freedom is

provided to the researcher in terms of content and structure.

There is flexibility in interview questions. Types of unstructured interview are-

In-depth interview

Focus group interviews

Oral histories

In-depth interviews It involves face-to-face, repeated interaction

between researcher and his/ her informants.

It seeks to understand the latter’s perspectives. Because of repeated contacts it is assumed that the rapport between researcher and informant will be enhanced and that the corresponding understanding and confidence between the two will lead to in-depth and accurate information.

Focus group interviews In a focus group interview, researcher explore

the perceptions, experiences and understandings of a group of people who have some experience in common with regard to a situation .For example-The researcher may explore with relevant groups on issue of domestic violence. Members of focus group express their opinions while discussing the issue which may be recorded or noted down by the researcher.

Oral histories

It involves both passive and active listening.

It is most commonly used for learning about historical event or episode that took place in the past or for gaining an information about a cultural, custom or story that has been passed from generation to generation.

Limitations of interview In an interview the quality of the data

generated is affected by the experience , skills and commitment of the interviewer.

The interviewer may be biased.

Quality of data may vary when many interviewers are used.

It is more expensive.

Questonnaire Questionnaire is the most commonly used tool

in survey research.

It is a written list of questions printed or typed in a definite order, the answers to which are recorded by respondents.

In this method questionnaire is sent usually by post to the persons concerned with a request to answer the questions and to return the questionnaire.

Different ways of administering a questionnaire 1. Mailed questionnaire

It is a most common approach to collect information. The questionnaire is sent to the to the respondents by mail.

It should be sent with self -addressed prepaid envelope.

It must be accompanied with a cover letter in which the name of researcher, contact number, objectives of study and general instructions regarding questionnaire is mentioned.

Collective administration One of the best ways of administering

questionnaire is to obtain captive audience such as students in a classroom or people assembled in one place.

Here researcher has personal contact with the study population ,he/she can explain the purpose ,relevance and importance of the study.

It is the quickest way of collecting data, ensures a very high response rate and saves money and time.

Administration in public place Sometimes questionnaire is administered in a

public place like shopping complex ,health centre etc.

The purpose of study is explained to potential respondents as they approach and their participation in the study is requested.

It slightly more time- consuming.

Forms Of Questions There are two forms of questions:-

1.Open-ended

2.Closed -ended

1.In open-ended questions, the possible responses are not given. Respondent writes down the answers in his/her words.

In closed-ended questions, the possible answers are set out in the questionnaire . Answers are yes/no, true/false type in which respondents have to tick.

In it, possible responses are already categorised. They are easy to analyse.

Advantages of questionnaire It is less expensive and convenient method of

data collection.

As there is no face-to-face interaction between respondents and researcher, this method provides greater anonymity.

Disadvantage of questionnaire Its application is limited to a study population

that can read and write.

Response rate is low as people fail to return the questionnaire.

If the respondents interpret questions wrongly it will affect the quality of information provided.

Survey is not a research but a tool of research which helps in data collection.