Module II: Data collection methods

Questionnaire Method
Questionnaire is described as a document that contains a set of questions , the answers of which are to be provided personally by the respondents. Questionnaire is the structured set of questions usually sent by mail , though sometimes it is delivered by hand also.

Advantages of Questionnaire Method: Versatility The greatest advantage of the questionnaire method is its versatility . Almost every problem of marketing research can be approached from the questionnaire standpoint. Speed and Cost Questioning is usually faster and cheaper than observing. Interviewers have more control over their data-gathering activities than do observers.
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Disadvantages of Questionnaire Method: Unwillingness of Respondents to provide Information- In some cases respondent may refuse to take the time to be interviewed or may refuse to answer some specific questions. Questions about income or about very personal subjects frequently meet refusal. Inability of Respondent to provide Information- Despite a willingness to cooperate, many persons are unable to give accurate information on questions which the interviewer would like to ask.
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 Influence of Questioning ProcessOften respondents attempt to give answers that they think will please the interviewer. Also, if the true answer to a question would be embarrassing or damaging to the ego , some respondents will manufacture an answer.
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The Questionnaire can be classified into four main types

1. 2. 3. 4. Structured Non-disguised Structured-disguised Non-Structured Non-disguised Non-Structured disguised

 Structured Non-disguised - A structured Non-disguised questionnaire is one where the listing of questions is in a pre-arranged order and where the object of enquiry is revealed to the respondent. Structured-disguised - In case of structureddisguised questionnaire , there is formal list of questions but the researcher does not disclose the object of the survey.
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 Non-structured Non-disguised questionnaire- In this the questions are not structured and the order in which they are to be asked from the respondent is left entirely to the researcher. Here the purpose of the enquiry is disclosed to the respondents. Non-structured disguised- When the questions are not arranged in order and the purpose of the survey is not known to respondent, the questionnaires are classified as non-structured and disguised questionnaire.
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Designing A Questionnaire
A marketing researcher intending to collect primary data has to be extremely careful in deciding what information is to be collected , how many questions are to be formulated , what should be their sequence , what should be the wording of each question, and what should be the layout of the questionnaire. Step 1. Determine the specific Data to be sought - It must be emphasized that the marketing researcher should be clear about the nature of the information to be collected.
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Step 2. Determine the interviewing Process The researcher decide earlier which medium to use ( personal, telephone or mail ) for communicating with the respondent. Step 3. Evaluate the Question Content The second important aspect in the designing of a questionnaire is to decide which types of questions are to be used. 1. Open-ended questions 2. Dichotomous questions 3. Multiple-choice
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Step 4. Determine the wording of the Question- The way in which question is drafted is very important , because a little difference in wording makes a good deal of difference in the answers. For exampleDont you think that this is a sub-standard product? A question of this type would prompt respondents to answer in the affirmative. Do you think that this is a sub-standard product? A question of this type is not a suggestive11 question.

Example: Questions

percentage of respondents saying yes Do you think anything should 82 be done to make it easier for people to pay hospitals bills?
Do you think anything could be done to make it easier for people to pay hospitals bill? Do you think anything might be done to make it easier for people to pay hospitals bill? 77

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In order to ensure the appropriate phrasing of questions, one must be particular about the following factors Difficult words should be avoided as far as possible. Vague words such as many, often , generally , on the whole, etc should not be used. One should avoid combining two questions into one. Questions lacking specificity should be avoided.
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Step 5. Determine the Questionnaire structure Since, in beginning, the researcher has to establish some rapport with the respondent , it is necessary that questions asked at the beginning are simple. Difficult questions or those on sensitive issues should be asked at the end of the questionnaire. Number of questions The number of questions are not so important, but too lengthy questionnaire would obviously be a disadvantage. The main aim is that the researcher has to sustain the interest of the respondent until the last moment so that the interview can be completed successfully and the requisite information obtained.
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Step 6- Determine the Physical characteristics of the form

It should be neatly printed and the individual pages should not have too many questions so as to appear crowded. Proper spacing between the questions and within a question should be provided for. The important wording should be set in bold types or underlined.
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Step 7-Pre-test, Revise and final Draft

Pre-testing of the questionnaire implies that it is tried out on a few respondents and their reaction is observed. It helps the researcher decide whether the changes in the question-content or the wording of questions are called for.

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Determine the specific Data to be sought Determine the interviewing Process Evaluate the Question Content

Determine the wording of the Question

Determine the Questionnaire structure Determine the Physical characteristics of the form
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Pre-test, Revise and final Draft

Mail questionnaire
Additional consideration for the preparation of a mail questionnaireIn case of a lengthy questionnaire , it may be desirable to send an advance letter, seeking the cooperation of the respondent. Wherever necessary , suitable explanations should be provided. The covering letter should explain the purpose and importance of the survey. It should be emphasized in a covering letter that the information to be given by the respondent will be kept confidential. A mail questionnaire should also be accompanied by a pre-addressed and stamped envelope. 18

Type of Questions
There are three main types of questions which are commonly used in market survey: Open-Ended Questions:- In open-ended question, respondents are free to express their views\ideas in their own words. Advantages 1. It avoid persuading the respondents with a prestated set of response categories. 2. It is helpful for exploratory research. Disadvantages 1. It is more time- consuming. 2. Coding or categorizing the respondents answer is very laborious act. 19

Multiple Choice Questions: Questions for which we have a number of choices as answers are termed multiple choice questions. Advantages 1. It is easier for both the interviewer and respondent. 2. The tabulation and analysis in multiple-choice questions is much simpler. Disadvantages 1. To develop a sound set of multiple choice questions, considerable effort is required. 2. Too many questions and choices make the questionnaire monotonous.
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Dichotomous Questions:-This is an extreme form of the multiple choice questions, which allows only two responses , Yes No Advantage 1. These questions are well suited to cleancut issues on which respondents are likely to hold. 2. The tabulation and analysis of these questions are much simpler. Disadvantage 1. The choice between just two alternatives might be too restricting for respondents.
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Comparison of Survey methods

Criteria 1.Response rate 2.Time 3.Cost 4.Supervision Of field work 5.Quantity of Information 6.Quality of Information Personal Fair Slow High Fair Mail Poor Slow Low None Telephone Good Fast Fair Excellent

Good
Good

Limited
Fair

Limited
Excellent
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In a large organization viz., Frank Corporation Ltd. There have been an increasing number of strikes in the recent past. You are requested to determine the factors responsible for the increasing number of strikes in Frank Corp. Prepare a suitable questionnaire for the respondents.

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Observation method
The two main methods by which primary data can be collected are observation and communication. Observation is the act of recognizing and noting facts or occurrences. No questions are asked in data collection.

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Observation method can be used to study Sales technique Customer movement Customer responses in retail stores Pantry check in the kitchen of housewife for brands bought Poster research counting cars and people passing by a poster Fashion and style acceptances
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Advantages of Observation Method

It can be used regardless of whether the respondent is willing to report or not. It can be used even when it pertain to those who are unable to respond such as infants and animals.

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Limitations of Observation method

Only the current behaviour of a person or a group of persons can be observed. Observation does not help us in gauging a persons attitude or opinion on a certain subject nor his knowledge of the same. The observational method is very slow and when a large number of persons are to be contacted , it becomes unsuitable.

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Methods of Observation
1.Structured and Unstructured Observation
Structured observation is used when the research problem has been formulated precisely and the observers have been told what is to be observed. Unstructured observation implies that observers are free to observe whatever they think relevant and important.

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Disguised-Undisguised Observation
In the case of disguised observation, the subjects do not know that they are being observed. In case of undisguised observation, the subjects know that they are being observed.

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Observation under naturalsetting and laboratory setting

Observations in field studies are in their natural setting and, therefore, undertaken in extremely realistic conditions. Observation in a laboratory setting, on the other hand , enables the observer to control extraneous variables which influence the behaviour of people.

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Direct-Indirect observation
In the case of direct observation , the event or the behaviour of a person is observed as it occurs. In contrast , indirect observation implies that some record of past behaviour is observed. In other words, the behaviour itself is not observed, rather its effects are observed.

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Human-Mechanical observation
Another way of classifying observation is whether they are made manually or by machines. Most of the studies in marketing research is based on human observation wherein trained observers are required to observe and faithfully record their observation. In some cases , mechanical devices such as eye cameras and audiometers are used for observation.

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Projective Techniques
Projective technique means projecting ones internal state (attitude, emotions, motive, values and need) to external objects. It is based on the principle that the more unstructured and ambiguous a stimulus, the more a subject can and will project his emotions and attitudes. Since projective method avoid direct questions about the topic of interest, it is regarded as indirect data gathering procedure.
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Characteristics of projective technique

The different stimuli like ink-blot test, picture test, etc are capable of arousing different kinds of reaction. There are no right or wrong answers. The respondent is not faced with a set of limited alternatives. The individual has not to talk directly about himself. The purpose of the test is not indicated to the individual. The individuals responses are not taken at face 34 value.

Types of Projective Measures

1. Pictoral techniques 2. Verbal techniques 3. Play techniques Pictoral techniques1. Rorschach inkblot test- In this test, ten standard cards, each bearing a inkblot, are administered to subjects, who are then asked to interpret and describe what they see. The test administrator notes down this description for subsequent analysis.
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2.Thematic apperception test (TAT)- This is showing a series of pictures pertaining to the research topic as the centre of attention. Some pictures are very ordinary and easy to interpret while others are more difficult to interpret. The subjects are asked to tell what is happening in the picture.

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Verbal techniques Story or Sentence completion test -The respondents are given some incomplete stories or sentences for completion. For example: People who drive a Maruti. Professionals usually drive.. Family men prefer
Word Association Test (WAT)- In this test , the subject is given a list of words , one at a time , and asked to link it with the word that immediately come to his\her mind.
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Play technique
Role play In role playing, respondents are asked to play the role or assume the behavior of someone else. The researcher assumes that the respondents will project their own feeling into the role.

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Limitations of Projective Tests

Projective tests lack the objectivity of the personality tests. Different observers draw different meanings from the same observed facts. Skilled interpreters are also required to analyze the responses. Hence, they tend to be expensive. Some projective technique, such as role playing, require respondents to engage in unusual behavior.
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Uses of Projective Technique

Projective techniques should be used because the required information can not be accurately obtained by direct method. Projective techniques should be used for exploratory research to gain initial insights and understanding. Projective method may produce more extensive information than a questionnaire or even an interview.
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Perceptual mapping
Perceptual mapping is a term used to

describe a group of analytical techniques used to study consumer attitudes, particularly attitudes relating to perceptions and preferences. For e.g. Which brands compete most directly with each other? Which the least directly? What would be the consumers ideal combination of product attributes?
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Uses of Perceptual mapping

Market Segmentation- Market segments may be viewed as subspace in which consumers have similar ideal positions and perceive the brands similarly. Product Life Cycle- By analyzing respondent perceptions at different times, researcher may be able to relate movement of the product.

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 Vendor Evaluations- Industrial purchasing agents must choose among vendors who differ- for example, in price, delivery, reliability, technical service, and credit. Purchasing agents summarize the various characteristics to determine a specific vendor. Advertising Media Selection- Which media should be used for specific ads. This could be determined with the help of perceptual mapping.
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Limitations of Perceptual mapping

Conceptual problems- How do preferences change over the time? Product preference may change if the person is buying the product as a gift purpose. These are the conceptual problem of Perceptual mapping. Empirical problem Labeling of the various dimensions of importance to respondents is subjective and, hence, open to question. Computational problem- All analyses of the type of Perceptual mapping require computer programs.

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