data collection

BUSINESS RESEARCH METHODS

MASTER OF BUSINESS ADMINISTRATION

BUSINESS RESEARCH DEVELOPMENT

PRESENTATION REPORT

ON

OVER OF DATA COLECTION

SUBMITTED TO

SUMITHA ACHAR

Senior Lecturer

AIBA

SUBMITTED BY

Group IV

AIBA MANGALORE Page 1


GROUP NO IV

GROUP MEMBERS

ROHIT 08160106

RAKESH SHETTY 0816102

JIM MATHEW 0816082

GURU DARSHAN 0816081

APOORVA. B 0816064

RONELLA 0816107



Sl No Contents Page No

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Primary data

Methods of primary data collection

Observation method &various types of observation method

Secondary data, sources & types

Interviewing & depth interview

Delphi method

Conditions of successful interview

Field work, nature, who conducts field work

Principles of good interviewing

Supervision of field workers

Observation, nature

Observation of human behaviour

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10-12

12-19

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21-25

25-31

31-33

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PRIMARY DATA

Primary data are those data which are collected fresh and first time, and thus

happen to be original in character. The key point here is that the data you collect is unique to you

and your research and, until you publish, no one else has access to it.

METHOD OF PRIMARY DATA COLLECTION

There are several method of Primary data collection, they are

OBSERVATION METHOD

INTERVIEW METHOD

THROUGH QUESTIONNARIRES

THROUGH SCHEDULES

OTHER METHOD

OBSERVATION METHOD

Observation method is the mostly commonly used method. Observation

method becomes a scientific tool and method of data collection for the researcher, when it

serves a formulate research purpose and systematically planned. Under the observation

method the information is sort by way of investigators own direct observation without asking

from respondent. For instance, in a study relating to consumer behavior, the investigator

instead of asking the brand of wrist watch used by the respondent, may himself look at the



watch. While using this method the researcher should keep in mind things like what should

be observed? How the observation should be recorded? How the accuracy of observation can

be ensured?

Advantage

The advantage of this method is that subjective bias is eliminated if the observation

is done accurately

The information under this method relates to what is currently happening

This method is independent of respondent

Disadvantages

It is expensive method

Information provided by this method is very limited

Sometime unforeseen factors may interface with the observation task

Interview method

The Interview method of data collection involves presentation of oral verbal

stimuli and reply in term of oral verbal responses. This method can be used through personal

interview and, if possible through telephone interviews.

Personal interviews

Personal interview method requires a person known as the interviewer

asking question generally in face to face contact to the other person or persons. The interview

may be in the form of direct personal investigation or it may be an indirect oral investigation. In

case of direct personal investigation the interviewer has to collect the information personally

from the source concerned. He has to be on the spot and has to meet the people from whom data

have to be collected. This method is particularly suitable for intensive investigation. The

interview may be carried in structured or unstructured way, structured interview involve use of

set of predetermined question and highly standardized techniques of recording. Thus, the

interview in a structured interview follows a rigid procedure laid down, asking question in a form

and order prescribed. In the non-structured interview method the interviewer is allowed much



greater freedom to ask, in case of need, supplementary questions or at times he may omit certain

question if the situation so requires.

Advantages

More information and that too in greater depth can be obtained

Interviewer by his own skill can overcome the resistance, if any, of the respondent.

The interviewer can usually control the person who is answering

This method is more flexible.

Disadvantage

It is very expensive and time consuming, specially when large geographical sample is

taken

Interviewing at times may also introduce systematic error.

Under Interview method the organization required selecting, training of interviewer.

Telephone interviews

This method of data collecting consists in contacting on respondent on telephone itself. It is not

widely used method.

Advantage

It is more flexible

It is faster than other method

Interviewer can explain requirement more easily

Recall is easy

Disadvantage

Little time is given to respondent for considered answer

Surveys are restricted to respondent who have telephone



Extensive geographical coverage may get restricted by cost consideration

Collection of data through questionnaires

This method of data collection is quite popular, particularly in

case of big enquires. It is being adopted by private individual, research worker, private and

public organization and even by the government. In this method, questionnaire is sent to the

person concerned with a request to answer the question and return the questionnaire. A

questionnaire consists of number of question printed or typed in a definite order on a form of set

of forms. The questionnaire is mailed to respondent who are expected to be read and understand

question and write down the reply in the space meant for the purpose in the questionnaire itself.

Advantage

There is low cost even when large and widely spread geographical area is concerned

It is free from the bias of the interviewer

Respondent have adequate time to give well thought out answer

Respondents, who are not easily approachable can also reached conveniently

Disadvantage

The lower rate of return of duly filled in questionnaires

It can be used only when respondent are educated and co-operating

The control over the questionnaire may lost once it sent

This method is likely slowest of all the methods

Collection of data through schedules

This method of data collection is very much likely the collection

data through the questionnaires, with the little difference which lies in the fact that schedules are

being filled in by the enumerators who are specially appointed for this purpose. These

enumerators along with schedules go to respondent, put them the questions from the proforma in



the order the questions are listed and records replies in the space meant for the same in the

proforma.

This method requires selection of enumerators for filling up schedules or assisting respondent to

fill up schedules and as such enumerators should be carefully selected. Enumerators should be

intelligent and must possess the capacity of cross examinations in order to find the truth. This

method of data collection is very useful in the extensive enquiries and can lead to fairly reliable

result. It is however very expensive and usually adopted in the investigation conducted by

government agencies or by some big organization.

For eg. Population censes done by govt.

Advantage

It can be adopted in those cases where informants are illiterate.

There is very little non- response as the enumerators go personally to obtain the

information.

The information received is more reliable as the accuracy of statements can be

checked by supplementary questions wherever necessary.

Disadvantage

Amongst the various methods of collecting primary data, this method is costly as

enumerators are generally paid persons.

The success of the methods depends largely upon the training imparted to the

enumerators.

Skilled interviewing requires experience and training, but there is a tendency for

statistics to neglect this extremely important part of the data collecting process.



Other methods of data collection

Electronic media as method of data collection (e mail, fax, online)

We can also use the one of the method or source of primary data

collection.

Warrantee card

Warrantee cards are usually postal sized cards which are used by dealer of consumer durables to

collect the information regarding their products. The information sought is printed in the form of

questions on the warrantee cards which is placed along with the product with a request to a

consumer to fill in a card and post it back to the dealer

Distributor audit

Distributor audit are performed by distributor as well as manufacturer through

their salesmen at the regular interval of time. Distributors get usually the retail store audited

through salesmen and use such information to estimate market size market share, purchasing

pattern and so on. The data are obtained in such audits are not by questioning but by observation.

Consumer panel

The extension of pantry audit approach on regular basis is known as consumer

panel where a set of consumers are arranged to come to an understanding to maintain detailed a

daily record of their consumption and same is made available to investigator on demand.



Use of mechanical device

The use of mechanical device has been widely made to collect the

information by the way of indirect means. For e g. Eye camera, C C TV’s etc.

Observation method

Observation involves recording the behavioural patterns of people, objects

and events in a systematic manner. Observational methods may be:

structured or unstructured

disguised or undisguised

natural or contrived

personal

mechanical

non-participant or participant

Structured or unstructured

Structured

In structured observation, the researcher specifies in detail what is to be observed and how the

measurements are to be recorded. It is appropriate when the problem is clearly defined and the

information needed is specified.

Unstructured



In unstructured observation, the researcher monitors all aspects of the phenomenon that seem

relevant. It is appropriate when the problem has yet to be formulated precisely and flexibility is

needed in observation to identify key components of the problem and to develop hypotheses. The

potential for bias is high. Observation findings should be treated as hypotheses to be tested rather

than as conclusive findings.

Disguised or undisguised

Disguised

In disguised observation, respondents are unaware they are being observed and thus behave

naturally. Disguise is achieved, for example, by hiding, or using hidden equipment or people

disguised as shoppers.

Undisguised

In undisguised observation, respondents are aware they are being observed..

Natural or contrived

Natural

In natural observation involves observing behaviour as it takes place in the environment, for

example, eating hamburgers in a fast food outlet.

Contrived

In contrived observation, the respondents’ behaviour is observed in an artificial environment, for

example, a food tasting session.

Personal

In personal observation, a researcher observes actual behaviour as it occurs. The observer may or

may not normally attempt to control or manipulate the phenomenon being observed. The

observer merely records what takes place.



Mechanical

Mechanical devices (video, closed circuit television) record what is being observed. These

devices may or may not require the respondent’s direct participation. They are used for

continuously recording on-going behaviour.

Non participant or Participant

Non participant

The observer does not normally question or communicate with the people being observed. He or

she does not participate.

Participant

In participant observation, the researcher becomes, or is, part of the group that is being

investigated. Participant observation has its roots in ethnographic studies (study of man and

races) where researchers would live in tribal villages, attempting to understand the customs and

practices of that culture. It has a very extensive literature, particularly in sociology (development,

nature and laws of human society) and anthropology (physiological and psychological study of

man).

SECONDARY DATA

The secondary data constitute the chief material on the basis of which statistical work is carried

out in many investigations. It should be noted that it is the process of assembling primary

data which is called “collection” of statistics and is different from the from the process of

“compiling” statistics (i.e. secondary data) from various published source. To quote Crum,

Patton and Tebutts, “Collection means the assembling, for the purpose of a particular

investigation, of entirely new data, presumably not already available in published sources.”

We have used the term “collection” in this report strictly in the narrow sense defined above.



SOURCES OF DATA

According to W.A.Neiswanger “A primary source is a publication in which the data are

published by the same authority which has gathered and analyzed them. A secondary source

is a publication reporting data which has been gathered by other authorities and for which

other are responsible.” In other words secondary data is one which is collected by some

earlier agency but it is used and analyzed by any other for its own use.

The various sources of secondary data may be divided into two broad categories:

a) Published statistics.

There are a number of national ( government , semi government and private)

organization and also international agencies which collect statistical data relating to

business , trade ,labour, prices , consumption , production , industries , agriculture, income,

currency and exchange, health, population and a number of socio – economic phenomenon

and publish their findings in statistical report ion a regular basis ( monthly, quarterly,

annually, ad-hoc) these publication of various organization serve as a very powerful source

of secondary data. Given below is brief summary of these sources

1. Official publication of central government.

The following are various government organization along with the year of

their establishment which collect , compile and published statistical data on number of

topics of current interest- prices , wages , population, production and consumption,

labour ,trade army etc. :



Central Statistical Organization (C.S.O.) – Department of Statistics,

Ministry of Planning (1951)

National Sample Survey Organization (N.S.S.O)- Department of Statistics

Ministry of Planning (1950)

Office of The Registrar General And Senses Commissioner of India New

Delhi (1949)

Directorate of Economics And Statistics- Ministry of Agriculture and

Irrigation (1948)

Directorate General Of Commercial Intelligence And Statistics- Ministry

of Commerce (1895)

The Indian Army Statistical Organization (I.A.S.O)- Ministry of Defence.

(1947)

Labour bureau – Ministry of Labour (1946)

A separate statistical department is attached to almost all the main ministries at the

Center and State levels which collect a publish statistics weekly, monthly and annually

depending upon the nature of the subject. The main publications are: Statistical Abstract

of India (annual), Monthly Abstract of Statistics, Annual survey of Industries,

Agricultural Statistics of Indian Trade Journal Labour Gazettes, Statistical system of

India, National income statistics.

2. Publication of Semi-Government Organization.

Useful information is also published in the publications of various semi government

statistical organizations enumerated below.

The Institute of Foreign Trade, New Delhi

The Institute of Economic Growth, New Delhi

Gokhale Institute of Politics And Economics, Pune.



Department of Economic Analysis and Policy and Department of Statistical

Analysis and Computer services of Reserve Bank Of India

Further, the statistical material published by various other

institution like Municipal and district boards corporations, block and Panchayat samitis

on Births and Deaths, Health, Sanitation and other related subjects provides fairly useful

and reliable statistical information.

3. Publication of Research Institutions.

Individual research scholars, the different department in the universities and

various research organizations and instituted like Indian Statistical Institute (I.S.I)

Calcutta and Delhi; Indian Council of Agricultural Research (I.C.A.R), New Delhi;

Indian Agricultural Statistics Research Institute (I.A.S.R.I) New Delhi; National Council

of Research and Training (N.C.E.R.P), New Delhi; National Council of Applied

Economics Research, New Delhi; The Institute of The Applied Manpower Research,

New Delhi and so on publish the findings of the research programs in the form of

research papers or monograph and journals which are a continuous source of secondary

data on the subject concerned.

4. Publication of Business and Financial Institutions.

A number of private commercial and trade

association like Sugar mills association, Indian cotton mills Federation, Federation of

India, Chamber of Commerce and Industry (FICCI), Institute of Chartered Accountant of

India, Trade Unions, Stoke Exchanges, Bank Bodies, Co-operative societies, etc.

Published reports and statistical material on current economic, business and other

phenomenon. Private concerns like Tata consultancy Services also publish statistics



5. Newspaper and Periodicals

Considerable statistical material on a number of important current socio

economic problems can be obtained from the numerous data collected and published by

some reputed magazines periodicals and newspaper like Eastern Economists, Economic

Times, The Financial Express, Indian Finance Commerce,Capital,Transport, Statesman

Year Book and The Times of India Year Book.

6. Report of Various Committees in Commissions appointed by the government.

The report of the enquiry commissions and committees of the central and state

Governments to find their expert use on some important matters relating to economics

and social phenomenon like wages, dearness allowance, price, national income, taxation,

land, education, etc. are individual sources of secondary information. For instance Simon

–Kuznets Committee Report on National Income in India, Wanchoo Commission Report

on Taxation, Kothari Commission Report on Educational Reform, Pay Commissions

Report, Land Reform Committee Report, Guptha Commission Report on Maruthi

Affairs etc. are individual sources of secondary data

7. Publication Of International Bodies.

The publication of number of International agencies provides invaluable

statistical information on a variety of important Economics and Current topic. The

publication of the united national organization (UNO) like UNO statistical year book,

UN Statistical Abstract, Demographic Year Book etc: and its subsidiaries like World

Health Organization (WHO) on contagious diseases; annual reports on international

labour organization (ILO), International Monetary Fund (IMF); World Bank;

International Finance Corporation (IFC); International Statistical Educational Institute

etc are very valued sources of secondary data.



b. Unpublished Statistics

All statistical data need not be published. Statistics of a wide range and variety

can be compiled out of data taken from returns, registers and other records in the course

of administrative work. Major source of statistics produced by the government, private

and public concerns , business associations and international statistics is intended to

serve various current and future purposes. An important features of collection of data

from internal records is to use authentic data at minimal cost of collection

Two important type of administrative records from which data are collected are:

Document prepared for purposes of registration, applications for permits licenses

, loans etc

Records relating to internal activities of institutions, e.g., cost records, periodical

profits and loss statement, balance sheet, other periodical progress reports,

operational budgets and performance records

CLASSIFICATION OF SECONDARY DATA

Secondary data may be classified as either internal or external. Internal data are those

generated within the organization for which the research is being conducted. This information

may be available hi a ready-to use format, such as information routinely supplied by the

management decision support system. On the other hand, these data may exist within the

organization but may require considerable processing before they are useful to the researcher.

For example, s variety of information can be found on sales invoices. Yet this information may

not be easily accessible; further processing may be required to extract it. External data are those

generated by sources outside the organization. These data may exist in the form of published

material, online databases, or information made available by syndicated services. Before

collecting external secondary data, it is useful to analyze internal secondary data.



INTERNAL SECONDARY DATA

Internal sources should be the starting point in the search for secondary data. Since most

organizations have a wealth of in-house information, some data may be readily available and

may provide useful insights. For example, sales and cost data are compiled in the regular

accounting process. When internal data on sales showed Reebok (www.reebak.com) that Internet

sales were a mere 0.7 percent of their total sales but were rousing bad feelings among retailers,

the company discontinued online selling. It is also possible to process routinely collected sales

data to generate a variety of useful information, as illustrated by the department store example.

Extensive analysis was conducted on internal secondary data in the department store patronage

project This provided several rich insights. For example, sales were analyzed to obtain:

Sales by product line

Sales by major department (e.g.. mens wear, housewares)

Sales by specific stores

Sales by geographical region

Sales by cash versus credit purchases

Sales in specific time periods of sales by size of purchase

Sales trends in many of these classifications

Secondary internal data have two significant advantages. They are easily available and inexpensive. In

fact, internal secondary sources are generally the least costly of any source of marketing research

information; yet these data often are not fully exploited. However, this trend is changing with the increased

popularity of database marketing.

In most of the studies the investigator finds it impracticable to collect firsthand information on

all related issues and as such he makes use of the data collected by others. There is a vast amount


http://www.reebak.com/


of published information from which statistical studies may be made and fresh statistics are

constantly in a state of production. The sources of secondary data can broadly be classified under

two heads

EXTERNAL SECONDARY DATA

Sources of published external secondary data include federal, state, and local governments, nonprofit

organizations (e.g., Chambers of Commerce), trade associations and professional organizations, commercial

publishers, investment brokerage firms, and professional marketing research firms. Ia fact, so much data are

available that the researcher can be overwhelmed. Therefore, it is important to classify published sources.

Published external sources may be broadly classified as general business data or government

data. General business sources are comprised of guides, directories, indexes, and statistical data.

Government sources may be broadly categorized as census data and other publications.

Interviewing

An INTERVIEW is a data-collection technique that involves oral questioning of respondents,

either individually or as a group.

Answers to the questions posed during an interview can be recorded by writing them down

(either during the interview itself or immediately after the interview) or by tape-recording the

responses, or by a combination of both.

Interviewing is a technique that is primarily used to gain an understanding of the underlying

reasons and motivations for people’s attitudes, preferences or behaviour. Interviews can be

undertaken on a personal one-to-one basis or in a group. They can be conducted at work, at

home, in the street or in a shopping centre, or some other agreed location.

Advantages of Depth Interviews

• Can uncover deeper insights about underlying motives than focus groups.

• Can attribute the responses directly to the respondent, unlike focus groups.

• Result in a free exchange of information and there is no social pressure to conform.



• As a result of probing, it is possible to get at real issues when the topic is complex.

Disadvantages of Depth Interviews

• Skilled interviewers capable of conducting depth interviews are expensive and difficult to

find.

• The quality and completeness of the results depend heavily on the interviewer's skills.

• The data obtained are difficult to analyze and interpret.

• The length of the interview combined with high costs limits the number of depth

interviews.

Delphi Method

In this method opinions are solicited from a number of other managers and staff

personnel. The decision makers consist of a group of 5 to 10 experts who will be making the

actual forecast. The staff personnel assist decision makers by preparing, distributing, collecting

and summarizing a series of questionnaires and survey results.

The managers whose judgments are valid are the respondents. This group provides input

to the decision makers before forecast is made. Responses of each respondent are kept

anonymous which tends to encourage honest responses. Each new questionnaire is developed

using the information extracted from the previous one, thus enlarging the scope of information

on which participants can base their judgments. The goal is to achieve consensus forecast.

Advantages

This method can be used to develop long-range forecasts of product demand

and sales projections for new products.

A panel of experts may be used as participants (respondents).

Disadvantages



The process can take a long time.

Responses may be less meaningful because respondents are not accountable

due to anonymity.

High accuracy may not be possible.

Poorly designed questionnaire will result in ambiguous or false conclusions.

The conditions for a successful interview are as follows:

Given the current global economic conditions, many of you are suddenly finding yourselves in a

position where you have to compete for limited resources.

The resources to which I am referring are jobs. Companies all over the world are laying off

employees in record numbers and this situation doesn't appear to show any signs improvement in

the near future.

Whether you are going on your first interview or interviewing after being employed for a very

long time, following the ten steps outlined below will help to ensure that you put your best foot

forward and leave a favorable impression with interviewers.

The interview process is like a dance. There is a time and a purpose for each movement that you

make and each word that you speak, so let's review the basic steps that you need to take in order

to ensure success.

The Resume

Your resume is the tool that will provide your potential employer with key information about

your skills and qualifications. This is the tool that they will use to determine whether or not you

are selected for an interview. Make sure that your resume is current, accurate and contains no

spelling errors.

Practice



Prior to the interview make sure that you read your resume aloud to yourself as many times as

necessary to ensure that you can accurately communicate all of the information verbally during

the interview process. These practice sessions will also help to put you more at ease during the

actual interview.

Research Company Background

Always do your homework and research the background information on your potential

employer's company so that you can speak intelligently to any questions that they may ask. The

lack of basic information about the company may indicate that you are not serious about getting

the job.

Poise and Confidence

Remain calm during your interview. Smile, maintain good eye contact and above all, listen.

Maintain the all important balance between talking and listening. Talking too much or too little

can work against you. Remember, this is like a dance so it is important to find the right balance.

Paying attention to the verbal and non-verbal cues of the interviewer will help you determine the

appropriate balance.

Dress and Appearance

Dress appropriately for the position for which you are applying. Consider the environment or the

culture in which you will be working and dress accordingly. Remember, first impressions are

very important.

Self Talk

Get pumped up prior to the interview. Look at yourself in the mirror and tell yourself "This job is

mine and I am going to go out and get it!"



Behavioral Questions

Be prepared to answer Behavioral Questions should they arise. These are questions that ask you

to describe how you have handled certain work-related problems in the past. An example would

be "Tell me about a time in the past when you had a disagreement with a co-worker. What was

the conflict, how did you handle it and what was the end result?"

Buzz Words

Be sure to read the job description thoroughly prior to the interview to make sure that you

understand all of the terminology that will be used by the interviewer. A lack of understanding of

key words on your part could spell disaster.

Important Dont’s

Don't discuss personal information such as your financial status, family situation, or other non

job-related items. Stick to discussing the knowledge, skills, and abilities that make you qualified

for the job.

Questions

Be sure to come prepared with a couple of basic questions to ask the interviewer. This will show

that you have initiative and a sincere desire to get the job.

Practice, preparation, and confidence are some of the key elements that you will need to achieve

success during the interviewing process.

Believe in yourself and invest in yourself because you are worth it!

Be present...Take Action...Be Exceptional!



In this method opinions are solicited from a number of other managers and staff

personnel. The decision makers consist of a group of 5 to 10 experts who will be making the

actual forecast. The staff personnel assist decision makers by preparing, distributing, collecting

and summarizing a series of questionnaires and survey results.

The managers whose judgments are valid are the respondents. This group provides input

to the decision makers before forecast is made. Responses of each respondent are kept

anonymous which tends to encourage honest responses. Each new questionnaire is developed

using the information extracted from the previous one, thus enlarging the scope of information

on which participants can base their judgments. The goal is to achieve consensus forecast.

Advantages

This method can be used to develop long-range forecasts of product demand

and sales projections for new products.

A panel of experts may be used as participants (respondents).

Disadvantages

The process can take a long time.

Responses may be less meaningful because respondents are not accountable

due to anonymity.

High accuracy may not be possible.

Poorly designed questionnaire will result in ambiguous or false conclusions.

FIELDWORK :

Field work is the fourth step in the marketing research process .It follows problem

definition, development of the approach and formulation of the research design .During this

phase the field workers make contact with the respondents , administer the questionnaires or

observations forms , record the data , and turn in the completed forms for processing. A personal

interviewer administering questionnaires door-to-door, an interviewer intercepting shoppers in



the mall, a telephone interviewer calling from a central location, a particular section of a store,

and others involved in data collection and supervision of the process are all field workers.

General fieldwork/data-collection process is the process which involves the

selection, training, and supervision of the field worker, the validation of fieldwork, and the

evaluation of field workers.

NATURE OF THE FIELDWORK

The nature of the fieldwork varies with the mode of data collection and the relative emphasis on

the different steps will be different for telephone, mail, personal and electronic interviews.

The marketing research data are rarely collected by the persons who design the research.

Researchers have two major options for collecting their data: they can develop their own

organizations or they can contract with a field work agency. In either case, data collection

involves the use of some kind of field force. He field force may operate either in the field or from

an office.

The quality of field work is high because the fieldwork /data collection process is streamlined

and well controlled.

WHO CONDUCTS THE FIELDWORK

A fieldworker is an individual who is responsible for gathering the data in the field; for

example a personal interviewer administering a door-to-door questionnaire. The field workers

who collect the data typically have little research background or training.

Knowing the vital importance of the data collected in the field, the research administrator

must concentrate on carefully selecting fieldworkers.

Some of the general qualifications fieldworkers need are;



Healthy – Fieldworkers can be strenuous and they must the stamina required

to do the job.

Outgoing- they must be able to establish good rapport with the respondents.

Communicative- effective speaking and listening skills are greatly required.

Pleasant appearance- they should be neatly dressed.

Educated- they must have good reading and writing skills.

ASKING THE QUESTIONS

Asking questions is an art. Even a slight change in the wording or sequence or the

manner can distort its meaning and bias the response .These are the following guidelines for

asking questions.

Read each question slowly

Repeat the questions that are not understood.

Be thoroughly familiar with the questionnaire.

Use the exact wording used in the questionnaire.

1. PROBING—it is a motivational technique used when asking survey questions to

induce the respondents to enlarge on , clarify , or explain their answers and to

help the respondents to focus on the specific content of the interview.

Example; if the respondent hesitates, the interviewer should reassure the respondents

with comments like;” there are no right or wrong answers. We are just trying to get

your opinions”.

Although recording respondent answers seems simple, several mistakes are common. However

specific guidelines are provided for recording the answers of the respondents.

Record responses during the interview.

Use respondent’s own words.

Do not summarize respondent’s answers.



Include all the comments.

Repeat the response as it is written down.

Finally the interviewer should answer the respondent’s questions about the project. The

respondent should be left with the positive feeling about the interview. Also it’s very important

to thank the respondent and express appreciation.

IN-HOUSE TRAINING FOR INEXPERIENCED INTERVIEWERS

After the personnel are recruited and selected, they must be trained. The objective of

training is to ensure that the data collection instrument is administered uniformly by all

fieldworkers. The goal of the training sessions is to ensure that each respondent is provided with

common information. More extensive training programs are likely to cover the following topics:

1. How to make initial contact with the respondents and secure the interview.

2. How to ask the survey

3. How to probe

4. How to record responses

5. How to terminate the interview.

MAKING INITIAL CONTACT AND SECURING THE INTERVIEW

An essential part of the interviewing process is establishing a very good rapport with respondent

Interviewers are trained to make appropriate remarks that will convince a person that

his or her cooperation is important.



For example: Good afternoon. My name is------------- and I am from National survey

Research Company. We are conducting a survey regarding ------------. I would like to get

few of your ideas.

For initial contact in a telephone interview, the introduction might be,

Good evening. My name is ------------.I am calling from Burke research, Ohio.

There are two main techniques for securing interviews.

Foot-in- the-door compliance technique.

Based on the foot-in-the door theory, which attempts to explain a compliance

with a large or difficult task on the basis of the respondent’s prior compliance with a smaller

request.

Door-in-the- face compliance technique.

A two step method for securing a high response rate. In step 1 an initial

request, so large that nearly one refuses it, is made. In step 2 a second request is made for a

smaller favor; respondents are expected to comply with this more reasonable request.

Research on a technique presents some interesting considerations for improvement of

fieldworkers .It also represents an ethical consideration if the respondent is deceived.

PRINCIPLES OF GOOD INTERVIEWING

The principles of interviewing represent the essence of sound data collection for business

research purposes. For clarity they have been divided into two categories:



The basics ---The interviewing point of view and

Required practice---The standard enquiry premises and procedures.

The basics:

The interviewer observes the following basic principles

Have integrity and be honest- this is cornerstone of all professional inquiry

Have patience and tact-this is very important while interviewing

Pay attention to accuracy and detail- never assume you know what a

respondent is thinking or jump to any conclusion.

Keep the inquiry and respondent’s responses confidential- Do not discuss the

studies with any one .never violate the privacy rule.

The required practices:

1) Complete the number of interviews according to the sampling plan assigned to you.

2) Follow the directions provided- lack of uniformity in the procedure can create wrong

analysis. Hence follow the directions carefully.

3) Complete the questionnaire meticulously- Follow exactly all the rules and regulations of

the questionnaire pattern.

4) Compare your sample execution and assigned quota with the total number of

questionnaires you have completed- Do not consider your assignments done until you

finished this.

5) Clear up any questions with the research agency- call the agency to get the matter

clarified if any.

GUIDELINES ON INTERVIEWING; THE COUNCIL OF AMERICAN SURVEY

RESEARCH ORGANIZATIONS



Read each question carefully as written in the questionnaire.

Do not mislead the respondents as to the length of the interview.

Keep all the studies, materials and findings confidential.

Clarify any question by the respondent in the neutral way.

Remain neutral while interviewing .do not indicate

agreement or disagreement with the respondent.

Speak slowly and distinctly so that words will be understood.

Avoid unnecessary conversations with the respondents.

Write neatly and legibly

Check all the work for thoroughness before turning in to the supervisor

Always thank the respondent for participating in the study.

Supervision of fieldworkers:

a) Direct observation: Where the investigator is actually present during the task.

b) By Evaluating task performance

c) Participative observation/evaluation

d) Quantitative supervision methods

e) Qualitative supervision methods.

OBSERVATION

OBSERVATION involves looking and listening very carefully. We all watch other people

sometimes, but we don’t usually watch them in order to discover particular information about

their behavior.

OBSERVATION is a technique that involves systematically selecting, watching and recording

behaviour and characteristics of living beings, objects or phenomena.



NATURE OF OBSERVATION:

Business researchers can observe people, objects, events or other phenomena by assigning the

task to human observers or by using machines designed for specific observation tasks. Human

observers are commonly used when the situation or behaviour to be recorded is not easily

predictable in advance of the research. Mechanical observation, such as by traffic counters on a

factory floor, can be very accurate when the situation or behaviour to be recorded is routine,

repetitive, or programmatic.

Human or mechanical observation methods may be unobtrusive in that communication

with the subjects is not generally necessary. Rather than ask customers how much time they

spend shopping in a specific supermarket, the supermarket manager might observe and record

shopping time by timing the interval between a shopper’s entering and leaving the store. The

unobtrusive or nonreactive nature of the observation method often generates data without

subject’s knowledge. An observation situation in which the observer’s presence is known to the

subject is visible observation. A situation in which the subject is unaware that observation is

taking place is hidden observation. Hidden, unobtrusive observation minimizes respondent error.

Furthermore, asking subjects to participate in the research is not required when those subjects are

unaware that they are being observed. However, hidden observation raises an ethical issue

concerning respondent’s privacy. The major advantage of observation studies over surveys,

which obtain self-reported data from respondents, is that the data obtained by observation are not

subject to distortions, inaccuracies, or other response biases due to memory error, social

desirability, and so on. The data are recorded when the actual behaviour takes place. It mainly

depends on:

The perception of the observer- An observer will be influenced by his

perception (believes) while analysing the situation.

It is an in-depth psychological study of an event, situation or of behaviour.

Time factor does matters

It’s more hidden in nature

Observation period is generally of short duration (frequency).

Observation varies on the base of purpose

It’s very complex in the process of analysis.

Establishes a psychological relationship between observers and observe.



Human Observation:

Surveys emphasize verbal responses, while observation studies emphasize and allow for

the systematic recording of nonverbal behaviour. A French researcher, who regularly visited his

wife’s office in the early evening, observed a typical pattern: The married men and women were

working overtime, and nearly all of the single men and married women had gone home. This led

to the hypothesis that marriage helps men in their careers and hinders women, because the

husband receives family support for job advancement while the married woman does not. This

informal observation led to more rigorous quantitative studies.

Toy manufacturers use the observation technique because children often cannot verbally express

their reactions to a product. By observing children at play with a proposed toy, doll, or game,

business researchers may be able to identify the elements of a potentially successful product.

Researchers might observe play with toys to answer the following questions: “How long does the

child’s attention stay with the toy? Does the child put the toy down after 2 minutes or 20

minutes? Are the child’s peers equally interested in the product?”

Behavioural scientists have recognized that nonverbal behaviour can be a communication

process by which meanings are exchanged between individuals. Head nods, smiles, raised

eyebrows, and other facial expressions or body movements have been recognized as

communication symbols. Observation of nonverbal communication has considerable promise for

the business researcher. For example, with regard to customer-salesperson interactions, it has

been hypothesized that in low-importance transactions where potential customers are easily

replaced, salespersons may show definite nonverbal signs of higher status of the customer.



BIBILIOGRAPHY

Zikmund William G, Business Research Methods, Malhotra Naresh, Marketing Research, http:/training.gbdirect.co.etc/courses/

management_and_personal_development. Kothari C. R, Research & Methodology, II edition,

Wishwa Prakashan Aswathappa. K, Production & operations management,

Himalaya Publishing House


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