Data Collection-1 PDF
Data Collection-1 PDF
Data Collection-1 PDF
in Research Methodology
Dr. Ian Kurniawan, M.Eng.
WHAT IS DATA?
Discrete data can only take certain Continuous data can take
values (like whole numbers) any value (within a range)
EXERCISE
What type of data is it (about dog)?
1. He has 4 legs
2. He has lots of energy
3. He is brown and black
4. He weighs 25.5 kg
5. He has 2 brothers
6. He has long hair
7. He is 565 mm tall
SOURCES OF DATA
1. Primary Data
– The data collected first hand by researcher for his research
2. Secondary Data
– The data which is already collected by someone
– It is readymade data
Sources of Data
Collection
Questionnaire Schedules
Books
Websites
Newspapers
Other
Magazines
Warranty Cards
Journals
Distributor Audit
Government Reports
Pantry Audits
Publications
Consumer Panels
Research reports
Mechanical Devices
Projective Techniques
Depth Interviews
Content analysis
OBSERVATION
• Study relating to Behavioral Science
• Information is sought by way of investigator’s own direct observations
• Respondent is not asked/communicated.
• Eg. Brand of wrist watch
• Willingness of respondent to respond is not necessary
• Less demanding of active cooperation
OBSERVATION
• Limitations:
1. Expensive
2. Limited Data
3. Can’t observe what is going on in mind
4. Some people are rarely accessible
OBSERVATION
• Things to keep in mind:
1. Personal Interview:
Two persons (Interviewer and interviewee)
Face-to-face contact
Direct or indirect interview
Structured (Descriptive Study) or unstructured (Exploratory Study) interview
Pre-determined questions
Standardized technique of recording
Example: Investigation, documentary, exit interview etc.
INTERVIEW
Advantages of personal interview:
1. Expensive
2. Possibility of bias
3. Certain respondents may not be approachable
4. More time consuming
5. Training and selecting the field staff
6. Requirement of proper rapport with respondents
INTERVIEW
2. Telephonic Interview:
• Faster method
• Suitable for long distances
• Cheaper than personal interview
• Simple and economical
• Higher rate of response
• Replies can be easily recorded
• No field staff is required
INTERVIEW
2. Telephonic Interview – Demerits:
Introduction
Developing Rapport
• Friendly relationship
• Helps smooth functioning of interview
• Eg. Weather, current news, sports events etc.
Carrying the interview
• Guidelines:
– Ask all questions in schedule
– Repeat question if not understood
– Don’t show disapproval/surprise
– Listen quietly with patience
– Neither argue nor dispute
– Show genuine concern and interest
– Don’t reveal your own opinion or reaction
– Keep conversation on track
Recording the interview
• Non-availability : Respondents are not available at home/office etc. (busy, tired, out
of station)
:::THEME:::
AWARENESS
PREPARE A QUESTIONNAIRE ON FOLLOWING
• Objective of research:
1. To assess the awareness of among people
2. To analyze the reasons behind unawareness (if any)
• Decide in advance:
1. Sample Size
2. Sample Unit(i.e. target audience)
QUESTIONNAIRE
WHAT IS QUESTIONNAIRE?
“A document containing set of questions logically related to the problem under study.”
DISADVANTAGES
• Used only when respondent is educated and cooperating
• Control over questionnaire is lost once it is sent
• Inflexibility
• Time and cost
QUESTION CONSTRUCTION
1. Question Relevance
2. Question Wording
3. Types of questions
4. Question order or sequence
QUESTION CONSTRUCTION
1. Question Relevance
• Open Ended
– Free Scope for respondents to answer
– Used to explore more and in depth information
– Difficult to analyze
– E.g. What are your career plans after post graduation
QUESTION CONSTRUCTION
3. Types of Questions
• Closed Ended
– Dichotomous
• Can be answered with 2 responses
• E.g. Do you own or rent your house?
• Do you like Marathi movies?
– Multiple Choice Questions
• More than 2 alternatives for one question
• E.g. Which brand of jeans do you prefer?
• MCQ must contain all the possible choices
• Should not contain overlapping choices
• Alternatives should be reasonable
QUESTION CONSTRUCTION
Types of questions to be avoided
Nominal Ordinal
Interval Ratio
Nominal
• Lowest level of measurement
• Numbers are assigned for purpose of identification of objects
• Numbers don’t represent superiority of inferiority
• Each number is assigned to only one object
• How to analyze?
– Counting
– Making frequency distribution table
Ordinal
• Next higher level than Nominal scale
• In nominal, superiority/inferiority can not be measured
• In ordinal scale, one can tell which object has more or less characteristic than other
• It can not answer how much more or how much less
• Uses
– Quality ranking, ranking of teams, ranking of preferences of color, soft drinks, socio-economic status,
occupational status etc.
• How to analyze?
– Median
– Percentile
– Quartiles
– Rank Correlation
– + all analysis of nominal scale
Interval
• Next higher to ordinal scale
• Difference in score has meaningful interpretation
• How to analyze?
– Mean
– Standard Deviation
– Correlation
– T-test
– Z-test
– Regression Analysis
– Factor Analysis
– + all analysis of ordinal scale and nominal scale
Ratio
• Highest level of measurement
• Ratio of measurement is meaningful
• Example:
– How many chemist shops are there in your locality?
– How much distance you need to travel from your home to college?
• Uses:
– Weight, distance, income, sales etc.
• How to analyze?
– Coefficient of variance + geometric mean + harmonic mean + all other analysis of nominal, ordinal and
interval scale
SUMMARY
Scale Characteristic Examples Permissible Statistics
Projective Depth
Techniques Interviews
Projective Techniques
• Test is conducted to establish the personalities of the respondents and their reactions.
• They project or reflect the subject’s thought about what he or she sees, feels, perceives thus
producing the reactions.
There are five most commonly administered tests of this kind namely:
1. Word Association Test
2. Sentence Completion Test
3. Story Completion Test
4. Third Person Test
5. Pictorial Techniques
WORD ASSOCIATION TEST
• Word association test is a list of words ranging from twenty-five to seventy-five is given.
• The word suggested by the researcher is to be associated by the respondent by the most fitting word he thinks.
• This is widely used to measure the effect of the brand names and advertising messages.
• Here, it is not possible to give all the seventy-five words. On illustrative basis, let us have fifteen words:
• It is the easiest, most useful and reliable test to get the correct information in an indirect manner.
• The way the questions are asked, do not reflect right or wrong answers.
• However, the emotional values and tensions are reflected in the answers so given.
STORY COMPLETION TEST
• Story is giv en to respondent
• The researcher is interested in knowing what the third person thinks of an issue as heard through the
respondent.
• It is assumed that the respondent’s answer will reveal his own inner feelings more clearly through the
third person than otherwise it would have been possible.
• Scenario 2 (TPT) : Why do you think your neighbor does not use instant coffee?
• Answer : She is lazy, spend-thrift and not a good housewife.
PICTORIAL TECHNIQUES
1. Thematic Appreciation Test (TAT):
– Consists of set of pictures
– Researcher can draw inferences about personality structure, attitude etc.
PICTORIAL TECHNIQUES
2. Rorschach test:
– Card hav ing inkblot
– Design is symmetrical but meaningless
– Respon dent has to describe
Depth Interviews
• Designed to discover underlying motives and desires
• Explore needs, desires and feelings of respondents
• Requires great skills
Example:
1. How do you like to spend your free time?
2. What kind of music/movies do you like?
3. What do you do when you are alone? Do you like being alone?
4. Do you have friends that get mostly A’s in school?
5. Are you close to anyone in your family? Who?
SUMMARY
• Data is a collection of facts