data collection team 4

8/7/2019 Data Collection team 4

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Data collection


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RESEARCH PROCESSRESEARCH PROCESS

Define

Research

Problem

Review

Concepts

Andtheories

Review

Previous

Research

findings

Formulate

hypothesis

Design

Research(Including

Sample

Design)

CollectData

(Execution)

Analyse

Data(Test

Hypothesis

if any)

Interpret

and

report

FF

F

F F

FF

I

II

III IV V VI VII

F

FF

Feed Back

Feed Forward

Review the literature


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Data collection is the most important step of

data collection. It is the 5th step of datacollection.

Methods of Data Collection is 2 distinctmethods of data collection:

Primary data collected directly fromrespondents using surveys, questionnaires,measurements, direct observations etc.

Secondary data: exploring secondary

sources begin with literature review (i.e. Areview of books as well as articles in journals orprofessional literature that relate to theresearch problem)


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Data collection methods

Primary methods

Secondary methods.


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Primary methods

Observation

Survey method

a. Interview Methodb. Questionnaire

Other methods


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Observation method

Observation involves recording of events or

actions as they take place in the environment


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Types of observation methods

Disguised Vs undisguised observation

Controlled Vs uncontrolled observation

Structured Vs unstructured observation


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Benefits of observation method

Actual data on the respondents activities &

behaviour Simple to implement

More economical than other methods

Quicker method of data collection


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Limitations of observation

Only Current behaviour can be observed.

Cannot measure the behaviour fully.

Inadequacies of our sense organs Personal bias


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Survey method ofprimary data

collection


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Survey Method

Interview Method Questionnaire


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Survey method most commonly used method

of data collection, which is widely used

because of its flexibility

Survey research is a systematic gathering from

respondents through questionnaires.


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Interview method

Interviews are face to face interaction between

two or more persons that are carried on for a

specific purpose.

This method includes:

Depth interviews

Mail interviews

Telephone interviews


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DEPTH INTERVIEW

By this method a researcher continues asking

probing questions to secure as much

information as possible


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MAIL INTERVIEWS

Researcher takes interviews by mailing the

questionnaire to respondent


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TELEPHONE METHOD

In this method the researcher questions the

respondent on telephone


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QUESTIONNAIRE

Questionnaire method is a method of primary

data collection, containing certain questions to

the respondents.

Questionnaire helps to recognize the taste,

preference and perception of various people so

that the marketer may be able to formulate his

future people, his future strategies regardingnew product launch, sales promotion etc


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5 steps in questionnaire

Specifying data requirements

Determining the type of questions to be asked

Deciding the number and sequence of questions

Preparing the preliminary draft of questionnaire

Revising and pre testing the questionnaire


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TYPESOF QUESTIONS IN

QUESTIONNAIRE

Open-ended questions

Multiple choice questions

Dichotomous questions


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Othermethods

Warranty Cards

Distributor Audits

Pantry Audits Consumer Panel

Mechanical devices like eye camera,

pupilometer, psychogalvanometer, audiometer Projective techniques.


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Classification

PROJECTIVE

TECHNIQUES

VISUAL

1. Rorschach Inkblot Test

2. TAT

3. Rosenzweigh Cartoon/

Baloon

Test4.Holtzman Inkblot Test

VERBAL

1. Word Association Test

2. Sentence completion Test

3. Story completion Test

EXPRESSIVE

1.Play technique

2.Drawing

3.Fingerpainting

4.Role play


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FIELD WORK OR DATA

COLLECTION

PROCESS


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NATURE OFFIELDWORK

Data are collected by persons who design the

research.

For data collection they can contract with afield work agency or can develop their own

organization

It can operate either in field or from an office

Field work process is streamlined and well

controlled


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Field Work Process

Selection of field workers Training of field workers

Evaluation of field workers

Validation of field workersSupervision of field

workers


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SELECTION OFFIELDWORKERS

Develop job specification

Decide what characteristics the workers should

have. Recruit appropriate individuals


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TRAINING OFFIELDWORKERS

Making the initial contact

Asking the questions

Probing Recording the answers

Terminating the interview


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1.Making the initial contact

Result in cooperation

Eg: Hello, my name is . . I represent the

Marketing Dept of ..W

e areconducting a survey about preference for dept

stores. You are one of the respondents who

have been scientifically chosen to participate in

this survey. We highly value your opinion andwould like to ask you a few questions.


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2. Asking the questions

Asking questions is an art

The following are the guidelines for asking questions

1. Be thoroughly familiar with the questionnaire

2. Ask the questions in the same order

3. Use the exact wording given in the questionnaire

4. Read each question slowly

5. Repeat questions if not understood

6. Ask very practicable question7. Follow instructions and skip patterns , probing

carefully


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3.Probing

Motivates the respondents to explain their

answers

Helps the respondents to focus on the specificcontent of the interview and provide relevant

information

It should not introduce an bias


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4. Recording the answers

Simple process, but mistakes are common

Use the same format and conventions to record andedit he interviews

1. Record responses during the interview

2. Use the respondents own words

3. Do not summarize the respondents answers

4. Include everything that pertains to the questionobjective

5. Include all probes and comments

6. Repeat the response as it is written down.


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5.Terminating the interview

The Interview should close before all the

information is obtained

Respondent should be left with a positive

feeling about the interview


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SUPERVISION OFFIELDWORKERS

Quality control and edit- Quality control of

workers requires checking to see if the field

procedures are being properly implemented.


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SAMPLING CONTROL

Sampling Control which attempts to ensure

that the interviewers are strictly following the

sampling plan rather than selecting sampling

units based on convenience or accessibility


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CONTROLOF CHEATING

Cheating involves falsifying part of a

questionnaire.


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CENTRALOFFICE CONTROL

Supervisors provide quality and cost control

information to the central office so that a total

progress report can be maintained.


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VALIDATIONOF FIELDWORKERS

Supervisors provide quality and cost control

information to the central office so that a total

progress report can be maintained.


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EVALUATION OFFIELDWORKERS

It is important to evaluate field workers to

provide them with feedback on their

performance as well as to identify the better

field workers and build a better, high quality

field force


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Cost & time the interviewers can be

compared in terms of total cost per completed

interview. They must also be evaluated on how

they spend their time

Response rates corrective actions can be

taken if response rates are too low


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Quality of data

Legibility of data recorded

Follow-up of all instructions

Recording answers of unstructured questions


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Scaling Technique


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Types ofScaling Technique

Scaling Technique

Comparative Scales

Itemized Rating

Scales

Non-comparative

Scales

Continuous

Rating

Scales

StapleSemantic

Differential

Paired

Comparison

Likert

Constant SumRank order

Q sort Scale


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Comparative Scale

In this the items are directly compared with

each other

E.g.:- Do your prefer Pepsi or coke?

Comparative scaling techniques

Paired Comparison Scale

Rank- order scale

Constant sum scale

Q-Sort scale


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Paired comparison scale

A respondent is presented with two items at a

time and asked to select one

E.g.: Do you prefer Pepsi or Coke?

This is an ordinal level technique when a

measurement model is not applied.


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For each pair of two-seat cars listed, place a check beside the one youwould most prefer if you had to choose between the two.

___BMW Z3 ___Chevrolet Corvette

___PorscheBoxster ___ Porsche Boxster

___ Chevrolet Corvette ___ PorscheBoxster

___ BMW Z3 ___ Dodge Viper

___ Chevrolet Corvette ___ Dodge Viper

___ Dodge Viper ___ BMW Z3


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Rank orderscale

The respondent is presented with several items

simultaneously and asked to rank them

E.g. : Rate the following advertisements from 1

to 10.


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Rank the radar detection features in your order of

preference. Place the number 1 next to the most

preferred, 2 by the second choice, and so forth.

__ User programming __ Cordless capability

__ Small size

__ Long-range warning

__ Minimal false alarms


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Constant sum scale

The respondent is given a constant sum of

money, script, credits, or points and asked to

allocate these to various items

E.g. : If you had 100 Yen to spend on food

products, how much would you spend on

product A, on product B, on product C, etc.


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CHARACTERISTICS OF TENNIS SPORTSWEAR NUMBER

OF POINTS

Is comfortable to wear __________

Is durable __________

Is made by well-known brand or sports manufacturers __________

Is made in the U.S.A. __________

Has up-to-date styling __________

Gives freedom of movement __________

Is a good value for the money __________

100 points


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Q sort Scale

Up to 140 items are sorted into groups based a

rank-order procedure.


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Tabulation Sheet

Prefer Most Prefer Least Like Dislike Neutral

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

__________ __________ __________ __________ __________

(9) __________ __________ __________ (9)__________ __________ __________

__________ __________ __________

__________ __________ __________

__________ __________ __________

__________ __________ __________

(15) __________ (15)

__________

__________

(27)


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Non comparative scaling

One of two types of scaling techniques in which

each stimulus object is scaled independently of

the other objects in the stimulus set.

These are of two types

Continuous Scale

Itemized Rating Scale


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Continuous rating scale

Also known as Graphic rating scale.

Respondents rate items by placing a mark on a

line.


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Itemized rating scale

Method having numbers or brief description

associated with each category.

For each question different statements will be

there and have to select the best statement.

These are been divided into

Likert Scale

Semantic Differential

Stapel scale


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Likert Scale

Developed by Rensis Likert.

Respondents are asked to indicate the amount

of agreement or disagreement (from strongly

agree to strongly disagree) on a five- or seven-

point scale. The same format is used for

multiple questions.


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The format of a typical five-level Likert item is::

Strongly disagree

Disagree

Neither agree nor disagree

Agree

Strongly Agree


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Semantic differential scale

Semantic differential is a type of a rating scale

designed to measure the connotative meaning

of objects, events, and concepts.

The Semantic Differential (SD) measures

people's reactions to stimulus words and

concepts in terms of ratings on bipolar scales

defined with contrasting adjectives at eachend.


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Stapel scale

A scale for measuring attitudes that consists of

a single adjective in the middle of an even-

numbered range of values, From -5 to +5

without a neutral point (Zero).


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Secondary Data Collection


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SECONDARY DATA

Data collected by someone else, reused by the

researcher

Data that were collected by persons or

agencies for purposes other than solving the

problem at hand.

Data that were collected in the past for

purposes other than the current research.


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SOURCESOF SECONDARY DATA

Secondary Data

Internal Sources External Sources

Marketing Activity

Cost informationDistributorreports

CustomerFeedback

Published Data StandardizedSource of

Marketing

Internet


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Disadvantages of secondary data

Finding data to suit the project

May not be accurate

May be outdated A number of assumptions has to be made


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USESOFSECONDARY DATA

Enables better planning of primary research

methods.

Secondary data also help to define the

population, select sample in primary

information collection and define the

parameters of primary research.

It helps to define the problem and formulatehypothesis about its solution.

data collection team 4

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