BRM Module 4

7/29/2019 BRM Module 4

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DATA COLLECTION;DATA COLLECTION;

MEASUREMENT & SCALINGMEASUREMENT & SCALING

TECHNIQUESTECHNIQUES

MODULE 4


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DATA COLLECTIONDATA COLLECTION

DATA Means Facts, information or

premises, systematically collected and

formally presented for the purpose of

drawing inferences

Collection : data collection is the process

of obtaining valuable and reliable


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Primary Data:

The data directly collected by theresearcher, with respect to the problemunder study , is known as primary data.Primary data is also the first-hand data

collected by the researcher for theimmediate purpose of the study

Secondary data

Secondary data are statistics that alreadyexit , They have been gathered not forimmediate use. This may be described asthose data that have been compiled by

some agency other than the user.


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2.Books and Periodicals

3.Non-govt Associations

Indian cotton mills Federationpublisher statistics on thecotton textile industry

The American Statistics Index etc

4. Directories

Yellow pages

5. Industry Experts

7. Special collection8. Internet

9.Database format


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Advantages of secondaryAdvantages of secondary

datadata Secondary data is used by managers as it is

cheaper, and takes less time to gather, thussaving them lot of money and time

Secondary data can help identify , clarity and

redefine the research problem secondary data might also hold a solution to the

problem

Secondary data may provide alternatives

methods that can be used for primary research Secondary data generates requisite information

for better creativity


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Disadvantages ofDisadvantages of

secondary datasecondary data Lack of availability

Lack of relevance

Inaccurate data Insufficient data


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Methods of observationMethods of observation

Structured unstructured observation

Structured observation is used when the

research problem has been formulated

precisely and the observers have been told

specifically what is to be observed. They

may be given a simple form to record their

observations

Unstructured observation : observers are

free to observe whatever they think is


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Disguised- undisguised observation

In disguised observation, the respondents donot know that they are being observedIn non-disguised observation, the respondents

are well aware that they are being observedEx; observers often pose as shoppers

Direct- Indirect observation

In direct observation, the event or thebehaviour of a person is observed as itoccurs.

Indirect observation implies that some recordof past behaviour is observed


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Ad t fAd t f


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Advantages ofAdvantages of

observation methodobservation methodThe original data can be collected at the

time of occurrence of the eventObservation is done in natural

surroundings.

Sometimes, the respondents may not liketo part with some of the information, suchinformation can be obtained by theresearcher through observation ex ;-small children

it is easier to conduct disguisedobservation studies than disguisedquestioning

There is no element of artificialness inobservational studies es eciall when the


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Disadvantages ofDisadvantages of

observationobservation The observer might wait for longer

period at the point of observation

extensive training of observers isrequired

This is an expensive method

It is very difficult to gatherinformation on (1) opinions (2)intentions


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DESIGNING

THE

QUESTIONNAIRE

Questionnair

is a tool


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Questionnaire ObjectivesQuestionnaire Objectives

It must translate the informationneeded into a set of specific questionsthat the respondents can and willanswer.

A questionnaire must uplift, motivate,and encourage the respondent tobecome involved in the interview, to

cooperate, and to complete theinterview.

A questionnaire should minimize

response error.


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Characteristics ofCharacteristics of

questionnairequestionnaire It must be simple, the respondents should

be able to understand the questions

It must generate relies that can be easily

be recorded by the interviewer It should be specific , so as to allow the

interviewer to keep the interview to thepoint

It should be well arranged, to facilitateanalysis and interpretation

It must keep the respondent interested

throughout


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a) The utility of data

b) Effectiveness in producing data

c) The participants Ability to Answer

Accurately

d) The Respondents willingness to

answer accurately

e) Effect of external events


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Principles for preparing aquestionnaire

A short letter is enclosed Enclose a self addressed stamped envelop for the

respondents convenience in returning thequestionnaire

Assure the respondent that his answers will bekept in confidence

promise the respondent that he will not besolicited after he fills up the questionnaire

if possible, offer special inducements ( free gifts)to return the questionnaire

If the respondent is interested , promise a copy ofthe results of the survey to him


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Types of questions

1. open-ended questions;Participants to respond in his /her own

words without being restricted to pre-defined response choices is known as an

open-ended question

What do you think of the performance of

the Indian hockey team in the recentOlympics?

Which brand of soft drink do you like ?Coke or Pepsi?


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1) OPEN-ENDED QUESTIONS: Respondentsare given complete freedom to answer intheir own words.

Advantage a) eliminates "forcedchoice" bias

b) unlimited responsevarieties

Disadvantage a) promotes investigatorbias

b) responses difficult tocode and analyze

Best Use a) small scale explorationb) establishing rapportc) as final questiond) to collect facts: e.g.,

age


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CLOSED-ENDED QUESTIONS:A) Yes No Questions: Respondents arelimited to a positive or negative position.

Advantage a) minimizes investigatorbias

b) responses obtainedquickly

c) coding is simple andinexpensive

Disadvantage a) simplistic / limits range

of commitmentb) wording can cause

biasesBest Use a) telephone interview

b) self-administered


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Ranking questions

These questions require the participant to rank theresponse options listed on a continuum basis in order of

preference Ranking questions are used to get information that

reveals participants attitudes and opinions

The factors that influence your decision to buyfrom a particular supermarket are listed below

please rank them from the most important (1) tothe least important ( 7)

Conveniently located ..

Helpful sales staff ..

Recommended by a friends or relative .. Regular discounts offered ..

Instant home delivery ..

Availability of everything I need.

Competitive pricing.......................


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Multiple-choice question

These questions cover all significant degrees of response, therespondent has to select an option that best describes theirfeelings. These are mostly a variation of binary questionsMultiple Choice Questions: Respondents are limited to choiceof more than two positions.Advantage a) minimizes investigator bias

b) responses obtained quicklyc) coding is simple and inexpensived) permits greater range of

commitment than yes-no questionsDisadvantage a) good questions are difficult to write

b) wording can cause biasesBest Use a) personal interviewb) self-administered questionnairec) telephone interview if item is nottoo complicated


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Checklist questionsThese are questions where the participant

has the freedom to choose one or more ofthe response options available

Q. Which premium brand of shirts do youpossess? ( tick as many of the following asapply)

Allen Solly

Louise PhillippeVan HeusenColor PlusZodiac


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Process construction ofProcess construction of

questionnairequestionnaire

Information sought

Type of questionnaire to be used

Writing a first draft

Re-examining and revising questions

Pre-testing and editing the questionnaire

Specifying procedure for its use


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Questionnaire DesignPreliminary ConcernsConsider the data collection method.Consider the measurement scale and statisticalanalysis to be used.WordingUse correct grammar and sentence structure.

Avoid slang and colloquialisms.Wording should be as simple as possible withoutbeing condescending to respondent.Use a conversational tone. Wording should beas closely as possible to the manner in which

people would talk to each other.Wording should be neutral and clearlycommunicate the intent of question.


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Types of Interview

Interview

Structured/ formal interview

Unstructured interview

Stress interview

Group interview method

Panel interview

In- depth interview

Decision- Making interview


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Merits of interviewMerits of interview

The interview method of data collection is

often fast and cheap

This method brings the respondent who

supplies information and client who use it,

closer.

This method is quite flexible, because

different questions are asked according to therespondents attitude and participation

The findings emerge in a form which is fully

understandable to the clients


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Demerits of interview

It does not indicate how extensivethe attitudes expressed by theparticipants are:

The data is not at all projectable

This method of data collection cannotcover large areas

Mush of the results depend on themoderator


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2.Validity

The ability of a scale or a measuring

instrument to measure what it isintended to measure can be termedas the validity of the measurement .

3. Objectivity

4. Simplicity

5. Accuracy

6 E

Documents

BRM Module 4