RESEARCH METHODOLOGY Data Collection Methodology
Jul 12, 2015
RESEARCH METHODOLOGY
Data Collection Methodology
COLLECTION OF PRIMARY DATA
COLLECTION OF PRIMARY DATA
Observation method
Interview method
Through questionnaires
Through schedules
Some more methods
OBSERVATION METHOD
Structured and Unstructured observation
Participant, Non-participant and Disguised
observation
Controlled and Uncontrolled observation
INTERVIEW METHOD
Personal interview
Direct personal investigation
Indirect oral investigation
Strengths and Weaknesses
Telephonic interview
Strengths and Weaknesses
THROUGH QUESTIONNAIRES
Merits and Demerits
General form
Question sequence
Question formulation and wording
THROUGH SCHEDULES
QUESTIONNAIRES SCHEDULES
Without assistance
Cheap
High non-response
Identity of respondent not
known
Slow method
Can be used only by
literate respondents
Wider sample possible
With assistance
Expensive
Low non-response
Identity of respondent is
known
Fast method
Can also be used by
illiterate respondents
Narrows the sample
SOME OTHER METHODS
Warranty cards
Distributor or store audits
Pantry audits
Consumer panels
Depth interviews
Content analysis
Projective techniques
PROJECTIVE TECHNIQUES
Word association tests
Sentence completion tests
Story completion tests
Verbal projection tests
Play techniques
Quizzes, tests and examinations
Sociometry
Pictorial techniques
PICTORIAL TECHNIQUES
Thematic Apperception Test (TAT)
Picture 1
Picture 2
Picture 3
PICTORIAL TECHNIQUES
Rosenzweig test
Will you be
my
valentine?
Let him enjoy his
icecream and then
I’ll enjoy them both
PICTORIAL TECHNIQUES
Rorschach test
Ink blot 1
Ink blot 2
Ink blot 3
PICTORIAL TECHNIQUES
Holtzman Inkblot Test (HIT)
Tomkins-Horn picture arrangement test
PICTORIAL TECHNIQUES
Thematic Apperception Test (TAT)
Rosenzweig test
Rorschach test
Holtzman Inkblot Test (HIT)
Tomkins-Horn picture arrangement test
COLLECTION OF PRIMARY DATA
Observation method
Interview method
Through questionnaires
Through schedules
Some more methods
COLLECTION OF SECONDARY DATA
Reliability of data
Suitability of data
Adequacy of data
SELECTION OF APPROPRIATE METHOD FOR
DATA COLLECTION
Nature, scope and object of enquiry
Availability of funds
Time factor
Precision required
CASE STUDY METHOD
Meaning
Characteristics
Evolution and scope
Assumptions
Major phases involved
Advantages
Limitations
Conclusion