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    Primary Data - Survey and Observation

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    chahalshxrmx
    primary data

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    PRIMARY DATA: SURVEY AND OBSERVATION INTRODUCTION /) /Aean yh & data offers the m manager first hand information about the market dj The manager is bi ani ly interested in knowing the characteristics of the market, profile of the potential nslomer and other related descriptive features. Data regarding such variables is found out using descriptive research methods./The most id ‘lephoni¢ interview, mai S Es Fequited information) The survey methoc i ;pproach to co Pmation and it normally uses"a sample i.e. a part of the targe population from whom th whom the i ation is collected. Hence it is termed as sample survey. The surveys generally tries to describe Feat th they have happened or tries to find the reasons behind the occurrence of a particular The observation” method. is "a behavioural »approach to» data® collection. Feat with the respondents, merely_a eroding of evenis_as they, happen, TRe current ie usses tHe Suir SUrVey and the observa Greene hniques in detail xe B UINTERView r cl The m, ication approach © est common form of survey method is interview. It is a form of communication aPP: peer” 30 primary Data : Survey 9” ham and ing: BP ed joni’ define to collecting data from respondents, int 0 oral_ or verbal ene Le spose. of Moore have described interview as ‘conversation with @ purpose.’ Lindz&¥ T°" acifi peresearch interview as a “two-person conversation, initiated by the interviewer tne ed BY Oe cation obtaining researcli-relevant SHtonmation a Tand focussed by him.on the content spe pal co om objectives of siglo ad exptn 7 thus clear that interview eration! between=two people with the objective of collecting arch vant respondent. Interview can be classified into various types Vi2y pers reals interview; fous group interview, depth interview and projective techniq’ 7.2 terview refers to 01 lephone view "TEP inter ed as indirect 0 interviewing. I. Types of Interview i . , gories as shown in figure 7.1. ‘The interview techniques e&n Be brouped broadly in the cate Bian Taran] [Eesvone owen] arora rete] [Taophoe renew Fig. 7.4 Classification of Survey Method eee Er (a) Personal Interview. A personal int a face to face two way Communication between the’interviewer and the respondent. Generally the personal int ner eS eae Pate ranner snd WERE TOaE sured interview’. The personal interview can be conducted in many iewing where the respondents are interviewed in their home, or as a Se forms €g. door to dox planned fornial executive meeting, most commonly used to interview officials and business persons, or as a small intercept survey where respondents are interviewed at select places where the chances of finding respondents is maximum. @ METHOD OF CONDUCTING AN INTERVIEW A personal interview involves a lot of preparation. Generally an interview should go through the following five stages. is going to be a pleasure rather than an ordeal. It should convey his confidence to sat Wherever possible an appointment should be'sought. (i) Introduction. An introductior“nvolves the a ¢,_ purpose!and sponsorship" if any. An introductory letter goes a Toes conveying the study’s legitimacy. I PR the respondent is unavailable, then the j, vay should ensure that he seeks a reappointment. Bet Uo i 73 ing. In this stage the it i probing nh contain: quecheee oN ees data by as ; cede whieh contain question tx = prearranged SET Cea interview askes ree Cones be asl fe way they-are-Worded-in- order to aoe is, SBE questions ey are not should understood oF heard properly they ma ted. An adi raades robing. Probing age vantage of interview is that it a" sy and Televantiy. Somerset Bin, freely completel ly. Some oF the hequenty as, isto. & like ‘I understand’, ‘uh-huh’, _requently ‘used probin, pr" comments Tike 1 understand’ lub-huli, repeating the respondents reply t0 inate hin rethink his reply, give an expectant out pause to convey interest i y to incite him to {hould be used carefully and should not bias the respondent's erly 'c. However probing ly. x) Recosding, The last stage in an interview is recon of | ‘ther write the response at the ti = aseepihe’interviewer can, vistal aids can be used to record answers. (v) Closing. After the interview is over, the int rer shoul the respondent and o again assure him about the worth th of his answers and the confidentiality of the same. {t) Telephone Interview. In telephone interviewing the information is collected from the respondent by asking the questions on phone/The marriage of telephone and computer has made ‘method even more popular. Traditional telephone interviews call for phoning a sample of dents, asking them questions written on a paper and recording them with a pencil. In case of puter Assisted Telephone Interviewing’ (CATI) uses a computerised questionnaire is used ‘ihch prompts the interviewer with introductory statements, and qualifying questions to be asked to ‘he respondents. The computer replaces the paper and pen."TKe | ter Ta ‘fom the sample, upon ¢ ‘contact the interviewer reads 1 bar e ‘Telephone Surveys (CATS)’ where the interviewer is "Another variant is ‘Computer Administered ‘thesized and the respondent's answer and ‘replaced by a computer, The questions are voice syn ‘ computer timing decide whether to continue or disconnect. The chief disadvantage of this method is thatthe rejection of this mode of data collection affects the refusal rate (and thus non-respoml® bias) because people hang up more easily on a computer than on a human.? Telephone interview has the ‘lowing advantages over personal interview : () Low-cost. ——7 (i) Faster collection of data t Gi) Reduces biases (caused by personal presence of interviewer) 1 « ry PF P ‘The another ite tionnaire is © ati” ts also be in the form of mail panel where a large number of responder at participate in_a survey. They are sent questionnaires through re sp offered incentives to be a part of the survey. These panes oof lata has to be collected over a long Pe™ Primary Data : Survey and Obse" 74 "The mail interview cm the target mar} spread across a a ten than not they are ofr ON nere table for longitudinal specifically suita time. No Postage| pusiNess REPLY CARD belie Postage it Posted willbe paid by in India ‘addressee ABOU uovoG VIHi 7-A, MOULASARI AVENUE INDIA Fig. 72.8 sample of a rotuin Envelope Tatemet is fast replacing the traditional methods_of_ collecting ail interview or_an int to the respondents,_A_pric nies ibe sent as an attachment view is dependent ora (d) Electronic Interviewing. research data. An electronic interview involves 4 imtarview is done by sending an_e-questionnaire questionnaire, a list of e-mail addresses. js collected. The questionnaire can or Ca satin the main body of the e-mail. The success of e-mail inter jhuumber of factors. Firstly, the questionnaire should not be lengthy, especially when internet speed is the questionnaire needs to be self explanatory with ‘an issue among the target respondents. Secondly, sony clear instructions. Thirdly, a drawback with e-questionnaire is that it normally uses close ended Guestions and in such situations the respondents may mark multiple items where only one choice has been instructed. Internet interview : In this method the questionnaire respondents or directed 0'g0 (o the website. An other option is that the questionnaire such a website where te target respondent is Hiely to visit. In such a situation either every visi the siteis Fequested tO fill the questionnaire or every ith respondent can be requested Sane The chief advantage of internet interview is the ease with which a large sample data can be collected, However, it pre supposes the availability of intemet access, Further the internet surveys produce a much high quality response than e-mail surveys since they use the hyper text mark up lang (HTML). This language has better validity controls and also does not allow the respondent corner ‘multiple options where he is instructed to chose only one. The internet interview ha Sth disadvantage that the same respondent may answer more than once. This problem can be managed by making sure that the participation to this interview is by invitation through e-mail. A oe given an unique ID which will allow him to open the questionnaire on the website he is a directed to go, thus eliminating the chance of bias. Another reason for the growing Popularity 2g rs uploaded on a website. The—target loaded on jaded on _gurvey and Observation pata 75 a f g) i A interview JS the use of graphic and typographic elements in the questionnaire. Further in + Mpe a erm or an instruction requires @ much detailed description, a hyper link can beset up. take the respondent to a new page where the required explanation is provided. Thus the is will ee of clutter and looks crisp and neat, jonnaite 1S fi Fi syanta9es of Interview Method A E j 0 interview a5 a data collection method enjoys numerous advantages An interview allows for gathering information j ictail, Since the interviewer and the respondent are having a communication, the doubts can be cleared, probing can be done and wherever required details can be asked. {i) Interview method can be used to collect qualitative facts. The attitudes, ideas, feelings, ws, opinions-and: behaviour. can.be recorded in an_intervieWw_method. The interviewer gets an opportunity to observe and record the answers from very close quarters. (ii) Another advantage of interview method is that, it allows for greater flexibjlity in the process of questioning especially in unstructured interviews. The interviewer has the freedom of asking additional questions, changing, cases changing the wording of questions also. ie sequence of questions and in certain (iv) A significant merit of this method is that the validity of the information provided can be readily checked. The interviewer is able to judge when respondent is not giving true answers, of is hesistent in giving complete answers from the non verbal cues given by the respondent. (v) There is a very little chance of misinterpretation of questions and answers, especially in case of structured interviewing techniques. Despite these advantages, there are situations where a researcher might not prefer to use the interview method of data collection. The disadvantages associated with this method are discussed next. Il Disadvantages of Interview Method (1) The interview method requires a lot of time, first to seek out the respondents, then to ask questions and later on to analyze the answers. One estimate has shown that it requires approximately six to nine hours to transcribe one hour of interview responses. | ©) Variability in the data collected by interview can be caused due to the interviewer's characteristics. An interviewer's state of mind, his"physical healllaffect-the-way he asks | questions arid the way he interprets thi. His mood may make him look at a cup that is half | full or a cup that is half empty ie. he may look for positive interpretation of a respondent's | _aswer or he may look for negative results in the same answer (3) When more than one interviewer has been used to collect data then the extent of variation Would increase. Further an interviewer's perSonality goes a long way in determining the confidence that the respondent will place in him and hence the extent to which he will fel free and comfortable in responding. Se 0 survey and onsen? 76 Primary Data : | i nit (4) Another disadvantage is the cost_involved-inssing_this_method, especially whergand spread over a large geographical area; Expense has to be incurred on selecting, on supervising thé field staff conducting interviews. ance his (6) The respondent may get affected by the presence of the interviewer. It may rT ont response whereby in order to give the (right” image to the interviewer, ther might give false answers deliberately. (6) Lastly, the interviewer faces the dilemma of choosing a method for recording #! iene Wherever the use of audio-visual aids for recording is not allowed, there the intery) should either know short hand; oF should record the answers laiey OA which ma errors in the response recorded. he answers. OBSERVATION KS 4 Observation is a popular metNodt of data collection in behavioural observation has been summed by W.L: Prosser! as follows, “there is Stilno man that.would not in the mud against the sworn testimony of a hundred eye witnesses that no dog _ The _power_of by.” Observation refers to he_monitoring_and_recordingof-behavioural_and_non bchavioural_activities and conditions in a systematic manner to obtain intformation_about the phenomena of interest. ‘Behavioural observation’ is : 4 (On the Basis of Structure Participation Structured | [Unstuctureg| Participation Cea | Participation] | | Natural Contrived Concealment Mode of Administration Disguised | [Undisguised : > Personal || Mechanical || audit Content Analysis Direct Indirect Fig. 7.3 Classification of Observation Methods. we é Survey and Observation io? o Non verbal analysis ike body movement, eye movement. 77 i) Linguistic analysis which includes observing sounds like ohs ! and ahs! whi ! ! \o) Enea linguistic analysis which observes the pitch, timbre, rate of speaking etc. ja spat analysis about how people relate to eachother. she non behavioural observation is an analysis of records eg. newspaper archives, physical lion 2 such as checking the quality of grains in gunny bags and process analysis which nd bserving any Process. Observation can be ssf to various categories. joc [ypes of Observation coro +0 offSowe {) Structured Vs. Unstructured Observation. In structured observation the problem has been early defined, hence the behaviour to be observed and the method by which it will be measured is SFjed beforehand in detail. This reduces the chances of observer introducing observer's bias in se ehe study of plant safety compliance can be observed ina structured manner. nal Unstructured analysis is used in situations where the problem has not been clearly defined hence steannot be pre specified that what is to be observed. Hence a researcher monitors all relevant penomena and a great deal of flexibility is allowed in terms of what they note and record. eg. the fudents behaviour in a class would require monitoring their total behaviour in the class fnvironment. The data collected through unstructured analysis should be analysed carefully so that nobias is introduced. (b) Disguised Vs. Undisguised Observation. This classification has been done on the basis of whether the subjects should know that they are being observed or not. In disguised observation, the subjects are unaware of the fact that they are being observed. Their behaviour is observed using Be das one way malrrana’ Gr GING? devices ince the cubjecis are unaware thet they are being observed hence they behave in a natural way. The drawback is that it may take long hours of abservation before the subjects display the phenomena of interest. Disguised observation may be : * Direct observation when the behaviour is observed by the researcher himself personally. * Indirect observation which is the effect or the result of the behaviour that is observed. In undisguised observation, the subjects are aware that they are being observed. In this type of observation, there is the fear that the subjects might show a typical activity. The entry of observer may upset the subject, but for how long this disruption will exist cannot be said conclusively. Studies have shown that such descriptions are short-lived and the subjects soon resume normal behaviour. (0 Participant Vs. Non-Participant Obse If the observer participates in the situation hile observing itis termed asffarticipant observation);g. a researcher studying the life style of slum dwellers, following participant observation, will himself stay in slums. His role as an observer may pcmsed or revealed. By becoming a part of the setting heWs able to observe in an insightful = A problem that arises out of this method is that'the observer may become sympathetic to the ‘sand would have problem in viewing his research objectively. In case of non-participant abservation (ihe observer remains outside the se ‘®) Natural Vs- Contrived Observation. In natural observation the behaviour is observed as it 1g and_does not ervation Primary Data : Survey and ObSerY 78 ere t wh at Pizza Hu takes place in the actual setting eg. the consumer preferences observed directly at Piz ined but aa ee ordering pizza. The advantage of this method is that the true res itis expensive and time consuming method. smcined seing 9. 1° In contrived observation, the phenomena is observed in an artificial or ae ase Tike a consumers instead of being observed in a restaurant are made to order in a setting a ina shor restaurant but is not an actual one. This type of observation has the advantage o ee aaa ee time and recording of behaviour is easily done. However, since the consume setting they may not show actual behaviour. (e) Classification on the Basis of Mode of Administration. This includes: itors and fi) Personal Observation. In this type of observation the observer himself ae The records the behaviour as it occurs. The recording is done-on an observation SSNE= personal observation Tot Only Yecords what has been specified but also identifies. and, records unexpected behavioiirs that defy pre-established response categories. (ii) Mechanical Observation. Mechanical devices, instead_of humans are used_ to record the {ATE Behaviour as it occurs and data is sorted and analysed ‘Apart from cameras,.other devices are galvanometer which” measures. the emotional arousal induced by an exposure to a specific~stimili, audiometer and people ‘meter that record which channel on TV is being viewed with the latter also recording who is viewing the channel. Devices like oculometer records the eye movement which can then be used to study how the customer reacts to an advertisement, packaging etc. Audit. Itis the process of obtaining information by physical examination of data. The audit, which is a count of physical objects is generally done by the researcher himself. An audit can bea store audit or a pantry audit. The store audits are performed by the distributors or manufacturers in order to analyse the market size, market share, purchase pattern etc. eg the researcher may check the store records or do an analysis of inventory on hand to record the data, The pantry audit involves the researcher developing an inventory of bratids, quantities and package sizes of products in a consumer's home, generally in the course of & Personal interview. Such an audit is used to supplement or test the truthfulness of information provided in the direct questionnaire. An example of a store observation sheet is shown below. G_OBSERVATION SHEET FOR A RETAIL SHOP Name of Retail Store. Address :. Store Unique No... (Week days) Weekends Foot falls Conversion & Ss. | propucr a G1 sTocK No. TOILETERIES 1, | Toothpaste Body Fotion ae ody Cream Face wash Hair oll Hair conditioner Hair colour Hair oi! 1. | Stampoo Deodorants CONFECTIONARY 12. | Tomatoe Ketchup 3, | Chilli Sauce 14. | Biscuits 45, | Namkeen 16. | Potato Chips un, | Candies 18. | Chocolate 19, | Bread on |— a |— I. Conducting an Observation Study While conducting an observati rvation study, care should be taken that it i Beene aang sera y, ld be taken that it is free from errors and bias. (a) Speci aha type of study. If the study is exploratory in nature then even simple owe ion will suffice. In other studies the observation is more systematic. Dependin, ‘oh ‘ironment of study, the observation could be unstructured or it could be cesar () Speci Pecify the contents of observation. The researcher should specify the variables of interest Which " as EB observed alongwith other variables which influence the study. For each identified, its definition and the measurement : , t See jerms to be used to record the (© Observer traine: ar s. He erver training, An observer e training. An observer has to be trained to record and observe the right things. should hav “

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