Unit – 3

TOOLS FOR COLLECTION OF DATA

Questionnaire
It is a list of questions to an issue .It is used to study the opinions of individuals.
Individuals are asked to express their responses to the listed statements
Steps in designing the questionnaire
S1 – Deciding the information to be collected
• clearly stated the scope of research
• Getting info in fewer questions
• Question should have proper scope and cover the issue
• If respondent cant able to give answer ,rcher should make them recall
S2 – Formulating the questions
This done by various types of questions
1.Open ended vs closed questions
• open ended questions respondents can think to give answer
• closed ended respondent wont think and they select from the options given
2.Dichotomous questions
•  It is a question which can have two possible answers.
• Usually that asks for a Yes/No, True/False or Agree/Disagree answers. They are
used for clear distinction of qualities, experiences or respondent's opinions.
3.Multiple choice questions
• It has list of alternatives
•  The alternatives consist of one correct or best alternative, which is the answer
4.Checklist questions
• It helps to ensure consistency and completeness in carrying out a task
• Mostly consists of yes / no type questions
5.Ranking questions
• Respondents are selecting response according to their order
• most preferable first,second . . So on
6.Positively and negatively worded questions
• Questions should consists of both positive and negative words
• eg.agree,strongly agree,disagree,strongly disagree,neutral
7.Double barrelled questions
• Questions having different responses to its sub parts is called double
barrelled
• eg. Did you like the flavour and taste of soft drinks?
8.Ambiguous questions
• questions are not double barrelled but still ambiguity
• eg. check abt job satisfaction its not salary, work environment, team
spirit.
9.Memory related questions
• questions required respondents to recall experiences from a distance
past
10.Loaded questions
• questions should not be asked in forced respond
• eg.dont you think salary is main reason for the employees to quit the
job
S3 – Decide the wording of the questionnaire and layout of the
questionnaire
• vocabulary should be simple ,direct and familiar to all respondents
• simple and short questions should be asked instead of long
• questions should be in logical manner related to the topic
• questions should have the name, gender, age,education,income . .
S4 – pre testing the questionnaire
• Researcher pre testing – more suggestions and discussions may
takes place
• participant pre testing – according to the individuals the
characteristics should be present
• collaborative pre testing – informs the respondent it is an alert of
collecting info
• non collaborative pre testing – researcher doesnt know the reason
for collecting
Precautions in the construction of a
questionnaire
• questions should be simple and unambiguous
• stimulating for the informants
• limited number of questions
• Technical and special words should be clearly
explained
• Hypothetical questions should not be asked
Schedule
The interviewer puts certain questions and the respondent
answers and the interviewer records them is called schedule
It consists of set of questions which asked and filled by the
interviewer in face to face respondent
Types of schedule
1.Observation schedule – observer records the activities and
responses of a worker
2.Rating schedule – this used for rating the opinions of the
respondents
3.Document schedule – data from evidence, case histories
4.Interview schedule – records the responses of the
respondent
Differences bt Questionnaire and Schedule
Questionnaire
1.Questionaire sent by mail and saved the
responses
2.It was less expensive and filled by
respondent himself
3.Non response is high in mailed
questionnaire
4.Identity of respondent is not clear
5.Wrong info is possible in collecting
questionnaire
6.It can be done only by educated
persons
7.Wider and more responded can be
possible in questionnaire
8.Additional data cant be collected in
questionnaire
Schedule
1.Schedule cant able to send through
mail
2.Enumerators should be appointed
,expensive due to payment and training
3.Response is high and prevails bias
4.Identity is clearly noted
5.Exact and accurate info is possible
6.It can be done by illiterate persons
7.Schedule cant be done when
respondents are more in number
8.Additional data can be collected
Attitude
Attitude provide a quantitative measurement of opinions or values by
summarising numerical scores given by researchers to people's responses to
sets of statements exploring dimensions of an underlying theme.
Importance of Attitude
• Knowledge of Attitude helps in Business control
• Formulation of Business ideas
• It facilitates market survey
• It helps in Business forecasting
Difficulties in Measurement of Attitudes
• Attitudes are intangible – we cant point out their feelings
• Absence of proper scale – no proper scale is used,therometer,barometer,
• Dynamic nature of Attitudes- not constant , it will differ from person to
person on time
Components of the Measurement Process
There are two proceses
a.Conceptualization
Conceptualization is the process of development and clarification of concepts. In
other words, clarifying one's concepts with words and examples and arriving
at precise verbal definitions.
Eg. High Teacher morale tells positive things abt the school,not complaining the extra work
Low Teacher morale complaining a lot, not attending the school events and looking for better
job
b.Operationalization - is a process of defining the measurement of a phenomenon that is not
directly measurable, though its existence is indicated by other phenomena.
eg. Assumptions, abstract concepts, definitions
Characteristics of sound measurement
It consists of the following
1.Validity
a.Content validity
b.Criterion related validity
c.Construct validity
2.Reliability
a.Stability
i.Test re test reliability
ii.Parallel form reliability
b.Equivalence
c.Internal consistency
i.Split – half reliability
ii.Inter – item consistency reliability
3.Practicality
1.Validity - its tells about what we actually wants to measure
a.Content validity - (also known as logical validity) refers to the extent
to which a measure represents all facets of a given construct.(get
adequate info of the study)
b.Criterion related validity -  is the extent to which a measure is
related to an outcome. 
Criterion validity is often divided into concurrent and predictive validity.
i.predictive validity  is the extent to which a score on a scale or test
predicts scores on some criterion measure. eg. Rating of the response
ii.Concurrent validity refers to a comparison between the measure in
question and an outcome assessed at the same time.eg. What you
are willing to measure the outcome must be same
c.Construct validity - refers to the extent to which operationalizations
of a construct .In other words the degree to which a test measures
what it claims, or purports, to be measuring
2.Reliability - the quality of being trustworthy or of performing
consistently well.
a.Stability - Ability of a substance to remain unchanged over time
under stated or reasonably expected conditions of storage and
use.
i.Test re test reliability- is a measure of reliability obtained by
administering the same test twice over a period of time to a
group of individuals. The scores from Time 1 and Time 2 can
then be correlated in order to evaluate the test for stability over
time.
ii.Parallel form reliability -  is a measure of reliability obtained by
administering different versions of an assessment tool (both
versions must contain items that probe the same construct, skill,
knowledge base, etc.) to the same group of individuals.eg. Soft
skills question papers
b.Equivalence - the condition of being equal or equivalent in value,
worth, function even done repeated times
c.Internal consistency -  is typically a measure based on the
correlations between different items on the same test (or the
same subscale on a larger test). It measures whether several
items that propose to measure the same general construct
produce similar scores.
i.Split – half reliability -  measure of reliability in which a test is
split into two parts and an individual's scores on both halves
are compared. eg. Marks given to individuals by two judges
ii.Inter – item consistency reliability – Internal consistency
reliability is a measure of how well the items on the test
measure the same construct or idea. Eg .related answer to a
given question
3.Practicality – This achieved by giving clear and complete
instruction and paying proper attention to design and layout
Motivational Research Techniques
It is used to get the info buried in the minds if consumer
Nature of motivational Research
• Direct approach wont work
• consumers doesn’t know the purpose of purchase of product
• Buy the product bcoz of image
• Some customers buy due to status
Elements of motivational research
Attitude research
Consumer buy high price due to evidence of high quality
Assumptions – once fit getting the same products of same brand
Sensations
– reaction of mind either mental or physical stimulus
- combination of body and mind
Images – Brand image makes other products to start to purchase
Motives – need and wants in the mind of an individual
Types Motivational Research Techniques
1.Disguised structured Techniques
• the objective behind the enquiry is not known to the respondents.
• wont answer readily and accurate
• guess answers will be given
2.Disguised non structured Techniques
a.Word association test
• giving phrase or words related to product
• given slogans or logos
b. Thematic apperception test
• Also called as picture interpretation test
• shown more pictures and asked what dialogue will comes next
c.Sentence completion test
Incomplete sentence will be given,respondents need to fill it and check the responses of the respondents
d.Paired picture test
Two products shown same category which you will choose and reason behind that
3.Non disguised Structured Techniques
a.Single question method
Respondent is required to give one answer selected from various choices given to them
Eg. Excellent, very good ,good, poor, and very poor
b.Multiple question method – number of questions are asked and calculated the scores given to them
Eg.ranking question method
c. Physiological test
- sample of behavior refers to an individual's performance on tasks
- checking one`s attitude based on the eye movement
4.Non Disguised Non structured Techniques
• Like Depth interview
• As unstructured interview
Advantages of motivational research techniques
• Used widely in market research
• Most valuable research to know the consumer behaviour
• Helps in changes in the attitudes
• Helps in imaginative market segmentation
Disadvantages
• Collected data from the individual over a period of time
• Need qualified experience researchers
• Only small samples are taken for motivational research
Scaling
The conversion of qualitative data into quantitative data is called scaling

Classification of scaling
• Subject orientation – to measure the attributes of respondent
• Response form- comparative, category
• subjectivity- personal preferences or non preferences judgements
• properties – classify scale based on nominal, ordinal,interval and ratio scales

Stages of development of scales

1.Concept development – whats the info you are seeking that should be clearly
noted
2.Specification of concept dimensions – done by intuitive approach,Empirical
approach(experiment not theory)
3.Selection of indicators – particular respondent based on age,education
4.Formation of index - combine the entire thing
Techniques of scale construction
1.Arbitrary technique
• It measures the concept which has be developed
• Most often used method
2.Consensus technique
• Expert panel is asked to select and evaluate the items
3.Item analysis technique
• Consist of questionnaire and given to group of respondents
4.Cumulative technique
• Ranking order method as ascending and descending order
5.Factor technique
• To check the correlations of two variables
Levels of measurement scale
1.Nominal scale
2.Ordinal scale
3.Interval scale
4.Ratio scale
1.Nominal scale
statistics a discrete classification of data, in which data are neither measured nor ordered
but subjects are merely allocated to distinct categories.
Eg. MEAL PREFERENCE: Breakfast, Lunch, Dinner
  RELIGIOUS PREFERENCE: 1 = Buddhist, 2 = Muslim, 3 = Christian, 4 = Jewish, 5 = Other
2.Ordinal scale
• a scale on which data is shown simply in order of magnitude since there is no
standard of measurement of differences
•  since one can say only that one person is better than another, but not by how much
Eg. RANK: 1st place, 2nd place, ... last place  
LEVEL OF AGREEMENT: No, Maybe, Yes  
POLITICAL ORIENTATION: Left, Center, Right
3.Interval scale
• Also called as rating scale
• the differences between points on the scale are measurable and exactly equal.
Eg.a) 5 – 10 yrs b) 20 – 25 yrs c) 30 – 35 yrs
4.Ratio scale
• It is an interval scale in which distances are stated with respect to a rational zero
Eg. RULER: inches or centimeters
Attitude Measuring Scales
I . Opinion Scales
a.Thurstone Scale
b.Likert Scale
c.Guttman Scale or Cumulative Scale
II.Factor Scales
III. Multi – Dimensional Scales
IV.Rating Scales
a.Relative Scale
b.Absolute Scale
I . Opinion Scales
An individual attitude towards some specific person, subject matter can be known by the
analysis of opinions
a.Thurstone Scale
Advantages
• Collection of numerous sample questions
• measurement of beliefs ,opinions of groups varied questions such as war,
chruch,capital punishment ,birth control
Dis advantages
• Costly method and required large effort to develop them
• It is ultimately subjective decision process
b.Likert Scale/ Summated scale
Attitudes of various human groups relating to imperialism and internationalism
Advantages
• Easy and simple to construct
• More reliable and provides more info
Diadvantages
• It doesn’t give the intensity comparison of Reponses
• This ordinal and not interval scale
c.Guttman Scale or Cumulative Scale
To study the level of morale in American soldiers in 1941
Advantages
• It measures only single dimension of attitude
• small number of items are required to make the scales
Dis advantages
• The procedure is complex
• It is difficult to compare other scaling methods
II.Factor Scales
The ratio of any two corresponding lengths in two similar geometric figures is
called as factor scale.
III. Multi – Dimensional Scales - same as factor scales
Advantages
• Study the set of stimuli
• study can be done at a time for more than two variables
Dis advantages
• It s very complicated in terms of computation
IV.Rating Scales
a.Relative Scale – individual is allotted a relative position on a similar scale which is
placing in comparison
b.Absolute Scale – Provides absolute value to an individual in the population

Sources of Errors in measurement of Attitudes

Respondent
– they wont respondent strong negative feelings
- Insufficient knowledge
Situational
- Place or timing may take different outcomes
- situation should be carefully selected
Computational
- Incorrect selection of scales
- Incorrect selection of statistical calculations
Instrument
- Errors due to defective measuring instrument
- Poor printing of the questions, response choice omissions