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WHAT IS DATA?
“Data is a collection offacts.”
Such asnumbers, words, measurements,
observations or even just descriptions of things.

Qualitative data isdescriptive
information
(it describessomething)
Quantitative data, isnumerical
information (numbers).
Discrete data can only takecertain
values (like whole numbers)
Continuous data cantake
any value (within arange)

EXERCISE
What type of data is it (about dog)?
1. Hehas4 legs
2. Hehaslots of energy
3. Heis brown and black
4. Heweighs 25.5 kg
5. Hehas2 brothers
6. Hehaslong hair
7. Heis 565 mm tall

SOURCES OF DATA
1. Primary Data
– Thedata collected first hand by researcher for his
research
2. Secondary Data
– Thedata which is already collected bysomeone
– It is readymadedata

Sourcesof Data
Collection
Primary Source
Observation Interview
Questionnaire Schedules
Other
Warranty Cards
DistributorAudit
PantryAudits
Consumer Panels
Mechanical Devices
ProjectiveTechniques
Depth Interviews
Content analysis
Secondary
Source
Unpublished Published
Books
Websites
Newspapers
Magazines
Journals
Government Reports
Publications
Research reports

OBSERVATION
• Study relating to BehavioralScience
• Information is sought by way of investigator’s own
direct observations
• Respondent is not asked/communicated.
• Willingness of respondent to respond is not
necessary
• Lessdemanding of active cooperation

•Limitations:
1.Expensive
2.Limited Data
3.Can’t observe what is going on in mind
4.Some people are rarely accessible
OBSERVATION

OBSERVATION
•Things to keep in mind:
1.What should be observed?
2.How observation should be made and
recorded?
3.How to ensure accuracy?

OBSERVATION
•Participant and non-participant:
Participant
Researcher is a member of group that he/she observes.
Ex: Going in slum and living their life.
Non - participant
Researcher is detached from the group he/she observes.
Ex: Study of slum people without being itspart/member

OBSERVATION
•Naturalistic and Simulations:
Observation in a natural setting >Uncontrolled
•Ex. study of consumers in amall
Observation in predefined environment >Controlled
•Simulatesor recreatesa situationor environment

STRUCTURED INTERVIEW
The researcher has a specific set of questions
designed to elicit responses from the participants.
SEMI-STRUCTURED INTERVIEW
The researcher prepares open-ended questions in
which the participants are free to write their
responses.

INFORMAL INTERVIEW
To determine how the participants act on certain
situations.
RETROSPECTIVE INTERVIEW
Done to recall and reconstruct something that
happened in the past.

TYPES OF INTERVIEW QUESTIONS
1. Background Questions – includes education, age, previous work,
etc.
2. Knowledge Questions – factual information
3. Experience Questions – what the participant is doing presently or in
the past.
4. Opinion Questions – how the participants think on certain topics or
issues.
5. Feeling Questions – emotional responses of the participants on their
experience.
6. Sensory Questions – what the respondent has seen, tasted, heard,
touched, or smelled.

PREREQUISITES OF INTERVIEW
1. Interviewers should be carefully selected, trained andbriefed.
2. Honest, sincere, hardworking, impartial, unbiased
3. Must possesstechnical competence
4. Practical experience
5. Create friendly atmosphere of trustand confidence
6. Recording responses accurately and completely
7. Interviewer should not show surprise ordisapproval
8. Should not argue
9. Keepthings on track

• Guidelines:
– Askall questions in schedule
– Repeat question if not
understood
– Don’t show disapproval/surprise
– Listen quietly with patience
– Neither argue nor dispute
– Show genuine concern and
interest
– Don’t reveal your own opinion or
reaction
– Keepconversation on track
– Thank with a smile when done
Carrying the interview

FOCUS GROUP DISCUSSION – can provide
multiple perspectives at a time
DOCUMENTARY ANALYSIS – studies
human behavior indirectly by analyzing
documents

WHAT IS QUESTIONNAIRE?
“Adocument containing set of questions logically
related to the problem under study.”
• If the questions are filled by respondents, then its
calledas ‘Questionnaire’
• If filled by interviewer, it’s called as ‘Schedule’

QUESTIONNAIRE
ADVANTAGES
• Free from bias of interviewer
• Respondents have adequate time
• Large samples can be used to get more dependable and reliable data
DISADVANTAGES
• Used only when respondent is educated and cooperating
• Control over questionnaire is lost once it is sent
• Time and cost

QUESTION CONSTRUCTION
1. Question Relevance
• Should be relevant to researchobjectives
• Question should be able to answer researchproblem
• Single question may not be able to answer problem or
attain objective
• Respondents should know the answer
• Question should not test respondents recallability
• Should be easily understandable.
• Should be specific

2. Question Wording
• Vocabulary : Useof common vocabulary
• Exactness : Do you usually go to gym? Vs.How many days in a week do you
go to gym?
• Simplicity : Simple words and sentence construction, avoidjargons
• Neutrality : Should not cause undue influence. E.g. You prefer Brewed over
Nescafe,right?
• Presumption : Shouldn’t presume about respondent E.g. How many times a
day do you drink coffee?
• Hypothetical Questions : Avoid. E.g. What would you do if …. ?
• Embarrassing Questions : PersonalQuestions

3. Types of Questions
• Open Ended
–Free Scope for respondents to answer
–Used to explore more and in depth information
–Difficult to analyze
–E.g. What are your career plans after post
graduation

3. TypesofQuestions
• Closed Ended
– Dichotomous
• Canbe answered with 2 responses
• E.g. Do you own or rent yourhouse?
• Do you like Marathi movies?
– Multiple Choice Questions
• More than 2 alternatives for onequestion
• E.g. Which brand of jeans do youprefer?
• MCQmust contain all the possible choices
• Should not contain overlapping choices
• Alternatives should be reasonable

4. Question Order or Sequence
• One question should follow another in logicalsequence
• Sequence should have relation
E.g. What is volume of your trading?
How many trades do you make in a week?

Types of questions to beavoided
• Leading Questions : Influences respondent togive acertain answer
E.g.Are you against giving too much power to thetrade unions?
• Loaded Questions : Contains words which are emotionallycolored.
E.g.Have you evertried to get benefitto the business by giving bribe?
• Ambiguous Questions : Doesnot have clearmeaning
E.g.Are you interestedin a small house?

Types of questions to beavoided
• Double-barreled Questions : Contain two or more different ideas
E.g.Do you favor or oppose increased jobsecurity and productivity linkedwage system?
• Long Question : Lengthyquestion
• Double negative : E.g.Don’t you oppose this bill?

PLANNING THE ACTUAL
GATHERING OF DATA
Gantt Chart – a plan of activities in the duration of your research
ACTIVITIES WEEK 1 WEEK 2 WEEK 3 WEEK 4
Development of
instruments
Data gathering
through observation
Data gathering
through interview
Documentary analysis

ACTIVITY :
Briefly describe each data collection strategy
a.Observation
b.Interview
c.Focus group discussion
d.Documentary analysis

TECHNIQUES OF MOTIVATION RESEARCH
Projective
T
echniques
Depth
Interviews

• Testis conducted to establish the personalities of the respondents and their reactions.
• Theyproject or reflect the subject’s thought about what he or shesees, feels, perceives thus
producing the reactions.
Therearefive most commonlyadministeredtests of this kind namely:
1. WordAssociation Test
2. SentenceCompletion Test
3. Story Completion Test
4. Third PersonTest
5. Pictorial Techniques
Projective Techniques

WORD ASSOCIATION TEST
• Word association test is a list of words ranging from twenty-five to seventy-five is given.
• Theword suggestedby the researcher is to be associated by the respondent by the most fittingword he thinks.
• Thisis widely used to measure the effect ofthe brand namesand advertising messages.
• Here,it is not possible to give all the seventy-fivewords. On illustrative basis, let us have fifteen words:
6.Two-wheelers…………
7.Four-wheelers…………
8. Tyre…
…
…
…
…
…
…
…
…
9. Glasswares………….
10. Ink………..
11. Pencils…………
12.Fridges…………………….
13. Cupboards…………
14. T
elevision………………….
15. Video cassettes………………
1. Perfume………..
2. Tooth paste
3. Hair oil………..
4.Shampoo……………………….
5. Shoes…………

SENTENCE COMPLETION TEST
• Sentencecompletion tests are designed to discover emotional responsesof therespondent.
• It is the easiest, most useful and reliable test to get the correct information in an indirect manner.
• Therespondent is askedto complete the sentencegiven.
Forinstance, the questions maybe:
1. I like instant coffeebecause……………
2. I useelectric kitchen gadgetsbecause………………….
3. I do not usepain-killers like aspirinbecause……………..
4. I do not like red, brown and black coloursbecause……….
• Theway the questions are asked,do not reflect right orwrong answers.
• However, the emotional values and tensions are reflected in the answers sogiven.

STORY COMPLETION TEST
• Story isgiv
• Responde
en to respondent
nt needs to completeit

THIRD PERSON TEST
• Therespondent is given aphotograph of athird person—may be afriend, acolleague, aneighbour, a star,
aplayer, aprofessional etc.
• Theresearcher is interested in knowing what the third person thinks of an issue asheard throughthe
respondent.
• It is assumed that the respondent’s answer will reveal his own inner feelings more clearly through the
third person than otherwise it wouldhave been possible.
• Scenario 1(Normal) :Why don’t you use instantcoffee?
• Answer :It does not tastegood.
• Scenario 2(TPT):Why do you think your neighbor does notuse instant coffee?
• Answer :She is lazy
,spend-thrift and not a goodhousewife.

PICTORIAL TECHNIQUES
ciation T
est(TAT):
of pictures
n draw inferences aboutpersonality
1. Thematic Appre
– Consists of set
– Researcher ca structure, attitude etc.

PICTORIAL TECHNIQUES
2. Rorschach test:
– Cardhav
– Design is
– Respon
ing inkblot
symmetrical but meaningless
dent hasto describe

Depth Interviews
• Designed to discover underlying motives anddesires
• Explore needs, desires and feelings of respondents
• Requires great skills
Example:
1. How do you like to spend your freetime?
2. What kind of music/movies do youlike?
3. What do you do when you are alone? Doyou like beingalone?
4. Doyou have friends that get mostly A’sin school?
5. Are you close to anyone in your family? Who?

• Data is acollection of facts
• Twotypes of data:
– Qualitative data is descriptiveinformation
– Quantitative data, is numericalinformation
• Discrete data can only take certain values (like whole numbers)
• Continuous data cantake any value (within arange)
• Twosources of data:
– Primary : First handdata
– Secondary : Already availabledata
• Observation : Information is sought by way of investigator’s own direct observations
– Structured Vs.Unstructured
– Participant and non-participant
– Controlled and Uncontrolled

• Interview : Presentation of oral-verbal stimuli and reply in terms of oral-verbal
responses.
• Questionnaire :Adocument containing set of questions logically related to the
problem under study
• Measurement : Assigningnumbers or symbols to the characteristics of certainobjects
• Scale :Involves creating acontinuum on which measurement of objects are located
– Nominal : Lowest level of measurement in which numbers are assignedfor purpose of
identification of objects
– Ordinal: Superiority/inferiority can be measured but not intensity
– Interval : Difference in score hasmeaningfulinterpretation
– Ratio : Ratio in score hasmeaningfulinterpretation

• Classification of Scales:
– Singleitem vsMultiple item scale
– Comparative Vs Noncomparative
– Comparative:
• Paired comparison :Comparison of two or moreobjects
• Constant Sum :Acertain sum is to be allocated to variousobjects/brands
• Rank Order :Rankingof objects/brand
• Q-sort :Sorting on the basisof similarity ofanswers
– Non-comparative
• Graphic :Useof graph or smiley
• Itemized:
– Likert: 5 point, agree/disagreescale
– Semantic Differentiation : Twobipolarstatements
– Stapel Scale : Measure direction and intensity ofattitude.

• Motivation Research : Helpsto exposehiddenmotives
– Word association test : Association of words by respondent
– Sentencecompletion tests : Complete an incompletesentence
– Story completion test : Complete an incompletestory
– Third person test : Response from third person’s point of view
– Pictorial techniques : Useof pictures
• ThematicAppreciation Test(TAT):Consistsof set of pictures
• Rorschach test: Consistsof inkblot

ANICCA
The only constant thing is change
ThankYou

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