Mba 2 Sem Research Methodology (Bangalore University) (4)

8/8/2019 Mba 2 Sem Research Methodology (Bangalore University) (4)

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ModuleModule -- 0404

Sources of DataSources of Data


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IntroductionIntroduction

The task of data collection begins after a research problemThe task of data collection begins after a research problem

has been defined and research design/plan chalked out.has been defined and research design/plan chalked out.

While deciding about the method of data collection to beWhile deciding about the method of data collection to be

used for the study, the researcher should keep in mind twoused for the study, the researcher should keep in mind two

sources of data :sources of data :--

Primary dataPrimary data

Secondary dataSecondary data


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Types of DataTypes of Data

Data pertaining to human beingsData pertaining to human beings

Data relating to organizationData relating to organization

Data pertaining to territoriesData pertaining to territories


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Personal data or data related toPersonal data or data related to

human beings consist of :human beings consist of :--

Demographic and socioDemographic and socio--economic characteristicseconomic characteristics

of individuals :of individuals :--

Like age, social class, religion, education,Like age, social class, religion, education,

occupation, income, life style.occupation, income, life style.

Behavioral variables :Behavioral variables :-- Attitude, opinions,Attitude, opinions,awareness, knowledgeawareness, knowledge etcetc


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CONTD:CONTD:--

Organizational data consists of :Organizational data consists of :--

organization's originorganization's origin

ownershipownershipobjectivesobjectives

resourcesresources

functionsfunctions

performance and growth.performance and growth.


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Contd:Contd:--

Territorial Data are related to geophysicalTerritorial Data are related to geophysicalcharacteristicscharacteristics

PopulationPopulation Occupational patternOccupational pattern

Spatial division like villages, cities etcSpatial division like villages, cities etc


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Importance of dataImportance of data

It forms the basis for testing theIt forms the basis for testing thehypotheses.hypotheses.

Itprovides facts and figures required forItprovides facts and figures required forconstructing measurement scales andconstructing measurement scales andtables.tables.


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Sources of dataSources of data

Primary dataPrimary data ::-- are original sources from whichare original sources from whichresearcher directly collects data that has not beenresearcher directly collects data that has not beenpreviously collected.previously collected.

E.g. Collection of data directly by the researcher on brandE.g. Collection of data directly by the researcher on brand

awareness, brand preference, brand loyalty and otherawareness, brand preference, brand loyalty and otheraspects of consumer behavior from a sample of consumersaspects of consumer behavior from a sample of consumersby interviewing them.by interviewing them.

Primary data is an first hand information collectedPrimary data is an first hand information collectedthrough various methods such as:through various methods such as: ObservationObservation

InterviewingInterviewing

Mailing etcMailing etc


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Contd:Contd:--

Secondary data:Secondary data:-- These are sources containingThese are sources containingdata which have been collected and compiled fordata which have been collected and compiled foranother purposeanother purpose

The secondary sources consists of readilyThe secondary sources consists of readilyavailable data and already complied statisticalavailable data and already complied statisticalstatements and reports whose data may be usedstatements and reports whose data may be usedby researcher for their studies.by researcher for their studies.

E.G Census reports , annual reports, financialE.G Census reports , annual reports, financialstatement , statistical statements, Reports ofstatement , statistical statements, Reports ofgovt dept.govt dept.


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Methods of collectingprimary dataMethods of collectingprimary data

Observation methodObservation method

Interview MethodInterview Method

Through questionnaire methodThrough questionnaire method

Through schedulesThrough schedules

Other methods like:Other methods like: Warranty cardsWarranty cards

Distributors auditsDistributors audits

Consumer panelsConsumer panels

Using mechanical devicesUsing mechanical devices Through projective techniquesThrough projective techniques

Depth interviewDepth interview

Content analysisContent analysis


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Observation method:Observation method:

Under this method, the information is sought by the way ofUnder this method, the information is sought by the way of

investigators own direct observation without asking frominvestigators own direct observation without asking from

the respondent.the respondent.

Main advantages :Main advantages :--

Subjective bias is eliminated, if observation is doneSubjective bias is eliminated, if observation is done

accuratelyaccurately

The information relates to current happenings, it is notThe information relates to current happenings, it is not

complicated by either the past behavior or futurecomplicated by either the past behavior or futureintentions or attitudesintentions or attitudes

Less demanding of active coLess demanding of active co--operationoperation


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Types of observation methodTypes of observation method

Participant observationParticipant observation : the observer is a: the observer is apart of phenomenon or group which is observed &part of phenomenon or group which is observed &

he acts as both an observer and a participants.he acts as both an observer and a participants.

E.g. A study of the tribal customs by anE.g. A study of the tribal customs by an

anthropologist by taking part in tribal activities.anthropologist by taking part in tribal activities.

NonNon--Participant observationParticipant observation ::-- TheTheobserver stand apart and doesnt participate. Thisobserver stand apart and doesnt participate. Thismethod calls for skill in recording observation inmethod calls for skill in recording observation in

an unnoticed manner.an unnoticed manner.


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Interview Method :Interview Method :--

Interviewing is one of the prominent method of dataInterviewing is one of the prominent method of data

collection.collection.

It defined as a twoIt defined as a two--way systematic conversation betweenway systematic conversation between

an investigator and an informant, initiated for obtainingan investigator and an informant, initiated for obtaininginformation relevant to a specific study. It involves notinformation relevant to a specific study. It involves not

only conversation, but also leaning from the respondentsonly conversation, but also leaning from the respondents

gestures, facial expressions his environmentgestures, facial expressions his environment..

Interviewing requires faceInterviewing requires face--face contact or contact overface contact or contact over

telephone . It is done by using structured schedule or antelephone . It is done by using structured schedule or an

unstructured schedule.unstructured schedule.


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Types of interviewsTypes of interviews

Structured interview :Structured interview :--

This is an interview made with a detailedThis is an interview made with a detailedstandardized schedule.standardized schedule.

The same questions are put to all the respondentsThe same questions are put to all the respondentsand in the same order.and in the same order.

Each questions is asked in the same way in eachEach questions is asked in the same way in eachinterview, promoting measurement reliability.interview, promoting measurement reliability.

This type of interview is used for largeThis type of interview is used for large--scalescaleformalized surveys.formalized surveys.


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Contd:Contd:--

Unstructured interviewUnstructured interview ::--

This is the least structured one. The interviewerThis is the least structured one. The interviewer

encourages the respondents to talk freely about aencourages the respondents to talk freely about a

given topic with a minimum of prompting orgiven topic with a minimum of prompting or

guidance.guidance.

This type of interview , a detailed preThis type of interview , a detailed pre--plannedplanned

schedule is not used.schedule is not used. This interviewing is more useful in case studyThis interviewing is more useful in case study

rather than in survey.rather than in survey.


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Contd:Contd:--

Focused interviewFocused interview::--

Is meant to focus attention on the given experienceIs meant to focus attention on the given experience

of the respondent & its effects.of the respondent & its effects. Under it the interviewer has the freedom toUnder it the interviewer has the freedom to

decide the manner & sequence in which thedecide the manner & sequence in which the

questions would be asked.questions would be asked.

Such interview are used generally in theSuch interview are used generally in thedevelopment of hypotheses & constitute a majordevelopment of hypotheses & constitute a major

type of unstructured interview.type of unstructured interview.


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Contd :Contd :--

Telephonic interviewTelephonic interview

It is a nonIt is a non--personal method of datapersonal method of data

collection. It is used as a major method orcollection. It is used as a major method orsupplementary methodsupplementary method

When the study requires responses to 5 orWhen the study requires responses to 5 or6 sample question6 sample question


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Contd:Contd:--

Group interviewGroup interview ::--

A group consists of about six to eightA group consists of about six to eight

individuals with a common interest.individuals with a common interest. In this method of collectingprimary dataIn this method of collectingprimary data

in which a number of individuals with ain which a number of individuals with acommon interest interact with each other.common interest interact with each other.

The interviewer acts as the discussionThe interviewer acts as the discussionleader.leader.


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ContdContd--

Panel MethodPanel Method ::--

The panel method is a method of dataThe panel method is a method of data

collection, by which data is collected fromcollection, by which data is collected fromthe same respondents at intervals eitherthe same respondents at intervals eitherby mail or bypersonal interview.by mail or bypersonal interview.

The period over which the panel membersThe period over which the panel membersare contacted for information may spreadare contacted for information may spreadover several months or years.over several months or years.


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Through questionnaire methodThrough questionnaire method

This method consists of a number of questionsThis method consists of a number of questions

printed in a definite order on a form or set ofprinted in a definite order on a form or set of

form.form.

Types of questionnaire :Types of questionnaire :

Structured or closedStructured or closed--end questionnaireend questionnaire

Unstructured or openUnstructured or open--end questionnaireend questionnaire


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Contd:Contd:--

Structure questionnaireStructure questionnaire : are those: are thosequestionnaire in which there are definite, concretequestionnaire in which there are definite, concrete

and preand pre--determined questions. The questions aredetermined questions. The questions are

presented with exactly the same wording and in thepresented with exactly the same wording and in the

same order to all respondents.same order to all respondents.

A highly structured questionnaire is one in which allA highly structured questionnaire is one in which all

questions and answers are specified, and thequestions and answers are specified, and therespondents comments in his own words.respondents comments in his own words.


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Contd:Contd:--

E.g.E.g.

Which appeals you more while shopping FMCGWhich appeals you more while shopping FMCG

products?products?

Price [ ]Price [ ]

Packing [ ]Packing [ ]

Advertisement [ ]Advertisement [ ]

Past experience [ ]Past experience [ ]

Any other (please specify)Any other (please specify)


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Through schedulesThrough schedules

This method of data collection is very much likeThis method of data collection is very much like

the collection of data through the questionnaire,the collection of data through the questionnaire,

with little difference which lies in the fact thatwith little difference which lies in the fact that

schedules ( proforma containing a set of question)schedules ( proforma containing a set of question)are being filled in by the enumerators who areare being filled in by the enumerators who are

specially appointed for the purpose.specially appointed for the purpose.

These enumerators along with the schedule , go toThese enumerators along with the schedule , go to

the respondents, put to them the questions fromthe respondents, put to them the questions from

the proforma and record the replies.the proforma and record the replies.


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Other methodsOther methods

Warranty cards :Warranty cards :-- are usually postal sized cardsare usually postal sized cardswhich are used by dealers of consumer durables to collectwhich are used by dealers of consumer durables to collect

the information regarding their products. The informationthe information regarding their products. The information

sought is printed in the form of questions on the warrantysought is printed in the form of questions on the warrantycards which is placed inside the package along with thecards which is placed inside the package along with the

product with a request to the consumer to fill in the cardproduct with a request to the consumer to fill in the card

& post it back to the dealer& post it back to the dealer..


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Contd:Contd:--

Consumer panels :Consumer panels :--

where a set of consumers are arranged to come towhere a set of consumers are arranged to come to

an understanding to maintain detailed dailyan understanding to maintain detailed daily

records of their consumption and the same isrecords of their consumption and the same is

made available to investigator on demand.made available to investigator on demand.

In other words , a consumer panel is essential for aIn other words , a consumer panel is essential for a

sample of consumers who are interviewedsample of consumers who are interviewedrepeatedly over a period of timerepeatedly over a period of time


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Contd:Contd:--

Using mechanical devices :Using mechanical devices :--

The use of mechanical devices has been widelyThe use of mechanical devices has been widely

made to collect information by way of indirectmade to collect information by way of indirect

means.means.

Eye cameras, motion pictures, Audio meters areEye cameras, motion pictures, Audio meters are

the principal devices are used for collection of datathe principal devices are used for collection of data


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Contd:Contd:--

Through projective techniques:Through projective techniques:--

For collection of data have been developed byFor collection of data have been developed by

psychologists to use projection of respondents forpsychologists to use projection of respondents for

inferring about underlying motives, urges orinferring about underlying motives, urges or

intentions which are such that the respondentintentions which are such that the respondent

either resists to revel them.either resists to revel them.

In projection techniques respondent in supplyingIn projection techniques respondent in supplyinginformation tends unconsciously to project hisinformation tends unconsciously to project his

own attitude or feeling on the subject under study.own attitude or feeling on the subject under study.


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Types ofprojective techniquesTypes ofprojective techniques

Word association testsWord association tests

Sentence completion testsSentence completion tests

Story completion testStory completion testVerbal projection testVerbal projection test

Pictorial techniquesPictorial techniques

Thematic apperception test (TAT)Thematic apperception test (TAT)


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Contd:Contd:--

Word association testsWord association tests ::-- These tests areThese tests areused to extract information regarding such wordsused to extract information regarding such words

which have maximum association. In this sort ofwhich have maximum association. In this sort of

test the respondent is asked to mention the firsttest the respondent is asked to mention the firstword that comes to mind, ostensibly withoutword that comes to mind, ostensibly without

thinking, as the interviewer reads out each wordthinking, as the interviewer reads out each word

from a list.from a list.

E.g. A number of qualities of a product may beE.g. A number of qualities of a product may be

listed and informants may be asked to write brandlisted and informants may be asked to write brand

names possessing one or more of thesenames possessing one or more of these


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Contd:Contd:--

Sentence completion tests :Sentence completion tests :--

Under this method the informant is asked toUnder this method the informant is asked to

complete a sentence ( such as : persons who werecomplete a sentence ( such as : persons who were

Khadi are..) to find the association of khadiKhadi are..) to find the association of khadi

clothes with certain personality characteristics.clothes with certain personality characteristics.

Several sentence of this type might be put to theSeveral sentence of this type might be put to the

informant on the same subject.informant on the same subject.


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Contd:Contd:--

Story completion test :Story completion test :--

These tests are a step further where in theThese tests are a step further where in the

researcher mar contrive stories instead ofresearcher mar contrive stories instead of

sentences and ask the informants to completesentences and ask the informants to complete

them.them.

The respondent is given just enough of story toThe respondent is given just enough of story to

focus his attention on a given subject and he isfocus his attention on a given subject and he isasked to supply a conclusion to the story.asked to supply a conclusion to the story.


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Contd:Contd:--

Verbal projection testVerbal projection test ::--

These are the test where in the respondent is askedThese are the test where in the respondent is askedto comment on or to explain what other people do.to comment on or to explain what other people do.

E.g. Why do people smoke? Answer may revel theE.g. Why do people smoke? Answer may revel the

respondents own motive.respondents own motive.


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Contd:Contd:--

Pictorial techniques :Pictorial techniques :-- Thematic apperception test (TAT) : The TAT consists of aThematic apperception test (TAT) : The TAT consists of a

set of picture (some of the pictures deal with the ordinaryset of picture (some of the pictures deal with the ordinary

dayday--toto-- day events while other may be ambiguous picturesday events while other may be ambiguous pictures

of unusual situation) that are shown to respondents whoof unusual situation) that are shown to respondents who

are to describe what they think the pictures represent.are to describe what they think the pictures represent.

The replies of respondent constitute the basis for theThe replies of respondent constitute the basis for the

investigator to draw inference about their personalityinvestigator to draw inference about their personality

structure, attitudes etcstructure, attitudes etc


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CONTD:CONTD:--

Depth interview :Depth interview :-- This is an intensive and searching interview aiming atThis is an intensive and searching interview aiming at

studying the respondents opinion, emotions on the basis ofstudying the respondents opinion, emotions on the basis ofan interview guide.an interview guide.

This deliberately aims to elicit unconscious as well asThis deliberately aims to elicit unconscious as well asextremely personal feelings and emotions.extremely personal feelings and emotions.

This is generally a lengthy procedure designed toThis is generally a lengthy procedure designed toencourage free expression of affectively chargedencourage free expression of affectively charged

information.information. The interviewer should totally avoid advising or showingThe interviewer should totally avoid advising or showing

disagreement . He should use encouraging expression todisagreement . He should use encouraging expression tomotivate the respondent to continue the narration.motivate the respondent to continue the narration.


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CONTD:CONTD:--

Content analysis:Content analysis:--

This is a method of data collection andThis is a method of data collection and

analysis. This is used for gathering dataanalysis. This is used for gathering datafrom archival records , documents,from archival records , documents,

newspaper, letters, minutes of meetings etc.newspaper, letters, minutes of meetings etc.

The content of written materials serves as aThe content of written materials serves as a

basis of inference.basis of inference.


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Construction of a Questionnaire& Design

Decide what information is wanted

Decide the type of questions

Decide the content of individual questions

Decide the wording of questions

Decide the sequence of questions

Decide the lay out

Make a preliminary draft and pretest it

Revise and prepare the final draft


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Developing the Instrument DesignDeveloping the Instrument DesignStrategyStrategy

ManagementManagement--Research Question Hierarchy:Research Question Hierarchy:

The management problem/questionThe management problem/question thethe

dilemma, stated in question form, that thedilemma, stated in question form, that the

manager needs resolvedmanager needs resolved

Research question'sResearch question's the factthe fact--based translationbased translation

of the question the researcher must answer toof the question the researcher must answer to

contribute to the solution of the mgmt question.contribute to the solution of the mgmt question.


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Contd:Contd:--

Investigative questionsInvestigative questions specific questions thespecific questions the

researcher must answer to provide sufficientresearcher must answer to provide sufficient

details & coverage of the research question. Atdetails & coverage of the research question. At

this level the researcher can move from thethis level the researcher can move from thegeneral to specific question.general to specific question.

Measurement questionsMeasurement questions respondents mustrespondents must

answer if the researcher is needed to gather theanswer if the researcher is needed to gather the

information & resolve the managementinformation & resolve the managementquestion by using the measurement technique.question by using the measurement technique.


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Strategic Concerns ofInstrumentStrategic Concerns ofInstrumentDesignDesign

What type of data is needed to answer theWhat type of data is needed to answer the

management question?management question?

What communication approach will be used?What communication approach will be used?

Should the questions beShould the questions be structuredstructured,, unstructuredunstructured,,

or some combination?or some combination?


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Ways to Interact with the ParticipantWays to Interact with the Participant

Personal interviewPersonal interview

TelephoneTelephone

MailMail

Appropriate Question Content:Appropriate Question Content:-- Should this question be asked?Should this question be asked?

Is the question of proper scope and coverage?Is the question of proper scope and coverage?

Can the participant adequately answer this question, asCan the participant adequately answer this question, asasked?asked?

Will the participant willingly answer this question, asWill the participant willingly answer this question, asaskedasked??


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Question WordingCriteriaQuestion WordingCriteria

Is the question stated in terms of a sharedIs the question stated in terms of a sharedvocabulary?vocabulary?

Does the question contain vocabulary with a singleDoes the question contain vocabulary with a single

meaning?meaning? Does the question contain unsupportedDoes the question contain unsupported

assumptions?assumptions?

Is the question correctly personalized?Is the question correctly personalized?

Are adequate alternatives presented within theAre adequate alternatives presented within thequestion?question?


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What DictatesWhat DictatesYour Response Strategy?Your Response Strategy?

Characteristics of participantsCharacteristics of participants

Nature of the topic (s) being studiedNature of the topic (s) being studied

Type of data neededType of data needed Your analysis planYour analysis plan


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Types of Response QuestionsTypes of Response Questions

FreeFree--responseresponse

DichotomousDichotomous

MultipleMultiple--choicechoice ChecklistChecklist

RatingRating

RankingRanking


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Secondary Data

It is the data already been collected by others which

may be published or unpublished. This data is

primary data for the agency that collects it and

becomes secondary data for someone else who usesthis data for his own purpose.


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Methods of Secondary Data Collection

Various publications of the central and state govt.

Various publication of foreign governments /institutions

Technical & trade journals

Book, magazines and news-paper

Reports and publications of universities/institutions

Census reports

Reports prepared by research scholarsResearcher must ensure the reliability, suitability andadequacy of secondary data

Documents

Mba 2 Sem Research Methodology (Bangalore University) (4)