Data collection methodology

1. Data Collection Methodology
RESEARCH METHODOLOGY

2. COLLECTION OF PRIMARY DATA

3. COLLECTION OF PRIMARY DATA
 Observation method
 Interview method
 Through questionnaires
 Through schedules
 Some more methods

4. OBSERVATION METHOD
 Structured and Unstructured observation
 Participant, Non-participant and Disguised
observation
 Controlled and Uncontrolled observation

5. INTERVIEW METHOD
 Personal interview
 Direct personal investigation
 Indirect oral investigation
Strengths and Weaknesses
 Telephonic interview
Strengths and Weaknesses

6. THROUGH QUESTIONNAIRES
Merits and Demerits
 General form
 Question sequence
 Question formulation and wording

7. 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
THROUGH SCHEDULES
known
 Fast method
 Can also be used by
illiterate respondents
 Narrows the sample

8. SOME OTHER METHODS
Warranty cards
 Distributor or store audits
 Pantry audits
 Consumer panels
 Depth interviews
 Content analysis
 Projective techniques

9. PROJECTIVE TECHNIQUES
Word association tests
 Sentence completion tests
 Story completion tests
 Verbal projection tests
 Play techniques
 Quizzes, tests and examinations
 Sociometry
 Pictorial techniques

10. PICTORIAL TECHNIQUES
 Thematic Apperception Test (TAT)
Picture 1
Picture 2
Picture 3

11. PICTORIAL TECHNIQUES
 Rosenzweig test
Will you be
my
valentine?
Let him enjoy his
icecream and then
I’ll enjoy them both

12. PICTORIAL TECHNIQUES
 Rorschach test
Ink blot 1
Ink blot 2
Ink blot 3

13. PICTORIAL TECHNIQUES
 Holtzman Inkblot Test (HIT)
 Tomkins-Horn picture arrangement test

14. PICTORIAL TECHNIQUES
 Thematic Apperception Test (TAT)
 Rosenzweig test
 Rorschach test
 Holtzman Inkblot Test (HIT)
 Tomkins-Horn picture arrangement test

15. COLLECTION OF PRIMARY DATA
 Observation method
 Interview method
 Through questionnaires
 Through schedules
 Some more methods

16. COLLECTION OF SECONDARY DATA
 Reliability of data
 Suitability of data
 Adequacy of data

17. SELECTION OF APPROPRIATE METHOD FOR
DATA COLLECTION
 Nature, scope and object of enquiry
 Availability of funds
 Time factor
 Precision required

18. CASE STUDY METHOD
 Meaning
 Characteristics
 Evolution and scope
 Assumptions
 Major phases involved
 Advantages
 Limitations
 Conclusion