This document discusses specifying data and acquisition methods for research. It covers determining data objectives based on researcher objectives, defining suitable data types like facts, knowledge, opinions, and intentions. The document also discusses sources of data like secondary and primary sources, as well as communication approaches like observation and questioning. Finally, it compares different media for collecting data like personal interviews, telephone interviews, and mail, considering factors like bias, control, and response rates to determine the best approach.

1. Chapter:6
Specifying Data & Acquisition Methods

2. INTRODUCTION
• What objectives would each item of data
serve?
• What specific type of data would be
suitable for them ?
• How would it be gathered?

3. DATA OBJECTIVES
It is derived from the researcher objectives.
Determination as per the researcher, to translate what the decision maker
wants into a specific description of the needed data.
Data will be accurate in both :-
 Validity
 Reliability
The data can be obtained quickly enough and at an affordable cost.
The researcher should consider the personal objective and decision making
style.
The researcher can proceed to state the data objective.
Its serve two important purposes in developing a study:-
 Enabling the decision makers to judge whether or not the contemplated
measurement would satisfy their decision needs
 Providing a basis on which the researchers can shape the exact data
plans

4. DATA TYPES
– Facts
• Demographic
• Sociological
• Psychographic
• Behavioural
– Knowledge
– Opinions
– Intention
– Motives
DATA’S NATURE FUNCTIONS OF
DATA
Let us begin by thinking about a simple experiment
, in which one hypothesis Is to be measured
in terms of its effects.
If we have one cause(X) and one effect(Y),
this hypothesis is simply expressed as
Y=(X)

5. Sources of Data
o Secondary sources should be considered ,which refer to those for
already gathered &available.
o Primary data may obtained from individual’s, families
representative or organization. Using of panel’s, which are groups of
people (some factor in common) that supply information.
o Location of data sources :
o There were 3 common types of location:
o Where the subject lives (AT HOME).
o Where the subject works
o On the street
•

6. COMMUNICATION APPROACHES
Observation
Questioning
 Observation: like attachments placed on tv sets to
record the time when turned on to telecasts.
 Questioning: mainly by interviewing ,several other
means like personal ,mail etc.

7. Factors in Decisions on Media
• TWO general aspects are:
1. What degree of structure is desirable?
2. What degree of disguise is required?
• Structured: It standardizes the questionnaires to be used in
gathering the data.
• Disguise: is the concealing of purpose of a study.

8. SELECTING THE MEDIA FOR
COLLECTING DATA
PERSONAL TELEPHONE MAIL
HOME
INTERVIEWS
TRAFFIC
INTERVIEWS
MALL
INTERCEPT
Traditional
Telephone
Computer-Assisted
Telephone Interviewing
Mail
Interview
Mail
Panel

9. Home interviews
• FAVORABLE
• Information on the
situation may be
observed ,without
asking
• UNFAVORABLE
• People are becoming
more reluctant to talk
with strangers
TRAFFIC INTERVIEWS
MALL INTERCEPT
DEPTH INTERVIEWS
STREET
SHOPPING
MALL
INTRODUCTORY
QUESTIONS PRINTED

10. TELEPHONE
• FAVORABLE
• Personal travel to place of
interview is avoided.
• UNFAVORABLE
• Interview is limited to audio
material s, in ability to show
anything visual to respondent
MAIL
• FAVORABLE
• Respondent reads & answers
questions without being
influenced by interviewer
• UNFAVORABLE:
• A majority may not respond
,those who do not be typical

11. COMPARISONS OF MEDIA
 In the planning of each marketing research project, the choice of the best
communications media rest on number of consideration’s. This choice should be
made on explicit criteria.
 E.g: Comparison of three communication media on few factors…….
 FACTOR MEDIUM
 MAIL PERSONAL TELEPHONE
 Bias freedom(from interviewer) 1 3 2
 Control over collection 3 2 2

12. COMBINATION OF MEDIA
When a project has more than one phase or purpose ,combination of media can
be used:
• Observation &mail,
• Telephone & mail;
• Telephone & personal.
EG: An airline wishes interviews in some depth with business travelers who are in
certain types of managerial & technical positions & who travel frequently in certain
regions.
TELEPHONE QUESTIONING:
to screen individuals to qualify them for interviews ,to gain interest, to agree on
specific time for holding interviews.
PERSONAL QUESTIONING:
To conduct depth interviewing of the selected people at appointed time.

13. FORMULATING A DATA PLAN
• FOUR MAJOR PHASES:
1. Setting data objectives.
2. Deciding the appropriate type of data.
3. Defining sources of the data.
4. Selecting the communication approach.