This document discusses various methods for collecting data and measuring attitudes. It outlines four main techniques for collecting data: observation, questionnaires, interviews, and focus groups. It also discusses methods for measuring attitudes, including paired comparison, ordered category sorting, ranking, and rating. Motivational research techniques aim to understand desires and drives behind consumer purchases, since consumers may not openly state the true reasons. Both data collection and motivational research provide important market insights but also have limitations that require careful research design and analysis.

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DATA COLLECTION
MEANING
Data collectionis the processof gathering and measuring information on
targeted variables in an established systematic fashion, which then enables
one to answer relevant questions and evaluate outcomes.
Data collectionis a componentof research in all fields of study including
physical and social sciences,humanities, and business.While methods
vary by discipline, the emphasis on ensuring accurate and honest collection
remains the same.
A formal data collectionprocess is necessaryas it ensures that the data
gathered are both defined and accurate and that subsequentdecisions
based on arguments embodied inthe findings are valid.
TYPES OF DATA COLLECTION
There are two types of data –Primary Data & SecondaryData
1. Primary Data- Raw data or primary data is a term for data collectedat
source.This type of information is obtained directly from first hand
sources by means of surveys, observations,and experimentation and
not subjected to any processing or manipulation and also called
primary data.
2. SecondaryData- It refers to the data collected by someone other
than the user i.e. the data is already available and analyzed by
someone else.like newspapers,magazines etc.

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DATA COLLECTION TECHNIQUES
we will look at four differentdata collectiontechniques – Observation,
Questionnaire, Interview and Focus Group Session
1. OBSERVATION METHOD
Seeing is believing, they say. Making direct observations of simplistic
phenomena can be a very quick and effective way of collecting data
with minimal intrusion.
ADVANTAGES
i) Non-responsive sample subjects are a non-issue when you’re
simply making direct observation.

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ii) If the observationis simple and doesn’trequire interpretation,
this modeldoesn’t require a very extensive and well-tailored
training regime for the survey workforce.
iii) Infrastructure requirement and preparation time are minimal for
simple observations.
DISADVANTAGES
i) More complexobservations that ask observers to interpret
something (e.g. how many cars are driving dangerously)
require more complextraining and are prone to bias.
ii) Analysis may rely heavily on experts who must know what to
observe and how to interpret the observations once the data
collectionis done.
iii) There is the possibilityof missing out on the complete picture
due to the lack of direct interaction with sample subjects.
2. QUESTIONNAIRES
Questionnaires, are stand-alone instruments of data collectionthat
will be administered to the sample subjects either through mail,
phone or online. They have long been one of the most popular data
collectiontechniques.
ADVANTAGES
i) Questionnaires give the researchers an opportunity to carefully
structure and formulate the data collectionplan with precision.
ii) Respondents can take these questionnaires at a convenient
time and think about the answers at their own pace.
iii) The reach is theoretically limitless. The questionnaire can reach
every corner of the globe if the medium allows for it.

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DISADVANTAGES
i) Questionnaires without human intervention can be quite passive
and miss out on some of the finer nuances, leaving the
responsesopento interpretation.
ii) Responserates can be quite low. Questionnaires can be
designed well by choosing the right question types to optimize
response rates, but very little can be done to encourage the
respondents without directly conversing with them.
3. INTERVIEWS
Conducting interviews can help you overcome mostof the shortfalls
of the previous two data collection techniques that we have discussed
here by allowing you to build a deeper understanding of the thinking
behind the respondents’answers.
ADVANTAGES
i) Interviews help the researchers uncover rich, deep insight and
learn information that they may have missed otherwise.
ii) The presence of an interviewer can give the respondents
additional comfortwhile answering the questionnaire and ensure
correctinterpretation of the questions.
iii) The physical presence of a persistent, well-trained interviewer
can significantly improve the response rate.
DISADVANTAGES
i) Reaching out to all respondents to conductinterviews is a
massive, time-consuming exercise that leads to a major increase
in the costof conducting a survey.

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ii) To ensure the effectiveness ofthe whole exercise,the
interviewers must be well-trained in the necessarysoft skills and
the relevant subjectmatter.
4. FOCUS GROUP DISCUSSION
Focus Group Sessions take the interactive benefits of an interview to
the next level by bringing a carefully chosen group together for a
moderated discussionon the subjectof the survey.
ADVANTAGES
i) The presence of several relevant people togetherat the same
time can encourage them to engage in a healthy discussion
and help researchers uncover information that they may not
have envisaged.
ii) It helps the researchers corroborate the facts instantly; any
inaccurate response will most likely be countered by other
members of the focus group.
iii) It gives the researchers a chance to view both sides of the coin
and build a balanced perspective on the matter.
DISADVANTAGES
i) Finding groups of people who are relevant to the survey and
persuading them to come together for the sessionat the same
time can be a difficult task.
ii) The presence of excessivelyloud members in the focus group
can subdue the opinions of those who are less vocal.
iii) The members of a focus group can often fall prey to group-think
if one of them turns out to be remarkably persuasive and
influential. This will bury the diversity of opinion that may have

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otherwise emerged.The moderatorof a Focus Group Session
must be on guard to prevent this from happening.
ATTITUDE MEASUREMENT
AREA OF APPLICATION
An increased attention is being paid to the attitude survey by the marketing
researchers.They have been found to be extremely useful in the matters of
various marketing problems suchas response to an advertisement, price
change, productquality, brand loyalty and trade mark etc.
MERITS
a) A controlled and planned marketing developmentneeds the
knowledge of attitude of consumers.In other words, the knowledge of
response mechanism is so essential for successfulimplementationof
the marketing plans.
b) The attitude of consumers would aid in successfulclassificationof
‘types of consumers’.The basis of grouping is attitude of consumers
towards certain productor service.
c) Attitude affords predictabilitywhich is very much useful to control
marketing conditions.
d) The study of attitude has a practical importance. A good salesman
must be well versed with attitude of consumers,and understands how
differenttypes of consumers behave.
DEMERITS

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a) The attitude is intangible and not subject to visual observations.
b) The consumer attitude is a complexaffair due to multiple influences.
Hence, we cannot say with certainty how a personwill react.
c) Measuring attitude lacks properscale. Marketing Researchhas no
instruments device to measure attitude correctly.
ATTITUDE MEASUREMENT TECHNIQUES
Attitude measurementtechniques constitute the following-:
a) Paired Comparison
This method requires the respondentto choose one of stimuli that
has more of some propertyover the other with respectto some
designated property.
Example: Hero Honda Motor cycle dominates all other motor cycles.
b) Ordered Category Sorting
It requires the respondentto order stimuli w.r.t. Some designated
property of interest.
Example: “A” Represents a set of dozen car tyres in terms of high
grip, moderate grip and low grip etc.
c) Ranking Method
This determines the perceived orderof six brands of tyres w.r.t.
gripness on application of brakes.
d) Rating Techniques
Rating of differentbrands of motor cycles in terms of reliability, and
fuel efficiencyi.e., kms/litre of petrol etc.

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MOTIVATIONAL RESEARCH
MEANING
Motivation research is the analysis of wishes, desires,needs,drives etc.
NATURE
1. The consumer does not know the WHY of purchase.
2. The consumers are not willing to tell about their purchase.
3. The consumers put forward illogical reason for their purchase.
MOTIVATION RESEARCH TECHNIQUES
1. Non- Disguised Structured techniques
i) Single Question Method
ii) Multiple QuestionMethod
iii) Psychological Test
2. Non- Disguised Unstructured techniques
3. Disguised Unstructured technique
i) Word associationtest
ii) Sentence completiontest
iii) Story completiontest
4. Disguised Structured Test

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USES OF MOTIVATIONAL RESEARCH
1. Motivation Researchleads to useful insights and provides inspiration
to creative person in the advertising and packing world.
2. Knowledge and measurementof the true attitude of customers help in
choosing the bestselling appeal for the productand the bestway to
representthe product in the sales talk, and in determining the
appropriateness and weight age of various promotional methods.
3. Motivation Research can help in measuring changes in attitudes,
thus advertising research.
4. Knowledge and measurementof attitudes provides us with an
imaginative market segmentationtool and also enables estimating
market potential of each additional segment.
5. Strategies to position the offerof the company in a particular market
segmentshould be based on the findings of motivation research.
LIMITATIONS OF MOTIVATIONAL REASEARCH
1. Cautions are required to be exercised not only in the application of these
techniques but also the resultant data should be analyzed and interpreted
according to the psychologicaltheory.
2. Originally these techniques were developed to collectdata from a single
individual over a period of time. It is not free from draw backs while we
apply these techniques to gather data from a number of individuals.

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3. The designing and administering of these techniques need qualified and
experimented researchers.Such personnelare not easily available.