The document discusses various research methods for collecting primary data, including interviews, observations, and questionnaires. It provides details on the interview method, including advantages like higher reliability and response rates compared to other methods, as well as disadvantages such as being time-consuming. Structured, semi-structured, and unstructured interviews are described. Observation methods like overt versus covert and structured versus unstructured are also outlined. Finally, the document defines what a questionnaire is and lists characteristics of a good questionnaire.

1. RESEARCH METHODS

2. There are many methods of conducting
research/collecting primary data.
1. Interviews
2. Observations
3. Questionnaires

3. The Interview Method of data collection involves the researcher conducting direct personal
interviews in order to collect data from the respondents. Since the researcher must personally
interview each respondent, this method is suitable only when dealing with a small group of
respondents.
Advantages of Interview Method
1.The information is collected by the researcher in person and is thus more reliable than data
collected through other indirect methods.
2.If the respondents are confused about a question, the interviewer can provide clarifications so
that correct response is provided.
3.There is a much higher response rate compared to filling out a survey form.
4.An illiterate person cannot be asked to fill out a questionnaire on their own. The interview
method is more suitable in this case.
5.The interview method is highly suitable for dealing with issues where there might be shades of
different opinion. It is not the case that every question has a YES/NO response.

4. Disadvantages of Interview Method
1.This method is very time-consuming since the researcher has to personally interview
each and every respondent.
2.If the researcher tries to save time by hiring interviewers then the cost involved
increases dramatically.
3.If the interviewer is not properly trained then the data may not be reliable. The
personal bias of the interviewer might affect the accuracy of the data.
4.The respondent might be shy and introverted, and hence might be reluctant to answer
some questions by the interviewer.
5.The respondent has to feel comfortable in the presence of the interviewer in order to
respond frankly and truthfully. Thus the success of the interview depends on the social
skill and tactfulness of the interviewer.

5. 1. Structured Interviews
The structured interview method of data collection involves preparing a
list of questions well in advance of the scheduled interview.
The goal of this is to ensure that the exact same questions are asked to
each respondent.
There is no scope for the interviewer to ask questions of their own in
response to the answers received from the respondent.


6. 2. Semi-Structured Interviews
The semi-structured method of data collection involves preparing a few questions
beforehand. In this, the interviewers have a free hand to ask additional questions on the
basis of the answer received. Ex: The interviewer asks a respondent about source of
income and the respondent says that he has two jobs. The interviewer can then ask the
respondent to separately mention the income received from each of the two jobs.
3. Unstructured Interviews
In an unstructured interview, no questions are prepared in advance. The interviewer
only has a general idea of what questions to ask. The interview is conducted in
conversational form with a lot of back and forth between the interviewer and the
respondent.
Though interviews can be conducted directly over telephone or computer, direct
personal interviews have more efficacy because of the face-to-face interaction between
the interviewer and the respondent.

7. Observation is way of gathering data by watching behavior, events, or noting physical
characteristics in their natural setting. Observations can be overt (everyone knows they are
being observed) or covert (no one knows they are being observed and the observer is
concealed).
What are the advantages of observation?
• Collect data where and when an event or activity is occurring.
• Does not rely on people’s willingness or ability to provide information.
• Allows you to directly see what people do rather than relying on what people say they did.
What are the disadvantages of observation?
• Susceptible to observer bias.
• Susceptible to the “Hawthorne effect,” that is, people usually perform better when they
know they are being observed, although indirect observation may decrease this problem.
• Can be expensive and time-consuming compared to other data collection methods.
• Does not increase the understanding of why people behave as they do.

8. A. Structured or Unstructured method
B. Disguised or Undisguised method
C. Direct/Indirect observation

9. 1. Structured observation method – This is a systematic
observation method where data is collected as per a pre-defined
schedule. A specific variable is used in this method for data collection.
Ex: A hotel manager wants to know how many customers visit with their
families and how many singly. Accordingly, the manager may plan for
chairs , tables and ambience. Here, it is clear “What is to be observed”.
2. Unstructured observation method – The unstructured
observation method is conducted in a free and open manner without
using any pre-determined objectives, schedules or variables. Ex:
Suppose, the hotel manager wants to know how single customers and
those with families behave and what their attitudes are like, it is an
Unstructured observation.

10. In Disguised observation, the respondents do not know that they are
being observed. Here, observers often pose as shoppers. They are
known as “Mystery Shoppers”. They are paid by the research
organizations. In this, the true behaviour of individuals is registered.
In Undisguised method, observations may be restrained due to
induced error by the objects of observation. People tend to act smart
when they know that they are being observed.

11. Observation may be either Direct or Indirect. In case of Direct
Observation, the observer is physically present and personally monitors
what takes place. This approach is very flexible of events
and behavior as they occur. The observer is also free to shift places,
change the focus of the observation, and concentrate on unexpected
events if they should occur.
In Indirect observation, recording is done by mechanical, photographic
or electronic means. Ex: a special motion picture camera which takes
one frame every second is mounted in a department of a large store to
study customer and employee movement.

12. A Questionnaire is a research instrument that consists of a set of questions
or other types of prompts that aims to collect information from a respondent.
A research questionnaire is typically a mix of close-ended questions and open-
ended questions.
Characteristics of a good Questionnaire
1. It must be simple and easy to understand.
2. It must generate replies that can be recorded by the researcher.
3. It should be specific and to the point.
4. It should be well-arranged to facilitate analysis and interpretation.