RESEARCH METHODOLOGY

Data Collection Methodology

COLLECTION OF PRIMARY DATA

COLLECTION OF PRIMARY DATA

Observation method

Interview method

Through questionnaires

Through schedules

Some more methods

OBSERVATION METHOD

Structured and Unstructured observation

Participant, Non-participant and Disguised

observation

Controlled and Uncontrolled observation

INTERVIEW METHOD

Personal interview

Direct personal investigation

Indirect oral investigation

Strengths and Weaknesses

Telephonic interview

Strengths and Weaknesses

THROUGH QUESTIONNAIRES

Merits and Demerits

General form

Question sequence

Question formulation and wording

THROUGH SCHEDULES

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

known

Fast method

Can also be used by

illiterate respondents

Narrows the sample

SOME OTHER METHODS

Warranty cards

Distributor or store audits

Pantry audits

Consumer panels

Depth interviews

Content analysis

Projective techniques

PROJECTIVE TECHNIQUES

Word association tests

Sentence completion tests

Story completion tests

Verbal projection tests

Play techniques

Quizzes, tests and examinations

Sociometry

Pictorial techniques

PICTORIAL TECHNIQUES

Thematic Apperception Test (TAT)

Picture 1

Picture 2

Picture 3

PICTORIAL TECHNIQUES

Rosenzweig test

Will you be

my

valentine?

Let him enjoy his

icecream and then

I’ll enjoy them both

PICTORIAL TECHNIQUES

Rorschach test

Ink blot 1

Ink blot 2

Ink blot 3

PICTORIAL TECHNIQUES

Holtzman Inkblot Test (HIT)

Tomkins-Horn picture arrangement test

PICTORIAL TECHNIQUES

Thematic Apperception Test (TAT)

Rosenzweig test

Rorschach test

Holtzman Inkblot Test (HIT)

Tomkins-Horn picture arrangement test

COLLECTION OF PRIMARY DATA

Observation method

Interview method

Through questionnaires

Through schedules

Some more methods

COLLECTION OF SECONDARY DATA

Reliability of data

Suitability of data

Adequacy of data

SELECTION OF APPROPRIATE METHOD FOR

DATA COLLECTION

Nature, scope and object of enquiry

Availability of funds

Time factor

Precision required

CASE STUDY METHOD

Meaning

Characteristics

Evolution and scope

Assumptions

Major phases involved

Advantages

Limitations

Conclusion