business research method chp 7]

Group members
Fizza Tanvir 610
Farhan Mansoor 609
Amir Khan
Kesar Abbas
chapter no 07
Presented to Mam Fadia Naz.

Research Design :
Data Collection Methods – Sources
of Data

CLASSIFICATION OF DATA
TYPES
PRIMARY
DATA
SECONDARY
DATA

SOURCES OF INFORMATION
Primary Source
•Data is collected by
researcher himself
•Data is gathered
through questionnaire,
interviews,
observations etc.
Secondary Source
•Data collected,
compiled or
written by other
researchers eg. books,
journals, newspapers
•Any reference must
be acknowledged

Primary data
• Real time data
• Sure about sources of data
• Help to give results/
finding
• Costly and time consuming
process
• Avoid biasness of response
data
• More flexible
Secondary data
 Past data
 Not sure about of sources
of data
 Refining the problem
 Cheap and no time
consuming process
 Can not know in data
biasness or not
 Less flexible

Individual Interviews
 Single person
 Unstructured Method
 Pre-prepared questions
Women
Empowerment
Individual source data.

Focus Groups
• Focus Group:
– Normally a focus group consist of 8 to 10 members with a moderator
leading the discussion on a particular topic or concept or product.
– Members are generally chosen on the basis of their expertise in the topic
on which information sought.
– Homogeneous and similar life style experiences.
• Aim:
– It aimed at obtaining respondents’ impression, interpretation and opinions
as the members talk about the event, concept, product or service.

Guidelines for Conducting a Focus
Group
1. Develop the Discussion Guide
• Preparing the discussion guide, moderating, and preparing the report.
• What questions will be asked?
• Who will participate?
• Where will the discussions be held?
• Who will conduct the sessions?
• The first order of business is to develop a discussion guide.

2.Reserve a Time and Place
• Reserving a time and place to conduct the
discussion is something that should be done
well in advance of the actual date of the
discussion sessions. Finding a location quickly
will allow time to contact potential
participants with the necessary logistical
information. Try to find the most convenient
and accessible location for the participants.

3.Provide an Incentive for Participation
• Incentive is provided to encourage
participants
• Various forms of compensation can be used,
most commonly a cash payment, lunch, or
dinner. Snacks and beverages also may be
provided.
4.Selection of Focus Group Participants
• Good size
• common characteristics

Moderator
• The moderator introduces the topic, observes
and takes notes and /or tapes the discussion.
• The moderator plays a vital role in steering the
discussions in a manner that would draw out
the information sought and keeping the
members on track.
• The moderator never becomes an integral
part of the discussions.

Nature of data obtained through
focus group
• Data obtained through these homogeneous group
(focus group) members are the least expensive and
also lend themselves for quick analysis.
• The data obtained provides only qualitative and not
quantitative information.
• Since the members are not selected randomly, the
information collected may not representative.
However, it may be basis for further scientific
research.

difference between static and dynamic
panel
Static panel
• static cache remains same
during the session run
• static can be used to relational
and falt file lookup
types
• static cache can be used to
both unconnected and
connected lookup
transformation
• we can handle multiple
matches in static cache
Dynamic panel
• dynamic cache changes durig
session run
• dynamic cache can be used to
only relational lookup types
• Dynamic cache can be used to
only connetced lookups
• we cannot multiple matches in
dynamic cache
• we can use only = operator
with dynamic cache.

SECONDARY DATA
• SECONDARY DATA Which have been collected
by someone else and which have already been
passed through the statistical process.
• Secondary sources consist of not only
published records and reports but also
unpublished records.

• Observation Method
• Interview Method
• Through Questionnaires
• Through Schedules
• Other Method
METHODS OF D.C w.r.t ORGANIZATION

. Projective Techniques
• Projective Techniques involve the presentation of an
ambiguous, unstructured object, activity or person
that a respondent is asked to interpret and explain.
• In Projective Techniques, the respondents are asked
to interpret the behaviour of others and this way
they indirectly reveal their own behaviour in the
same situation. Some of these techniques are
discussed below.

Cont..
• Word Association Test: Respondents are presented
with a list of words one at a time and they are asked
to respond immediately with the first things that
come to their mind e.g. in a study on book reading
habits the respondents can be presented with words
like 2 states etc.
• Cloud Picture Test: This shows two or more character
conversing with each other and cloud of one
character is left empty as a response to be filled by
the respondents according to his interpretation of
what the other characters are saying.

Cont..
• Sentence Completion Test: It is similar to a word
association test where instead of a word, a sentence
is left incomplete and the respondent is asked to fill
it with the first thought that comes to his mind e.g.
People who enter politics are……………………..
• Story Completion Study: A step further to sentence
completion, is the story completion study: Under this
a story is created by the researcher which defines the
topic of research and the respondents are asked to
complete the story.

Effective way
of gathering
information
INTERVIEW
Involves verbal
and non-verbal
communications
Can be conducted
face to face, by telephone,
online or through mail

Steps To An Effective Interview
Prepare your interview schedule
Select your subjects/ key informants
Conduct the interview
Analyze and interpret data collected from the interview

Types of Interview
• Methods of Interview
– Face-to-face
– Personal Interviews
– Group Interviews
– Individual Interviews
– Depth Interviews
– Telephone
– Mailed
– Computer Assisted personal interview(capi)
– Online focus group interviews
• Types:
– Unstructured
– Structured

Unstructured interviews
• No list of questions.
– But you still need an agenda, checklist, to
ensure everything covered.
• Both you and interviewee can steer a
conversation.
• Advantage: lots of rich data, unanticipated,
affords emergence of surprises.
• Disadvantage: hard to analyze, can’t
replicate.
36

Questions asked by intreviewer
Tell me something about your unit, department
even the organization as a whole, in terms of
work, employees and what ever else you think
it is important?
Compared to other units in your organization,
what are the strength and weaknesses of your
unit ?

Conclusion
• So we can use the interview technique as one
of the data collection methods for the
research.
• It makes the researcher to feel that the data
what he collected is true and honest and
original by nature because of the face to face
interaction.

Structured interviews
• Opposite of unstructured.
• Fixed list of questions.
• Only you can steer the conversation.
• Disadvantage: no rich data, all anticipated.
• Advantage: easy to analyze, easy to
replicate.
39

7–40
Other Techniques (cont’d)
• Thematic Apperception Test (TAT)
–Presents subjects with an ambiguous
picture(s) in which consumers and
products are the center of attention.
–Investigator asks the subject to tell
what is happening in the picture(s)
now and what might happen next.

7–41
An Example of a TAT Picture

Tips to follow in Interviewing
• Training Interviewers:
– how to start an interview,
– how to proceed with the questions,
– how to motivated respondents to answer
– how to close an interview.
– They also need to be instructed about taking notes
and coding the interview responses.
– Good planning, proper training,
– offering clear guidelines to interviewers
– supervising their work

Minimise Interviewer and
Interviewees Bias
• Interviewer Bias:
– This kind of bias will appear when there no proper
trust and rapport with the interviewee or when
the response are either misinterpreted or
distorted.
• Interviewees Bias:
– Interviewees can bias the data when they do not
come out with their true opinions but provide
information that they think is what the
interviewer expects of them or would like to
hear.

Methods to Control the Bias
• Establish Rapport and Motivating
Individuals to Response:
–To obtain honest information from the
respondents, the researcher/interviewer
should be able to establish rapport and
trust with them.
–The researcher should state the purpose of
the interview and assure complete
confidentiality about the source of the
responses.

ESTABLISHING RAPPORT, MOTIVATING
INDIVIDUALS TO RESPOND

a. Rapport Building
• Interviewer should increase the
receptiveness of the respondent by
making him believe that his opinions are
very useful to the research, and is going
to be a pleasure rather than an ordeal.

b. Probing
• Probing is the technique of encouraging the
respondents to answer completely, freely and
relevantly.

c. Recording
• The interviewer can either write the response
at the time of interview or after the interview.
In certain cases, where the respondent allows
for it, audio or visual aids can be used to
record answers.

d. Closing
• After the interview, interviewer should thank
the respondent and once again assure him
about the worth of his answers and the
confidentiality of the same.

Training of the interviewer
• Since the interviewer can control the quality of the result his/her training becomes
crucial.
• It is important to organize in detail and rehearse the interviewing process before
beginning the formal study.

Points for interviewer Training
• Describe the entire study –interviewers need to know more than simply how to
conduct the interview itself. They should have background of the study and why
the study is important.
• Explain the sampling logic and process –new interviewer may not understand why
sampling is so important. They may wonder why you go through all the difficulties
of selecting the samples so carefully.

Preparation for interview
• Choose the setting with the least distraction.
• Explain the purpose of the interview.
• Address terms of confidentiality.
• Indicate how long the interview usually takes.
• Provide contact information of the interviewer.
• Allow interviewee to clarify any doubts about the interview.
• Prepare a method for recording data, e.g. take notes.

The Questioning Technique
• Ask open end questions first
• Unbiased questions
• Clarifying issues
• Helping the respondent to think
through issues
• Taking notes

Interview Method
 Method of data Collection
 Learning from candidates expressions
 Face to Face Contact
Face to face interview

Advantages and Limitations of Face
to Face Interview
• Advantages:
– In direct interviews the researcher can adapt the
questions necessary, clarify doubts and ensure that
the respondents understood the question properly.
The researcher can pick up nonverbal cues from the
respondents.
• Limitations:
– Limited geographical coverage, cost of survey is high,
possibility of interviewer bias and the respondents
may feel uneasy to answer the questions when they
interact face to face.

Telephonic Interviews
 No personal interaction
 Structured method
Telephonic interview

Telephone Interview
• Advantage:
– With in a short period of time wide geographical
coverage is possible. Most of the respondent may
feel comfortable to answer the questions through
phone then face to face interview.
• Limitations:
– There may be lot of non response problems. T
– he researcher will not be able to see the
respondent nonverbal communication.

Personal Interviews
 Face-to-face contact
Personal interview

Group Interviews
 Members formed as a group
Group discussion interview

 Online survey
 Wide Audience
Mailed interview

Mailed Survey
• Advantages:
– Less costly than face to face interview
– Cover extensive geographical area
– Useful in contacting persons such as senior business
executives
– Impersonal, free from interviewer bias
• Limitations:
– Possible to collect information from educated only
– Response rate is low
– The cause for inadequate and non responses can not
be known.

Depth Interviews
 Unofficial environment
 Free expressive ideas
 Helps in evaluation

Online focus group interviews
•Participation is by invitation
• prerecruited , generally
from an online list people
• Screening questionnaire
• Receive time, a URL, room
name, and password via
email id.
•Four to six people
participate in the online
group.
•Electronic emotion

Advantage
• People all over the country can participate.
• Geographical constraints are removed.
• Internet enables the researcher to reach segment that are usually hard to
survey: doctors, lawyers professionals ,working mothers, and who lead
busy lives and are not interested in focus group.
• Cost is much lower.
Disadvantage
• Only people that have knowledge how to use a computer can be surveyed
online.
• Moderator have no idea what else the respondents may be doing while
participating in group.
• Only audio and visual stimuli can be tested.
• Body language and facial expression, and tone of voice can not be
obtained.
•

Computer-assisted personal
interviewing (CAPI)
• Either the respondent or an interviewer sits at a computer terminal
and answers a questionnaire using the keyboard or mouse.
• Colorful screens and on and off-screen stimuli can add to the
respondent's interest and involvement in the task.
• This method has been classified as a personal interview technique
since an interviewer is usually present to serve as a host and to
guide the respondent.
• This approach is used in shopping malls, preceded by the intercept
and screening process.
• It is also used to conduct business-to-business research at trade
shows or conventions.

Computer Assisted Interview
• Advantages:
–Quick, more accurate information
gathering, faster and easier
analysis of date.
–The cost of data collection and
analysis also low.

2.Computer – Assisted Telephone
interviewing
• Central location
• A computerized questionnaire
• The interviewer sits in front of computer
terminal and wear a mini –headset the
computer replace a paper and pencil
questionnaire and mini-head set
substitute the telephone.
• Upon command, the computer dials the
telephone number to be called. When
contact is made, the interviewer reads the
question posed on the computer screen
and records the respondents answer
directly in to the memory of computer.
• The computer systematically guides the
interviewer. Only one question at a time
appears on the screen.
• The computer checks the response for
appropriateness and consistency.

Advantage
• Smoothly function
• Data quality enhance
• Time is reduced

Advantages
 More Info.
 Resistance
 Opportunity to reorder
 Personal Info
 Observation
 More honest answers

Disadvantages
 Expensive Method
 Biased Interviewer
 Response Biased
 Time Consuming
 Resource Training
 Frank Responses

75
The Questioning Process
Listen more than talk
The main game in interviewing is to facilitate an
interviewee’s ability to answer. This involves:
– easing respondents into the interview
– asking strategic questions
– prompting and probing appropriately
– keeping it moving
– winding it down when the time is right

Questionnaires
• This is a common instrument of primary
data collection. It contain a set of
questions logically related to a problem
under study, aim at eliciting responses
from the respondents. This can be
classified under two different types.
– One is called as personally administered
questionnaires and
– another one is called as mail questionnaires.

Personally Administered
Questionnaires
• A researcher or a member of the
research team can collect data by
meeting the respondents personally,
• and any doubts that the respondents
might have on any questions could be
clarified on the spot.
• The required information can be
collected within short period of time.

Mail Questionnaires
• These questionnaires are sent to the
respondents, who can complete them at
their convenience and send it back to the
researcher.
• It possible to cover wide geographical
area.
• However, the response rate is low.

Guidelines for Questionnaire Design
• Sound questionnaire design should focus on
three important areas.
• The first related to wording of the questions;
• The second related to planning of issues of
how the variables will be categorized, scaled
and coded after the receipt of the response;
and
• Finally, the general appearance of the
questionnaires. We will see more details
about the wording of the questions.

After the Interview
• Verify if the tape recorder, if
used, worked throughout
the interview.
• Make any notes on your
written notes.
• Write down any
observations made during
the interview.

business research method chp 7]

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