Primary Data: Survey or observation methods

a) Accuracy of Survey Data: Responses may give errors due to inaccurate responses.

b) Accuracy of Observation Data: More accurate than (a) if observation can replace question – answer. But
physical difficulty in observation may lead to errors.

Questionnaire Methods (Surveys): Written/ oral Q’s

Advantages:
Versatility: to cover most MR problems; knowledge, opinions, motivations, intentions cannot be observed;
‘Q’s
Speed and Cost: Cheaper and quicker than observation. More control over data gathering activity.

Disadvantages:-
Non – Response: Unknown interviewer, boring subject, non-cooperation, refusal on personal Q’s mail NR >
90%.
Inability to Provide Information: Sub conscious motivation cannot be worded, inability to remember etc.; aided
recall can help.
Impact of Questioning Process: Manufactured answers; answers that would please interviewer.

Questionnaire Types: (Disguised/Undisguised) (Structured/Unstructured) (Personal/Phone/Mail)

Structured–Undisguised: Most studies of this type; structuring reduces influencing results through question
wording; it cannot get more information even if forthcoming; data easier to tabulate and interpret.

Unstructured–Undisguised: Direct questions rarely elicit useful answers; use depth interviews and focus
group interviews; get below the surface reasons or underlying motive, interviewer’s flexibility, comparability
difficult as each interviewer has a different style; role of psychologists.

Unstructured – Disguised: Disguise objective of study; projective techniques; word association; sentence
completion; story telling; interpretation subjective, non-comparable.

Structured–Disguised: Structuring reduces interviewer interpreter bias; quicker, cheaper and easier
tabulation.

Surveys by Method of Communication

1. Phone Interviews: Not versatile; difficult to hold interest, people reluctant to report on personal items, quality
of information is good; good to check on radio/ TV listening. Sample can be controlled; 40% households never
reached and ¼ of rest refuse to cooperate i.e. only 45% response rate; an advance letter may help. Less time
consuming and cheapest method; Difficult in India and households without phone in majority. (Tele density 9
out of 100)
2. Personal Interviews: Most versatile and flexible; can aid observation in between interviews; proper samples
can be used; Best for long questionnaires; good accuracy; bias due to questioning situation; cheating by
interviewers; NR’s significant 15-35%, lengthy and most expensive.
3. Mail Surveys: Rely on questionnaire & covering letters; presentation and first page appearance VVI. Best for
embarrassing topics; general/ brief answers to open ended questions, sample control possible thru mail lists;
10% mail may not be delivered; response rate <10%, forms may be filled out by other person; 3 methods used
to increase response rate;
a. General motivation: Topic of interest to sample: personal covering letters; anonymity of respondent.
b. Direct incentive: cash in envelope; etc.
c. Mechanical and perceptual means: phone or mail contact before respondent gets questionnaire first class/
registered AD gets better response; reply paid envelopes; Reminder Lengthy method; cheapest per completed
questionnaire;
Observation Method
Advantages:

 Generally more accurate.

 Ability to capture tone, nervous habits & relationships.
 Observing by machines: bar codes, audio meters (TRP ratings)
 Not necessary to rely on cooperation rate.
 Bias in respondent – interviewer situation reduced.

Disadvantages:

 Inability to observe attitudes, motives, plans etc.

 Many personal activities cannot be observed.
 Mostly expensive as compared to survey data.

Five bases of classifying different methods (observational methods):

1) Situation natural, direct or contrived (created to reduce time wastage).

2) Observation obtrusive or un-obstrusive thrust suddenly without notice.

3) Observation structured or unstructured – defined.

4) Observation direct or indirect – bottles in trash;

5) Observer or mechanical means – camera eye – camera; audiometer.