Primary data collection: Methods and Instruments, Attitude measurement; Sampling Plan

Primary data: collected specifically for a research project Reasons for Primary data collection: - when the secondary data are either unavailable Inappropriate Irrelevant Inaccurate

Variety of Data Collection Methods

 Method A: a brief personal interview of a sample  Method B: a telephone survey  Method C: mail questionnaire to a sample  Method D: questionnaire posted on the company s website  Method E: hire someone to observe customers and record their reactions as they pass by the special display  Method F: videotape the area to generate a continuous record of customer reactions and behavior  Method G: electronic cash registers in the stores

- The various questioning and observation methods are not necessarily restricted to certain types of research - Major research types are ..  Exploratory research  Descriptive research  Experimental research (more controlled condition with an experimental group)

Questioning Versus Observation

One approach is not necessarily a substitute for the other  Versatility or Usefulness  Time and Cost  Data accuracy  Respondent Convenience

Methods and Instruments Questionnaire Format

Questionnaire format/ Projective techniques  A completely structured question e.g. What are the strengths of brand X soap in comparison with brand Y? (please check as many categories as apply) Costs less Last longer Smells better Produces more lather Comes in more convenient sizes  A completely non structured question e.g. What are your views about brand X soap? ----------------------------------------------------------------------------------------------------------------------------- A disguised question e.g. Would people you associate with buy a cheap brand of liquid soap and dispense it from the bottle of an expensive brand to impress their guests? Yes No

Questionnaire Administration Methods

 A personal interview (face-to-face) e.g. Shopping mall intercept interviews  A telephonic survey (only voice contact) e.g. through WATS wide area telephonic survey who do not have internet connection  Mail surveys (no interview ) e.g. popular for well targeted customer base  Internet or web based surveys (no interview )  Advantages and limitations     Versatility or Usefulness Time Cost Accuracy

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Sampling control Personal interview methods Telephone survey e.g. CATI system ( computer-assisted telephone interviewing) Mail surveys Web-based surveys Supervisory control Personal interview methods Telephone survey Mail surveys Web-based surveys Opportunity for clarification Respondent convenience Deciding which questionnaire administration methods to use

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Types of Observation Techniques

Natural Vs. Contrived observations Disguised Vs. Non-disguised observation Human Vs. Mechanical Observation e.g. Eye-Tracking equipment Devices to measure response latency Instruments to conduct voice pitch analysis (VOPAN) People meter Web-based observation techniques Direct Vs. Indirect observation Structured Vs. Non-structured observation