Primary Research Methods

 

From direct contact Location of data source:



Home, streets, shopping centers, workplaces etc Observation Approach Communication approach

Methods:
 

Observation Approach
 

TV, Video-camera in shopping centres Monitoring RFID Radio frequency identification device a new technology under trial By company personnel ( DEPARTMENT OF THE ORGANIZATION DEALING WITH EMPLOYEES )or their representatives at shopping centres

Communication Approaches


Through questionnaires


Disguised: concealing the purpose of the study



May find resistance from respondents

Structured & formal: Guides different interviewers to ask questions in a sequential manner. The same questions gets asked to the sample subjects

Communication Media


Personal
Interviewer is face to face with respondents  Favorable factors: clarifications to respondents can be provided, Information obtained at the time of administering itself  Unfavorable factors: Travel time & expense, Interviewers presence may bias respondent, difficulty in finding capable interviewers


Communication Media


Telephone
Most convenience means  Favorable factors: Dialing efficient if callbacks are needed; personal travel avoided; respondents does not open door to strangers; rapid coverage of wide sample; central interviewing with close supervision & training  Unfavorable factors: communication can not be observed; limited to audio materials; long interviews difficult; respondents suspicious of interviewer that he can not see; only homes with telephones can be reached


Communication Media


Mail
Can be reached at any place with an address with anonymity assured  Respondent may divulge sensitive matters  Favorable factors: answers not influenced by interviewer; responds whenever convenient without pressure; addresses widely dispersed can be reached; visual materials can be used


Combination media:  Mail and telephone  Telephone and personal

Comparison of Questionnaire Administration Methods

Ranking of methods

Criteria
Versatility

Criteria
No of questions Amount/variety of information Presentation of stimuli

1
Personal Personal Personal Web Web

2
Mail Tel Web Tel Mail Tel Mail Tel Mail

3
Web Web Tel Personal Tel Mail Tel Web Tel

4
Tel Mail Mail Mail Personal Web Personal Mail Personal

Time Cost Accuracy Sampling control Supervisory control Opportunity for clarification Respondent Convenience

Personal Web Personal Web

Instruments & Methods used for Primary Search



 

Instruments to conduct Voice-pitch Analysis People Meter to monitor TV viewing behavior TV recording cameras DoubleClick US online ad company uses cookies to track consumer movements on web

Questionnaire


Is an instrument for participant communication Levels:

   

Management question Research question Investigative question Measurement question

Steps for Developing Questionnaire

 

Determine specific data to be sought Determine the interview process:



Personal
  

Interviewer administered Self administered Informal interviewing

 

Telephone Mail

Framing Question Content



Should this question be asked?



Purposeful vs interesting Incomplete or unfocused Avoid double-barrel questions Correct interpretation

Is the question of proper scope/coverage?

  

Framing Question Content



Can the participant answer adequately?

     

Time for thought Accuracy Knowledgeable Recalling old data Balance general vs specific Objectivity (avoid leading questions)

Framing Question Content



Will the participant answer willingly?

    

Sensitive information Shared vocabulary/wording Frame of reference Personalization Adequate alternatives