DATA SOURCES AND

COMPUTER
RESEARCH
TYPES OF DATA
 PRIMARY

 SECONDARY

 TERTIARY
PRIMARY DATA
 Primarydata are generally information
gathered or generated by the researcher for
the purpose of the project immediately at
hand.
Primary data collection
method
•Observation
•Focus Group
•Personal interview
•Telephone interview
•Self – administered (mail or internet) surveys
Observation
 Cheaper and effective
 Data collected by simply observing
 No need of asking the respondents
EXAMPLE
 Which is the popular Laptops among college students
 What is the trend of clothes in Chennai
 What time it takes a vehicle to clear the check post
 Which movie is the block bluster
Focus Group
 The people who are interested in your
discussion topic are identified and
subsequently called for seminar/meeting
EXAMPLE
 Increase in the taxes on a particular group
say transporters
 Ban of tobacco in a state
 New government policy against the small
scale industry
Personal interview
 One to One interview is been taken
 In- depth information being collected
 Interview can be audio or video recorded

EXAMPLE
 Interview of politicians for the forecast of the election
polls
 Interview of Industry personal for the new change in
the government laws for imports
 Knowing the famous TV channel among teenagers
 Which is most used products ex: perfumes, shoes,
cosmetics and why?
Telephone interview
 Quickest way of collecting data
 Telephonic interview can be recorded for evidence
 Some time not reliable
 Government restrictions

EXAMPLE
 Asking customers of HUTCH are they happy with
the billing pattern of their company
 Grievances if any after the use of any washing
machine, Grinder, television ……
Self administered (mail or
internet) survey
 Inthis type of collection of data mails are
send across users of a free mail service who
are not registered to a particular group
EXAMPLE
 Polls on who will the next CM of Tamil nadu
 Which is favorite breakfast Topramen
noodles or Maggie noodles
Surveys
Survey is a process for gathering information,
without detailed verification, on the activity being
examined. The main purposes are to:
Understand the activity under review

Identify significant areas wanting special emphasis

Obtain information for use in performing the audit

Fact- Finding study

Characteristic of Survey
 It is always a field study
 It seeks responses directly from respondents
 It can cover a very large population
 A survey may involve Extensive study or intensive
study
 It covers a definite geographical area
 Every member of population has equal chance of
being selected
 Conducted in a natural setting
Purpose of Survey
 Provide information
 Causal relationship between variables

 Comparisons of demographic groups

 Dealing with cause and effect relationship

The subject – matter of survey
 All aspects of human behavior – social
institution, economic system, business
undertaking lend themselves to survey
 The subject matter be classified as
 Social survey
 Demographic characteristic of group
 The social environment of group
 People options and attitude
 Economic survey
 Economic condition of people
 Working of economic units
 Operations of economic system
FACTORS DETERMINING THE
CHOICE OF SURVEY METHOD
 SAMPLING PRECISION
 BUDGET

 QUALITY OF DATA
 INCIDENCE RATE

 ACCURACY OF RESULTANT DATA

SAMPLING PRECISION

 Researcher can select research method

 Accurate data needed
 Random digit dialing sample
 Accurate data not needed
 Mail surveys
BUDGET

 Funds decide the Appropriate Survey method

 Door to Door

 Telephone
Quality of Data
 Survey’s to produce valid data
 Quality of data affected by:
 Questionnaire design
 Sampling methods
 Scaling techniques
 Interviewer qualification & Training
INCIDENCE RATE
 Percent of total population that fit the qualification of
people interviewed
 Being costly face to face method

 Use combination of methods cost reduced

Accuracy of Resultant Data

 Sensitive questions or involvement of interviewer bias
ERROR IN SURVEY
RESEARCH
 RANDOM SAMPLING ERROR
 SYSTEMATIC ERROR
 ERRORS

TYPES OF ERROR IN SURVEY RESEARCH

RANDOM SAMPLING SYSTEMATIC ERROR

RESPONDENT
ADMINISTRATIVE ERROR
ERROR

RESPONSE BIAS
NON RESPONSE
ERROR

SAMPLE SELECTION
ERROR
DELIBERATE FALSIFICATION UNCONSCIOUS
MISREPRESENTATION
SAMPLE FRAM
ERROR

ACQUIESCENCE BIAS
POPULATION
SPECIFICATION
ERROR
EXTREMITY BIAS
DATA PROCESSING
ERROR

INTERVIEWER BIAS
INTERVIEWER ERROR

SOCIAL DESIRABILITY BIAS

RANDOM SAMPLING ERROR
 Random sampling error is the error caused
by a particular sample not being
representative of the population of the
interest due to random variation
 Error cannot be avoided

 Brought to Acceptable limit by increasing

sample size
SYSTEMATIC ERROR
 Errorthat occur due to nature of the
research design and the precision of
execution are known as systematic error.
 Wrong technique
 Wrongly calibrated instruments
 Many sources of systematic error some are
 Administrative errors
 Respondent error
Administrative errors
 Sample design error
Occured by Carelessness, confusion,
negligence, omission etc.
 Types of Administrative error
 Sample Selection error
 Sample frame error
 Population Specification error
 Data processing error
 Interviewer error
Sample Selection error
 Execution of a sampling procedure resulting in an
unrepresentative sample
 Occur by
 Non adherence to appropriate sampling procedures
 Use of Incomplete and improper sampling
procedure
 Example
 Mall intercept interviewers
 Political leader
Sample frame error
 Sampling frame is defined as list of population
elements or members from which units to be
sampled are selected
 Error occur when
 List of members does not correspond exactly with
the target population
 Example
 Target population all supermarket’s in Hyderabad Sample
frame does not list all the supermarkets
Population specification error
 Incorrect definition of the population
 Example
 Small electronic owner looking sample from only
small car owners
Data Processing error
 Occurred by
 Incorrect data entry

 Incorrect computer programming

 Avoided by

 Careful verification of each step

Interviewer error
 Occur due to
 Interaction of the interviewer with the respondent
 Reasons
 Differ in the character and abilities
 Unable to record answer correctly
 Way of understanding of the interviewer
 Not trained Interviewer
 Cheating by filling forms
 Cross checking
 Verified by calling some of the respondents
Respondent error
A survey requires co-operation in giving
answers that contain correct information
 Respondent error classified into

 Non –response error

 Response bias
Non-Response error
 Inclusion of the sample that failed to response is
non-response error
 Occur due to
 Person not available during preliminary call &
Subsequent call
 Caller Id & Answering machine
 Busy with other work
 Concealing privacy and sensitive issue
 Respondent not involved in the survey Example:
Airlines bad experience
Response Bias
A survey error that results from the inclination
of people to answer a question falsely, either
through deliberate misrepresentation is called
Response Bias
 Response Bias has two basic form
1)Deliberate Falsification 2)Unconscious
Misrepresentation
Deliberate Falsification
 Knowingly giving wrong answers when respondent
are not certain about the facts
 Reasons for Deliberate Falsification
 Appear intelligent
 Conceal information
 Time pressure
 Courtesy bias
EXAMPLE:
 How many time he visited a supermarket, cinema hall.
 Conceal true information towards efficiency of their units.
He is afraid from the supervisor
Unconscious
Misrepresentation
 Itis a situation where respondent gives
wrong or estimated information dues to
forgetfulness and ignorance even though he
has no intension of doing it.
 Example
 Misunderstand question
 Prior inexperience
 Prestige issue
 Unexpected question
Different type of biases
 Acquiescence Bias
 Respondent inclination to be same/opposite to the interviewer so answers
are ‘Yes’ or ‘No’
 Extremity Bias
 Respondent either use extreme or neutral answers
 Interviewer Bias
 Interviewer facial expression, age, gender, tone, etc
 Social Desirability Bias
 Answers to be socially desirable or acceptable to create favorable image.
 Example
 Education information overstated
 Salary overstated
Fields of Application
 Sociology

 Economics

 Behavioural Science
 Political Science

 Public health

 Commerce and management

INTERVIEW

WHAT IS AN INTERVIEW?
 AN INTERVIEW IS A PURPOSEFUL DISCUSSION
BETWEEN TWO PEOPLE OR MORE.
 HELPS IN GATHERING VALID AND RELIABLE
DATA.
 BY WAY OF FORMULATING QUESTIONS IN
QUESTIONNAIRE.
 KEEPING IN MIND REASERCHERS QUESTION
AND OBJECTIVES.
CHARACTERIZATION OF
INTERVIEW
CONSISTS OF FOUR ENTITIES
 RESEARCHER

 INTERVIEWER

 INTERVIEWEE

 INTERVIEW ENVIRONMENT
TYPES OF INTERVIEW
 STRUCTURED

 SEMI-STRUCTURED

 UNSTRUCTURED

 STANDARDIZED

 NON-STANDARDIZED

 RESPONDENT

 INFORMANT
INTERVIEW METHOD
 NON-DIRECTIVE

 DIRECTIVE

 FOCUSED

 IN-DEPTH
COMMON METHODS IN
INTERVIEW
 PERSONAL INTERVIEW
 TELEPHONIC INTERVIEW

 SELF-ADMINISTERED INTERVIEW

 MAIL SURVEY
Personal interview
 One to One interview is been taken
 In- depth information being collected
 Interview can be audio or video recorded
EXAMPLE
 Interview of politicians for the forecast of the
election polls
 Interview of Industry personal for the new
change in the government laws for imports
 Knowing the famous TV channel among
teenagers
 Which is most used products ex: perfumes,
shoes, cosmetics and why?
Telephone interview
 Quickest way of collecting data
 Telephonic interview can be recorded for evidence
 Some time not reliable
 Government restrictions

EXAMPLE
 Asking customers of HUTCH are they happy with
the billing pattern of their company
 Grievances if any after the use of any washing
machine, Grinder, television ……
CLASSIFICATION OF
PERSONAL INTERVIEW
 DOOR TO DOOR INTERVIEW
 EXECUTIVE INTERVIEW

 MALL INTERCEPT SURVEY

DOOR TO DOOR INTERVIEW
 ASSUME TO BE THE BEST INTERVIEW AT HOME
 FACE TO FACE INTERACTION

 ADVANTAGE OF INSTANT FEEDBACK

 EXPLANATION OF COMPLEX TASK

 EASY HANDLING OF COMPLEX PRODUCT CONCEPT

EXECUTIVE INTERVIEW
 SPECIFIC TO WORK PLACE
RESPONDENTS
 INTERVIEWING BUSINESS PEOPLE

 RELATED TO INDUSTRIAL PRODUCT

 SIMILAR TO DOOR TO DOOR

SELF ADMINISTERED
INTERVIEW
 ABSENSE OF INTERVIEWER
 FILLING OF THE QUESTIONNAIRE
 PLACES LIKE:SHOPPING
MALL,MARKETS,AIRPORTS,RAILWAY
STATIONS
 QUANTITY OF INFORMATION
GENERATION IS LIMITED
 USE OF KIOSKS ADOPTED NOWADAYS
MAIL SURVEY
 SURVEY TO QUALIFIED RESPONDENTS
BY WAY OF MAILING THEM THE
QUESTIONNAIRE
TYPES:
AD-HOC:NO PRIOR CONTACT BEFORE
MAILING
MAIL PANEL:SET OF QUESTIONNAIRE
SENT FROM TIME TO TIME TO
RESPONDENTS
ADVANTAGES OF PRIMARY
DATA
 FIRST-HAND ACCOUNT
 RELIABLE

 LOGICALSTARTING POINT
 PERSONALISED APPROACH
DISAVANTAGES OF PRIMARY
DATA
 EXPENSIVE

 BIASED

 DIFFICULT
TO FORM A SAMPLE
REPRESENTATIVE
 NON-COOPERATION
ADVANTAGES OF DOOR-TO-
DOOR INTERVIEW
 INSTANT FEEDBACK
 IMPROVED QUALITY

 CLARITY

 COMFORT AND RELAXED ENVIRONMENT

 REPRESENTATIVE POPULATION

 REDUCED NON-RESPONSE ERROR

DISADVANTAGES OF DOOR-
TO-DOOR INTERVIEW
 LOW POTENTIAL RESPONDENTS
 UNSAFE AREAS

 DISTANCE

 DEARTH OF QUALITY INTERVIEW

 UNEXPECTED HINDERANCE

 ACCESSIBILITY
ADVANTAGES AND DISADVANTAGES
OF EXECUTIVE INTERVIEW

 SIMILAR TO DOOR-TO-DOOR INTERVIEW

 LONG WAITING TIME

ADVANTAGES OF
TELEPHONIC INTERVIEW
 SPEED DATA COLLECTION
 HIGH QUALITY DATA COLLECTION THROUGH
IMPROVED TECHNIQUES
 INCREASED CO-OPERATION
 ABILITY TO INTERVIEW RESPONDENTS IN
HIGH-CRIME AREAS
 FACILITATATION OF COLLECTION OF SOCIALLY
UNDESIRABLE RESPONSES
 MAKING CALL BACK EASIER
DISADVANTAGES OF
TELEPHONIC INTERVIEWS
 INABILITY TO ASSESS RESPONDENTS
 LENGTH OF INETRVIEW IS LESS AND IT IS
EASY FOR A RELUCTANT RESPONDENT TO
HANG UP
 DOUBT ON QUALITY OF DATA IF SENSITIVE
INFORMATION IS INVOLVED.
 TENDENCY OF PEOPLE TO GIVE SHORTER
REPLIES RESULTS IN INACCURATE
INFORMATION.
 INCREASED NON-RESPONSE RATES DUE TO
SCREENING DEVICE
ADVANTAGES OF SELF
ADMINSTARTED INTERVIEWS
 ELIMINATESINTERVIEWER BIAS
 HONEST REPLIES

METHODS LIKE MULTI-MEDIA TOUCH

SCREEN COMPUTERS
 LESS EXPENSIVE
ADVANTAGES OF MAIL
SURVEY
 COST-EFFECTIVE

 BETTERCONTROL
 RESPONDENTS REPLY AT THEIR
CONVENIENCE
DISADVANTAGE
 NON-RESPONSE RATE
 QUESTIONNAIRE
IT IS THE LIST OF QUESTIONS

IT IS THE HEART OF ANY SURVEY

IT USED FOR DESCRIPTIVE AND

EXPLANARATORY STUDIES
TYPES OF QUESTIONNAIRS

QUESTIONNAIRS

STRUCTURED UNSTRUCTURED PICTORIAL

CLOSED FORM OPEN END

QUESTION CONTENTS
 What is the utility of data collected?
 How effective a question in producing the
required data?
 Can the respondent answer the question
accurately?
 What is the chance the respondents being
influenced by external forces?
DESIGN OF QUESTIONNAIRS
 THE DESIGN IS TREATED AS THE HEART OF THE SURVEY
OPERATION

 QUESTUONNAIRS SHOULD BE RELIABLE AD VALID

 THE DESIG CA BE DONE IN THREE WAYS

 CHOICEOF QUESTIONNAIR

 DESIGING THE INDIVIDUAL QUESTIONS

 COSTRUCTIO OF QUESTIONNAIRS
INFLUENCING FACTORS

 The characteristics of the respondents

 The answers not being distorted
 The size of the sample
 The types of questions
 The number of questions
 Time and money
 Availability of interviewer
DESIGING OF INDIVIDUAL
QUESTONS

 Adopt the questions used in the other questionnaires

 Adapt questions used in other questionnaire
 Develop their own questions

CLOSED QUESTIONS

MULTIPLE
LIST CATAGORY RANKING
QUESTION
CONSTRUCTION OF A
QESTONNAIRE
 Defining the research problem
 Target respondents
 Give a clear perception to the respondents
 Should be practicable ad realistic
 Should be simple and should have less jargons
 Should be concerned with a single idea
 Should follow the FUNNEL METHOD
 Necessary items should be incorporated
QUESTIONNAIRE SEQUENCE
 Lead in question
 Qualifying question

 Warm up questions

 Specific question

 Demographic question
 PRETESTING

 REVSION

 FINAL DRAFTING
COMPUTERISED QUESTIOAIRE
 The questions should be in a format

 Should be accepted by a software package

 Mark on the questionnaire are read through OMR

 Data can directly entered through CATI & CAPI

 QUESTION CODING

 Data to be coded
before entry
 Coding scheme

TYPES OF CODING

OPTION 1 Excellent Good AVG SATI . PO

1 2 3 4 OR

OPTION 2 5 4 3 2 1
 PURPOSE OF THE QUESTIONNAIRE

THE COVERING LETTER :

1. Explains the of survey
2. It’s the first part of questionnaire
3. Most of the people ignore it

INTRODUCING THE QUESTIONNAIRE :

At the start of the questionnaire one needs to explain the
purpose of the survey

PILOT TESTING :
1. Helps to obtain some assessment of the questions ‘ validity,
reliability of the data collected.
2. Helps to ensure that the data collected enables to answer the
questions
 Administering The
Questionnaire
 After the questionnaire is designed ,pilot-tested and
amended and samples is selected , it can be used to
collect data.
This final stage is called ADMINISTERING THE
QUESTONNAIRE.
Postal Questionnaire
 2 Important things:
1. clear timetable that identifies the task to be done
2. the resources that are required

 Apart from covering letter and good design and

administration process is very important for good
respond.

 It is important that the recipient is being motivated

to answer the questionnaire and post it back
Delivery and collection of
questionnaire
 Its very similar to that of a postal questionnaire

 Here the individual or the field staff will have to

deliver and collect the questionnaire

 Importance should be paid :

-covering letter should state when the
questionnaire is likely to be collected
Telephonic Questionnaire
 Collection of data depends upon the researchers
competence in conducting interviews
 All the questionnaires should
-printed form
- in case of CAIT, software should be
programmed and tested
 Contact respondents by post or email advising them
to accept a phone call
 For unsuccessful calls –no reply-try 3 more times at
different time, day
Structured Interview
 Conducting this interview needs many skills
- interviewers appearance
- his preparedness

 After the sample has been selected:

- ensure that all questionnaires are in printed form
- contact respondent by post, email or phone advising to
accept the interview
- try unsuccessful contacts at least two times more
- divide the samples into small groups that are
manageable in size for one interviewer
Advantages of Questionnaire
The major advantages are:
 Low cost
 Relative flexibility
 Applicability to fairly large sample size
 Questions are in consistent form and style and there
is little scope for biasness
 A respondent can look through the whole
questionnaire before committing themselves
 One can avoid the problem of defensive answering
by the respondent
Disadvantages of
Questionnaire
 The respond rate is very low
 The method is not suitable for information on sensitive topics
like sexual behavior, abnormal activity
 It cannot elicit replies from people who are illiterate
 It is inappropriate when the objective of the survey involves a
good deal of explaining
 The answers cannot be checked and accepted as final
 Not suitable where spontaneous answers are needed
 The researcher cannot be sure whether the question is filled by
the person who is supposed to do it
Other Methods of Collecting Primary Data
Panel Research

 Collecting data from same sample.

 Helps to understand the nature of change occuring over a
period of time.

 Advantage:
Considers changes occurring over time
Great co operation from respondents
 Warranty Cards
 Distribution or Store Audits.
 Pantry Audits.
 Consumer Panel.

Transitory Consumer Panel

Continuing Consumer Panel
 Mechanical Devices
Eye Cameras
Pupilometric Cameras
Psycho galvanometer
Motion Picture Cameras
 Sociometry
Projective Techniques
Technique Response Requested
Construction The respondent is asked to
Thematic Apperciation respond to or describe a
Test(Tat) character in a stimulated
Item Substitution Test situation
Association The respondent is asked to
Word-association test reply to a stimulus with the
Cloud pictures first word, image or percept
Auditory project techniques that occurs to him or her
Completion The respondent is given an
Sentence-completion test incomplete expression,
Picture completion test image or situation and asked
to complete it however he or
she chooses
"The data you have is not the data you want,
the data you want is not the data you need,
the data you need is not available"
 Secondary data

 Data previously collected by someone else

 Possibly for some other purpose
 e.g.,
data in books, journals,
newspapers, magazines, etc.
Nature Of Secondary Sources
 Itis far cheaper to collect secondary data
than to obtain primary data.
 The time involved in searching secondary
sources is much less than that needed to
complete primary data collection.
 Secondary sources of information can yield
more accurate data than that obtained
through primary research.
 Secondary Data helps to define a research
problem and to generate hypothesis
Objectives
 Expand your understanding of management
dilemma.
 Look for ways others have addressed or
solved similar problem.
 Gather background information of your topic.

 Data to formulate investigative questions.

Evaluating Secondary Data
Sources
 OverallSuitability
 Precise Suitability

 Costs and Benefits

CLASSIFICATION OF
SECONDARY DATA
CLASSIFICATION BY SOURCE
 INTERNAL:
available with in organization.
departmental reports, production summaries, sales and
marketing, financial and accounting reports.
• EXTERNAL:
outside the company.
books and periodicals, government sources, computer
retrievable databases, media sources.
CLASSIFICATION BY
CATEGORY
 Books and Periodicals
 Government publications
 Non governmental associations
 Directories
 Industry experts
 Special collections
CLASSIFICATION BY MEDIUM

Hard copy
 Books, magazines, journals, special collection

Internet
 Microsoft internet explorer, Netscape Navigator
CLASSIFICATION BY
DATABASE
 Collectionof information in a detailed and
standard format.
 Online database : central data bank
 Offline database : diskettes, CD-ROMS
 Internet

 Further classified as
 Reference databases
 Source databases
SECONDARY DATA
 ADVANTAGES:
 Identify, clarify and redefine the research problem
 Alternate methods that can be used for primary research
 Generates information for better creativity
 DISADAVANTAGES:
 Lack of availability
 Lack of relevance
 Inaccurate data
Syndicated Data
 Data is produced by a market research firm

 Not client-specific

 Organized into a common format for a fee to

its subscribers
Syndicated Data
Syndicated Data

Surveys Audits Panels

Periodic
Retail Scanner Panels Consumer Panels
Panel Volume Tracking
Data Dairy

Shared Scanner Panels Media

Surveys
 Commercial surveys undertaken by
research organizations

Periodic

Panel Survey

Shared Surveys
Audits
 In-depth analysis of the existing situation in a
firm
Performance

Stores

Product

Retail

Pantry
Uses of Audits
 Assessing brand shares and competitive
activity
 Identifying inventory problems

 Developing sales potential and forecasting

 Determining total market size

 Monitoring promotional budget based on

sales volume
HOW TO SEARCH SECONDARY
DATA
 SELECTION OF KEY INDICATORS

 Key indicators are items of data or variables which provide information

 about a clientele group.

 They can be used to describe the size of a group

 . For example, the number of farmers in a county listed by the Census of
 agriculture is an indicator of the number in that clientele group.

 . Key indicators also are used to describe the condition or status of a

 group.
 . For example, the average income of farmers in a county provides
 information about the economic well-being of that group.
INTERPRETATION OF
SECONDARY DATA

1. CROSS SECTIONAL COMPARISON

2.TIME TREND
CROSS SECTIONAL
COMPARISON
SARASOTA PASCO LEE

TOTAL CRIME INDEX 18,456 12,833 15,955

RATE/1,00,OOO 6,993 4,711 4,917

PROPERTY CRIME 16,927 11,756 14,773

BURGLARY 4,952 3,291 4,866

LARCENY 11,167 7,786 8,197

AUTO THEFT 808 679 1,710

National Data Consultants, 1991

199
CROSS SECTIONAL
COMPARISON

 The data show that Sarasota County has a higher crime

rate than the comparison counties. The data in this table
support to the need for a crime prevention program in
Sarasota County and indicate the focus should be on
preventing larceny
TIME TREND
1986 1989 % CHANGE

TOTAL CRIME INDEX 17,069 18,456 8.1

RATE/1,00,OOO 7,084 6,993

PROPERTY CRIME 15,601 16,927 8.4

BURGLARY 4,617 4,952 7.3

LARCENY 10,340 11,167 8.0

AUTO THEFT 644 808 25.5

National Data Consultants, 1991

199
TIME TREND
 Sarasota County has experienced an increase in crime (8.1
percent in three years). It appears that Extension programs,
in cooperation with those of local law enforcement
agencies, might work to reduce the incidence of property
crime in this county.

 If applied to GAP Model then the number of larcenies in

1989 might be specified as the "what is" and the number in
1986 would be the "what should be."
GAP Model
 SPECIAL DATA SOURCES

Computer Search and Internet

Applications
OBSERVATIO
N METHODS
RATIONALE FOR USING
QUALITATIVE METHODS
 Idealexplanatory tool
 Increase the value of subsequent quantitative
research
 Obtain visceral feedback instead of just
number crunching data
 Group dynamic enhance results

 Customers are people, not just charts.

QUALITATIVE RESEARCH
METHODS
 Depth interviews
 Projective techniques
DEPTH INTERVIEWS
 Definition
 Types:
# unstructured interviews
# semi-structured interviews
# standardized open-ended interviews

TECHNIQUES FOR CONDUCTING DEPTH INTERVIEWS:

 Laddering
 Hidden issue questioning
ADVANTAGES OF DEPTH
INTERVIEWS

 Independent responses
 Attitudes and emotions can be explored in
detail
 Possible to determine motivation
 Mutual interaction between the interviewer
and interviewee.
DISADVANTAGES OF DEPTH
INTERVIEWS
 Difficult
and expensive
 Lack of structure in questionnaire

 Quality depends on interviewer skills

 Cost and length

PROJECTIVE TECHNIQUES
 What are projective techniques?
special techniques used by researchers to
venture into private worlds of subjects to
uncover people’s inner motives.
 It is an unstructured, indirect form of questioning
.
TYPES OF PROJECTIVE
TECHNIQUES
 Associative techniques
 Completion techniques

 Constructive techniques

 Expressive techniques

 Sociometry
ASSOCIATIVE TECHNIQUES
 Word association
! The frequency of the words given in
response
! The time elapsed before the response
! The number of non-respondents
• Used for brand image or product attributes
COMPLETION TECHNIQUES
 Sentence completion
 Story completion

CONSTRUCTION TECHNIQUES
 Construction of a story, description, dialogue, or a
picture.
 Thematic Apperception Test (TAT)
 Cartoon techniques
EXPRESSIVE TECHNIQUES
 Role playing
 This technique reveals the personality of the
respondent.

SOCIOMETRY
 Devised by Jacob L.Moreno
 mathematical study of psychological properties of
populations
 People make choices in interpersonal relationships
ADVANTAGES
 Useful in “breaking the ice” in focus group
discussions.
 Increased amount of data collection

DISADVANTAGES
 Complexity of techniques
 expensive
OBSERVATION METHODS
 Direct observation
 Contrived observation

 Content analysis

 Physical trace measures

 Participant observation

 Behavior recording devices

SEARCH
 Check your keywords with the index or browse option

Despite these, your searches may still be unsuccessful. The most frequent
causes:
1. Is the spelling incorrect?
2. Is the language incorrect?
3. Are you using incorrect terminology?
4. Are you using acronyms and abbreviations?
5. Are you using jargon rather than accepted terminology?
6. Are you using a word that is not in the controlled index
language?
 Use a combination of key words linked using Boolean logic.

This enables you to combine, limit or widen variety of items found using
link terms. Boolean logic can also be used to construct searches using dates,
journal titles and names of organizations or people.

Some databases allow you to search on more than the controlled

index language through free-text searching. This enables you to search
the entire database rather than the just controlled vocabulary.
LINK TERMS AND THEIR OUTCOME
Link term Purpose Example Outcome

AND Narrows search Recruitment and

interviewing skills
Only article containing
all three keywords
selected

Widens search Recruitment or Articles with at least

OR selection one keyword selected

Excludes terms from Recruitment not Selects articles

NOT search selection containing recruitment
which don’t contain
selection

*(truncation) Uses word stems to

pick up different words
Motivate* Selects articles with
motivate, motivation,
motivating
Picks up different Behaviour? Selects articles with
?(wild card) spellings Behaviour ,Behavior
 Scanning and browsing:

You will be able to find only relevant literature in any

search. You will therefore need to browse scan and browse the
literature

To make browsing and scanning easier,

 Identify when the most relevant journals are

published and regularly browse through them .
 Browse through new book displays in libraries .
 Scan new book reviews in journals and newspapers .
 Scan publishers’ new book catalogues where
available .
 Discuss your research with your project tutor and
librarians who may be aware of other relevant
literature .
• Searching the internet:
The Internet, sometimes described as the information
superhighway, is a worldwide network of computers that provides
access to a vast range of literature and other resources stored on
computers around the world.

• Home pages:
Access to a website is through its home page. The home
page, which has links to other pages in the site, is similar to a title or
contents page. Although they often contain publicity for a company
or institution, they are an excellent way of navigating the site.
• Search tools:
Search tools , often referred to search engines, are
probably the most important way of searching the Internet for
reviewing the literature on your research subject, as they enable you
to locate the most current and up-to-date items.
Most search tools search by key words or subject trees.

• Book marking :
Book marking uses the Internet browser to note
the address so that you will be able to access it again directly. When
sufficient sites have been bookmarked it is possible to arrange then
in the hierarchical order that you want.
 Mining Internal Sources

Data warehouse:
A data warehouse is an electronic repository for
databases that organizes large volumes of data into categories to
facilitate retrieval, interpretation, and sorting by end-users.

Data mining:
The term “data mining” describes the process of
discovering knowledge from databases stored in data marts or data
warehouses.
The purpose of data mining is to identify valid, novel,
useful, and ultimately understandable patterns in data.
Data mining is a useful tool, an approach that combines
exploration and discovery with confirmatory analysis.
Techniques:
Numerous techniques are used in data mining; often
they are used together.

• Data visualization • Association

• Clustering •Market-basket analysis
•Neural networks •Sequence-based analysis
•Tree models •Fuzzy logic
•Classification •Genetic algorithms
•Estimation •Fractal-based
transformation
Data-mining Process
Data mining, involves a five-step process

• Sample : Decide between census and sample data.

• Explore : Identify relationships within the data
• Modify : Modify or transform data
• Model : Develop a model that explains the data
relationships
• Assess : Test the model’s accuracy
THANK YOU