(BRM) Tools for Collection of Data

Notes 7 Pages

Bengaluru City University

Bachelor of Business Administration

Contributed by

Prajwal Hallale

BUSINESS RESEARCH METHODS, 4TH SEMESTER BBA, BANGALORE CENTRAL UNIVERSITY

Vinutha T.N, Assistant Professor, MES Institute of Management
1

UNIT 3: TOOLS FOR COLLECTION OF DATA
Questionnaire Design; Attitude measurement techniques – Motivational Research Techniques
– Selection of Appropriate Statistical Techniques
QUESTIONNAIRE DESIGN
This method of data collection is quite popular, particularly in case of big enquiries. It is being
adopted by private individuals, research workers, private and public organisations and even by
governments. In this method a questionnaire is sent (usually by post) to the persons concerned
with a request to answer the questions and return the questionnaire.
A questionnaire consists of a number of questions printed or typed in a definite order on a form
or set of forms. The questionnaire is mailed to respondents who are expected to read and
understand the questions and write down the reply in the space meant for the purpose in the
questionnaire itself. The respondents have to answer the questions on their own. The method
of collecting data by mailing the questionnaires to respondents is most extensively employed
in various economic and business surveys.

MAIN ASPECTS OF A QUESTIONNAIRE:
Quite often questionnaire is considered as the heart of a survey operation. Hence it should be
very carefully constructed. If it is not properly set up, then the survey is bound to fail. This fact
requires us to study the main aspects of a questionnaire viz., the general form, question
sequence and question formulation and wording. Researcher should note the following with
regard to these three main aspects of a questionnaire:

❖ General form: So far as the general form of a questionnaire is concerned, it can either
be structured or unstructured questionnaire. Structured questionnaires are those
questionnaires in which there are definite, concrete and pre-determined questions. The
questions are presented with exactly the same wording and in the same order to all
respondents. Resort is taken to this sort of standardization to ensure that all respondents
reply to the same set of questions. The form of the question may be either closed (i.e.,
of the type ‘yes’ or ‘no’) or open (i.e., inviting free response) but should be stated in
advance and not constructed during questioning. Structured questionnaires may also
have fixed alternative questions in which responses of the informants are limited to the
stated alternatives. Thus a highly structured questionnaire is one in which all questions
and answers are specified and comments in the respondent’s own words are held to the
minimum. When these characteristics are not present in a questionnaire, it can be
termed as unstructured or non-structured questionnaire. More specifically, we can say
that in an unstructured questionnaire, the interviewer is provided with a general guide
on the type of information to be obtained, but the exact question formulation is largely
his own responsibility and the replies are to be taken down in the respondent’s own
words to the extent possible; in some situations tape recorders may be used to achieve
this goal.

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BUSINESS RESEARCH METHODS, 4TH SEMESTER BBA, BANGALORE CENTRAL UNIVERSITY

Vinutha T.N, Assistant Professor, MES Institute of Management
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Structured questionnaires are simple to administer and relatively inexpensive to
analyse. The provision of alternative replies, at times, helps to understand the meaning
of the question clearly. But such questionnaires have limitations too. For instance, wide
range of data and that too in respondent’s own words cannot be obtained with structured
questionnaires. They are usually considered inappropriate in investigations where the
aim happens to be to probe for attitudes and reasons for certain actions or feelings. They
are equally not suitable when a problem is being first explored and working hypotheses
sought. In such situations, unstructured questionnaires may be used effectively. Then
on the basis of the results obtained in pretest (testing before final use) operations from
the use of unstructured questionnaires, one can construct a structured questionnaire for
use in the main study.

❖ Question sequence: In order to make the questionnaire effective and to ensure quality
to the replies received, a researcher should pay attention to the question-sequence in
preparing the questionnaire. A proper sequence of questions reduces considerably the
chances of individual questions being misunderstood. The question-sequence must be
clear and smoothly-moving, meaning thereby that the relation of one question to
another should be readily apparent to the respondent, with questions that are easiest to
answer being put in the beginning. The first few questions are particularly important
because they are likely to influence the attitude of the respondent and in seeking his
desired cooperation. The opening questions should be such as to arouse human interest.
The following type of questions should generally be avoided as opening questions in a
questionnaire:
• questions that put too great a strain on the memory or intellect of the respondent;
• questions of a personal character;
• questions related to personal wealth, etc

Following the opening questions, we should have questions that are really vital to the research
problem and a connecting thread should run through successive questions. Ideally, the question
sequence should conform to the respondent’s way of thinking. Knowing what information is
desired, the researcher can rearrange the order of the questions (this is possible in case of
unstructured questionnaire) to fit the discussion in each particular case. But in a structured
questionnaire the best that can be done is to determine the question-sequence with the help of
a Pilot Survey which is likely to produce good rapport with most respondents. Relatively
difficult questions must be relegated towards the end so that even if the respondent decides not
to answer such questions, considerable information would have already been obtained. Thus,
question-sequence should usually go from the general to the more specific and the researcher
must always remember that the answer to a given question is a function not only of the question
itself, but of all previous questions as well. For instance, if one question deals with the price
usually paid for coffee and the next with reason for preferring that particular brand, the answer
to this latter question may be couched largely in terms of price differences.

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❖ Question formulation and wording: With regard to this aspect of questionnaire, the
researcher should note that each question must be very clear for any sort of
misunderstanding can do irreparable harm to a survey. Question should also be
impartial in order not to give a biased picture of the true state of affairs. Questions
should be constructed with a view to their forming a logical part of a well thought out
tabulation plan. In general, all questions should meet the following standards—
• should be easily understood;
• should be simple i.e., should convey only one thought at a time;
• should be concrete and should conform as much as possible to the respondent’s way of
thinking.
For instance, instead of asking. “How many razor blades do you use annually?” The more
realistic question would be to ask, “How many razor blades did you use last week?”
Concerning the form of questions, we can talk about two principal forms, viz., multiple choice
question and the open-end question. In the former the respondent selects one of the alternative
possible answers put to him, whereas in the latter he has to supply the answer in his own words.
The question with only two possible answers (usually ‘Yes’ or ‘No’) can be taken as a special
case of the multiple choice question, or can be named as a ‘closed question.’ There are some
advantages and disadvantages of each possible form of question. Multiple choice or closed
questions have the advantages of easy handling, simple to answer, quick and relatively
inexpensive to analyse. They are most amenable to statistical analysis. Sometimes, the
provision of alternative replies helps to make clear the meaning of the question. But the main
drawback of fixed alternative questions is that of “putting answers in people’s mouths” i.e.,
they may force a statement of opinion on an issue about which the respondent does not infact
have any opinion. They are not appropriate when the issue under consideration happens to be
a complex one and also when the interest of the researcher is in the exploration of a process. In
such situations, open-ended questions which are designed to permit a free response from the
respondent rather than one limited to certain stated alternatives are considered appropriate.
Such questions give the respondent considerable latitude in phrasing a reply. Getting the replies
in respondent’s own words is, thus, the major advantage of open-ended questions. But one
should not forget that, from an analytical point of view, open-ended questions are more difficult
to handle, raising problems of interpretation, comparability and interviewer bias.

In practice, one rarely comes across a case when one questionnaire relies on one form of
questions alone. The various forms complement each other. As such questions of different
forms are included in one single questionnaire. For instance, multiple-choice questions
constitute the basis of a structured questionnaire, particularly in a mail survey. But even there,
various open-ended questions are generally inserted to provide a more complete picture of the
respondent’s feelings and attitudes.
Researcher must pay proper attention to the wordings of questions since reliable and
meaningful returns depend on it to a large extent. Since words are likely to affect responses,
they should be properly chosen. Simple words, which are familiar to all respondents should be
employed. Words with ambiguous meanings must be avoided. Similarly, danger words, catch-
words or words with emotional connotations should be avoided. Caution must also be exercised
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in the use of phrases which reflect upon the prestige of the respondent. Question wording, in
no case, should bias the answer. In fact, question wording and formulation is an art and can
only be learnt by practice.
ESSENTIALS OF A GOOD QUESTIONNAIRE:
1) Questionnaire should be comparatively short and simple i.e., the size of the
questionnaire should be kept to the minimum.
2) Questions should proceed in logical sequence moving from easy to more difficult
questions. Personal and intimate questions should be left to the end.
3) Technical terms and vague expressions capable of different interpretations should be
avoided in a questionnaire.
4) Questions may be dichotomous (yes or no answers), multiple choice (alternative
answers listed) or open-ended. The latter type of questions are often difficult to analyse
and hence should be avoided in a questionnaire to the extent possible.
5) There should be some control questions in the questionnaire which indicate the
reliability of the respondent. For instance, a question designed to determine the
consumption of particular material may be asked first in terms of financial expenditure
and later in terms of weight. The control questions, thus, introduce a cross-check to see
whether the information collected is correct or not.
6) Questions affecting the sentiments of respondents should be avoided.
7) Adequate space for answers should be provided in the questionnaire to help editing and
tabulation.
8) There should always be provision for indications of uncertainty, e.g., “do not know,”
“no preference” and so on.
9) Brief directions with regard to filling up the questionnaire should invariably be given
in the questionnaire itself.
10) Finally, the physical appearance of the questionnaire affects the cooperation the
researcher receives from the recipients and as such an attractive looking questionnaire,
particularly in mail surveys, is a plus point for enlisting cooperation. The quality of the
paper, along with its colour, must be good so that it may attract the attention of
recipients.

ATTITUDE MEASUREMENT TECHNIQUES – MOTIVATIONAL RESEARCH
TECHNIQUES
Attitude – A relatively enduring organisation of beliefs, feelings and behavioural tendencies
toward socially significant objects, groups, events or symbols. It’s a Predisposition to respond
to a particular product or service (marketing or research)
Attitude has 3 Components:
1. Affective Component: It displays persons emotions or feeling about an object
E.g.: I don’t like my manager
2. Behavioural Component: It tells how we react to the attitude that we have
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E.g.: I want transfer to another department
3. Cognitive Component: It refers to persons belief or opinion about that object
E.g.: I believe my boss plays favourites
Techniques of Measuring Attitude
1. Structured – Non-disguised Technique
2. Unstructured – Disguised Technique
3. Unstructured – Non-disguised Technique
4. Structured – Disguised Technique
❖ A method is structured when there is formal structure or procedure for the
questioning.
❖ It is disguised when the respondent does not know the purpose of the
interview.
I. STRUCTURED – NON-DISGUISED TECHNIQUE
This approach employs a standardized questionnaire to collect data on beliefs, feelings,
and attitude from the respondent.
 Scaling Technique – Process of assigning numbers to objects or observations in
accordance with specific rules to represent quantities or qualities of attributes. We do
not measure specific objects but we measure the attributes or features that define them.
Techniques like Ranking Scale (Paired Comparison method, Rank order) and Rating
Scale (Graphic rating, Likert Scale, Semantic Differential Scale, Staple Scale) are used.
 Single Question Method: E.g.: (I think it is a good product or I think it is a poor
product).
 Multiple Questions Method: E.g.: (Numbers of questionnaires asked about the
attitude) and Physiological Tests (laboratory tests such as galvanic skin response, eye
movement etc. measure attitudes of people towards products) are carried out under this
approval.

II. NON-STRUCTURED – DISGUISED TECHNIQUE
• Highly unstructured and indirect form of questioning
• In this approach, the purpose of study is not discussed to respondents unlike above two
cases. A list of unstructured questions is used to collect data on consumer’s attitudes.
This art of using disguised and unstructured method is referred to as “Projective
Techniques”.
• The projective techniques include several tests given to the respondents. They may be
asked to give their comments on cartoons, pictures, stories etc. The stimuli used for this
purpose are capable of answering the respondent to a variety of reactions. A number of
Projective Techniques, are available to the market researchers for the purpose of
analysing “why” part of consumer behaviour.
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• It is best suited when the respondent is not sure of his feelings and hence cannot express
his answers directly or resists to reveal them.
a) Word Association Test (W.A.I): The interviewer calls a series of listed words
one by one and the respondents quickly replies the first word that enters his
mind. The underlying assumption is that by “free associating” with certain
stimuli (words) the responses are timed so that those answers which the
respondent “response out” are identified.
b) Sentence Completion: Sentence completion test is similar to word association
test except that the respondent is required to complete an unfinished sentence.
E.g.: “I do not use shampoos because….”
“Coffee that is quickly made…”
c) Story Completion: In this technique the respondent is asked to complete a
story, end of which is missing. This enables a researcher to find out the almost
exact version of images and feelings of people towards a company’s product.
This helps in finalising the advertising and promotional themes for the product
in question.
d) Research of Ink-blot Tests (or Research Tests): Motivation Research
employs this famous test. These tests are not in much use in marketing research.
The research test expresses in a classic way the rationale behind all projective
tests, that is, in filling the missing parts of a vague and incomplete stimulus, the
respondent projects himself and his personality into the picture. A lot of ink is
put on the piece of paper and reference is made of company, product, and the
respondent is asked to give his view points after interpreting what he sees in the
blot before him. The respondent say, “ugly packaging of the product”, or
“excellent performance of the product”. This response will help the seller to
finalise his marketing strategies.
e) Psychographic Technique: This includes galvanic skin response, eye
movement and eye blink test etc. which uses various Instruments with the
physiological responses.
f) Espionage Technique: There are two methods in this technique:
• Use of Hidden Recorders: Such as hidden tape recorders, cameras used to
watch consumers as they make purchases or consume items.
• Rubbish Research: This is another method of espionage activity. Here, the
researcher shifts through the garbage of individuals or groups and record
pattern of consumption, waste, and brand preference. It gives most required
estimates of consumption of cigarettes, medicines, liquor, and magazines
etc.

III. NON-DISGUISED, NON – STRUCTURED TECHNIQUE
These techniques use a non-standardized questionnaire. The techniques are also called depth
interview, qualitative interviews, unstructured interviews, or focussed interviews. All these
techniques are designed to gather information on various aspects of human behaviour including
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the “why” component. (Refer Methods of Data Collection – Interview Method for detailed
explanation)

IV. DISGUISED, STRUCTURED TECHNIQUE
When we are to measure those attitudes which respondents might not readily and accurately
express, we can use disguised structured techniques. The disguised structured questionnaire are
easy to administer and code. Respondents are given questions which they are not likely to be
able to answer accurately. In such circumstances they are compelled to ‘guess at’ the answers.
The respondent’s attitude on the subject is assumed to be revealed to the extent and direction
in which these guessing errors are committed.
Uses of Motivation Research:
1. Motivation Research leads to useful insights and provides inspiration to creative person
in the advertising and packing world.
2. Knowledge and measurement of the true attitude of customers help in choosing the
bestselling appeal for the product and the best way to represent the product in the sales
talk, and in determining the appropriateness and weight age of various promotional
methods.
3. Motivation Research can help in measuring changes in attitudes, thus advertising
research.
4. Knowledge and measurement of attitudes provides us with an imaginative market
segmentation tool and also enables estimating market potential of each additional
segment.
5. Strategies to position the offer of the company in a particular market segment should
be based on the findings of motivation research.
Limitations of Motivation Research:
1. Cautions are required to be exercised not only in the application of these techniques but
also the resultant data should be analysed and interpreted according to the psychological
theory.
2. Originally these techniques were developed to collect data from a single individual over
a period of time. It is not free from draw backs while we apply these techniques to
gather data from a number of individuals.
3. The designing and administering of these techniques need qualified and experimented
researchers. Such personnel are not easily available.
ASSIGNMENT
1. Construct a questionnaire for collection of primary data keeping in mind the
topic chosen for research
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