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DESCRIPTIVE

RESEARCH DESIGN:
SURVEY &
OBSERVATION

Prakash Sharma
Asst. Business Development Officer
IndiaReport
Metrix Web Services (P) Ltd
2 basic methods of
Obtaining Primary
Quantitative Data

Survey Observation
SURVEY METHODS
 Questioning respondents: behaviour, intentions,
attitudes, awareness, motivations, and demographic and
lifestyle
 Verbally, writing, computer

 Structured data collection: formal questionnaire and


questions asked in prearranged order
SURVEY METHODS
 Fixed alternative questions: predetermined set of
responses – reduces interviewer differences,
coding, analysis and interpretation easier
 Simple to administer
 Reliable data
 Respondent might be unable or unwilling
 Sensitive or personal information
 Wording questions not easy
 Common method of data collection
SURVEY METHODS
 Telephone: Traditional, Computer-assisted
 Personal interviewing: In-home, Mall-intercept
(See, touch, consume product), Computer-
assisted (Malls, conferences, trade shows;
Touchscreen)
 Mail methods: Mail interviews, Mail panels
 Electronic: E-mail (Within body of message),
Internet interviews (Web location)
OBSERVATION METHODS
 The observer does not question or communicate with the
people being observed
OBSERVATION METHODS
 Structured (Retail audit) versus Unstructured (Children
playing)
 Disguised (Hidden cameras, one-way mirror etc.) versus
Undisguised
 Natural versus contrived (e.g. test kitchen set up in a
mall)
OBSERVATION METHODS
(MODE OF ADMINISTRATION)
 Personal observation (No controlling or manipulation)
 Mechanical observation
 Audit: physical records, inventory analysis
 Content analysis (e.g. communication – pre-testing and
post testing)
 Trace analysis: parking area, magazines donated to
charity, internet visitors
ETHNOGRAPHIC RESEARCH
 The study of human behaviour in its natural context and
involves observation of behaviour and setting along with
depth interviews (e.g. spending a day or two with
families)
OTHER METHODS
 Mystery shopping
THANX

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