Other methods In addition to the above-discussed methods of data collection, the following methods can be used: 1.

Warranty cards These are post-sized cards, which are used by dealers of consumer durables to collect information regarding the product. The information sought is printed in the form of questions on the warranty cards which is placed inside the package along with the pr oduct with the product with a request to the consumer to fill in the card and post the same to the dealer. 2. Store audits Store audits are performed by distributors as well as manufacturers through their salesmen at regular intervals. The information is used to estimate market size, market share, seasonal purchasing pattern etc. The data is obtained mostly by observational method. Store audits are invariably panel operation, for the derivation of sales estimates and compilation of sales trends are the bases for the calculation. It provides an efficient way to evaluate the effect of various in-store promotions on the sales. 3. Pantry audits This is used to estimate consumption of the basket of goods at the consumer level. The investigator collects an inventory of types, quantities and prices of the commodities consumed. In pantry audits the data are data are recorded from the examination of consumers pantry. The objective in a pantry audit is to identify the type of consumers who buy certain products and certain brands. The basic assumption is that the contents of the pantry accurately portray consumers preference. Pantry audits are usually supplemented by direct questioning relating to reasons for preference of a product. 4. Consumer panels The consumer panels consists a group of consumers who are interviewed on a regular basis over a period of time. The consumer panels may be transitory or a continuing panel. A transitory panel is set up to measure the effect of a particular phenomenon. The panel is conducted on a before and after basis. Interview is conducted before the phenomenon takes place and another interview after the phenomenon has occurred so as to measure the changes in the attitude and behaviour of the consumers. A continuing consumer panel is set up for a indefinite

period with a view to collect data on a particular aspect of consumer behaviour over a time period. 5. Mechanical devices Use of mechanical devices enables to record data accurately. Eye camera, Pupilometric camera, Psychogalvanometer, Motion picture camera and Audiometer are some of the devices used for data collection. Eye cameras are designed to record the focus of eyes of a respondent on a specific portion of a sketch or diagram or a product package etc. pupilometric cameras record dilation of the pupil as a result of visual stimuli. The extent of dilation shows the degree of interest aroused by the stimuli. Pshchogalvanometer is used to measure the extent of body excitement as a result of the visual stimulus. Motion pictures are used to record the movement of the buyer while deciding to by a consumer good. Audiometers are used with Television to find out the type of programmes as well as channels preferred by viewers .A device is fitted in the television itself to record the changes which can be used to ascertain the market share. 6. Projective techniques Certain ideas and thoughts cannot be easily verbalized as it remains at the unconscious levels in the minds of respondents. This can be brought to the surface by trained professionals who apply different probing techniques so as to bring to the surface the deep rooted ideas and thoughts. Some techniques are explained below: i. Word association test The test is used to extract information regarding words, which have maximum association. Respondents are asked to quickly associate a word say - happy with the first thing that comes to mind. This is often used to get true attitudes and feeling of the respondent. The same idea is used in marketing research to find out the quality that is mostly associated with a brand of product. This technique is quick and easy to use and yields reliable results when applied to words that are widely known and posses essentially one meaning. ii. Sentence completion tests It is an extension of the word association tests. The respondent is provided with a several half completed statement regarding a subject. Analysis of replies from the respondent reveals his attitude towards the subject. This technique not only permits the words testing but ideas too. It is quick and easy to use, however it leads to analytical problems, as the responses are multidimensional.

iii. Story completion test This test is a step further where the researcher may contrive stories instead of sentences and the respondent to complete the same. The respondent is given just enough of a story to focus attention on a given subject and is asked to provide a conclusion of the story. iv. Verbal projection tests The respondent is asked to comment on or explain on what other people do. For example - Why people own a particular product? Answers may reveal the respondents own motivations. v. Pictorial techniques Several pictorial techniques are available. They are discussed below; a. Thematic appreciation test (T.A.T) requires respondent to weave a story around a picture that is shown. Several need patterns and personality characteristics could be traced through these tests. b. Rosenweiz test uses a cartoon format where a series of cartoons with words inserted are given to the respondents. The respondent is asked to put his own words in the empty space provided for the purpose in the picture. From the response the attitude of the respondent can be inferred. c. Rorschach test consists of ten cards having prints of inkblots. The design happens to be symmetrical but meaningless. The respondents are asked to describe their perception and the responses are interpreted on the basis of some predetermined psychological framework. d. Holtzman Inkblot Test (HIT) contains 45 inkblot cards, which are based on colour, movement, shading and other factors involved in inkblot perception. Only one response per card is obtained from the respondent and interrupted at three levels i.e. accuracy (F) or inaccuracy (F-) of respondents percepts; shading and color for ascertaining the affectional and emotional needs; and movement responses for assessing the dynamic aspects of life. vi. Play techniques Under play techniques subjects are asked to act out a situation where various roles are assigned to them. The researcher may observe such traits as hostility, dominance, sympathy, prejudice or absence of such traits. vii. Quizzes, tests and examinations

This technique is used for extracting information regarding specific ability of candidates indirectly. The procedure uses both long and short questions to test the memorizing and analytical skills of the respondents. viii. Sociometry It is a technique for describing the social relationship among individuals in a group. It attempts to describe attractions or repulsions between individuals by assign them to indicate whom they would choose or reject in various situations. It enables to study the underlying motives of the respondents. Almost all the method of data collection discussed above have some bias associated with them. Hence collecting data through multimethods and from multiple sources lends rigor to research. However it would be costly and time consuming.