 Objectives of the research study

 Method of Primary Data collection to be adopted

 Source of Information - Sample Design
 Tool for Data Collection
 Data Analysis - Qualitative and Quantitative
 Report the findings

Objectives:
 Objectives are the goals you set out to attain in your study
 They inform a reader what you want to attain through the study
 It is extremely important to word them clearly and specifically
 Writing of the objective should clearly, completely and specifically communicate the desired
intention
 Each objective should contain only one aspect (variable) of the study
 Use action oriented words or verbs when writing objectives viz:
o To determine
o To find out
o To ascertain
o To measure
o To explore,etc.

Methods of Data Collection:

 Observation Method
o Gathering of primary data by investigator’s own direct observation of relevant
 People
 Actions and
 Situations
o Types of Observation
 Structured – for descriptive research
 Unstructured – for exploratory research
 Participant Observation
 Non-participant observation
 Disguised observation
 Survey Method
o Structured Surveys
 Use formal lists of questions asked of all respondents in the same way
o Unstructured Surveys
 Let the interviewer probe respondents and guide the interview according to
their answers
o Survey research maybe Direct or Indirect depending on the nature/wording of the
questions
 o Methods during survey
 Mail
 Telephone
 Personal Interview
 Individual (Intercept)
 Group (Focus Group)
 Experimental Method
o Conduct Blind tests wherein use varying quantities of variables in your final product

Determining Sample Design

 Researchers usually draw conclusions about large groups taking a sample

o Who will be surveyed?
 The researcher must determine what type of information is needed and who is
most likely to have it
o How many people will be surveyed?
 Large samples give more reliable results than small samples
 However it is not necessary to sample the entire target population
o How should the sample be chosen?
 Sample members may be chosen at random from the entire population
 Researcher might select people who are easier to obtain information from
 The needs of the research project will determine which method is the most
effective
 Type of Sampling
o Probability Samples – Sample Members are chosen at random from the entire
population
 Simple random sample
 Stratified random sample
 Cluster(Area) sample
 Snowball Sample
o Non-Probability Samples – Sample Members are eaily accessible are selected
 Convenience Sample
 Judgement Sample
 Quota Sample

If your sample includes the general public, then one should talk to at least 300 members of the
general public

If you are collecting data from restaurants and bars, then at least 40-45 restaurant/bar
personnel should be contacted

If your sample includes 5 star hotels, then one should gather information from 25-30 5 star
hotels