Data Collection

Understanding and Methods

Data Presentation
⚫ Clear Facts and numbers provide
better understanding
⚫ Data must be interpreted, numbers
do not speak for themselves.
⚫ Data must be organized and
accurate.
⚫ Right Analysis
⚫ Correct choice of mode of
Presentation
Data Analysis

⚫ Right sampling
⚫ Data Entry and Processing
⚫ Use of Right Model: EXCEL, SPSS, Advance
tools like R, Tableau, Python etc.
⚫ Basic tools : Mean, Median, Mode, Range,
Frequency, Percentage, Standard deviation,
Ranking and Several Analysis.
⚫ Creating dynamic dashboard
Designing questionnaire
Designing questionnaire
⚫ Step 1 – Purpose/Target customers
⚫ Step 2- Decide what information is required
⚫ Step 3 – Make a rough listing of the questions
⚫ Step 4 – Refine the question phrasing
⚫ Step 5 – Develop the response format
⚫ Step 6 – Put the questions into an appropriate
sequence
⚫ Step 7 – Finalise the layout of the questionnaire
⚫ Step 8 – Pre-test and revise (Pilot test)
Types:
Type of Questions
⚫ Structured Questionnaires: Structured questionnaires
collect quantitative data. The questionnaire is planned and
designed to gather precise information. It also initiates a formal
inquiry, supplements data, checks previously accumulated data,
and helps validate any prior hypothesis.
⚫ Unstructured Questionnaires: Unstructured questionnaires
collect qualitative data. They use a basic structure and some
branching questions but nothing that limits the responses of a
respondent. The questions are more open-ended to collect
specific data from participants.
⚫ Dichotomous Questions: The dichotomous question is
generally a “yes/no” options only.
Type of Questions
⚫ Classification questions: Information that can be used to group
respondents to see how they differ, one from the other – such as
their age, gender, social grade, location of household, type of
house, family composition. (All surveys)
⚫ Behavioral questions: Factual information on what the
respondent does or what they own. Also the frequency with which
certain actions are carried out. (Surveys to find out market size,
market shares, awareness and usage)
⚫ Attitudinal questions: What people think of products, services or
brands. Their image and ratings of things. Why they perceive
about problem. (Image and attitude surveys. Brand mapping
studies. Customer/ employee satisfaction surveys)
Usage (Surveys)..
⚫ Customer Satisfaction Surveys
⚫ Product Satisfaction
⚫ Retail Store Evaluation
⚫ Service Quality Evaluation
⚫ Motivation And Buying Experience
⚫ Employee & Human Resource
⚫ Job Evaluation
⚫ Technical Support Evaluation
⚫ Others
Behavioral questions address the following:

⚫ Have you ever ........?

⚫ Do you ever ........?
⚫ Who do you know ........?
⚫ When did you last ........?
⚫ Which do you do most often ........?
⚫ Who does it ........?
⚫ How many ........?
⚫ Do you have ........?
⚫ In what way do you do it ........?
⚫ In the future will you ........?
Attitudinal questions address the following:

⚫ Why do you ........?

⚫ What do you think of ........?
⚫ Do you agree or disagree ........?
⚫ How do you rate ........?
⚫ Which is best (or worst) for ....
Classification questions address the following:

⚫ Used to classify the information once it

has been collected as per:
▪ Gender
▪ Marital status
▪ Socio Economic Grade
▪ Demographic etc.
Framing questions
⚫ Likert scale questions

⚫ Rank order scale questions

Semantic differential scale questionnaire
Testing..

⚫ Run a pilot- Any questionnaire should be

handed to a representative sample of your
target audience before you go further with it.
⚫ It could be helpful to discuss the questionnaire
with pilot participants to better understand their
experience.
Balancing of question
⚫ Do you agree or disagree that the
government should be responsible for
providing free electricity to everyone?
❑ Strongly Agree
❑ Agree
❑ Undecided
❑ Disagree
❑ Strongly Disagree
Focus of question:
⚫ Do you agree or disagree that the government
should be responsible for providing free
electricity and high-speed internet to
everyone?
❑ Strongly Agree
❑ Agree
❑ Undecided
❑ Disagree
❑ Strongly Disagree
Order of the questions:
⚫ How knowledgeable are you about Joe Biden’s
executive orders in his first 100 days?
⚫ Are you satisfied or dissatisfied with the way Joe
Biden is managing the economy?
⚫ Do you approve or disapprove of the way Joe Biden is
handling his job as president?
⚫ Comment?
Launching an OTT

⚫ What kind of OTT is most likely to be

successful?
⚫ Target customers?
⚫ How to identify attributes?
⚫ How to design questions?