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BRM

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2238 Fypotesis can be sated Inthe form of nll or alone tas that thre i 00 relatlooship between vans PAS In case of a hype een inthe lifestyle, Null hypothesis are also known ae aan, i also known as testing hypotheses since the declarative hypoaincty ee otnese® 8 they can be test Serato yore heen rae Te researcher can eet th al ype sean Yow tha et thle emboli or en ae a se Me i wl pte According to Prof R.A. Fisher: “Null hypothesis isthe hypothess-wi ieicsaegrice atic tro” Po hyposhesis-which is tested fr possible rejection under The following may be borne in mind in seting the null hypothesis: 1) If we want to test the significance ofthe difference between a statistic and the parameter or between f sample statistics then we set up a null hypothesis that's difference is not significant. This meane thas difference is just due to fluctuations of sampling: ees Se Ho: =X 2) If we want to test any statement about the population we set up the null hypothesis that it is ue. For zample it we want to find i the population mean ha specified value py then we stp the nll hypo- is. Ho: = He 223.4. Alternative Hypothesis ‘An alternate hypothesis states that there is a relationship (effect or difference) between the existing variables and such relationship is not by chance. For example, with change in designation, change inthe lifestyle occurs ‘The alternate hypothesis should be supported by an empirical evidence to prove the null hypothesis wrong, Alternate hypothesis concept forms the fundamental pat of hypothesis testing. ‘Any hypothesis which is complementary to the null hypothesis is called an alternative hypothesis and is usually denoted by Hi or H,. For example, if we want to test the null hypothesis that the average height of the soldiers ‘is 162 cms., ie., 2 Hy: .= 162 ems. =p (say) ‘Then the alternative hypothesis could be: 1) Hy: H# Ho (Le., > Ho Or ft < Ho) 3) Hich in each stratum, where ffs the sampling fraction. eeu caal stores is For example, suppose thatthe retail sale of a product such as sugar in a universe of 110,000 grocery 2m Xe to be studied by the researcher. He will first sub-divide this universe into three strata, based gn store. si2£+, stated below : ‘Table: 4.1: Stratified Random Sample ‘StoreSize | Number of Stores | Percentage ‘Stratum, of Stores Large stores 22,000 20 Medium stores 33,000 30, ‘Small stores 55,000. 50, ‘Total 1,10,000 100 ‘Then, by independent random sampling within each of the three strata, the researcher guarantees for the desired sample allocation of stores within each size group, rather leaving their representation to chance. For example, according to the stratification scheme it was required to have total samples of 120 stores, the researcher applies, simple random sampling from each strata, that is expected to yield about 24 large stores (20% of 120); about 36 medium stores (30% of 120); and about 60 small stores (50% of 120). Thus all the strata would get representation in the strata. Incase of simple random sampling, the equal chances of occurrences are given to all sample points, it may possible that one of the characteristic of small strata may not at all get any representation = - Advantages of Stratified Random Sampling Advantages of stratified probability sanipling are as follows: i 1) Mare Representatives: This is the ease of heterogeneous universe. When it is stratified i homogencoiis groups the element of heterogentity is reduced due to different strata being noses and ‘aity Paaticularity regarding heterogeneity is nowhere. When the sampling fractions are same ({) within the stra then itis called “proportionate stratified random sampling’. When sampling fractions are different'( within the strata then itis called “disproportionate stratified random sampling’. 3 2) Certainty: The uncertainty of random sampling against bias of i tion is baldncSd by this 6 pomieay| ipling agai of intentional selection is baldatSd by this tpe 3) Greater Precision: In comparison to simple random: sampling the estimates ‘Stratified, sampling are more precise due to reduction in the variability ircach eteny ewe oy tines Sagem 4) Administrative Convenience: Division of the universe into different strata of sub-groups. result : administrative convenience. Disadvantages of Stratified Random 3 131 ole 4) sation (M0 Data Prepation ¢ steps alongwith the record ofthe 1d to develop it, makes the work sampling and hod involves several jnple by this m ning the g: Obtaining 1 studied. Some should be ae Iso extended. Le in Mt a ipleted before the start of the study. The informat a rawing conclusions if the choices are wrong. Data analysis is alg ‘vet and size of strata population, size of total population ang expendi. THE a ns on st ated: De becomes invalid in choosiny the consideration of num complex due © re vad Je size which enhances the cost particularly in those wires large sample size whi a ce Use ofthe design requires ates Tbe purchased. There are other instances where the ls ion of the needed list (0 classification ofthe neve" d geographically and made necessary arrangements to them, which adds expenses. aad ble sub-division of the universe into clusters. Simple random According to this method there is further noticeat on o} Aconie Hiomed sad elusers ae drawn accordingly constituting a sample ofall the units belonging to the selected clusters. For example, if we have to conduct a survey in the city of Mumbai, then the city may be divided into, say, 40 blocks and out ofthese 40 blocks, 5 blocks can be picked up by random sampling and the people in these five blocks are interviewed to give their opinion on a particular issue. The clusters chosen should be small in size, ie., more or less the same number of sample units should be there in each cluster. This method is used in the collection of data about some common traits of the population. Comparing it with random sampling cluster, sampling is certainly less precise and there is no doubt about it in the reduction of the cost by intensifying surveys in selected clusters. Comparatively, within a cluster there is not much information in ‘n’ observations that appears to be in ‘n’ randomly drawn observations. Due to its economic advantages cluster sampling is used. Cluster sample estimates are most reliable and effective per unit cost. Advantages of Cluster Sampling Advantages of cluster sampling are as follows: i Cheap, Quick and Easy: The technique of this sampling is cheap, quick and easy. The researcher allocates s limited resources only to the randomly selected few clusters or areas while using cluster samples rather ‘tan sampling the whole country by using simple random sampling, : 2) Larger Sample Size: The size of the sample can be increased by the researcher by this technique. Due ‘cst, the subjects of research can be increased, considering that the researcher has to only collet MBA Second Sesser (ha Method aces between Stratified a Cluster Say c Dee divide te population ino afew was proupe i) There are many el ach sub-groy Selection ofthe sub-groups depend © hen red te vrata an Acc se en Honogencity is secured within sub-group act bya in Securing heterogeneity between sub-groups. oar secured Randomly choosing the elements “ea One divide the » Population into There are few elements ina d within sub-groups, Securing homopeecty between sat sroup, Randomly choosing the several sub-p depth ypcal sedge eros for in Multi-Stage Sampling jon of cluster sampling is multi-sta Time: It saves a lot of time, energy and cost as subsequent stages of samples are required only for ‘which are selected in the prior stages and limited in number. — tive Efficiency: Comparatively, administering is easier than single stage designs due to the that frame of sampling is developed in partial units under multi-stage sampling. ps in Survey of Undeveloped Areas: For the surveys of undeveloped areas itis totally useful as there is equirement of updated and accurate frame for sub-dividing the materials nto rational small sample units. of Large Units: Under multi-stage sampling large number of units can be sampled for a given due toconsecutive clustering, which is not possible in most of the simple designs. ao. ing disadvantages: Number of Errors: It is subject to a larger amount of errors due to the process of dividing the strata into divisions and sub-divisions. There is greater amount of variability in the estimates than any other method of ‘tis less efficient than an appropriate single stage random sampling ‘multi-stage sampling in which maps instead of lists or registers is used as lused in those countries which do not have proper sampling frame like “clusters sampling’ is the other name of ‘area sampling’. The cluster its Lnowm as ‘cluster design’ which are famous as Ting are also applicable to area sarupling. The thin which a random sample is selected. it ‘has various blocks which are oi ie fr bs Wedeatio. For hs Meant erplyed, Sarge of Sampling and Advantagy Advantag 1) Conver 2) Cost: ¢ 3) Feasibi frame Disadvants Disadvan 2) NonUt populas 3) Compl complic provide 4) High Le 5) More T Non: probabi probability t ‘names of no In this type regarding the Bcu htt |: OR BERT ae . : ; Sampling and Data Preparation (Mowe 4) Advantages of Area Sampling. Advantages of area sampling are as follows: 1) Convenience: Obtaining of the clusters is convenient and the cost of sampling reduces because th study is limited only to clusters instead of whole population. 2) Cost: Comparatively, the cost per element is reduced in area sampling than in stratified sampli cof reduced listing of the elements. 3) Feasible: The area sampling proves feasible in many situations due to unavailability of the samp frames of the individual elements of the population and hence no other random sampling technse possible to apply. Disadvantages of Area Sampling Disadvantages of area sampling are as follows: 1) Similar Elements: Statistically, area sampling may be less efficient in comparison to simple random ‘sampling due to similarity i the elements of the area. Only in the extreme case when there isa similarity in the elements of the clusters, a sampling of a single unit from that area is much better than sampling th ‘more units from that area. 2) Costly: In comparison with simple random sampling, area sampling has more costs and problems of Statistical analysis. 43.2.7. Advantages of Probability Sampling Following are the advantages of probability sampling: 1) Unbiased Estimates: The sampling method which basically provides unbiased estimates are called rande sampling, having significant precision. If this level of objectivity is required by the investigator, altemative probability sampling is importaat. 2), Relative Efficiency: Evaluation in quantitative terms of the relative efficiency of other sampling techniques under a given situation by the researcher is permitted by random sampling which is normally impos non-probability sampling. 3) Less Universe Knowledge Required: Comparatively, little knowledge of universe is required. Basically, ‘wo things are required to be known oaly: i) A.unique way of identifying each universe element, and The total number of universe elements. 4) Fair: Every item in the population has an equal chance of being selected and analysed. '5) Easy: Easy data analysis and error calculation is allowed by this method of sampling 432.8. Disadvantages of Probability Sampling The disadvantages of probability sampling are as follows: 1) Less Efficient: Other sampling methods are more statistically efficient in comparison to this 2) Non-Utilisation of Additional Knowledge: No additionial knowledge is used in this method about how the ‘population is organised. 3) Complex and Time Consuming: In many cases, this method of selection is time consuming and ‘complicated, particulary for marketing research in which the budget constraints and limitations of sine ‘provide preference to noa-probability methods of sampling. 4) High Level Skills: A very hgh level of skill and experience is required for using probably sampling '5) More Time Required; For planning and execution of a probability sainple a lot of time is voquited 6) High Costs: In comparison to non-probability sampling, probability sampling involves higher cos. 4.3.3. Non-Probability Sample (Non- Probability Sampling) Non-probability sampling is that type of sampling procedure which docs not have any ground for estimating he ‘probability that whether or not each item in the population has boen included in the sample. There are decent ‘names of non-probability sampling such as deliberate sampling, purposive sampling and judgement sampling. In this type of sampling, the researcher deliberately selects items for the sample and the choice of researcher ‘regarding the item is provided more weightage. MIKA Second Semester (Business Research Methods) BCU 1 In other words, under non-probability sampling the organiser of the inquiry purposively chooses specific units of the universe to constitute a sample on the basis that the small portion selected by him, out of a huge one is typical or representative of the whole universe. The various non- probability sampling designs are: es of Now- Probability Sampling : [convenience Sampling raja eae [__rentsenine Showa Senge 4.3.3.1. Convenience Sampling . On the basis of convenience and approachability, the choice of the sampling units by the researcher, is known as ‘convenience sampling’. Samples that are selected accidentally are called “accidental samples". Because of the selection procedure (units are selected from their actual place) it is called as ‘sample of the man in the street’. Due to their accessibility, samples units are selected. For example, by adding the new product in the nearby suitable shops, the potential of the product is tested. This is accomplished by observing the purchasing and selling report of the product. Advantages of Convenience Sampling Advantages of convenience sampling are as following: 1) Economical: It is less costly and less time-consuming. 2) Proper Representation: Proper representation of the universe is ensured when the knowledge of the composition of the universe is adequate for investigation and it is free from bias. 3) Avoid Irrelevant Items: It restricts the entry of unnecessary and irrelevant items into the sample per chance. = 4) Intensive Study: Intensive study of the selected items is ensured: 5) Accurate Results: Better results are obtained if the investigator has the capacity of keen observation and sound judgement as well as un-biasedness. Disadvantages of Convenience Sampling Disadvantages of convenience sampling are as follows: 1) Personal Bias: The investigation plays and affects the selection due to enough scope of bias and prejudices. 2) ‘No Equal Chance: Ali the items of the univers to be included in the sample stand unequal chance. 9) Me Deere of Accuracy: The degree of accuracy achieved is unknown in the investigation conducted by this method. fs ©) No Possibility of Sample Exror: Possibility of calculating sample error is negligible as it is based mathematical concept and its not applicable to non-random methods of sampling. cocaine 5) Unsuitable for Large Samp! ‘This method is not appropriate for the large samples where the size of the + universe and the sample is significantly large. sion tote 4) sinpling and Dass PREP agement SADPINE ages nent tt a ne al ti so tr Stal SHE ot esl sme fandom selection, whereas judgement eacp ) oe a Spcnts could not be Sele | see le re nents in the sample stay Unknown Traits of POPUALCT he popula i me ate This kaos Src sme population whose Ty on the basis ofthe judgement fom exh ets Tis meas | soe Foting units are selec properties. Sate representative sample. cymes ro solve day-to-day problems of business, and in making of put ort of time fail to wait for probability samy Sulving Everyday Business Problets pling is the only practical method. ons, executive and public oly ps in solving their rgent Pr officials who are shi blems judgement sam | . judgment Sampling 1 Now Selentifi: Due to personal bias and prejudice of the investigator the Pop ince nits to be sampled ne i md itis coacluded that the method is unscientific ‘The risk which is involved inthe judgemen ‘sampling is thatthe investigator establishes predestined conclusions by including those items in the sample svhich adjust to his preconceived idea. 2) No Method to Calculate Sampling Error: To evaluate the reliability of sample results there does not exist ve Miardal method. This method can only be successful due to quality of judgement. If the individual bas Imswledge about the population in the decisions making and has good judgement, then it leads to a aerate sample, ethecwis ifthe decision is based on the sample then it may be incorrect. This shoud bataken into account that despite the judgement sample being a good representative, no method is impartial to determine the size and probability of sampling error. 4334. Quota Sampling : (Quota sampling is the most commonly used non-probability sample designs, which is most comprehensively used in consumer surveys. Principle of stratification is also used by this sampling method. In stratified random sampling the researcher begins by building stata. The common bases for stratification in consumer surveys re demographic, eg. age, gender, income and so on. Compound stratification is generally used, e-g., gender-wise age goa For cach statu sample sizes are fixed. Regarding suiied random sampling, the sampling within sta maybe eer proporional or disproportional Inerviews are condacid withthe designated quotas by the workers, with the identification of individual respondents being left to the field-workers. ‘Adeoetvars of Quets Sacupling S,er | F ‘att | I should be noted that Si i6 always ye | Ye | heb revel +p, Largerestimateof vasanee ‘Smallerestimateof variance W=n,-1Land v= m2~! r ‘Daa Analyst (Mast 5) 81 vi = degrees of freedom for sample having larger variance, vv: = degrees of freedom for nple having smallet variance. “The calculated value of F is compared with the table value for vi and v2 at 5% or 1% level of signif value ofF rato will be quite significant when the calculated value of Fis more than the table val rll hypothesis will be rejected. On the other hand, null hypothesis wil be approved, if the calculated value of Fis lesser than the bie aloe oer tall be derived that both the samples are belonging tothe population which are having similar variance fo of two variances. The distribution F test is known as Variance Ratio Test as it is dependent upon the rati named after R. A. Fisher. which i followed by the ratio of two variances is termed as ‘F distributor | Assumptions of F-test ‘The various theoretical assumptions of F-test are stated below: 1) The mean and variance of populations concerning the samples arc id distributed, 2) There are independent sample observations wihich are randomly selected, fentcal and they are normally 3) 6/6;"is equal to or greater than 1, tality and skewness towards 4) Ieis never a negative number as itis equal to ratio of squared values. Uni-mod and v2 . the F-distribution the right are the main tats of all Fistibutions, Alongwith increment a he vs ‘becomes symmetrical and '5) The variance from different sources are added. ‘Total Sum of squares = Sum of squares between the groups + Sum of Sauares within the groups. the sum of squared deviations of items from mean was 94.6. To ‘DLs 101.8, Test whether the difference is significant at and vi = 9; degree of freedom is Example S: In a sample of 10 observations, cota sample of 12 observations, the value was found Sr perc You are given 5% significance levels ciel value of Ff" Vs 1 3.29. ae hat the difference in the variance of the two samples is not significant. + i) Letus take the hypothesis t [Null Hypothesis Hy:0} =63 ‘Ateintive Hypothesis Hy:0i #02 0. D6- aT n ar 9 Fons = 3.29:The ealeuated value of F al we accept cl of Fis les than table value Hence 2 ry = 9 Fons = 3.29. Joulated value of “ n “anetade thatthe difference inthe variant (wo 3! 9 samples is not 3.7.7. Drawbacks of § ndary Data Sytem rsh he ay fn yf ay ble due to many reat 2) Accuracy: The accuracy of secondary data it quest i“ data collection method, researcher biasness, inappropriate sampling technique, — data may not be accurate every time, “hay eet 4) Obsolete Data: There can be a rignifcant time gap between the secondary data and present reqirermen Garis obvious that many times secondary data may contain obsolete information which isnot applicable for present scenario, Therefore, including sich data can be a risk wo the effectiveness of research work 4) Non-Disclosure of Research Findings: It is not always easy to have acess all the findings of « Faricular research, Some organisations or research institutions may nt allow its disclosure 5) Ditmcalty in Tracing-Out Sources: Sometimes researchers ot indvideals are not able to identity ate rouroes ef secondary data. Due to this limitation, the validity of secondary data emai outta 3.8.1. Introduction Researchers employ qualitative research methods to study human behaviour and habit product management for identifying the product features that will help it to get sold. For example, « prodict fnanager planning, to launch a mobile phone would definitely want to know the habits and preferences of target segment so that he may incorporate the same in the design of the product. After this bas Pee dons, (quantitative research is employed to test whether the design of the product is acceptable as per the standards or not. 5. It is also useful in Qualitative research can also be considered as the prior stage of quantitative research. In this appre, = Fesearchers generate various ideas and.conceps that can_be_ converted into logical and testable. hypethesss * future. These hypotheses can then be comprehensively tested and analysed using various tecniquss fat some aader the purview of quantitative research, For example, a survey can be conducted before dhe Tanne of a Shampoo brand. This survey can find several popular brands. Quantitative research ean then be conducted ‘round these brands, so that a lot of time, effort, and resources can be saved. 3.8.2. Characteristics of Qualitative Research 1) Qualitative research is a process to understand the uniqueness of situations in paticolar conten, 2) The researchers focus towards data collection and analysis process during the qualitive research, 3) Qualitative research involves a lot of fieldwork. The emphasis is on observing the respondents in their natural settings, Lc. their homes, workplaces, entertainment spots, ec. 4) The research strategy which is employed in qualitative research is inductive i nethodology relies on abstractions, concepts, testing of hypothesis rather than selying on 8 body theory. 38.3, Qualitative Techniques of Data Collection ‘Qualitative Techniques of Data Colleton in nature. This research of existing MBA Second Semester (Business Research Method) BCU sired information through ~ Focus Group Method espondents response'to s0 as to collect de ha group of resp 4 In this, the re { the given topic or research formation. The information pondents is selected viewing method’ altmerself) to discuss about ‘as to explore in-depth int 1 formal interactive session. It is the questions of a moders bah 4 questions so pele: Modes colt fom other technique ik surveys, observation cn : Feet ocd is charnceaed by the use of significant methods and strategies 10 as to collect ay Sais te libana thod a reliable source of data collection. analyse the information generated here. This makes focus group mel This tpe of method is used in areas like new product concept or new raducton tin in an organisation, motivation program for new employees, cc This method results in behavioural observations of the respondents, list of ideas and few recommendations from the moderator These observations and ideas are later quantitatively tested. Focus group is applied to different research areas and the most popular research area is consumer: research. Significance of Focus Group Following points highlight the significance of focus group: 1). Costeffective: As generally six to twelve respondents are interviewed collectively in a focus group _ method, itis the most cost-effective method of exploratory research collecting significant information é 2) Time Saving: Another point proving the significance of the focus group method is that it is time saving. Group of respondents is interviewed in one attempt, thus, lot of time is saved. 3). Recording of Session: The whole interview session is recorded in focus group method so as to observe the behavioural or verbal responses of the respondents at later stages of the research. 4) Group Interaction: Focus group method is also significant because different respondents in the group interact with each other and it helps in generating useful information and ideas. » Controllable: Focus group is also useful because it is controllable. The flow of the interaction can be directed by the moderator so as to maintain the discussion in the right direction. It is the duty of the ‘moderator that required topics are covered in the session so as to explore useful information. 6) In-Depth Exploration of Topics: Focus groups are popularly used for inde} i Dept : -pth exploration of the research topic with the help of different respondents. It helps in describing unclear concepts and issues. Limitations of Focus Group Following tthe inition ofthe foes group method epee vy 1 or \-representative Sample: Generally few individuals are selected for the i ‘over a particular issue, Thus, they are not the true representative ofthe population, — Embarrassment Factor: In a focus grou i c : * ip method, embarrassment factor i spondents. may hesitate to express their true thoughts over a particular issue due Seeaeucaee ject from peec members, This affects the reliability ofthe collected information. — 9) Effect of Dominance: Dominance factor is also active in few focu r i ‘respondents rule over introvert and affect their opini AOR ecasions, Tw. dominant a a opinion or response. It leads to poor quality of information. ‘Moderator Effect: Sometimes, moderators spoil the flo a - pipmlbepeanhaperemetgrccipe dy Ww of the interaction due to poor management. It product development, improvement of ‘Program improvement; problem identi interviews, Itis very helpful for n identification, need a ss ee ai Ser Ah Data Collection and Msasremet (Module 3) Characteristics of Depth Interviews Depth interviews have following character ooh, iustratetheie response other than saying only ‘yes' or ‘no'. As majority of open, ions include “han Pgs ‘ ees own words 80 us to answer the researcher's question PG ee AA enables th respondents se drown Wo = a fen ve : ey ertarad Formats Dep iterviews aso contin responsive questions which arse due to revigglil S*™ an tection. repane o or exampl, an intone claims that he Res echt the very rox quel OT 3 caah ean the inerviower would be "Which is your favourite xicket player? ne he : 4) Clear Listening nnd Interpretation: The fateriewerin such interviews clearly listens the sponse of hg 5d coun en ee ae inerpets icone. hgh level of understanding is maintained in such interviews pt fret 4), Recording of Responses: All the responses ofthe interviewee are recorded withthe help of a0 audi root th ae Tmctrowes aso notes down different significant events occurring during the inceview recess, These may include peronal flection, body language, or even verbal responses Significance of Depth Interviews ry Following points describe the significance of depth interviews . 8 ID Halge in Galning Insights: A clear insigh ofthe respondent can be developed with depth interviews asi saving. * involves significant time and one-on-one approach. 2) ‘Helps in Developing Relationship: A song relationship between the interviewer and the interviewee is ve the developed in such interviews. helps in colleting revealing and personal information from the respondents, 43) Responses are Free from Peer Pressure: Dept interviews enable the respondents to deliver ight and Hp proper information witout being affected by pee pressure or group nots as 4) Easier to Schedule: It is very easy forthe researcher to schedule a depth interview with the ae ‘There is no such system of aranging twelve people fora single interview like in a focus group st Limitations of Depth Interviews as The different imitations of the depth interviews area follows I). Costiys Large amount of time and money is consumed in depth interviews. Arranging different interviews | Lintages of Pers with diferent respondents fora specified time period cost lot of money. eh Response 2) “Time-Consuming: As respondets ae o be interviewed individually, it takes lot of time. Ata time ae te ‘ne individual is interviewed, therefore, significant ime is consumed indepth in 5 3) Need of Skilled and Qualified Interviewers: One of the limitations of depth interviews is the need of ‘qualified imerviewers for the purpose. It is not possible for the ordinary interviewer to col information from the respondents. 4) Small Sample Size: Sample size is elatively small as only one individual is interviewed ata time. Theses issue of representativeness ofthese samples as these are very small. Therefore, itis very difficult to reach accurate results. 5) Unsclentific: The depth interviews are unscientific in nature as the pattern is unstructured. It al validity of the information collected by the researcher. 3833. Personal Interview Method ‘Another method of qualitative esearch is personal interview. Personal interview is a conversation betweot 0° ‘or more people where question are asked by the interviewer to obtain information fom the interviewee. TH interview method of collecting data involves presentation of oral-verbal stimuli and reply in terms of raved responses, This method canbe used through personal interviews and, if possible, through telephonic interviews ‘A personal interview is face-o-face communication with the respondent. This method requires the interviews oF interviewers asking questions gentrally face-o-face to the interviewee or interviewees. The intecviewst 88 fn touch with the respondent, asks the questions, and records the answers obiained. It is-the interview esponsibility wo record the answers either during the interview or after the interview. The main purpose of ti tathod is ha the anwer must be recorded clearly and corey, Perna rv can collet supe ea information, The persona imerview may be citer structured or unstructured. In a structured interview formal questionnaire has been formulated and the questions are asked in pre-arranged or 1s tbe 100 y MA 9 — | Seren: aa Seite A fool tof quson ig pomsed nae ot ern eet ‘only two alternatives, i.e., yes or no, whereas the marketing man: ie Bemis ive domaces hs ees sn ethan erence Towra se ae carats re eye Instead of approaching the respondents with a fixed lst of questions, the interviewers given the freedom t ll en er eee sired. The purpose ofthe interview is clear, but the response othe queso sopenended rd Ass ee cet ctr ce sc research because the biases of the interviewer and ofthe inferreter are avoided. It has advantages Se errant rea cere tne we eras of The m pipe asked in sequence. No ‘Answers are limited toa list of alternative Advantages of Personal Interview 1) High Response Rates: One of the main reasons why researchers achieve god response rates tovgh ti as tnuhod is the face-to-face nature of the personal interview survey. Unlike administering questioonair ope are more likely. to readily answer live question. about the suber (or instance produc) Sey Because they can actually see, touch, feel or even taste the produc. : 2) Tolerable Longes Interviews: Ifyou wish wo probe the answers ofthe respondents, yo ma) 20 oie a personal iairview approach. Open-ended questions ae more inetd Wroug Hir ‘due to the fa vrs he respondents would be more convenient at expressing thei long answers ory 10 8 WTS re Oot o Behaviours Market reece con bt om pn evi e ~ eee the attitude and behaviour of the respondents / consump survey because it presents a greater opportunity to observe .. toward a product. sen 7 rete ys are considerably more expeasive than papsrand FSO! 1) Itigh Costs: Face-to-face interview surve; Z ne rs and other types of SuVeyS ee err one pounded, so the gathering of dats feat aed 2) Time-Consuming: Personal interview surveys are not usualy He SNC copsuming is When hs ; thereapondents can ake aon: tine, Ate! NN A ra nasi is a need to travel and meet the respondents ‘at either single or dif ote 3834, Projective Techniques sve mech wine te acer euma eee 8 en Projective techniques are used in those areas of quali st paderensins 0 tie ‘ona situation or bel ‘ ns and focling® soe < Inder this dividuals are asked to express their FITS ngs duals ae created, whic he menoiae + ee al patterns of i slings ou the samne- Bs penolene, Ee andlor behavioural lod ekg fagine fea vague mia a ae regs 1 ee in om Data Collection and Measurement (Module 3) ith g 50, researchers are able to study the motivations and attitudes of the respondents themselves, thereb them to dig deeper into the research. The degree of ambiguity of the situation determines the depth oe motivations and emotions of the respondents that the researcher is able to unveil. This technique is often seed cn the field of clinical psychology, where it is broadly classified into the following: assocition, semen construction, and expression Projective techniques help ‘project’ those feelings und opinions of respondents that are otherwite lying dormant by enabling them to provide theic thoughts on something other than themselves. ‘Types of Projective Techniques Projective techniques can be classified into the following types: 1) Sentence Completion: Under this technique, participants ate provided with incomplete sentences, that ar referred to as ‘stems’, and encouraged to complete these sentences theic own way. This provides insigt int the thoughts and motivations of the respondents. 2) Word Association: Word association is another commonly used technique of projective qualitat research. Under this technique, participants are provided with a list of words, one by one, and requested State the first thing that comes to their mind in response to each of these words, 3) Story Completion: Here, participants are given an incomplete story which, though subtly leads to a pre: determined topic, does not in any way provide an insight into the ending. Participants are required conclude the story in their own way. 4) Verbal Projection Tests: In these tests, a situation is described to the participants either orally, oF by exploiting simple methods of visual presentation. Participants ace then required to provide their thoughts ‘and opinions on the effects the situation could have on others, not themselves. However, in doing +o. respondents provide an insight into their own atitudes. 5) Pictorial Techniques: Pictorial technique was essentially adopted to make photography a part of fine ar In this technique, respondents are requested to describe the artistic quality of an image, rather than the contents of the image itself, 6) Play Techniques: Play techniques are a well-known stimulating form of research where each participant is assigned a role and then asked to improvise and enact the character. This technique may be used by a researcher to observe various behavioural waits of participants, such as dominance, sympathy ‘submissiveness, faimess, etc. Play technique is usually adopted in understanding the behaviour of children. 7) Quizzes, Tests and Examinations: A quiz may be defined as a game wherein participants attempt answer questions correctly. A test may be defined as an examination to evaluate the characteristics, aptitudes, capabilities, and level of skill of participants, Tests are conducted under real-life or simulated conditions. An examination may be defined as a general inspection or investigation of products and/oe services, in conjunction with pre-set requirements. Such examinations do not need the use of special laboratory or scientific equipment and processes. 8) Socio-metric Analysis: Socio-metric analysis is used to observe and understand the relationships amo. individuals of a group. This technique helps analyse the attractions and repulsions between persons ui varied circumstances, by encouraging them to decide who they would or would not choose under saic! conditions and circumstances. Significance of Projective Techniques ‘The significance of projective techniques has been listed below: 1) Additional Means of Gathering Information: Projective techniques are often used in conjunction with other techniques of research. In this manner, a researcher is able (0 achieve deeper understanding of a subject and gather more information which helps analyse situations bette. For example, a researcher ay ise projective techniques of research alongwith the method of depth interviews. 2), Elicits Responses: One of the crucial significance of projective techiiques is that it helps the vesearcher in ‘obtaining responses from participants which they otherwise may not be comfortable in providing, bad they ‘been aware of the purpose of the research. Respondents who ute reluctant in nature can also be encouraged tw elicit responses quietly Additionally. projective techniques make research more participative. a MBA Second Semester rool, and prcipants ma archers to std the nde more direct and fecal means of esearch Making Research Sesions More Inert and Inresings Th thos, of Ce A. such ast play techniques, sor’ completion, ef, can make sessions more intresting ‘oe Pe parcgants more responsive, They are unique frm of research methodology that can help obtain 20) Ee to tr form of esearch todo) may be Ses fy ine ad gs informiin s S mpay and abundantly. Hence, anless actively interested, people may not be wing to participate i Consuming mundane essions which provide o simul Project ectnigues help combat this draw. y not otherwise ng beliefs 4 Limitations of Projective Techniques oe Like any other technique of research, projective techniques, too, have their limitations. Som described below: ‘ 1) Not Helpful for Non-Verbal Research Subjects: Projectve techniques may not be useful in areas where responses are required to be non-verbal in nature. For example, in cases where participants are requires complete @ picture or drawing, they may not necessarily be willing to do so, under the assumption t creative abilities will be subject to open judgement. 2) Not Useful as Stand-Alone Research Technique: Projective techniques can ooly be used in conjunction with another technique of research. The observations made under projective techniques need to be compared to other information provided by participants. 3) Other Limitations: These may include the following: 4) Projective techniques have some of the disadvantages of other unstructured direct techniques, buit, to a greater extent, ii) This methodology requires observations. iii) Imerpreters of information must also be highly skilled to clearly understand the motive of the research and analyse results in the same direction. iv) Being a subjective technique, dependent on the feelings of the observer himself/herself, projective techniques nun the risk of an unjust or unfair bias in interpretation y)_Itis an expensive method of research. _ Eases 2! vi) In onder to derive at results, projective techniques may require respondents to act in an unusual manner, which may not always be achievable. 1c of these have been tbat their ly trained interviewers to conduct the research and make noteworthy 3.8.4. Pros of Qualitative Research 1) Qualitative approach is easily employed when the research objective is and canna complex, and the answer is not a 2) The qualitative research designs are very easy processes to EC Sait cae peed? ‘carry-out, especially in situations where the 9) ‘Since the scope of qualitative research is extensive, it always generates some data that can be 4) Unlike a quantitative study, a qualitative study does not in 2 eh " 3) rcs ton perional observations and eng TE are wig mathematical analysis 4) is 3 ‘The methods of projective * een Ww seation nd Measorement (Mode 3) ¢ a ata Colin a eet tative Research e 3.8.6. Difference betw 2 - I ‘Quantitative Research am s [isis of iterence_[ Guaatine Research pe Ths mak the extensive ose of sai J2) Interpretation ae e d logic to matical techniques. The use of | feeearchers make use of text and I aise bes | Gavelogical conclusions. _| graphs and tabl ne extensively. 2 STASIS tad] Ne tmtaied les and posed, but | These, make wie of stands ey al c “Rules tbroad guidelines are followed. _ TES d saeeenee SS Rules analysis occurs alongwith the data | Analysis occurs only after the data co le Oscurrence [The anal e sr ernaaaal “% | qreeaiogy |The analy methods ae Mee and can | The methods are fixed in ad vary from situation to situation being undertaken ae abi a has validity bat isnot elable. I | This analysis is very reliable. Te posible wy z 3) Relabitity PGerally dificult to compare two | compare variables over differeat situations titferen variables over diferent situations. ; © Questions serach methodology involves open | The questions are specific and the responaey 10 : ended questions and gives rise to detailed | are predetermined and standardised ir information. 3 Fy Taformation I eal withthe spociicappicaion of the | leads to a gencral and broad based ogra. application of the program. j By Suitability | Can be applied in limited resources. Tt requires more resources than qualative research pf 4 Peas i by 3.9.1. Meaning and Definition of Measurement ‘Organisations involve lots of decision-making in various functional areas like production, marketing, finanes: ch ‘and personnel management. Various marketing decisions are heavily influenced by the predispositions oF atitudes ofthe peseat and potential customers of the company and its products. Measurement is the process i 5 Which the organisation observes and records the observations that have been gathered as a result of research activities. In other words, measurement can be defined as “the process of mapping the aspects off 7 P es”. For example, researchers may wish to measure the perc ec, . ‘the products for their company. For measurement, a°scale is needed ‘developed in the range that refers to a particular set, according to set theory. After this, mapping is ce ‘on the observations, which are based on defined scale. According to G.C. Helmstadter, “Measurement is f obtain ial ace seme eas easement ea ross of obtaining a merical descripion of te ‘According to Johan Galtung, “Measurement is the mapping of the values on a set of numbers”. According to Kerlinger, “Measurement is the assignment of numerals to objects or events according (© People, then his or her hostility will be then he will be hostile towards everyone

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