Questionnaire Method of field investigation According to David J. Luck and Ronald S. Rubin, "A questionnaire is simply a formali ed sc!

edule to obtain and record specified and relevant information "it! tolerable accuracy and completeness". #n t!e field investigation, information is to be collected from t!e respondents. $or t!is, a suitable questionnaire must be prepared by t!e researc!er. %!is questionnaire acts as a base for t!e collection of information. &uestionnaire is t!e most common researc! instrument'tool used for data collection under field investigation. &uestionnaires are e(tensively used in surveys of all kinds. %!ey can be administered by mail, telep!one or t!roug! personal intervie"ing. #t contains questions t!at a researc!er "is!es to ask to !is respondents. %!e questionnaire often sets t!e frame"ork as "ell as t!e tone of t!e survey "ork. %!e researc! data is build)up on t!e frame"ork of t!e questionnaire. %!e information collected "ill be incomplete and faulty if t!e questionnaire prepared is defective. *sually, adequate blank space is provided in t!e questionnaire for recording ans"ers +information,. %!e ans"ers to t!e questions are "ritten eit!er by t!e respondents or by t!e intervie"er as per t!e nature of survey. -!en large number of questions is to be asked for data collection, t!ey must be arranged in a logical order. Importance of Questionnaire in Data Collection: &uestionnaire plays an important role in t!e process of .R. #t is one basic tool used for data collection from consumers, dealers/ and ot!ers connected "it! t!e survey "ork. A good questionnaire leads to better co)operation and response from t!e respondents. Ample information "ill be available if questionnaire prepared and used in t!e researc! pro0ect is "ell planned and compre!ensive. &uestionnaire al"ays relates to t!e specific nature and purpose of marketing researc! pro0ect. #t acts as a frame"ork used for primary data collection. &uestionnaire preparation is a skilled 0ob "!ic! requires proper education, training and e(perience. %!e questionnaire used for survey "ork s!ould be foolproof as far as possible. #t makes t!e "ork of intervie"er and respondent interesting and smoot!. A good questionnaire serves as t!e backbone of "!ole data collection "ork. #t brings proper order and procedure in t!e data collection "ork. #t also guides t!e intervie"er in !is data collection. Advantages of Questionnaire: &uestionnaire is useful for t!e collection of compre!ensive data +"ide ranged data, on various aspects of sub0ect under researc!. &uestionnaire gives convenience to researc!ers as "ell as respondents "!ile collecting and supplying data. -ide geograp!ical coverage in data collection is also possible. Questionnaire Design: &uestionnaire design is one of t!e important areas of researc!. %!e accuracy and relevancy of data collected depends upon t!e questionnaire. %!ere are certain functions, "!ic! a questionnaire performs, and t!ese are1 ) 2ives t!e respondent clear idea and understanding of t!e questions. +&uestions s!ould not be vogue,.

 .otivate t!e respondents to give ans"ers. Stimulate t!e responses. #nformation must be kept confidential. 3reparation' construction of questionnaire are a lengt!y and time consuming activity. #t needs careful planning, kno"ledge of communication skills and tec!nical kno"ledge of drafting appropriate questions for collecting required information. %!ere are t"o types of questionnaire. %!ese are1 +a, 4onsumer questionnaire, and +b, %rade questionnaire. A consumer questionnaire is useful for collecting information from consumers "!ile trade questionnaire is useful for collecting information from traders and dealers. 5y and large, t!e form of questionnaire depends on t!e nature of information soug!t, t!e kind of respondents and t!e data collection met!od used by t!e researc!er. Steps involved in the questionnaire preparation/ construction of questionnaire %!e follo"ing table s!o"s t!e steps in t!e questionnaire preparation

3reliminary decisions

#nformal intervie"ing

Drafting t!e questionnaire

3iloting t!e questionnaire

Deciding t!e final form of questionnaire Preliminary decisions: 5efore designing a questionnaire, t!e researc!er !as to take decisions on certain basic issues suc! as t!e nature of information required, t!e respondents from "!om t!e data are to be collected sources of data, sample to be used, t!e met!od to be used for collecting required data, lay)out of questionnaire, t!e met!od of questioning etc. 3reliminary study of t!ese aspects of researc! pro0ect prepares proper background for preparing t!e questionnaire. #t also enables t!e researc!er to establis! effective communication "it! t!e respondents and collect required information. #n brief, drafting of questionnaire is not possible unless t!e preliminary decisions suc! as purpose of study, nature and met!od of collecting data etc, are taken clearly. Informal intervie ing: #n t!is second step, informal intervie"s are arranged "it! limited number of respondents in order to test t!e points t!at !ave been listed in t!e questionnaire.

6ere, t!e purpose is to find out !o" t!ey feel about t!e questions. %!is gives t!e researc!er an insig!t into t!e sub0ect and !o" people react to t!e proposed sub0ect of marketing researc!. #nformal intervie"s s!o" !o" t!e questions need to be framed. %!ey also suggest certain points "!ic! !ad not occurred to t!e researc!er in t!e initial period. %!is type of informal intervie"ing gives t!e researc!er an intimate feel of t!e sub0ect. Drafting the questionnaire: %!e informal intervie"ing gives valuable indications as to !o" t!e questionnaire s!ould be framed for encouraging response from t!e respondents. #n t!is t!ird step of designing a questionnaire, a researc!er !as to make all possible efforts to draft an ideal questionnaire. %!is s!ould be done after taking into account t!e information available from informal intervie"s conducted in t!e previous stage. %!e questionnaire s!ould be simple and easy. #t s!ould be specific so as to allo" t!e intervie"er to keep t!e intervie" brief and to t!e point. #t must also keep t!e respondent interested t!roug!out. $inally, t!e arrangement of t!e questionnaire s!ould be logical and s!ould facilitate t!e tabulation and analysis of t!e information subsequently. -!ile drafting questionnaire, t!e questions selected s!ould be clear, precise and direct. Lengt!y questions s!ould be avoided. %!e type of questions to be asked +open ended, multiple c!oice, etc.,, t!e sequence of questions, etc. s!ould also be decided before drafting questionnaire. %!e opening question s!ould create some interest in t!e mind of t!e respondent. Difficult questions s!ould not be taken at t!e beginning and also not at t!e end. Piloting the questionnaire: After drafting t!e questionnaire, redrafting and revision of t!e same may be necessary in order to remove possible defects and deficiencies noted t!erein. %!is is done by pre)testing of t!e questionnaire drafted to make it perfect in all respects. 3re) testing is "it! a small group of sample taken from t!e entire survey sample. 3re)testing ensures t!at a questionnaire is free from any defect or deficiency. %!e responsibility of pre) testing s!ould be given to competent and efficient investigators "it! proven ability. %!e benefits of pre)testing are many. $or e(ample, t!e intervie"ers become familiar "it! t!e problems of data collection. Similarly, biased and ambiguous questions are removed and errors in intervie"ing are discovered. Deciding the final form of questionnaire: #n t!is last step of preparing a questionnaire, t!e final touc!es +final revision, "ill be given to t!e questionnaire. %!is "ill be in t!e lig!t of t!e e(perience gained in pre)testing. All necessary revisions and corrections "ill be incorporated. As a result, t!e final questionnaire "ill !ave logical arrangement of questions, cross) referencing, proper numbering and separation of main questions and dependent questions. 3re)coding +if necessary, and instructions to respondents are also added. !ypes of Questionnaire:

!.P#S "% Q*#S!I"))AI&#

"P#) #)D#D Q*#S!I"))AI&#$

C+"S#,#)D#D Q*#S!I"))AI&#$

%ree &esponse Questions Pro'ing Questions Pro(ective !echniques

Dichotomous &an-ing Questions Chec- +ist Multiple Choices

Association !echnique

Construction !echnique

Completion !echnique

Scales

"pen #nded Questionnaire$ #n t!is type of questionnaire, t!e questions are structured but t!e ans"ers or responses are unstructured. i.e. t!e respondent is e(pected to reply "it! "!atever information and in "!atever "ords are considered to be relevant. #n simple "ords t!e respondent !as complete freedom to ans"er t!e questions as per !is "ill. %!e intervie"er7s "ork is to record t!e response in t!e e(act "ords, "!ic! is required. 8pen)ended responses can be furt!er classified into follo"ing sub types1 %ree &esponse Questions: %!e respondent is given unlimited amount of freedom9 t!is amount of freedom may differ from question to question. Pro'ing: Direct responses are asked. Pro(ective !echniques: #n t!is met!od stimulus ob0ectives are presented before t!e respondents. %!e respondent t!inks about t!e ob0ects and e(press it from t!ese responses, t!e intervie"er !as to collect relevant information. 3ro0ective tec!nique can be furt!er classified into follo"ing types1 Association !echniques in "!ic! "ord association is "idely used. %!e respondent is presented "it! a series of "ords and is ask to respondent to eac! t!e first "ord t!at comes in mind :g "!at is t!e first "ord t!at comes to your mind "!en you !ear to follo"ing; 4!ocolate 6ealt! drink $itness Construction !echniques t!e respondents vie" some stimulus situation and create a story or dra" a picture to e(plain t!e situation.

A c!ild is required to vie" a dra"ing containing a c!ild about to purc!ase c!ocolates and t!en asked to tell a story about "!at "as !appening and "!y. $rom t!e story researc!er may be able to dra" conclusions about !is o"n eating !abits and product preferences. Completion !echniques respondent is provided "it! incomplete sentences and are asked to complete it in any manner t!ey select. :g # t!ink # dislike most of imported c!ocolates Close,#nded Questionnaire$ *nder close)ended questions "e !ave restricted t!e freedom of t!e respondents $ .a0ority of time "e provide !im "it! t"o c!oices .*nder t!is type of questionnaire bot! t!e questions as "ell as ans"ers are structured. *nder close ended "e !ave various types1 Dichotomous: #t allo"s only t"o possible ans"ers. .uc! more common is <=es> or <?o> variety. %!is questions are easy to ask and generally easy to ans"er. 5ut generally speaking "e s!ould avoid <=es or ?o> questions because t!ey do not provide us muc! information but at t!e same time t!ey are best "ay to collect t!e data. :g1 Do t!e supply of medicines is on time. =es ' ?o &an-ing Questions: #t involves t!e respondent to rank comparatively t!e items listed. %!e respondents !ave to give ranks for t!e questions asked1 :g1 %!e dealers after sales services for car is1 :(cellent ' @.2ood ' 2ood' $air Chec- +ist: #n t!is form of question t!e person c!ecklist one or t!e more of response categories t!at are listed for ans"ers. Multiple Choice: %!ese questions list a number of ans"ers and permit t!e sub0ect to select t!e ans"er t!at best matc! t!eir be!avior. Scales: #t is a popular type of questions under "!ic! t!e respondents are given a range of categories to e(press t!eir opinions. 4!aracteristics of t!is retail out let +Rank on a scale of A B AC, :asy to reac! Availability of products DDcor 4ourtesy e(tended by counter sales men !he other types of questionnaires are Disguised questionnaire and non,disguised : -!en t!e respondent is told about t!e purpose of inquiry it is caAAed a non)disguised questionnaire "!ere as in a disguised questionnaire t!e respondent is not told about t!e purpose of survey. Advantages of questionnaire technique A, As t!e questions are prepared in advance, it !elps to coAAect information in an orderly manner. E, Alt!oug! different intervie"ers are employed, t!ey ask questions in identical manner. #t ensures uniformity in coAAection of information. F, #t facilitates editing, tabulating and interpreting t!e data. G, A structured questionnaire can be pre)tested to remove any discrepancy. .

Disadvantages1 +A, %!e respondents may not like to ans"er questions relating to t!eir personal life. +E, %!e respondents may feel embarrassed to ans"er questions regarding certain aspects. /uidelines for #ffective Questionnaire method: A, 0ell defined o'(ective: %!e basic ob0ective of researc! pro0ect s!ould be defined clearly by t!e researc!er. %!e topics on "!ic! t!e information is desired s!ould be noted in clear and specific terms. E, Clearly defined respondents: %!e details of respondents from "!om t!e information is to be collected s!ould be clearly defined. %!e researc!er s!ould be sure t!at t!e required information is available "it! t!e respondents selected for t!e survey. F, &ational selection method: %!e met!od to be used for collecting data s!ould be finalised after due consideration of t!e purpose of researc! "ork. %!e met!od selected s!ould be scientific and rational. %eatures / Pre,&equisites "f A /ood Questionnaire: A, Simple1 clear and easily understanda'le: &uestions selected for t!e questionnaire s!ould be simple, clear, easy for understanding and a"ay from bias. %!ey s!ould not lead to misunderstanding and respondent anger. Ambiguous questions s!ould be dropped. %!e language used in t!e questions s!ould be simple and direct.H %ec!nical "ords or "ords "it! double meaning s!ould not be used in a questionnaire. #t is also necessary to decide t!e number of c!oices t!at s!ould be given by "ay of ans"ers E, Specific and relevant questions: %!e questions included in t!e questionnaire s!ould be specific and relevant as suc! specific questions give convenience to intervie"er and respondent. F, Avoid lengthy/personal/confusing questions: All types of confusing, misleading, strictly personal, tec!nical or emotional questions s!ould be removed from t!e questionnaire. %oo lengt!y questions and questions t!at cannot be ans"ered easily and quickly s!ould be e(cluded from t!e questionnaire. G, Interesting to respondents: %!e questionnaire s!ould keep t!e respondent interested t!roug!out. Adequate scope s!ould be provided to !im to e(press !is vie"s freely and frankly. I, Avoid em'arrassment to respondents: &uestions included in an ideal questionnaire s!ould not lead to fear or embarrassment to t!e respondents. J, Avoid 'iased approach: 5iased questions s!ould be avoided in t!e questionnaire. %!is ensures neutrality of data collected. %!e questionnaire itself many become a source of bias. %!is s!ould be avoided. $or t!is, "ording of t!e questions, sequence of questions, c!oices given for ans"ering s!ould be proper. K, Systematic and logical arrangement: %!e entire questionnaire s!ould be arranged systematically. :ven t!e questions in sub)sections s!ould be arranged logically. L, 2rief and directly related to information required: %!e questionnaire s!ould not be made lengt!y but brief as far as possible. &uestions directly related to t!e information required s!ould be included in t!e questionnaire.

M, #asily understanda'le 'y respondents: %!e questionnaire framed s!ould be easy for t!e respondents to understand and ans"er. %!e education and income level of respondents s!ould be taken into account "!ile framing t!e questionnaire. %!ey must find it interesting so t!at t!eir response to it "ill be positive. AC, Simple ans ering process: &uestions "!ic! put pressure on t!e memory of t!e respondents s!ould be avoided. %!e process of ans"ering questions s!ould be simple and natural. AA, Adequate space for ans ers: #n t!e questionnaire, sufficient space s!ould be provided for "riting ans"ers by t!e respondents. AE, Proper num'ering of questions: #n a good questionnaire, questions s!ould be numbered for ease of ans"er and also of tabulation. Some !erms *sed In Questionnaire: 4oding1 %!e process of grouping and assigning numeric codes to t!e various responses to a question. 8pen ended questions1 &uestions to "!ic! t!e respondent replies in !is or !er o"n "ords. 4lose)ended questions1 &uestions t!at require t!e respondent to c!oose from a list of ans"ers. Dic!otomous questions1 4lose ended question t!at ask t!e respondents to c!oose bet"een t"o ans"ers. .ultiple c!oice questions1 4lose)ended questions t!at ask t!e respondent to c!oose among several ans"ers, also called as multic!otomus questions. Scaled response questions1 4losed ended questions in "!ic! t!e response c!oices are designed to capture t!e intensity of t!e respondents feeling. +:(cellent, @ery good, 2ood, $air etc, Screeners1 &uestions used to identify appropriate respondents. 3retests1 A trial run of a questionnaire. Supervisor7s instructions1 -ritten directors to t!e field service firm on !o" to conduct t!e survey. 4all record s!eets1 Listing t!e number of contacts and t!e results of eac! contract. $ield management companies1 A firm t!at provides suc! support services as questionnaire formatting, screener "riting and co ordination of data collection. Mail Survey Meaning And %eatures "f Mail Survey : .ail survey +also called mail intervie", is one met!od of data collection t!roug! field investigation. 6ere, questionnaire is prepared for t!e collection of specific information required for researc! purpose. %!e questionnaire is sent by post +mail, to potential respondents "it! a request to complete t!e same and return by post to t!e mailing company 'researc! agency. #n mail survey, intervie"er is not available for asking questions, for guiding respondent and for noting t!e information. 8n some occasions, t!e questionnaire is publis!ed in t!e ne"spapers and readers are asked to supply information. #n addition, copies of questionnaire are supplied to retailers "it! a request to collect completed questionnaires from

t!e customers. :ven t!e questionnaire may be supplied to consumers along "it! product/s package "it! a request to supply information. %!e main idea is to cover a "ide geograp!ical area. ?ational surveys can be conducted t!roug! mail surveys. .ail survey needs to be planned properly for positive response from t!e respondents. Similarly, questionnaire prepared for t!e collection of information s!ould be ideal'promising. %!e respondents s!ould also be provided an incentive to send back t!e completed questionnaire by "ay of gifts or discount coupons. .ail survey is economical as compared to personal intervie". Stamped envelopes +reply paid envelopes, are also sent along "it! t!e questionnaire for quick response from t!e respondents. Anot!er advantage is t!at t!e respondent can study t!e questionnaire leisurely and give replies independently as per !is desire. ?aturally, t!e replies are given carefully and "it!out pressure'tension. #t is possible to contact respondents from different parts of t!e country by preparing a compre!ensive mailing list. .ail survey met!od is no" e(tensively used for marketing researc!. &ole "f Questionnaire In Mail Survey: #n mail survey, questionnaire plays an important role. ?aturally, it s!ould be prepared "it! proper care. %!e questions asked s!ould be clear and "orded in a simple and clear language as t!e intervie"er is not available to clarify doubts. %!e questions s!ould be relevant, precise and logically arranged. Lengt!y questionnaire s!ould also be avoided in mail survey as respondents may not like ,to ans"er a long questionnaire. #n mail survey, t!e response from t!e respondents largely depends on t!e quality of questionnaire prepared and !ence special attention s!ould be given to t!is aspect. Merits "f Mail Survey: A, #conomical: .ail survey is economical as only postage and printed questionnaire are required. %!e cost of survey is limited as intervie"ers, supervisors, etc. are not required in mail surveys. E, 0ide coverage: #n mail survey, "ide geograp!ical area can be covered by survey as postal facilities are available all over t!e country. #nformation can be collected from large number of respondents by preparing a compre!ensive mailing list. F, Speed in data collection: -!en a !uge sample si e is to be covered .ail survey met!od becomes useful to contact large number of respondents "it!in a s!ort period and information can be collected from t!em "it!in a reasonable time. G, Avoids intervie er3s 'ias: #n mail survey met!od, intervie"er/s bias and errors are eliminated. 2uidance'!ints are not given to t!e respondents. As a result, first !and reliable information is available for survey purpose. %!is improves t!e quality of researc! "ork and t!e conclusions dra"n. I, Convenience to respondents: Respondents can ans"er t!e questionnaire at t!eir o"n convenience. %!ey can supply information even "!ile remaining anonymous. Respondents are likely to be more t!oug!tful as t!ey !ave not to give ans"ers on t!e spur of t!e moment. %!us convenience to respondents is one ma0or advantage of mail survey tec!nique. J, More information availa'le: #t is possible to collect more information by using bot! open ended and close ended questions in t!e mail survey questionnaire.

K, Investigators not required: %!e services of investigators can be dispensed "it! as personal contact "it! t!e respondents is not required in t!e case of mail surveys. :(penditure on staff training and supervision on survey "ork is also eliminated. L, Simple and direct method: .ail survey met!od of data collection is e(tremely simple, clear and direct as only questionnaires are to be sent as per t!e mailing list prepared. #f necessary, reminder may be sent to t!e respondents but t!is e(penditure "ill be limited. M, Convenient to medium/small companies:$ .ail survey met!od is convenient to small and medium si ed companies. #t can be used conveniently for collecting information from consumers spread over a "ide geograp!ical area. AC, 4ie s of family mem'ers availa'le: #n mail survey, vie"s of respondents as "ell as of t!eir family members are collected as t!ey participate "!ile giving replies. .oreover, as respondents remain anonymous, t!ey are likely to give !onest replies. +imitations "f Mail Survey: A, Pro'lem of 5)o replies5: "?o replies" is one ma0or disadvantage of mail survey. Respondents do not take interest in t!e survey "ork and do not send t!e replies. @ery fe" give positive response to t!e questionnaire. 8t!ers send replies only "!en reminder is sent. .any ot!ers do not send replies at all. Some ot!ers give incomplete response by not ans"ering all questions asked. %!us, poor response to mail questionnaire +6ig! non) response rate, is one important disadvantage of mail survey. E, *pdated mailing list required: $or mail survey, up)to)date and compre!ensive mailing list covering cross section of t!e society is necessary. %!e researc!er may not !ave suc! accurate list of respondents at t!e state or national level. %!is affects t!e area covered by t!e survey. F, Poor response1 if questionnaire is defective: &uestionnaire acts as a base of mail survey. %!e response "ill be limited if t!e questionnaire is too lengt!y or if it contains difficult and confusing questions. Sometimes, busy persons ask t!eir assistants to give replies. %!is affects t!e quality of mail survey conducted. G, +ac-s accuracy of information: #n mail survey met!od, t!e researc!er cannot verify t!e accuracy of t!e information given by t!e respondents as !e !as no control on t!e respondents. %!ere may be inconsistency'ambiguity in t!e ans"ers given. %!e researc!er !as to accept or re0ect t!e information supplied. I, +imited use: .ail survey met!od is of limited use in qualitative study or in studies as to reason "!y. $or probing psyc!ological motivation, mail survey met!od is not suitable. J, #ffects of am'iguous questions: %!ere is a possibility t!at some questions may not be understood by large ma0ority of respondents. As a result, t!e respondents may not )give ans"er or may give ans"er "!ic! may not be correct or relevant %!is affects t!e final outcome of t!e survey. K, Changes in questions not possi'le: #t is rat!er impossible to amend t!e approac! or questions or t!eir "ordings once t!e questionnaire is issued to t!e respondents. %!is brings rigidity in t!e survey "ork. Required information about certain aspects of t!e survey may not be available if t!e questions ask are confusing .

L, )ot suita'le hen quic- information is required: .ail survey is not convenient "!en t!e researc!er needs information quickly i.e. "it!in t"o or t!ree days. .ail survey is normally a time consuming activity. #n addition, postal delays are quite common. M, )on,ver'al responses are not noted: #t is not possible to gat!er non)verbal responses in t!e case of mail survey. %!e benefit of personal observation by t!e intervie"er is also not available. AC, )ot suita'le for spontaneous ans ers: .ail survey is not suitable "!en t!e researc!er is interested in t!e spontaneous ans"ers from t!e respondents. !elephone Survey Meaning And %eatures "f !elephone Survey: %elep!one intervie" is anot!er met!od of field investigation. #t is a popular alternative to personal intervie". 6ere, telep!one is used as a medium of communication as t!ere is only vocal interface bet"een t!e intervie"er and respondent. %elep!one survey is a quick and economical met!od of survey as response is immediate and "ide area can be covered "it!out actual traveling to different places and parties. %elep!one survey is similar to personal intervie" but personal contact "it! t!e respondents is absent. ?o" a days #ndustrial surveys and trade surveys are also conducted by using t!is met!od. 4omputer)Assisted %elep!one #ntervie"ing +4A%#, and Direct 4omputer #ntervie"ing +D4#, are ne" developments in t!e field of telep!one surveys. Merits "f !elephone Survey: A, #conomical: %elep!one survey is economical as compared to persC#Aal intervie" and mail survey. .oreover, busy persons like doctors and professionals are available as respondents in t!e case of telep!one survey. E, Quic- response: #t can be conducted quickly and rapidly. %!e information is available quickly. ?o time is needed for traveling, etc. 3rompt ans"ers is one special benefit of telep!one survey. F, 6igh speed: %!ere is !ig! speed in telep!one survey as large number of intervie"s can be completed "it!in one day. #t is also possible to use tape records for data recording. G, Information availa'le from 4IPs: 3eople "!o are difficult to contact personally are available for telep!one intervie". .any busy people are not prepared to grant personal intervie" but t!ey are "illing for brief conversation on telep!one. $or suc! respondents, telep!one survey is convenient. I, Simplicity: #t is a simple met!od of conducting .R as information can be collected from a small office "it! telep!one facility. J, %ran- response: :(perience proves t!at respondents are more frank +free response, on telep!one intervie"s and give quick response. %!ey are "illing to ans"er delicate'personal questions over telep!one t!an personally. K, Sample selection easy: A list of telep!one subscribers can be prepared easily for t!e purpose of telep!one survey. %!is means t!e sample selection is easy. L, Secrecy of respondents: Anonymity and confidentially as regards t!e name of respondent and information supplied are possible. +imitations "f !elephone Survey:

A, 2rief questionnaire required: #n telep!one intervie", t!e questionnaire must be brief because lengt!y intervie" "it! t!e respondent is not possible. As a result, telep!one intervie" is useful for collecting limited information on specific points. E, +imited information availa'le: #n telep!one intervie", t!e replies given by respondents are al"ays brief and limited information is given. %!e communication "it! t!e respondents is oral'verbal. Detailed discussion is not possible. %!is narro"s do"n t!e scope of survey. %!ere is time limit for telep!one intervie". F, Difficult to contact large num'er of respondents: #t is difficult to contact large number of respondents as many persons do not !ave telep!one facility. As a result, t!e coverage of survey is limited. Similarly, many people may not be "illing to talk over telep!one. %!is restricts t!e scope of telep!one survey. G, )on,ver'al responses are not availa'le: #n t!is met!od, observation of respondents is not possible. As a result, non)verbal responses cannot be seen and noted. I, +imited coverage of sample: Respondents from remote places cannot be contacted by t!is met!od. :ven poorer sections of t!e society are not covered by telep!one survey. J, +imited questions: &uestions of very personal nature or questions requiring lengt!y ans"ers cannot be asked in telep!one intervie". %!is makes t!e intervie" incomplete. 5ias on t!e part of respondent is also possible. K, Intervie er3s 'ias: %!ere is a possibility of intervie"er/s bias in t!is survey met!od. L, Difficulty in chec-ing validity of information: #t is difficult to c!eck t!e validity of information supplied on p!one. :ven t!e person on telep!one may not be t!e real respondent. Panel research 3anel researc!, is a tec!nique similar to t!e survey, but "it! one ma0or difference. #n survey met!od, a fres! sample is selected for every survey "ork "!ile in t!e panel researc!, t!e same panel is used again and again for t!e collection of information. %!e panel acts as a permanent sample of respondents and information is collected from t!em at appropriate intervals t!roug! intervie"s. A panel means a sample of respondents "!o may be individuals, consumers, !ouse"ives, !ouse!olds or firms from "!om information about purc!asing, buying be!aviour, etc. is collected at regular intervals. %!e panel members are given diaries. %!ey note details of purc!ases, s!opping patterns, etc. in "!ic! t!e researc!er is interested. 3anel members provide feedback to t!e researc!er for detailed study of t!e marketing problem under consideration. 3anel researc! offers certain benefits. $or e(ample t!e buying be!aviour of selected consumers can be studied t!roug! panel. %!e c!anges in t!e be!aviour can be analysed t!roug! panel researc!. 6o"ever, panel researc! "ill be effective only "!en t!e panel members are co)operative and provide reliable information "!en requested. .embers of t!e panel may not find convenient to give information again and again. %!ey may treat t!is as bot!eration and may not supply timely and reliable feedback. Consumer Panels A consumer panel may be defined as "a group of consumers "!o voluntarily agree to be intervie"ed on t!e same topic or on different topics from time to time for data collection regularly and continuously". %!e members of consumer panels are usually !ouse"ives and

opinions are collected from t!e members of t!e panel for more t!an one occasion. %!e panel members also agree to co)operate by providing t!eir vie"s on different topics from time to time. #n panel met!od of researc!, t!e same respondents are intervie"ed on t"o or more occasions and t!eir vie"s are noted for furt!er analysis or study. $or suc! co)operation, panel members are offered some monetary incentive' gift, etc. %!e ot!er term used for consumer panel is 8mnibus 3anel. #t means a fi(ed sample of respondents "!o are intervie"ed +for information collection, on different variables over a period of time. %!e information is collected from t!e respondents on certain matters suc! as purc!ases made, price paid, reactions on t!e products purc!ased, s!opping be!aviour, etc. Suitable conclusions are dra"n on t!e basis of information collected. 4onsumer panel met!od gives reliable information for policy decisions on marketing. %!ere is close communication "it! t!e respondents. %!is facilitates a continuous c!eck on t!e record of consumer be!aviour over a specific period. %!e reactions of consumers are regularly recorded for policy decisions. $or better results, t!e panel members s!ould be selected "it! proper care. 4onsumers selected for t!e study usually offer good co)operation to t!e researc!ers. Some manufacturers supply samples of ne" products to panel members for testing. %!e reactions of members are collected t!roug! personal intervie"s. Sometimes, cas! pri es' gifts are given to panel members as incentive and t!ereby t!ey are induced to give better co)operation in t!e survey "ork. %!e panel members need not be told about t!e sponsoring company of researc! "ork. #n ot!er respects, consumer panels and survey met!ods are identical. !ypes "f Consumer Panels: Purchase Panel: 3urc!ase panel is useful to study t!e purc!asing !abits and trends of consumers. Suc! panel is a group of selected consumers "!o are asked to record purc!ases made by t!em regularly in t!e diaries provided to t!em. %!e diaries of consumers are collected periodically for revie" and for studying information regarding t!e items purc!ased "it! details like prices, quantities, preferences and so on. %!is provides information regarding t!e pattern of purc!ases and e(penditure incurred on different items. #n addition to t!e study of diaries, personal contact is also kept "it! t!e panel members for t!e collection of additional information from t!em. 3urc!ase panels are used by manufacturers, marketing researc! firms and government departments. Suc! panels may be formed in t!e case of consumer items "!ic! consumers purc!ase frequently and also in large quantities. Audience Panel: Audience panels are panels designed to provide information regarding media audiences. Audience panels are of listeners'vie"ers of programmes on radio and %@. %!e panel members are asked to listen to t!e programmes on %@ and radio regularly. %!eir opinions on t!e programmes are collected for researc! purpose. %!e popularity of programmes or t!e reactions of vie"ers can be 0udged "it! t!e !elp of suc! panels. :ven t!e effectiveness of radio and %@ advertising can be 0udged t!roug! suc! audience panels. #n :uropean countries, suc! audience panels are used e(tensively to study t!e e(pectations of radio and %@ audiences. #n #ndia, advertising agencies are using t!e tec!nique of audience panels for t!e benefit of t!eir clients.

 #lectronic Panels :lectronic panels are composed of !ouse!olds "!ose television vie"ing be!avior is recorded electronically. ?ielsen .edia Researc! is t!e main organi ation active in t!is area. %@ sets t!at "ere "ired to !ouse!old meters. %!e meters "ere connected to a central computer by telep!one line and automatically recorded "!en t!e set is turned on and t!e station to "!ic! it "as turned. A ma0or problem "it! audience measurements obtained from meters is t!at no information is provided on !o" many people, if any, are "atc!ing, and "!at t!eir demograp!ic c!aracteristics are. Attitude Panel: Attitude panel is useful for t!e study of attitude of consumers to"ards a product'marketing practice. Attitudes are usually studied along "it! t!e purc!ase be!aviour of consumers. 3anel members are intervie"ed after a period of t!ree or si( mont!s and t!eir attitudes are studied. $indings of suc! studies are given "ide publicity for t!e benefit of all manufacturers. Dealer Panel: %!ese normally are composed of middlemen or c!annel members, provide information about sales, level of inventory, and prices. %!e importance of t!e different kinds of stores for particular products and brands and information about aggregate final demand for a product and brand in various stores also can be derived from t!e information from suc! panels. #t may be ot!er"ise impossible to get information on brand s"itc!ing because of t!e lack of consumer loyalty to a given brand. %!ey provide data on dealer activities including total sales, prices c!arged, promotional efforts made, services offered and so on. Data are collected from selected dealers of important commodities "it! different brands. #nformation regarding t!e popularity of different products, market tends, sale of goods of specific brand, etc. is easily available from suc! researc! study. %!e relative sales made by dealers over a period of time indicate t!e strategic outlets to promote sales. Dealer panels are also useful for collecting data regarding retail sales, inventories and prices. %!e total sales of products and t!e s!are of a particular brand, etc., are also available from suc! dealer panels. Dealer panels offer valuable guidelines for t!e selection of suitable outlets for efficient marketing of products. Dealer panels are formed by manufacturers and information is collected from t!e dealers t!roug! diaries and also t!roug! personal intervie". Dealer panels are useful for framing marketing policies for large)scale distribution of goods ' services. Product !esting Panel: 3roduct testing panel is useful for testing t!e utility and ot!er features of t!e product before bringing it in t!e market for large)scale marketing. %!e panel includes consumers from a cross section of t!e society. %!ey are given ne" product to test its use and ot!er features. %!eir vie"s/ are collected, t!roug! personal intervie"s after regular intervals. %!is enables a manufacturer to 0udge t!e e(tent to "!ic! !is product is acceptable to t!e consumers. #f necessary, certain modifications are introduced in t!e product before it is broug!t in t!e market on commercial basis. 3roduct testing panels are used particularly for pre)testing consumer durables "!ic! are costly and need to be manufactured as per t!e current needs and e(pectations of consumers. &etail Panel/&etail Audit:

Retail audit panel is a panel of retail traders "!o are "illing to give information about t!eir stocks at regular intervals purely for researc! purpose. 3anel members are required to note information about t!e sales and stock position and provide t!e record for study purpose. %!is enables t!e researc!er to dra" useful conclusions about marketing activities. #n #ndia, t!e 8perations Researc! 2roup +8R2,, 5aroda is conducting retail audit on an e(tensive scale. #t is useful to producers of food items, drugs, p!armaceuticals and confectionery. Advantages of Consumer Panels: A, Supply useful information: 4onsumer panel gives valuable information to researc!ers about t!e researc! activity undertaken. %!e information is supplied regularly and continuously. 3eriodical c!anges in buyer be!aviour can be monitored t!roug! suc! panels. %!e information collected enables researc!ers to forecast future be!aviour of consumers "it! reasonable accuracy. E, +onger intervie s are possi'le: Longer intervie"s can be !eld "it! panel members and more detailed information can be collected from t!em. F, &elia'le data availa'le: %!e data collected t!roug! diaries is more accurate and reliable. #t is recorded by t!e respondents and t!e possibility of errors of lapses of memory are reduced considerably. 3anel researc! is useful for noting be!avioral c!anges of consumers. G, #conomical method: 4onsumer panel is an economical met!od for collecting continuous information and data. Data on t!e same sub0ect are collected periodically. %!is facilitates suitable c!anges in t!e marketing policies of t!e firm9 I, Positive response from panel mem'ers: %!e response from t!e panel members is al"ays better as t!ey voluntarily agree to participate in t!e survey "ork and offer necessary co)operation. J, %acilitates introduction of remedial measures: 4onsumer panels are useful for product development, product modification, selection of best c!annel of distribution and introduction of suitable packaging "!ic! "ill be attractive and agreeable to consumers. K, Continuous supply of information: 4onsumer panel provides information in a continuous manner. %!e information is collected from t!e same group of persons. %!is gives idea about gradual c!anges in t!e be!aviour of consumers. %!e conclusions dra"n t!roug! consumer panels are also accurate and dependable. L, &eal motives are visi'le: 4onsumer panel is useful for finding out t!e real motives be!ind t!e actions of consumers. 4onsumer be!aviour can be studied more accurately t!roug! consumer panels. M, %acilitates product testing1 4onsumer panels are used to 0udge different products at one time. .embers are asked to state "!ic! products t!ey like most and "!y. %!is facilitates product testing. Disadvantages of Consumer Panels: A, 2iased outloo- of panel mem'ers: 3anel members s!o" biased outlook after t!ey become members over a long period. %!is defeats t!e very purpose of researc! "ork as t!e data supplied may not be accurate, reliable and factual.

E, +imited co,operation from panel mem'ers: 3anel members are cooperative and take interest in t!e initial period of survey. %!ereafter, t!eir interest goes on reducing and t!ey supply data indifferently. %!is is because t!ey do not "ant to be bot!ered again and again. As a result, t!e degree of co)operation bet"een t!e panel members reduces. F, A'sence of representative character: A small panel is al"ays unrepresentative in c!aracter. %!e conclusions dra"n "it! t!e !elp of suc! panel may not be applicable to t!e "!ole class of consumers. %!us, t!e panel as a sample may not represent t!e true picture of t!e "!ole population. G, Panel mem'ers drop gradually: 3anel members drop out from time)to)time. :very panel is sub0ect to a certain amount of mortality. 6o"ever, selecting ne" members "it! t!e same c!aracteristics is not easy. %!e ne" members selected may be different and t!is affects t!e quality and accuracy of t!e "!ole pro0ect. I, Panel mem'ers 'ehave li-e e7perts: %!e members of t!e panel become sop!isticated and also consider t!emselves as e(perts or professional testers. %!is !arms t!e quality of researc! "ork. J, Costly/e7pensive: 4onsumer panel researc! is rat!er e(pensive. #t requires continuous efforts to build up and maintain t!e panel. 2iving product for testing or a small gift to large number of panel members is costly. #n #ndia, only large companies like 6industan Lever Limited do !ave consumer panels,. "'servation Method Meaning "f "'servation Method: 8bservation met!od +observational researc!, is one e(tensively used met!od of primary data collection. 8bservation researc! means gat!ering of primary data by observing relevant people, actions and situations. 6ere, consumer be!aviour is observed directly and conclusions are dra"n. As a result, t!e defects in!erent in direct questioning are avoided. 8bservation met!od is more ob0ective as it is based on accurate "atc!ing and noting t!e details of be!aviour of consumers. #t eliminates sub0ective element encountered "it! questionnaire met!od. 8bservation means "an act of recogni ing and noting facts of occurrences." 3ersonal be!aviour of respondents can be observed "it! t!e !elp of observation. A consumer packaged goods marketer for e(ample, may send !is representative to supermarkets and observe s!oppers as t!ey look at t!e product, e(amine t!e packages and make actual buying decisions. 4onsumers are not a"are t!at t!ey are being observed' "atc!ed by t!e observer stationed in t!e s!op for t!is purpose. ?aturally, co)operation of respondents is not necessary. 6o"ever, intervie" may be used as a follo")up to get additional information. #n fact, observation acts as a good supplement to ot!er met!ods used for data collection. $or instance, customers are observed buying toot!paste or soap in small packets instead of large packages. %!ey may be asked "!y t!ey prefer small packages rat!er t!an large packages. 8bservation is possible t!roug! individual observers +live observation, or t!roug! mec!anical devices like eye cameras or scanners. Methods "f "'servation: A, Direct and Indirect "'servation 1 #n direct observation t!e observer looks and acts like a s!opper. %!e ot!er regular s!oppers do not reali e t!at t!ey are being observed. %!us, t!e observer studies t!e purc!ase procedure and t!e be!aviour of t!e customers "!ile t!ey purc!ase goods. #n #ndirect observation is meant to study t!e past be!aviour. %!is is

possible "it! t!e !elp of past records, films, p!otograp!s, etc. 6ere, t!e be!aviour itself is not observed, but its effects are observed. #n indirect observation, t!e observer looks for p!ysical traces of be!aviour or occurrence of an event. $or e(ample, in order to find out liquor consumption in a !ouse!old, an observer "ould like study t!e empty liquor bottles in t!e garbage. %!e success of indirect observation depends on !o" best t!e observer is able to identify p!ysical traces of t!e problem under study. Direct observation is very common t!an indirect observation. E, Structured and *nstructured "'servation: #n structured observation t!e purpose of observation is clearly defined and t!e observer kno"s "!at to observe as regards t!e consumers "!o are busy in t!eir s!opping "ork. %!e observations to be made are clear to t!e observer and t!e observations "ill be completed accordingly. #n *nstructured observation t!e observer observes "!atever !e t!inks pertinent. #t is similar to unstructured questioning. %!e observer is clear about !is ob0ectives and !e conducts observation activity accordingly. F, Manual and Mechanical "'servation: #n manual observation !uman beings are appointed to observe and record t!e data. #ndirect observation is made "it! t!e aid of electro)mec!anical devices. .ec!anical observation is economical and more accurate as compared to !uman observation. G, Disguised "'servation 8Covert "'servation9 : Disguised observation is "!ere t!e customers do not reali e t!at t!ey are being "atc!ed. Advantages "f "'servational !echnique: A, Accuracy: 8bservational tec!niques are !ig!ly accurate. %!ey reduce intervie"er/s bias. A trained field "orker is not likely to e(ert a bias in any direction of researc!. %!e information available from observation is more ob0ective and reliable t!an available t!roug! survey met!od. E, %actual information availa'le: #t provides factual information into ne" areas of researc!. F, &ecords events as they occur: #n observational met!od, t!e events are recorded as t!ey occur. %!e researc!er is not dependent on t!e respondent for t!e supply of correct information. G, #conomical: 8bservational met!od is economical as preparation of a questionnaire etc, are not required. I, "'(ective data availa'le: %!e data collected by observation met!od are more ob0ective and accurate. 6ere, an attempt is made to avoidH biases t!roug! memory, lapses, !alo effects or ot!er sources by observing respondents be!aviour. J, More accuracy in mechanical devices: .ec!anical devices can be used to collect facts "!ic! "ill reduce t!e cost of data collection and t!e information collected is also accurate. K, #ffective method: 8bservational met!od is found to be quite effective and useful in researc!es related to marketing problems. +imitations "f "'servational !echnique:

A, Certain elements are missed: 8bservational met!od !as no capacity to observe attitudes, motivations and intentions of customers. %!ese elements can be observed only "!en t!ey are converted into action. #t is also difficult to pinpoint t!em as !uman be!aviour is t!e net result of many drives and urges. E, 6uman errors possi'le: 8bservational met!ods are used by observers "!o are !uman beings and are sub0ect to errors and mistakes. :ven !ig!ly e(perienced observers are likely to make mistakes "!ile observing t!eir respondents. F, Purpose is defeated1 if secrecy is not maintained: #n some observational studies, t!e respondent gets t!e idea t!at !e is participating in a test. 6e kno"s t!at !e is being observed. Suc! situation "ill defeat t!e every purpose of observation. G, Costly method under certain situations: 8bservational met!od is economical "!en used for observing events occurring rapidly. #t proves to be costly "!en t!e events to be observed do not occur at rapid intervals. #n addition, properly trained observers are required to be appointed. %!is makes survey "ork e(pensive. I, "'server3s 'ias: $ield observer/s bias may creep in and t!ereby making t!e observations faulty. :ven faulty observation by t!e observer may prove to be dangerous. J, +imited application: 8bservation met!od !as limited application. K, #t tells about "!at actually !appened but it cannot tell as to "!y it so !appened. L, )eeds support of personal intervie : 8bservation met!od needs t!e support of personal intervie" in order to understand t!e motives, attitudes and opinions of individuals'consumers. #t is useful as a supplement of personal intervie" met!od. #7perimentation Method Meaning and %eatures of #7perimentation Method #n scientific inquiry, researc! is primarily centered around controlled e(periments. :(periments are a special form of survey or observation met!ods "!ere respondents are asked questions about some controlled conditions or t!eir reactions to some controlled conditions are observed. #n e(periments, t!e researc!er alters t!e environment and measures t!e effect of t!ese alterations'manipulations. :(perimentation may be defined as "a process "!ere events occur in a setting at t!e discretion'option of t!e researc!er and controls are used to identify t!e sources of variation in respondent/s response. :(perimental researc! is best suited for gat!ering correct information as it tries to e(plain cause)and)effect relations!ips. %!e scope for e(perimentation is to some e(tent limited in .R as t!e ideal e(perimental conditions of laboratory testing are many a times not possible in t!e field of marketing. .arketing relate to !uman be!aviour "!ic! is difficult to predict precisely. :(perimentation can be undertaken under t"o types of setting1 +a, $ield setting, and +b, Laboratory setting. $ield e(periments are conducted at t!e market place but t!e purposes are not kno"n to t!e participants in t!e e(periment. %!e investigator sets up t!e e(periment before t!e sub0ects begin to participate. %!ere is more realism in t!is type of e(perimental met!od. $ield e(periments are used rarely due to !ig!er costs and longer time involved. $ield e(periments are usually conducted in test marketing in order to find out t!e acceptability of t!e ne" product by consumers. :(perimentation is also possible under laboratory setting. %!e laboratory

e(perimentation met!od is accurate but laboratory e(periments are more artificial due to controlled conditions. Suc! e(periments may be in t!e form of calling limited persons, offering t!em an article +e.g. soft drink, and asking t!em about t!eir reactions. %!e purpose of e(periment is made kno"n to t!e participants and t!is makes t!em conscious. Suc! laboratory e(periments are less costly and s!orter in duration. %!ey also give reasonably accurate results. Advantages of #7perimentation Method: A, :(perimentation met!od of data collection is useful "!en t!e problem to be solved is clearly defined and t!e dependent or independent variables are clearly marked. E, :(perimentation met!od enables t!e marketers to take quick decision in t!e marketing field as t!e marketing problems are better understood and an insig!t is available due to e(perimentation. F, 8ne ma0or benefit of e(perimentation met!od is its realism. #t enables actual market test and simulates actual market situation. #t suggests remedies "!ic! are e(tremely useful and effective1 G, :(perimentation met!od provides unbiased feedback on !o" t!e product and marketing strategy "ill !elp t!e firm penetrate t!e market. I, :(perimentation met!od of .R can be applied most suitably to certain problems like training and remuneration of salesmen, s!elf display arrangements, package designs and advertising copy. :(perimental marketing +test marketing, can be used to study t!e effect of certain sales promotion tec!niques suc! as premium, brand, package design and colour combination. %!e use of lengt!y e(perimental met!ods is limited in #ndia. %!is is due to !eavy cost involved in t!em. .any companies no" select smaller to"ns like 3une or #ndore for test marketing. 4ertain tec!niques, suc! as split)run for evaluating alternative advertising copy are also used to a )considerable e(tent in #ndia. +imitations of #7perimentation Method: A, :(perimentation met!od is costly and time consuming. E, #t requires t!e services of trained staff for t!e conduct of e(periments. F, :(perimental met!ods suffer from many administrative problems. G, 4ontrolling t!e variables in t!e selected market for e(periment is one ma0or difficulty as t!ey may upset t!e result. I, %!e competitors may "eaken t!e test market results t!roug! t!eir marketing activities. J, %!ere is lack of t!eoretical base to e(perimentation met!ods. #7perimentation and #7perimental Design: #7perimentation: As regards e(perimentation, t!ere is an attempt to measure t!e effect of one or more variables by c!anging t!e level of some variables and measuring t!e effects e.g., post)testing effectiveness of an advertising campaign. #n order to kno" !o" "ell brand of t!e product is recorded in t!e mind of consumers, it is possible to measure brand a"areness among a sample of target respondents. %!is effort "ould be called e(perimentation.

#7perimental Design: :(perimental design involves obtaining t!e proper information "it!in an acceptable accuracy range for a cost t!at does not e(ceed t!e value of t!e information. #t ensures t!at eac! e(perimental treatment is used "it!in eac! classification of "test units and eac! classification of e(traneous forces are applied equally to all test units. :(perimental design originated in t!e field of agricultural researc!. R. A. $is!er made significant contribution by stating t!at t!e practices prevalent for t!e, measurement of output from plots of land could not provide unbiased and unambiguous findings. ?o" e(perimental design is used in all areas of business. %actors Affecting #7perimental Design: A, #lement of time: :(perimental design is time consuming. 3lanning e(perimental design takes lot of time because t!e researc!er !as to consider pros and cons of various designs available to !im. E, Commitment of management: :(perimental design needs !ig! level of management commitment. #f management becomes dis!eartened "it! any e(periment and it is allo"ed to lapse "it!out running its full course or is !andled !alf)!eartedly, all efforts "ill be "asted. F, &ange of variation: *nder proper condition, e(perimental design can indicate t!e effects of specific variations in one or more elements of t!e marketing mi(. %!e e(periment can be done "it! only one variable like price or "it! multiple variables like colour of packaging, c!annel of distribution and sales promotion. G, Cost and accuracy: :(perimental design must balance cost constraints "it! accuracy. Accuracy is related to t!e amount of error. -e s!ould not assume t!at t!e possibility of an e(perimental error means t!at t!e error "ill occur. %!e cost of running e(perimental design s!ould be less and benefits obtained s!ould be more. I, Identification of varia'les1 :(perimental design uses one or more variables in suc! a "ay t!at its effect on one or more variables can be measured. 6ence it becomes necessary to identify t!e variables correctly. #7perimental &esearch1 *nder t!is researc!, t!e researc!er manipulates one or more variables in suc! a "ay t!at its effect on one or more ot!er variables can be measured. #t includes +a, Laboratory e(periments and +b, $ield e(periments. Laboratory e(periments deal "it! manipulation of independent variables in an artificial situation. $ield e(periments deal "it! manipulation of independent variables in a natural situation. Questions Concepts a. b. c. d. e. f. g. %"o sources of secondary e(ternal and internal data. +A3R#L)CE, 8mnibus 3anel +A3R#L)CE, $ocus 2roup Discussion. +A3R#L)CE, Audits and its types. +A3R#L)CF, -ord association. +A3R#L)CG, ?on)structured, Disguised &uestioning. +A3R#L)CI N 84%)CF, Sentence 4ompletion %est. +A3R#L)CI,

Descriptive a. :numerate briefly t!e various met!ods of conduction .R b. <$or a researc! problem, one !as t!e option of collecting data from various sources as eac! data sources !ave positive and negative points>. 4omment. +A3R#L)CE, c. -rite a s!ort note on 8bservation met!od. +A3R#L)CE, d. -!at are 3anels; :(plain consumer panels1 benefits and limitation. +A3R)CF, e. :numerate t!e advantages and disadvantages of mail survey as a met!od of data collection f. :(plain t!e concept of focus groups. -!at are its ma0or applications in marketing researc!; +A3R)CG, g. :(plain t!e concept of customer and dealer panels. -!at are its ma0or applications in marketing researc!; +A3R)CI, !. -!at is structured B non distinguis!es and non structured distinguis!ed questionnaire +8ct ECCF, i. 6ig!lig!t t!e essential steps in designing a questionnaire. +A3R#L)CE, 0. 2iving e(ample, e(plain t!e various questionnaire types "!ic! emerge in survey researc!. +A3R)CI, Short notes a. Desk researc! b. 3ersonal intervie" c. .ail survey