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In determining a sample design, what type of information would you require?

A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedure the researcher would adopt in selecting items for the sample. Sample design may as well lay down the number of items to be included in the sample i.e., the size of the sample. Sample design is determined before data are collected. There are many sample designs from which a researcher can choose. Some designs are relatively more precise and easier to apply than others. Researcher must select/prepare a sample design which should be reliable and appropriate for his research study. Objectives identified in order to answer the research questions have to be listed making sure that they are numbered and the statement begins with an action verb. There are two types of data namely primary data collected for the first time and secondary data, those which have already been collected and analyzed by someone else.

Methods of Primary Data Collection

Observation Method
The observation method is the most commonly used method especially in studies relating to behavioural sciences. In a way we all observe things around us, but this sort of observation is not scientific observation. Observation becomes a scientific tool and the method of data collection for the researcher, when it serves a formulated research purpose, is systematically planned and recorded and is subjected to checks and controls on validity and reliability. Under the observation method, the information is sought by way of investigators own direct observation without asking from the respondent. For instance, in a study relating to consumer behaviour, the investigator instead of asking the brand of wrist watch used by the respondent, may himself look at the watch. If the researcher observes and record events, it is not necessary to rely on the willingness and ability of respondents to report accurately. The biasing effect of interviewers is either eliminated or reduced. Data collected by observation are, thus, more objective and generally more accurate. However, the most limiting factor in the use of observation method is the inability to observe such things such as attitudes, motivations, customers/consumers state of mind,
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their buying motives and their images. It also takes time for the investigator to wait for a particular action to take place. Personal and intimate activities, such as watching television late at night, are more easily discussed with questionnaires than they are observed. Cost is the final disadvantage of observation method. Under most circumstances, observational data are more expensive to obtain than other survey data. The observer has to wait doing nothing, between events to be observed. The unproductive time is an increased cost.

Survey Method
The Survey method is the technique of gathering data by asking questions to people who are thought to have desired information. A formal list of questionnaire is prepared. Generally a non disguised approach is used. The respondents are asked questions on their demographic interest opinion. As compared to other methods (direct observation, experimentation) survey yield a broader range of information. Surveys are effective to produce information on socio-economic characteristics, attitudes, opinions, motives etc and to gather information for planning product features, advertising media, sales promotion, channels of distribution and other marketing variables. Questioning is usually faster and cheaper than observation. It is relatively simple to analyze, quote and interrelate the data obtained by survey method. Data is reliable and the variability of results is reduced. It also has certain limitations. Unwillingness of respondents to provide information- This requires salesmanship on the part of the interviewer. The interviewer may assure that the information will be kept secret or apply the technique of offering some presents. It can also be due to the inability of the respondent to provide information due to lack of knowledge or lapse of memory. There can be biases due to ego of respondents. There are mainly 4 methods by which we can collect data through the Survey Method 1. 2. 3. 4. Telephonic Interview Personal Interview Mail Interview Electronic Interview

Telephonic Interview
Telephone Interviewing stands out as the best method for gathering quickly needed information. Responses are collected from the respondents by the researcher on telephone. It is very fast method of data collection. The quality of information is better. It permits the interviewer to talk to one or more persons and to clarify his question if they are not understood. However it cannot handle unstructured interview. People are
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reluctant to disclose personal information on telephone. It cannot be used for those questions which require long descriptive answers.

Personal Interviewing
It is the most versatile of the all methods. They are used when props are required along with the verbal response non-verbal responses can also be observed. The person interviewed can ask more questions and can supplement the interview with personal observation. They are more flexible and in depth research is possible. Also verification of data from other sources is possible. The information obtained is very reliable and dependable and helps in establishing cause and effect relationship easily. However, it is expensive and time consuming. The accuracy of data is influenced by the interviewer.

Mail Survey
Questionnaires are sent to the respondents; they fill it up and send it back. The advantages of Mail Survey are that it can reach all types of people and response rate can be improved by offering certain incentives. The drawback of Mail Survey is that it can be used for unstructured study. It is costly and time consuming. There is problem in case of complex questions.

Electronic Interview
Electronic interviewing is a process of recognizing and noting people, objects, and occurrences rather than asking for information. For example-When you go to store, you notice which product people like to use. The Universal Product Code (UPC) is also a method of observing what people are buying. The advantage is that there is no relying on willingness or ability of respondent and the data is more accurate and objective. The drawback is that the attitudes cannot be observed. There is observer bias as it is not purely objective. It is also costly.

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Experimental Method
There are number of experimental designs that are used in carrying out and experiment. However, Market researchers have used 4 experimental designs most frequently. These are:

CRD - Completely Randomized Design RBD - Randomized Block Design - The term Randomized Block Design has originated from agricultural research. In this design several treatments of variables are applied to different blocks of land to ascertain their effect on the yield of the crop. Blocks are formed in such a manner that each block contains as many plots as a number of treatments so that one plot from each is selected at random for each treatment. The production of each plot is measured after the treatment is given. These data are then interpreted and inferences are drawn by using the analysis of Variance Technique so as to know the effect of various treatments like different dozes of fertilizers, different types of irrigation etc. LSD - Latin Square Design - A Latin square is one of the experimental designs which has a balanced two way classification scheme say for example - 4 X 4 arrangement. In this scheme each letter from A to D occurs only once in each row and also only once in each column. The balance arrangement, it may be noted that, will not get disturbed if any row gets changed with the other. A B C D B C C D D A A B

D A B C The balance arrangement achieved in a Latin Square is its main strength. In this design, the comparisons among treatments will be free from both differences between rows and columns. Thus the magnitude of error will be smaller than any other design. FD - Factorial Designs - This design allows the experimenter to test two or more variables simultaneously. It also measures interaction effects of the variables and analyzes the impacts of each of the variables. In a true experiment, randomization is essential so that the experimenter can infer cause and effect without any bias.

Secondary Data
Secondary data is the data that have been already collected by and readily available from other sources. Such data are cheaper and more quickly obtainable than the primary data and also may be available when primary data cannot be obtained.
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Secondary data saves efforts and expenses. It is time saving. It helps to improve the understanding of the problem. It provides a basis for comparison for the data that is collected by the researcher. It can be obtained from government publications, central statistic office, ministries, etc. However secondary data may be outdated and lost its accuracy.