Methods 1. Observation 2. Interview 3. Through Questionnaires 4. Through Schedules 5. Other methods which include: Warranty cards Distributor audits Pantry audits Consumer panels Using mechanical devices Through projective techniques Depth interviews Content analysis Observation Method • Observation becomes a scientific tool and method of data collection for the researcher when it serves a formulated research purpose; is systematically planned and recorded and is subject to checks and controls on validity and reliability • Information is sought by way of the investigator’s own direct observation without asking the respondent. • Structured Observation: characterised by a careful definition of the units to be observed, the style of recording the information, standardised conditions of observation and selection of the pertinent data of observation. • Unstructured observation: When observation takes place without these characteristics. • Participant vs non-participant observation • Controlled vs uncontrolled observation Interview Method • Involves presentation of oral-verbal stimuli and reply in terms of oral-verbal responses. Can be through personal interviews or telephonic interviews. • Structured vs. unstructured interviews. Structured interviews involve the use of a set of pre-determined questions and of highly standardised techniques of recording. Follows a rigid procedure, asking questions in the form and order prescribed • Unstructured interviews do not follow a system of pre- determined questions. • Focussed interview, clinical interview, and non- directive interview Merits of interview Method • More information and that too in greater depth can be obtained • Interviewer can overcome resistance if any of the respondents • Greater flexibility to restructure questions in case of unstructured interviews. • Non-response generally remains low • Interviewer can decide who will answer the questions. Group discussions can also be held • Language can be adopted to suit the educational level of the person being interviewed • Can collect personal information of the respondent’s personal characteristics to help to interpret results Weaknesses of the interview Method • May be very expensive when large and geographically spread sample is taken • Possibility of the bias of the interviewer and the respondent • Respondents in high positions may not be easily accessible • More time consuming • Selection, training and supervising the field staff is more complex • May introduce systematic errors • Rapport between interviewer and respondent may be difficult to achieve. Telephonic Interviews • More flexible • Faster than other methods • Cheaper • Recall is easy. Call backs are simple and economical • Higher rate of response • Replies can be recorded without embarrassment to the respondent • Can explain requirements more easily • Better access to respondents who cannot be otherwise contacted • No field staff is required • Representative and wider distribution of sample is possible Demerits of telephonic interview • Little time is given to respondents toconsider the answer.Period not likely to exceed five minutes • Only people who have telephonic facility can be accessed • Not suitable for intensive surveys where detailed answers are required • Greater possibility of bias • Questions have to be short and to the point Through Questionnaires • Questionnaire consists of a number of questions printed or typed in some definite order • Mailed to respondents who have to fill it and return it at the earliest • Low cost even when geographic coverage is wide • Free from the bias of the interviewer. • Respondents get adequate time to think • Large samples can be made use of making results more reliable Demerits of Questionnaire Method • Low rate of return of duly filled in questionnaires. Bias due to non-response is often indeterminate. • Less control over the questionnaire, once dispatched. • Possibility of ambiguous replies or omission making interpretation difficult • Difficult to know whether willing respondents are representative. • Pilot study to be conducted to increase effectiveness of the questionnaire Main features of a questionnaire • General form- structured or unstructured. In structured questionnaire, questions are definite, pre-determined and concrete.Standardisation is maintained to ensure that all respondents reply to the same set of questions. • Questions may be closed or open. • Correct question sequence to be maintained • Opening questions should be such as to rouse interest in the respondents • Easy questions should be asked first.. Questions should go from the general to the specific. Essentials of a good questionnaire • Should be short and simple • Must proceed in a logical sequence • Personal and intimate questions should be left to the end • Technical terms and vague expressions should be avoided • Questions should be dichotomous,multiple choice, or open- ended. • There should be some control questions to ensure reliability of the respondent • Questions affecting sentiments of the respondents must be avoided. • Adequate space should be provided to give the answers • Physical appearance must attract the respondent Collection of data through schedules • Schedules are filled in by the enumerators themselves. Selection of the right type of enumerators is very important. • Enumerators should be well trained, intelligent, honest sincere, hard working and have patience. • Useful in extensive enquiries but more expensive . Other methods • Warranty cards • Distributor or store audits. • Pantry audits • Consumer panels • Use of mechanical devices