Page 121 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes Limitations of Observation Method

1. The observer might be waiting at the point of observation. Still the desired event may not
take place i.e. observation is required over a long period of time and hence delay may
occur.
2. For observation, extensive training of observers is required.
3. This is an expensive method.
4. External observation gives only surface indications. To go beneath the surface it is very
difficult. So only overt behaviour can be observed.
5. Two observers may observe the same event but may draw inference differently.
6. It is very difficult to gather information on (1) Opinions (2) Intentions etc.

Task What observation technique would you use to gather the following information?
1. What kind of influence do children have on the purchase behaviour of their parents?
2. How do discounts influence the purchase behaviour of customers buying colour
TV?
3. A study to find out the potential location for a snack bar in a city.

7.2.2 Qualitative Techniques of Data Collection
Qualitative research is used to analyse those data which cannot be quantified. Qualitative research
is used in exploratory research. The number of respondents covered in this type of research is
small compared to quantitative research.
There are four major techniques in Qualitative Research. They are:
1. Depth Interview
2. Delphi Technique
3. Focus Group
4. Projective Technique

Depth Interview

Unstructured, direct interview is known as a depth interview. Here the interviewer will continue
to ask probing questions of like, “What did you mean by that statement?”, “Why did you feel
this way?” and “What other reasons do you have?” etc., until he is satisfied that he has obtained
the information he wants.

Notes The unstructured interview is free from restrictions imposed by a formal list of
questions.

The interview may be conducted in a casual and informal manner in which the flow of the
conversation determines what questions are to be asked and the order in which they should be
asked.

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