Page 122 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 7: Sources and Methods of Data Collection

Delphi Technique Notes

This is a process where a group of experts in the field gather together. They may have to reach
a consensus on forecasts. Sometimes, the judgment may be made by some group members who
have strong personalities.

Notes In the Delphi approach, the group members are asked to make individual judgments
about a particular subject, say ‘sales forecast’.
These judgments are compiled and returned to the group members, so that they can compare
their previous judgment with those of others. Then they are given an opportunity to revise their
judgments, especially if it differs from the others. They can say, why their judgment is accurate,
even if it differs, from that of the other group members. After 5 to 6 rounds of interaction, the
group members reach conclusion.

Focus Group Interview

They are the best known and most widely used type of indirect interviews. Here, a group of
people jointly participate in an unstructured indirect interview conducted by a moderator. The
group usually consists of six to ten people. In general, the selected persons have similar
backgrounds. The moderator attempts to focus the discussion on the problem areas.
Focus groups are used primarily to provide background information and to generate hypothesis
rather than to provide solution to problems. The areas of application include:
(1) Development of new product concept.
(2) The generation of ideas for improving established products.
(3) Development of creative concepts in advertising.

An example of the use of the focus group technique in the development of advertising may be
looked at. Assume that company X wants to introduce electrical cars. Just prior to the introduction
of the new car, the company conducts two focus group interviews to see “what is the dealers’
perception about key benefits of the new type of car?” Assume that previous research indicated
the customers would buy the new car, provided they were less expensive than the conventional
cars. Since the new car was priced lower than price of a conventional car, the company expected
no problems with the dealers accepting the new car. Instead, the focus group interviews found
that the dealers were doubtful about the acceptance of electrical car in the Indian market, since
it is new, despite the fact that it is cheaper than regular car. Customers were concerned about
charging mode, facilities for doing so, battery life and above all, newness of the concept.

Projective Techniques

Projective techniques (Indirect method of gathering information/indirect interview) are
unstructured and involve indirect form of questioning.
In projective techniques, respondents are asked to interpret the behaviour of users, rather than
describe their own behaviour. In interpreting the behaviour of others, respondents indirectly
project their own motivation and feelings into the situation.

Example: Many a time, people do not want to reveal their true motive for fear of being
branded ‘old fashioned’. Questions such as “Do you do all household work yourself?” The

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