Page 128 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 7: Sources and Methods of Data Collection

Notes
Example: “Subjects attitude towards Cyber laws and the need for government legislation
to regulate it”.

 Certainly, not needed at present
 Certainly not needed
 I can’t say
 Very urgently needed
 Not urgently needed
2. Structured and disguised Questionnaire: This type of questionnaire is least used in
marketing research. This type of questionnaire is used to know the peoples’ attitude,
when a direct undisguised question produces a bias. In this type of questionnaire, what
comes out is “what does the respondent know” rather than what he feels. Therefore, the
endeavour in this method is to know the respondent’s attitude.
Currently, the “Office of Profit” Bill is:
(a) In the Lok Sabha for approval.
(b) Approved by the Lok Sabha and pending in the Rajya Sabha.
(c) Passed by both the Houses, pending the presidential approval.
(d) The bill is being passed by the President.
Depending on which answer the respondent chooses, his knowledge on the subject is
classified.
In a disguised type, the respondent is not informed of the purpose of the questionnaire.
Here the purpose is to hide “what is expected from the respondent?”

Example:
1. ”Tell me your opinion about Mr. Ben’s healing effect show conducted at Bangalore?”
2. “What do you think about the Babri Masjid demolition?”

3. Non-structured and Disguised Questionnaire: The main objective is to conceal the topic of
enquiry by using a disguised stimulus. Though the stimulus is standardized by the
researcher, the respondent is allowed to answer in an unstructured manner. The assumption
made here is that individual’s reaction is an indication of respondent’s basic perception.
Projective techniques are examples of non-structured disguised technique. The techniques
involve the use of a vague stimulus, which an individual is asked to expand or describe or
build a story, three common types under this category are (a) Word association (b) Sentence
completion (c) Story telling.
4. Non-structured and Non-disguised Questionnaire: Here the purpose of the study is clear,
but the responses to the question are open-ended.

Example: “How do you feel about the Cyber law currently in practice and its need for
further modification”? The initial part of the question is consistent. After presenting the initial
question, the interview becomes very unstructured as the interviewer probes more deeply.
Subsequent answers by the respondents determine the direction the interviewer takes next. The
question asked by the interviewer varies from person to person. This method is called “the
depth interview”. The major advantage of this method is the freedom permitted to the interviewer.
By not restricting the respondents to a set of replies, the experienced interviewers will be above
to get the information from the respondent fairly and accurately.

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