Page 113 - DMGT404 RESEARCH_METHODOLOGY

Unit 6: Primary Data and Questionnaire

Notes

Tasks 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.
Self Assessment

Fill in the blanks:
3. A causal observation could enlighten the researcher to …………….the problem.
4. In …………observation, the actual behaviour or phenomenon of interest is observed.
5. ………………observation provides only superficial indications.

6.3 Survey Research Design

Survey is used most often to describe a method of gathering information from samples of
individuals. For example, sample of voters are questioned before elections to determine how
the public perceives the candidate and the party. A manufacturer does a survey of the potential
market before introducing a new product. Government commissions conduct a survey to gather
the factual information, it needs to evaluate existing legislation, etc.

6.3.1 Steps Involved in Designing Survey Method

1. Select and formulate research problem.
2. Select an appropriate survey method.
3. Design the survey method/research design.

4. Conduct survey and collect data.
5. Analyze and report.

Notes Cover Note
Researcher needs to send a polite short cover note, especially with mailed questionnaires
and it should include the following:
 Introduction to the researcher.
 What the research is all about?
 Why is he conducting the study?

 What will happen with the results?
 Who to contact if respondent has any queries?
 How to return the questionnaire to the researcher?

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