Page 121 - DMGT404 RESEARCH_METHODOLOGY

Unit 6: Primary Data and Questionnaire

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: "Tell me your opinion about Mr. Ben's healing effect show conducted at
Bangalore?"
"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

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