Page 129 - DMGT404 RESEARCH_METHODOLOGY

Unit 6: Primary Data and Questionnaire

iv. To add or remove questions arise in the process of pretest, if any. Notes
v. To purge the words with double meaning, etc.

Self Assessment Questions

Fill in the blanks:
12. Generally as a thumb rule, it is advisable to keep the number of words in a question not
exceeding ……….
13. In a ………………..scale, the number of favourable responses are equal to the number of
unfavorable responses.
14. A major disadvantage of dichotomous question is that it ------------the respondent's response..
15. Open-ended questions are useful in ………………research, where all possible alternatives
are explored.
6.6 Summary

 Primary data may pertain to life style, income, awareness or any other attribute of
individuals or groups.

 There are mainly two ways of collecting primary data namely: (a) Observation (b) By
questioning the appropriate sample.

 Observation method has a limitation i.e., certain attitudes, knowledge, motivation, etc.
cannot be measured by this method. For this reason, researcher needs to communicate.
 Communication method is classified based on whether it is structured or disguised.

 Structured questionnaire is easy to administer. This type is most suited for descriptive
research. If the researcher wants to do exploratory sturdy, unstructured method is better.
 In unstructured method questions will have to be framed based on the answer by the
respondent. Questionnaire can be administered either in person or online or Mail
questionnaire. Each of these methods have advantages and disadvantages.
 Questions in a questionnaire may be classified into (a) Open question (b) Close ended
questions (c) Dichotomous questions, etc.
 While formulating questions, care has to be taken with respect to question wording,
vocabulary, leading, loading and confusing questions should be avoided. Further it is
desirable that questions should not be complex, nor too long.

 It is also implied that proper sequencing will enable the respondent to answer the question
easily. The researcher must maintain a balanced scale and must use a funnel approach.
 Pretesting of the questionnaire is preferred before introducing to a large population.

6.7 Keywords

Computer Direct Interview: This is the method in which the respondents key in (enter) their
answers directly into a computer.
Dichotomous Question: These questions have only two answers, like 'Yes' or 'no'
Disguised Observation: The observation under which the respondents do not know that they are
being observed.

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