Page 124 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Unit 7: Sources and Methods of Data Collection

 Sentence Completion: Here the respondents have to finish a set of incomplete sentences. Notes
Example: Let us make a study dealing with people’s inner feelings towards software
professionals.
(a) Earnings of a software professional …………….
(b) Being a software professional means …………….
(c) Working hours for software professional are …………….
(d) The personal life of a software professional is …………….
(e) The social status of software professional is …………….
Suppose you want to study the attitude towards a periodical:

(a) A person who reads Women’s Era periodical is …………….
(b) Business World periodical appeals to ……………..
(c) Outlook periodical is read by …………….
(d) Investor periodical is mostly liked by …………….
Suppose you want to provide a basis for developing advertising appeal for a brand
of cooking oil, the following sentence may be used:
(a) People use cooking oil …………….
(b) Most of the new cooking oil ……………
(c) Costliest cooking oil …………………
(d) The thing I enjoy about cooking oil used by my family…………..

(e) One important feature to be highlighted in the advertisement about cooking
oil is…………………………………….
 Story Completion: A situation is described to a respondent who is asked to complete
the story based on his opinion and attitude. This technique will reveal the interest of
the respondent, but it is difficult to interpret.

Example:
 Mr. X belongs to the upper-middle class. He received a telephone call, where the
caller said that “I am from Globe Travels. Sir, I want to tell you about our recent
offer, that is, if you travel to the US this summer, you will get two tickets free by the
year end to fly to the Far East.
What was Mr. X’s reaction? Why?
 Two children are quarreling at the breakfast table before going to school. The younger
of the two, has spilled coffee on her brother’s shirt which he was supposed to wear
on the same day for attending annual sports event.
What will the mother do?

The story completion has numerous applications in solving marketing problem. The
most important of which is to provide data to the seller, recognising the image and
feelings people have about the company ’s products and services. This method is used
before finalising an advertisement.
3. Thematic Apperception Test (TAT): TAT is a projective technique. It is used to measure the
attitude and perception of the individual. Some picture cards are shown to respondents.

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