Page 95 - DMGT209_QUANTITATIVE_TECHNIQUES_II

Quantitative Techniques-II

Notes  Sometimes the panel members may show disinterest and non-committed.

 A lengthy period of membership in the panel may cause respondents to start
imagining themselves to be experts and professionals. They may start responding
like experts and consultants and not like respondents. To avoid this, no one should
be retained as a member for more than 6 months.

(b) Cross-sectional study: Cross-sectional study is one of the most important types of
descriptive research, it can be done in two ways
 Field study

 Field survey
Field study: This includes a depth study. Field study involves an in-depth study of a
problem, such as reaction of young men and women towards a product.

Example: Reaction of Indian men towards branded ready-to-wear suit. Field study is
carried out in real world environment settings. Test marketing is an example of field study.
Field survey: Large samples are a feature of the study. The biggest limitations of this
survey are cost and time. Also, if the respondent is cautious, then he might answer the
questions in a different manner. Finally, field survey requires good knowledge like
constructing a questionnaire, sampling techniques used, etc.

Example: Suppose the management believes that geographical factor is an important
attribute in determining the consumption of a product, like sales of a woolen wear in a particular
location. Suppose that the proposition to be examined is that, the urban population is more
likely to use the product than the semi-urban population. This hypothesis can be examined in a
cross-sectional study. Measurement can be taken from a representative sample of the population
in both geographical locations with respect to the occupation and use of the products. In case of
tabulation, researcher can count the number of cases that fall into each of the following classes:
 Urban population which uses the product - Category I

 Semi-urban population which uses the product - Category II
 Urban population which does not use the product - Category III
 Semi-urban population which does not use the product - Category IV
Here, we should know that the hypothesis need to be supported and tested by the sample data
i.e., the proportion of urbanities using the product should exceed the semi-urban population
using the product.

6.4.2 Survey

The survey is a research technique in which data are gathered by asking questions of respondents.
Survey research is one of the most important areas of measurement in applied social research.
The broad area of survey research encompasses any measurement procedures that involve
asking questions of respondents. A “survey” can be anything form a short paper-and-pencil
feedback form to an intensive one-on-one in-depth interview.

Types of Surveys

Surveys can be divided into two broad categories: the questionnaire and the interview.
Questionnaires are usually paper-and-pencil instruments that the respondent completes.

90 LOVELY PROFESSIONAL UNIVERSITY