Page 120 - DMGT404 RESEARCH_METHODOLOGY

Research Methodology

Notes
Example: Which television programme did you see last Saturday? This requires a reasonably
good memory and the respondent may not remember. This is known as recall loss. Therefore,
questioning the distant past should be avoided. Memory of events depends on (1) Importance of
the events, and (2) Whether it is necessary for the respondent to remember. In the above case,
both the factors are not fulfilled. Therefore, the respondent does not remember. On the contrary,
a birthday or wedding anniversary of individuals is remembered without effort since the event
is important. Therefore, the researcher should be careful while asking questions about the past.
First, he must make sure that the respondent has the answer.

Example: Do you go to the club? He may answer 'yes', though it is untrue. This may be
because the respondent wants to impress upon the interviewer that he belongs to a well-to-do
family and can afford to spend money on clubs. To obtain facts, the respondents must be
conditioned (by good support) to part with the correct facts.

Mode of Collecting the Data

The questionnaire can be used to collect information either through personal interview, mail or
telephone. The method chosen depends on the information required and also the type of
respondent. If the information is to be collected from illiterate individuals, a questionnaire
would be the wrong choice.

Step 2: Different Types of Questionnaire

1. Structured and Non-disguised

2. Structured and Disguised
3. Non-structured and Disguised
4. Non-structured and Non-disguised

1. Structured and Non-disguised Questionnaire: Here, questions are structured so as to obtain
the facts. The interviewer will ask the questions strictly in accordance with the prearranged
order. For example, what are the strengths of soap A in comparison with soap B?

(a) Cost is less
(b) Lasts longer
(c) Better fragrance

(d) Produces more lather
(d) Available in more convenient sizes
Structured and non-disguised questionnaire is widely used in market research. Questions
are presented with exactly the same wording and same order to all respondents. The
reason for standardizing the question is to ensure that all respondents reply the same
question. The purpose of the question is clear. The researcher wants the respondent to
choose one of the five options given above. This type of questionnaire is easy to administer.
The respondents have no difficulty in answering, because it is structured, the frame of
reference is obvious.
In a non-disguised type, the purpose of the questionnaire is known to the respondent.

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