Page 15 - DMGT404 RESEARCH_METHODOLOGY

Unit 1: Introduction to Research

asked? (d) Should there be a fixed set of alternatives or should it be open ended. (e) Should the Notes
purpose be made clear to the respondents or should it be disguised are to be determined well in
advance.

Task Prepare a questionnaire to find if the consumers appreciate your new product as
compared to the older ones or not.

1.3.5 Select the Sample Types

The first task is to carefully select "What groups of people or stores are to be sampled". For
example, collecting the data from a fast food chain. Here, it is necessary to define what is meant
by fast food chain. Also precise geographical location should be mentioned.
Next step is to decide whether to choose probability sampling or non-probability sampling.
Probability sampling is one, in which each element has a known chance of being selected.

Notes A non-probability sampling can be convenience or judgment sampling.

1.3.6 Determine the Sample Size

Smaller the sample size, larger the error, vice versa.
Sample size depends up on (a) Accuracy required (b) Time available (c) Cost involved.

Sample size depends on the size of the sample frame/universe. Example: Survey on the attitudes
towards the use of shampoo with reference to a specific brand, where husbands, wives or
combination of all of them are to be surveyed or a specific segment is to be surveyed.

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Caution While selecting the sample, the sample unit has to be clearly specified

1.3.7 Organize the Fieldwork

This includes selection, training and evaluating the field sales force to collect the data

(a) How to analyzing the field work?
(b) What type of questionnaire - structured/unstructured to use?
(c) How to approach the respondents?
(d) Week, day and time to meet the specific respondents etc., are to be decided.

1.3.8 Analyze the Data and Report Preparation

This involves (a) Editing, (b) Tabulating, (c) Codifying etc.
1. The data collected should be scanned, to make sure that it is complete and all the instructions
are followed. This process is called editing. Once these forms have been edited, they must
be coded.
2. Coding means, assigning numbers to each of the answers, so that they can be analyzed.

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